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Business Strategy Case Study: Stanford Lux Airlines

1456 Words6 Pages

1) Company name
2) What’s the product specialty
3) Who are the customers
4) Who are the rivals (Market Segments)
5) Location
6) Customer analysis
7) Competitor analysis
Stanford Lux Coaches
Stanford Lux Coaches is the leading bus transport provider in Singapore that primary routes are cross-boarders services between Singapore and Malaysia. Founded in 1993, it has seen a steady growth in passenger demand travelling between the two nations. It offers the cheapest and most reliable options for cross-border travel besides air travel.
To cater to the different routes and travelers preference, Stanford Lux Coaches operates its fleet of coaches with four different type of variation.
Lux Deluxe
Lux Premier
Lux Executive
Lux Sleeper
18 individual …show more content…

Despite new models of coaches introduced into the market, most coaches have standardized seats and the usual boring interiors. The proposed latest addition to Stanford Lux Coaches’ variation will see the fleet configured with aircrafts interiors to a maximum; and will be marketed as Lux Aero.
The current overhead cabin space will be improved with having a latch to prevent items from dropping. Premium economy seats in the aviation market will be fitted on board that comes with upgraded entertainment system that’s available in the market but not yet on coaches in the local market. Most coaches that ply between Singapore and Malaysia are not equipped with on-board lavatory. Stanford Lux Coaches sees this as an improvement to better market its brand. In addition, Wi-Fi will be provided on board to cater to help passengers stay connected during their journeys.
A new form of ‘air travel’ that emulates the time needed for check-in, traveling to the airport far from town centers; Lux Aero will provide travelers a fresh experience of ‘being in an aircraft’ without feeling the effects of being in the air.

PESTLE …show more content…

Key information that has to be analyzed:

1) Size and competitive structure of the market
An analysis of the market’s potential for the introduction of coaches with aircraft cabin interiors is primary. The market size, potential growth for the new coaches configuration and if future sales trend are in favor of the new product will be accessed. Analysis of Stanford Lux Coaches competitors’ behavior and their performance has to be accessed as well, to forecast if their development plans for future growth will impede the new product. Market share of Stanford Lux Coaches assessment will reflect the company’s standing in the industry and the potential for its customers willing to try its new product.

2) Product
As Lux Aero is a new product development, and will pioneer a change in the transport industry’s way of providing new form of travel, it is important to consider the likelihood of customers’ acceptance (or rejection) of the new

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