Reference no: EM133663786

Entrepreneurial Marketing Strategy

Introducing Budget-Friendly Flights:

Air Japan's New Singapore-Tokyo Routes under ANA

In the wake of the pandemic, there's been a surge in travel despite soaring flight prices, with Japan emerging as a top destination for many Singaporeans. While traditional carriers like Singapore Airlines, Japan Airlines (JAL), and All Nippon Airways (ANA) command steep fares, a budget-friendly alternative has entered the scene: Air Japan. As a subsidiary of ANA, Air Japan competes directly with JAL's low-cost carrier, ZipAir. Though its roots trace back to 1990 as a charter carrier, Air Japan suspended operations for a period before relaunching in 2001 and undergoing a rebranding in 2022 as a budget airline. Recently, Air Japan unveiled plans for a new Singapore-Tokyo route serviced by the Boeing 787-8 aircraft, set to commence operations between Changi Airport and Narita International Airport on April 26, 2024.

Air Japan operates a total of 10 weekly flights between Singapore and Tokyo's Narita Airport, with five flights in each direction. The flights are scheduled for Mondays, Thursdays, Fridays, Saturdays, and Sundays. Departures from Singapore occur at 12:55 am, arriving in Tokyo at 9:10 am, while departures from Tokyo are at 5:35 pm, arriving in Singapore at 11:55 pm. These timings cater well to Singaporean travellers who favour overnight flights and waking up in a new destination, as well as those seeking a relaxed journey to the airport after checking out of their accommodations. It's important to note that there are no alternative timings available, and flights do not operate to or from Tokyo's Haneda Airport.

Japanese cuisine enthusiasts will rejoice to learn about Air Japan's in-flight meal offerings, predominantly consisting of Japanese-style bentos. These include an omakase sushi box, hamburger steak with rice gratin, and teriyaki salmon, among various others. Additionally, there's the charming Kawaii Lunch Box, featuring components creatively styled as animals, flowers, and heart motifs-a treat beloved by both the young and young at heart. Prices range from JPY1400 to JPY1800 (approximately $12.50 to $16). For a full list of available dishes, click here.

While Air Japan provides in-flight Wi-Fi, additional charges apply:

30 minutes	Three hours	Up to 24 hours
USD6.95 (~S$9.34)	USD16.95 (~S$22.76)	USD21.95 (~S$29.48)

Air Japan offers three fare tiers: Simple, Standard, and Selected. Here are the prices for one-way flights based on Air Japan's current fare list:

Simple (starting from $179):	Standard (starting from $217):	Selected (starting from $264):
Includes up to seven kilograms of carry-on baggage.	Includes carry-on baggage. Allows for a single piece of check-in baggage weighing up to 23 kilograms. Offers seat selection.	Includes carry-on baggage. Allows for up to two pieces of check-in baggage totaling up to 23 kilograms. Offers seat selection. Includes an in-flight meal.

You need to answer all the questionsbased on the case content. You need not research online for further information about Air Japan.

Question 1 Segmentation
Analyze how Air Japan tailors its targeting strategy to meet the needs and behaviours of Singapore-Tokyo route customers, considering factors such as demographics, psychographics, and travel preferences. Justify your analysis with insights into consumer behaviour, market trends, and competitive dynamics within the airline industry.

Question 2 Branding

As Air Japan's Chief Marketing Officer, devise a branding strategy to position the airline as a competitive budget option in the Singapore-Tokyo flight market.

(a) Analyze Air Japan's unique selling points compared to traditional carriers and low-cost competitors. Justify your answer with valid reasons.

(b) Outline specific initiatives to differentiate Air Japan and attract budget-conscious travellers, considering its unique offerings, target audience, and competitive landscape. Justify your answer with valid reasons.

Question 3 Communications

You have been assigned the role of Chief Marketing Officer, who will be responsible for planning and executing the launch campaign for Air Japan's new Singapore-Tokyo route. The inaugural flight is scheduled for April 26, 2024.
Your task is to create a communications strategy that can effectively promote the new route using organic and paid digital marketing tactics.

The strategy should outline the target audience, communications goals, messages, communications channels, and tactics to ensure maximum reach and engagement among potential travellers. Justify your answer with valid reasons.

Question 4 Distribution
Air Japan is a budget-friendly airline that maximises accessibility and convenience for travellers on the Singapore-Tokyo route. Assess current distribution channels and propose innovative approaches to enhance ticket sales and service delivery. Justify your answer with valid reasons.

Question 5 Entrepreneurial Pricing: Survival vs Growth
(a) Considering the competitive landscape and consumer preferences in the post-pandemic travel market, analyze the effectiveness of Air Japan's fare tiers-Simple, Standard, and Selected-in meeting the diverse needs of travellers and maximizing revenue generation for its Singapore-Tokyo route. Justify your answer with valid reasons.

(b) Discuss how Air Japan's pricing strategy aligns with its overall positioning as a budget-friendly alternative in the Singapore-Tokyo flight market and assess the impact of ancillary services, such as in-flight meals and Wi-Fi, on pricing decisions.Justify your answer with valid reasons.

The answers are to be formatted as follows:

1. Cover page:Full name and student number.

2. 1-inchmarginon allsides.

4. 12-pointARIALfont.

5. SingleSpacingonly.

6. PageLimit=6PagesONLY,referencesseparate (i.e. From page 8).

7. Document format: WORD

8. Reference list: Use the APA referencing style for in-text referencing and the list of references at the end of the marketing plan. You may refer to

You must include references ifyou have conducted any secondary research and cited them in the individual assignment. Academic references (e.g. journal articles, conference papers and books) should be included when necessary.

9. An appendix is allowed (for photos and diagrams only).