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MARKET INSIGHT 65 Silverjet Circles the Business Flyer Silverjet ple, the first British exclusively business-class airline, commenced daily operations in 2007 with its maiden flight from London Luton to New York's Newark airport. The new airline challenges the dominant UK-US carriers (i.e. Virgin Atlantic/British Airways, United Airlines American Airlines) for space in the transatlantic market by offering customers a private jet experience which includes a 30 minute only checkin time at Silverjet's exclusive private terminal, all from a relatively inexpensive 1999 return. Lawrence Hunt, the company's chief executive, said: "By offering our customers a fantastic, exclusively business class product from 999 return compared to an average of 3,000 from competitors, we will create a whole new breed of low fare luxury travel ... As the first truly carbon neutral airline, we are enabling customers to neutralize the environmental impact and actively engage in the process of offsetting emissions from each flight Customers flying on Silverjet can enjoy sleeping on a 6'3" long flat bed with no in-flight announcements or other disturbances. Individually served gourmet meals are provided. complete with a digital in-flight entertainment system and for Silverjet's female customers a ladies only toilet. Included in the ticket price, Silverjet offers a mandatory carbon offset contribution through a joint scheme with leading climate change business the CarbonNeutral Company, giving passengers environmental peace of mind in knowing that the carbon points that they earn will be put back into various climate-friendly projects around the world. Silverjet offers customers gourmet meals and luxurious seating amongst other business class services SilverjetChris Young Source: Adapted from www.iveteck Reproduced with pemain 1 Why do you think Silverjet has targeted business cass only passengers? 2. To what extent have Silveret adapted their product/Service offering for the segment they have targeted? 3 How do airlines normally segment their passengers? What segmentation bases do they typically use? MacBook Air