Q. No. 2 Thoroughly evaluate the following source and answer the questions given at the end. (10)

Sunrise Airlines recently started their operations in Ireland and has flights with sixty

passenger aircraft. Tickets are at least 35% cheaper than other national airlines. However, this

airline does not serve food and if passenger demands he/she has to pay extra price. Other

facilities related to cargo are also limited. Sunrise Airlines has limited staff and many times

ground staff work as flight attendants.

This newly started airline desires to expand its business by attracting more & more passengers,

who are eager to cover short distances by air. Its long term objective is to become a leading

National Airline within a period of 5 to 7 years.

a. Define market targeting. What should be this airline's target market?

b. Keeping in mind the concept of segmentation, describe why it is necessary for Sunrise

Airlines to study their customers' needs and preferences.