International Marketing Strategy of Air India

This study analyzes the business strategies for Air India, which is targeting to expand its business in Myanmar with new international marketing strategies. The study includes objectives, measures, targets, initiatives, and recommendations for Air India. The study also mentions the importance of balance scorecard in aviation as well as in various other industries.

International Marketing Strategy of Air India
Module name: International Marketing Strategy
Class code: PDB10500
Student’s full name:
I/C number:
Name of lecturer:
Submission date:
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Table of Contents
1. Introduction.........................................................................................................................3
2. Learning & Growth................................................................................................................4
2.1 Performance measure...........................................................................................................4
2.2 Targets..................................................................................................................................4
2.3 Initiatives..............................................................................................................................4
3. Internal Business Process.......................................................................................................5
3.1 Performance measure...........................................................................................................5
3.2 Targets..................................................................................................................................5
3.3 Initiatives..............................................................................................................................5
4. Customer................................................................................................................................7
4.1. Performance measure..........................................................................................................7
4.2 Targets..................................................................................................................................7
4.3 Initiatives..............................................................................................................................7
5. Recommendation....................................................................................................................8
6. Conclusion..............................................................................................................................9
6.1 Appendix............................................................................................................................10
6.2 Reference............................................................................................................................13
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1. Introduction
Creating an inclusive international marketing strategy is one of the most significant things
interfering with the organization competing on an international scale. It has been identified
that making strategic internal marketing policies helps in increasing effectiveness of the
services and products of the company (Sanchez-Hernandez and Grayson, 2018). On the other
hand, as the organization develops and learns, the more efficient the company become at
attracting consumers according to their preferences and needs. This way, an organization
could be able to share developments with a border customer base. Another important aspect
of making international marketing strategy is successful involvement of stakeholders.
Developing stakeholders’ value will help an organization as an important step in value
creation as the financial role of companies as institutions (hbr.org, 2018). Therefore, it could
be said that concomitant increase of stakeholder engagement, value creation is one of the
evolutionary procedures in increasing overall company performance. This study will indulge
in evaluating possible international marketing strategy for Air India that is targeting to
expand business in Myanmar by evaluating objectives, mission and vison and examining
initiatives.
Mission of Air India
“Provide safe, secure, affordable and sustainable air travel with access to various parts of
India and the world (airindia.in, 2018).”
Vision of Air India
“To create an eco-system to enable 30 crore domestic ticketing by 2022 and 50 crores by
2027 (airindia.in, 2018).”
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2. Learning & Growth
2.1 Performance measure
In a balanced score card measurement, for each objective one performance measurement tool
need to identify in order to track progress and ways to achieve the objectives. In this regard,
360-degree feedback would be appropriate tool for tracking progress of the organization
(scribd.com, 2018). Here the senior project management team needs to formulate a strategic
question paper and provide them to the supervisors, employees and managers in Air India.
This tool will help in identify individual progress and outlook of the current operations of the
human resource team. According to the current objectives, the project management team
should ask questions to the supervisors about the compensation policy as well as employee
status in the company.
On the other hand, this performance management technique will help in portraying loopholes
in the current performance of the HR department and confidentiality should be maintained in
evaluating all the responses (rediff.com, 2018). This way the project management team could
be able to recognize possible targets and important initiatives to achieve the objective.
2.2 Targets
According to the objective identified here, different targets have been developed by the
project management team. The different targets are developing the compensation structure for
the employees. In this regard, it should be remembered that new compensation policies
should mitigate all the employee preferences and needs. On the other hand, a flexible Union
contract should be form as part of the new international business operation. Additionally, the
project management team should develop their training and development programs and train
employees with new sustainable strategies so that they could be able to work with cross-
functional teams. This way, employee empowerment could be managed partially.
2.3 Initiatives
Important initiatives for achieving employee empowerment in Air India in their business in
Myanmar are ensuring that workers are effectively accessing organizational resources to
become more productive. Consultation with employees on a regular basis is also helpful in
this matter. Encouraging open communication and flexible working environment would be
helpful. Company should investigate the available compensation structure in the industry and
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analyze capability of the organization to provide the same compensation for their employees
(economictimes.indiatimes.com, 2018).
3. Internal Business Process
3.1 Performance measure
The effective performance measurement tool for increasing business efficiency and
operational efficiency in Air India, Key performance indicator would be appropriate.
According to the objectives identified in this regard, the project management should measure
the progress according to specific, attainable, measurable, relevancy and time allocated for
the individua; tasks (airindia.in, 2018). Operational efficiency of Air India could be enhanced
by analyzing the desired results, relevancy and importance of the results to the organization
and its employees, responsible individual’s skills and working processes, specific strategies
for achieving the goals and others. On the other hand, the project management team should
apply the KPI method to identify the business growth statistics and profits of the organization
to achieve a cost-effective structure for new innovations and technological advancements.
