MSc Marketing Management
MM579 International Marketing
Hong Kong Airlines –
Expansion to India as a Low-cost Carrier
Group Members: CHAN Ho Yan Anna (12016408g) CHAN Ling Yin Minty (12016376g) CHAN Tsz Ho Will (12017495g) LAM Yiu Hang Eric (12017557g)
SUN Tsz Han Candy (12024075g)
Table of Content
1. Introduction 3 2. Current Marketing Mix 4 3. Current Marketing Strategy 6 4. SWOT Analysis 9 5. Expansion to India 12 Market Analysis 12 International Market Plan 14 Potential Challenges 17 6. Conclusion 18 7. References 19
The purpose of this project is to develop an international marketing plan for Hong Kong Airlines to expand to the India market.
The first part of the project will cover the current marketing mix and strategies of Hong Kong Airlines, as well as the SWOT analysis. The second part will analyze the India market and explore the feasibility for Hong Kong Airlines to enter this market as a low-cost carrier, or commonly known as a budget airline. It will be followed by some foreseeable challenges, with the relevant remedial measures.
2. Current Marketing Mix
This section will illustrate the current marketing mix of Hong Kong Airlines.
Hong Kong Airlines is a full service carrier which provides both scheduled regional flights and cargo services within the Asia-pacific Region.
The airfare for Hong Kong Airlines is relatively lower than that of its competitors such as Cathay Pacific and Dragonair.
Hong Kong Airlines is a Hong Kong-based airline with its main hub and corporate head office at the Hong Kong International Airport. It uses the bauhinia flower, the emblem of Hong Kong, as its logo.
Hong Kong Airlines emphasizes that their staff are young and energetic. It is expected that the size of employees will reach 2,600 in the near future.
References: 10. Launching low cost carriers in emerging Asia: Is now the time?, Travel Daily Asia, 2012 http://www.traveldailymedia.com/asia/launching-low-cost-carriers-in-emerging-asia-is-now-the-time 14. Rupee falls most in 4 months on global dollar strength, Reuters, The times of India, May 10, 2013 http://timesofindia.indiatimes.com/business/india-business/Rupee-falls-most-in-4-months-on-global-dollar-strength/articleshow/19989344.cms 15. Outbound tourism market from India grows: Four emerging trends, Malini Goyal, ET Bureau, The Economic Times, Apr 14, 2013 http://articles.economictimes.indiatimes.com/2013-04-14/news/38529310_1_direct-flights-indians-thai-airways [ 15 ]. Rupee falls most in 4 months on global dollar strength, Reuters, The times of India, May 10, 2013 http://timesofindia.indiatimes.com/business/india-business/Rupee-falls-most-in-4-months-on-global-dollar-strength/articleshow/19989344.cms [ 16 ]. Outbound tourism market from India grows: Four emerging trends, Malini Goyal, ET Bureau, The Economic Times, Apr 14, 2013 http://articles.economictimes.indiatimes.com/2013-04-14/news/38529310_1_direct-flights-indians-thai-airways