Marketing a new route: Norwegian fly London-Singapore

Justin O'Brien

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


Dominic Tucker, Head of UK & Ireland Sales for low cost, high quality airline Norwegian, has to decide how best to develop his extended sales territory, in faraway Singapore. With limited data and a tiny marketing budget, he has to assess the long-term potential of the market before considering his tactics; what would the optimal local sales representation look like and would social influencers play a useful role ? This case encourages students to appreciate some of the realistic sales promotion and marketing challenges faced by a new market entrant including; market and route development, airline economics, competitive pricing strategies and leveraging low cost promotion.
Original languageEnglish
Title of host publicationMarketing a new route: Norwegian fly London-Singapore
PublisherSage publications
ISBN (Electronic)9781526469359
Publication statusPublished - 1 Jan 2019

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