Bangkok Airways

Current Market Situation Market Share of Passengers

Past Market Strategy 

Thai’s 15%

Foreigners 85%

Channel 60% of their Marketing & Advertising Budget towards foreigners  –

85% share vs. 15% Thais

 –

Due to key routes are Tourist/Holiday destinations

Key Issues 

Incident such as Bird Flu, Tsunami, Hamburger Crisis, Thai Political Issues, etc. caused Bangkok Airways to revise their strategy.