Using global segmentation to grow a business
An United Airlines case study

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Page 7: Meeting customer needs

In an industry in which the service provided is a major form of competition, the most successful airlines will be those who most accurately identify what different segments of their customer base want and are willing to pay for, and then provide it, usually within one aircraft. The end product is complex. For example, United Economy International provides services such as multi-course meals based upon consultation with celebrity chefs, brand name beverages, multi-lingual flight attendants, Mileage Plus¨ programmes and entertainment systems. The services offered by United Business International and United First International include built-in entertainment centres and a greater amount of private space.

United Airlines | Using global segmentation to grow a business