Question: SECTION B: Sample Exam Questions (2014 August/September Examination) Question 1 THAI Smile is a brand-new subsidiary airline of THAI Airways which is operated under the

SECTION B: Sample Exam Questions (2014

SECTION B: Sample Exam Questions (2014 August/September Examination) Question 1 THAI Smile is a brand-new subsidiary airline of THAI Airways which is operated under the management of Thai Smile Airways Company Limited. A brand positioning of Thai Smile is 'light premium'. THAI Smile offer variety of products and services to meet the need to passengers who want to travel in a short distance flight session while ensuring greatest comfort and convenience for a superior air travel experience (a) Based on the above, identify the positioning practice by THAI Smile. Explain how does positioning help in deciding on marketing strategy? (7 marks) (b) Propose segmentation strategies that could practice by THAI Smile. Support each segmentation strategies with relevant example. (12 marks) (c) Abu often used his free time to four and travel around. While his father Ali often required by company to go for business visit. Based on the statement, describe the type of markets Abu and Ali belong to relate to THAI Smile 16 marks)

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