Customer segmentation is composed by three main parts: characteristics of the service, market segmentation and customer profile.

Characteristics of the service

The problem our project will solve is the necessity to cover the growing tendency demand in the short and medium term in the region of Merida by planning, designing, implementing and maintaining a new extension of the current Aeropuerto Internacional de Mérida while changing its current behavior, which is more national, to a more international airport.

What we offer is new international destinations and the capability of enhancing business flights in the privileged geographical location of Yucatán, while maintaining low services prices and promoting superior aviation facilities and the economic development of Mexico. In this manner, our airport will have the state-of-the-art technologies to provide the best and most suitable environments for our customers with the opportunity to customize certain areas in order to cover even more their needs.

As a whole, what makes us unique is our privileged geographic strategic position that allows us to cover the demand for business flights as well as creating new international routes while keeping prices low compared to the quality of the service provided. In fact, our services do not stop here. Something that also makes Yucatán Airport different from our main competitors is our outstanding care of our customers, which is based on a close and daily relationship so as to grow together by putting all our efforts in the same direction.

Moreover, our competitive advantage promotes that airlines and retailers feel attracted by our airport since we have and efficient and effective airport management. This latter is something that, added to the previous, represents a great advantage against the competence and the reason why our customers will be willing to pay for.

Most of the main airports of Mexico are destined to the leisure flights and demand, but due the internalization and globalization of the companies, the Mexican society needs to travel to other countries for work. Thus, our airport comes up in the best moment to cover all this new increasing business demand while providing great quality services as has been exposed.

Market segmentation

Our main customers are divided in the following segments grouped by their similarities:

1. Regional airlines:

They operate medium and low capacity aircraft, on short routes or with low demand, or with high frequencies. Generally they only carry out local and rarely international flights. Most low-cost airlines are included in this group.

2. Network airlines:

They operate a large fleet with many types of aircraft of various sizes, from small regional aircraft to jumbos for transcontinental flights. They are characterized by having a network that combines long distance flights with medium and short distance flights, depending on the model of hubs or hubs. Most of the flag and traditional airlines are included in this type.

3. Large-scale airlines:

They are mainly dedicated to long flights or high density flights between the main international airports in the world, and in some cases they cover destinations in each of the continent. Its fleets are characterized by having large capacity aircraft.

4. Private flights companies:

They are small companies that offer private and exclusive flights destined to business people by using small-size and medium-size aircrafts in order to have exclusive access to the airports, quick available flight and a private stuff that take care of the their clients.

Next, the assessment of the different customers segments is carried out so as to identify which is the most attractive one.

The manner in which this is performed is by defining 6 criteria coming from 6 questions and scoring each customer segment from 1 (bad) to 5 (good) each criterion which will provide a final score for each customer segment. It should be noted that the 6 treated questions are the following:

1. Is the market segment profitable?

2. Which is the market presence in the industry?

3. Is the market segment growing?

4. Which is the market opportunity of each segment?

5. Is our airport covering customer needs?

6. Is the market segment a powerful player in the market?

Thus, the following table sums the scores for each segments according to the defined criteria:

As it can be seen, the most attractive customer segment in our airport will be the network airlines, which will help the airport to achieve the goal of offering new international destinations while keeping national ones.

Customer profile

For this final part, an empathy map based on our main customer segment, network airlines, is performed and then, analyzed.