International marketing plan strategy to pentrate new market Research Paper

International marketing plan strategy to pentrate new market - Research Paper Example The present study would cover the aspect of international marketing strategies of Emirates airline in the Indian market. The choice of market assumes significance considering the fact that it is among the fastest growing economies of the globe. The analysis would be done in two parts. The first part would constitute an analysis of the external market environment along with the information about the product and the services being offered by the company. The second section would deal with the market audit and an analysis of the marketing strategies to be employed by the firm in the Indian market. Finally, a set of plausible conclusions and recommendations would be framed on the basis of the analysis conducted in the two sections which would help the firm to establish itself in the lucrative Indian market. Table of Contents Executive Summary 2 Table of Contents 3 Part A 5 Introduction 5 About the Company 6 Product or Service Analysis 8 Environmental Analysis 8 PESTEL Analysis 8 Summary of Part A 11 Market Audit 11 Analysis of Micro Environment 12 Market Analysis 12 External Analysis 15 Customer Analysis 15 Competitors 15 SWOT Analysis 15 Strengths 15 Weakness 16 Opportunities 16 Threats 16 Preliminary Marketing Strategy 16 Product 16 Price 17 Place 17 Promotions 17 People 18 Process 18 Physical Evidence 18 Conclusion 19 Recommendations 20 References 22 Annexure 25 Part A Introduction The dynamics of international trade and business is changing with time. Globalization is the primary reason behind such changes and this has also brought multiple improvements in the field of international trade and business. The business organizations have become more conscious as competitiveness in the global market has been increasing significantly. Besides, the regulatory bodies of different economies are supporting the free trade policies that also led to intensified degree of competition level. In this respect, Hope and Maeleng have identified the free trade policies as â€Å"c ompetition-enhancing device† as these policies enables companies to enter into new markets with greater opportunities (Hope and Maeleng, 1998, p.52). However, when companies decide to expand their business internationally, they have to take many factors into account for success in the foreign market. There are significant differences between the natures and features of domestic market and international market due to cultural diversity, different macro-environmental factors etc. This paper will attempt to deal with international market planning strategy for Emirates Airlines. The primary aim of this paper is to offer a set of actionable and plausible strategies to Emirates Airlines for Indian airline industry. In order to meet this aim, this paper will present an extensive discussions, analyses and findings based on which a set of relevant and effective recommendations will be formulated. This paper will be presented in two parts. The first part will present a brief analysis of company, its product or service and macro environmental analysis of Indian economy with respect of airline industry. Second part will include strategy formulation for marker entry based on the outcomes of analysis. About the Company Emirates Airlines is the largest air travel service company of the Middle East. Sheikh Mohammed bin Rashid Al Maktoum and Mr. Flanagan took the initiatives for starting an airline travel services and they founded a company called Emirates