A discussion of the relevant order qualifiers and winners.

How you plan to maximize the difference between perceived value and cost of service.

Hints:

Can you use additional attributes$/$characteristics to define the target market segments $($e$.$g$.,$ high$-$income customers in the $3$ largest cities of Turkey$)?$

Define the needs of the market segments in clear terms. Is there any competing firm that caters to the same needs?

See the lecture slides for Chapter $2($Powerpoint file pages $17,18,$ and $19)$ and the example we discussed in class $($Kahve D$$nyas$,$ SushiCo, and Yeni Lokanta$)$ to formulate your service winners and qualifiers.

How are you going to lower your costs so that the difference between the perceived value and cost of service is maximized? Recall the Pegasus example where the focus is on secondary airports to lower their costs. What are your major cost items and what options are available to you when it comes to controlling these costs?