Marketing a new route: Norwegian fly London-Singapore

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.