Marketing a new route: Norwegian fly London-Singapore. / O'Brien, Justin.

Marketing a new route: Norwegian fly London-Singapore. Sage publications, 2019.

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

Submitted

Abstract

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
StateSubmitted - 13 Feb 2018

ID: 29493148