Marketing Plan for an airline organisation to enter a new route.

As the final assignment for this module, you are required to write a Marketing Plan for an existing airline organisation to enter a NEW ROUTE in one Asian Country (g British Airways in Mongolia).

This assignment should be presented in a standard marketing plan format of 3,000 words and submitted for assessment through the usual channels.

Key Criteria (to be covered within the Marketing plan)

Situation Analysis

? Demonstrating and evidencing understanding of macro? micro? and internal environments

Marketing Objectives

? Explaining use of information and knowledge m order to set and achieve the

Marketing objectives (must be written in SMART format)

Marketing Strategies

? Segmentation, Targeting and Positioning

? Market Entry and Gap Analysis (why will we enter this country)

Marketing Programmes

? Providing a rationale for the implementation of specific marketing activities in relation to the full marketing strategies and mix (7 Ps for example explaining pricing strategy such as penetration pricing, etc

? Marketing and Advertising Bucket

Control and Evaluation

? Implementing a series of appropriate measurements (metrics) at relevant points within the plan