As a result of carefully reading the Case Study, students should be able to: appreciate the complexity of a typical organisation’s business environment, understand the importance of using marketing activities to match the competitive position of an organisation with the environment it serves, understand the various elements of a SLEPT analysis.

This segmentation case study focuses upon how United Airlines uses customers’ motivations for different types of services to segment the market and improve its competitiveness. By offering a range of customer-focused products and services, it has become an industry innovator.