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

Page 9: Conclusion

United Airlines recognises that airlines need to be able to respond rapidly to changing customer requirements in what is a complex service industry. The company understands the role of technology in enabling it to amass the data it requires about customer requirements. In a heavily regulated and increasingly competitive market place with good prospects for long term growth, United Airlines successfully uses market segmentation to target distinct customer groups from whom growth opportunities can be developed.

United Airlines | Using global segmentation to grow a business


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