ContentsQuestion 1 3Question 2 4Financial perspective 5Customer focus 5Environment and community 5Internal process 5Employee satisfaction 5Question 3 6Question 4 71) Establish the organization's mission 72) Analyze the business environment 8References: 9Question 1Your first decision when running your airline was to choose the sector in which it operated: discount, regular or luxury. Therefore, it was necessary to segment the market. How did you do it? As the simulation progressed, did you change the market segmentation? Why? In your opinion, have you segmented the market successfully? Why? If not, why not? We choose to operate in the discount sector. According to Kotler et al. 2013, market segmentation is defined as the division of a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that may require separate marketing strategies or mixes. According to the data of the industry we were operating, we used several theories to segment the market, one of them is the STP process. In this method the entire market is divided into different segments based on three activities: segmentation, targeting and positioning. From the market information in the case study we identified similar groups of consumers as part of the market segmentation activity. For example, market E had consumers traveling from the mini hub to the medium city which had a new and growing market. While targeting the market we identified which consumer group to target, for example market D had significant university and service sectors. Finally, in product and brand positioning, we created a concept so as to attract the target market by operating as a discount airline. One of the approaches for market segmentation according to Kotler et...... middle of paper ......mier, EBSCOhost, viewed April 27, 2014.Golden, D., Smith, D., and Deighan, M. ( 2014). Airline Strategic simulation. [online] Schools.interpretive.com. Available at: http://schools.interpretive.com/fsui/data.php?token=0&c=filedl&id=ugohfu/mnmxohy_nugohfu&z=1398582366830 [accessed 27 April 2014].Corporate.ryanair.com, (2014) . Welcome to Ryanair!. [online] Available at: http://corporate.ryanair.com/investors/2014/ [Accessed 27 April 2014].Ryanair, (2014). strategy. [online] Available at: https://www.ryanair.com/doc/investor/Strategy.pdf [Accessed 27 April 2014].Johnson, G., Scholes, K., Johnson, G. and Whittington, R. 2011 Exploring the strategy. Harlow: Financial Times Prentice Hall.Kapferer, J. 2012. The new strategic brand management. London: Kogan Page.Elliott, R. and Percy, L. 2007. Strategic brand management. Oxford: Oxford University Press.