Market Opportunity Analysis and Value Proposition Design for the Entry of Yellowjet, a Philippine Low Cost Airline to European Mar-ket

Abstract

Yellowjet's mission is to become the most successful low cost carrier in the world and with the recent EU regulation allowing re-entry of airlines from the Philippines in European air-space, this presents a good opportunity for its expansion in the international market. It has also recently adopted a low cost-long haul strategy which in turn allows them to have the necessary capabilities to expand given its purchases of widebody aircraft. Given the saturation of Asian markets, Yellowjet is then forward-looking into expanding into Europe in order to serve and bring its branded low-cost and fun flying experiences to the overseas Filipinos and to foreign tourists to travel and explore the Philippines. This thesis has three major components, beginning with opportunity analysis which takes a look at the internal and external environment in order to identify which specific European country Yellowjet will enter. After choosing the country, the different target segments and their customer profiles will be discussed. An analysis of their different jobs, pains and gains will be matched with the features and benefits offered by Yellowjet. This will form the customer value propositions. Lastly, the project for the marketing entry strategy will be described including the elements of the service marketing mix.