Perceptual Maps Essay Example | Topics and Well Written Essays - 500 words

Perceptual Maps - Essay Example During the past two decades, the aerospace sector witnessed the proliferation of no-frills airlines which provides transport services at lower cost. Currently, we see the co-existence of huge airlines catering to the upscale market by offering value-added services suited to the market with the aggressive smaller players emphasizing on no-frills product and lower prices. Thus, the perceptual map would have two axes-the vertical measuring the level of service while the horizontal one will denote the quality of service. In the first quadrant which carries players offering high quality service and product, we will put US Airways while no-frills carrier Southwest Airlines will be on the fourth quadrant. The data which will be needed to put up the perceptual map will be from various sources including press releases which highlight the marketing strategy of the industry players, the annual report of the individual carriers, industry reports from research groups, and interviews from industry experts. The documents will allow the researcher to understand the dynamics of the airline industry as well as how the competitors differentiate their offerings from the other players. However, it is also important to realize that the perception of customers about different brands is also essential in generating a correct perceptual map. Because perceptual maps ar