Introduction   

Tiger Airways Holdings Limited is a holding company in Singapore. It has operated the pan-Asian airline, Tiger Airways and Australia's domestic carrier, Tiger Airways Australia and owns this as well. For the internal environment, Tiger Airways has been allowed to build a profitable business model in the industry, which can help Tiger Airways to have an important share of the market. There are two major direct competitors Tiger Airways in low airfare industry, which includes Jetstar Group and Airasia. In addition, as a low cost budget airline in Aisa, Tiger air’s majority customers are budget travelers.

There are three critical issues of Tiger air are identified, including customer support and Customer services, Flight punctuality and reputation. This issues need to be resolved for the future development of Tiger Airways. This report will provide the marketing objectives, target markets and positioning, overall approach to an appropriate marketing mix and the links between the various elements.  

Marketing objectives 

According to the Market analysis, competitor analysis, customer analysis, environment analysis and the current issue about Tiger Airways in Assignment 1, this part will make the marketing objectives for the coming 12-months. Marketing objectives can make the whole company to have a clear direction to work. It is necessary to consider solid demand and economic conditions in Asia to make a clearly objectives for Tiger Airways. Considering these situations of Tiger Airways, I will make the objectives for Tiger in the following four parts. 

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