Marketing a New Route: Norwegian Flies London–Singapore

Marketing a New Route: Norwegian Flies London–Singapore

  • Case
  • Teaching Notes
  • Supplementary Resources
Abstract

Dominic Tucker, Head of United Kingdom and Ireland Sales for low-cost, high-quality airline Norwegian, has to decide how best to develop his extended sales territory, in far-away Singapore. With limited data and a small 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 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.

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