Human resources and work life balance PDF

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British Airways: Market Segmentation and Macro, Micro environment All troubles, privatizations and changes made today’s company structure. First of all, market’s segmentation is the process using by company to divide big heterogeneous markets into smaller markets and is about services and products that match their unique needs. What is more, there is also target segmentation and BA divide those segmentation into four groups: economy class, premium economy, executive club and first class. Each of those groups can be described in each market segmentation (geographic, demographic, psychographic, behavioural). When it comes to location: for an economy class it is about Europe and international flights, a premium economy class is about selected international flights, executive club- Europe and international flights, first class- selected international flights. So as we are living in 21st century, airplanes are popular type of transport. People from different target segmentation are able to use this category of moving it depends on their income but still did not make them unable to do it, BA ensures all people access to their service. From demographic segmentation point of view British Airways support male and female, the company is also prepared for different ages of their customer from kids to oldaged people. Another section in demographic segmentation is occupation; when it comes to economy class and premium economy as well BA is focused on students and salaried, executive club, and first class is about businessmen and professionals. When we focus on educational aspect for economy class, BA channel their efforts in Higher School Bachelor’s, premium economy- Technical Bachelor’s, executive club and first class- Masters (those who graduated University especially business school). BA also cares about social status of its customers, so company is interest of low and middle status of their clients when it comes to economy class and premium economy and high status for executive club and first class. Psychographic segmentation is about lifestyle and personality of the clients, so first two of target segmentation need to have moderate-orientated lifestyle and the rest achievementorientated. In economy class and premium economy BA is concentrated on people who have happy-go-lucky personality, and in executive club and first class the key is on determined and ambitious personality. The last aspect we have to focus is behavioral. Different people from different target segmentation travel for various reasons. Economy class have regular travels, premium economy vacations, executive club and first class business trips. Those groups have also other benefits sought; economy class- affordability, premium economy- value, executive club and first class- luxury. 1

1 http://www.scribd.com/doc/272726952/British-Airways-Segmentation-Targeting-Positioning#scribd...