MKT 5093 : Marketing Management

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Running head: SUMMARY OF YOUR NEW GROWTH OPPORTUNITY
RECOMMENDATION
4.2 BMP
Week 4
Guilherme Calache
BUS 5093
MKT 5093: Marketing Management
Dr. Daw Olson.
January 12, 2022

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SUMMARY OF YOUR NEW GROWTH OPPORTUNITY RECOMMENDATION
Summary of your New Growth opportunity recommendation
The recommended growth opportunity strategy would be investing in their product and
also diversification. For Azul, it is essential to invest in new markets and diversify the company
abroad in international flights. Additionally, by investing in new routes, Azul can take itself to
the next level and gain a lot of recognition outside of Brazil. By evaluating these criteria, Azul
has all the skills and abilities to compete internationally with other airlines. When it comes to
new products for new aircraft, the demand is very high, and Azul needs to adapt to the aircraft
model and make some changes. One of the recommendations in order to Azul invest more in
international flights, it is necessary to invest in bigger aircraft. With that being able to attend all
demand of customers.
My recommendation of a new development opportunity is not to introduce a new
product, but to improve upon an existing product and, in this case, partnership with other airlines
is essential when it comes to international destinations. Upgrades to more extensive and more
technical aircraft it is necessary not as another opportunity but to attend to the demand of long-
distance flights. In addition, the focus on international flights, along with investing and
researching new routes, will slightly alter the company’s operating strategy, forcing higher
investments. Companies must allocate their resources to determine their best opportunities and
constantly look for new opportunities. The company’s best opportunities result from a
combination of its capabilities or what it does exceptionally well compared to its competitors and
the customer’s most critical needs. The products and services offered by the company must be
very well adapted to the client’s needs.
Brief summary/explanation of your target market for this new opportunity
For Orlando, the TAM and Gol service reflects the demand on the route, and Azul’s non-
stop service is offered at a lower price than TAM, which may be an opportunity for Azul to
encourage traffic. Like Fort Lauderdale, Azul’s position in Campinas allows it to take advantage
of opportunities to connect travelers to the United States through its national network. Oneworld
alliance partners American and TAM will continue to have an extensive network, but for
travelers looking for a cheaper alternative to the Brazilian domestic market, JetBlue and Azul
offer a strong alternative. That will be the main target for this new opportunity. Also, it will be
more convenient for the passengers who live in the interior of Brazil in Campinas since this is
Azul Hub and they desire to travel to the USA.