Specific time should be allocated for the tasks and responsible person with their duties should
be produced briefly. Regular checking of the progress should be implemented tactfully.
3.2 Targets
All the important targets for achieving these objectives are aiming a fast ground turnover for
the company, facilitating direct routes, effective utilization of the current trends in the
technological development in aviation industry.
3.3 Initiatives
Initiatives for implementing innovative technology in the company will be applying
blockchain technology, which is significantly offers a secure digital ledger of agreements,
transactions, it possesses potential in any project, which includes the sharing of information
(economictimes.indiatimes.com, 2018). On the other hand, internet of things would be an
effective initiative in this regard. This organization should invest in loT, which could tie
together a series of important technologies and assist in creating simpler as well as more
seamless end-to-end traveling experiences with them (economictimes.indiatimes.com, 2018).
With these technological developments cost effectiveness could be achieved in the future
operations. Additionally, understanding operational targets is an important thing, providing
training and development to the employees is also an important initiative to achieve
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operational effectiveness as well as improving customer services also indirectly add
operational effectiveness for Air India.
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4. Customer
4.1. Performance measure
As per the stated objective for developing customer services in Air India, several
performance measurements would be applying the CSAT tool, which is “customer
satisfaction score”. With implementation of this measurement tool, organizational project
management team should directly ask the consumers to rate their satisfaction level with the
services, product and business operations (airindia.in, 2018). The score acquired will be the
average of all consumer responses. On the other hand, implementation of the NPS “Net
promoter score” technique would be helpful here. In this process, measurements of how
likely the consumers are preferring this organization compared to others in the same market
(airindia.in, 2018). This process provide advantage over the previously mentioned
measurement tool by aiming at a purpose, not an emotion. As an effective outcome, the
replies are less influenced by the mood of the moment.
4.2 Targets
Important targets for achieving the objective about developing customer experience are
operating frequent departures that are reliable. On the other hand, another target is that
providing services that are comparable to other travel. Providing customers low priced tickets
so that all types of customers could afford their services.
4.3 Initiatives
According to some previous researches, it has been identified that workers are the key
resources to achieve an effective customer service process. Air India should train their
employees and develop their understanding level regarding new customer service targets so
that they could go on the process. Train all the customer-facing workers effectively could be
helpful in this current target. On the other hand, developing self-service experiences by
ensuring support information for them would be a great initiative for achieving the objective
(airindia.in, 2018). Putting an emphasis of social media support for exhibiting a transparent
business process and service information would help in gaining string customer support.
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5. Recommendation
All the important recommendations are listed and discussed below.
 According to the objectives and targets for enhancing customer service efficiency in
the company, it should put consumers determinedly back at the center of the company
and developing operations of being a customer centric organization would be the main
strategic business priority. This company should focus on developing consumer
experience with the help of seamless as well as reliable delivery of effective consumer
services.
 Overall business operation development in the future is another major concern for Air
India. In this regard, the organizational management should follow some steps to
increase the internal business management modification. Maintaining transparency in
all the projects and implementation strategies with all the departments would be an
effective recommendation in this case. On the other hand, relationship maintenance
with the employees could be helpful for developing communication with them. As
well as their employee engagement will also enhance. In this way, providing
employee empowerment could be effectively achieved in the future.
 Developing efficiency of the human resource department would be achieved by
constructing a strategic organizational vision. This would help to formulate specific
strategies for attaining business objectives. On the other hand, transferring knowledge
to departments will help in reducing minimal impact of new innovations on
productivity and effectiveness of employees.
 In order to develop shareholder value, Air India should focus on selling more units.
This process will exhibit the fact that organization is capable of retain fixed costs or at
least develop fixed organizational costs at a rate, which is less than sales
development. This process will efficiently help in reducing per-unit expenses along
with as an outcome, contribute to shareholders’ value creation.
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6. Conclusion
This study has analyzed the business strategies for Air India, which is targeting to expand its
business in Myanmar with new international marketing strategies. This study has initially
stated the mission and vision for the organization and formulate objectives according to their
mission and vision. All the objectives have clarified the organization’s current concerns. On
the other hand, as per the objectives, several performance measurement tools have been
underlined that are helpful for achieving all the objectives. Apart from these facts, targets for
individual objectives have been identified that have cleared out what specific areas of
development in this company. On the flip side, this study has also developed several
initiatives for achieving the objectives that are also helpful in managing a strategic vision for
organizational growth. Recommendations for individual objectives and the business concerns
of Air India have been vividly mentioned in this study. Additionally, this study has also
mentioned recommendations for enhancing shareholders value in Air India. All the
information is helpful in understanding value of performance management for an
organization and how performance measurement tools are helpful in attaining future goals as
well as adopting changing market situations. The entire study has expanded understanding
and knowledge regarding importance of balance scorecard in aviation as well as in various
other industries. Project management knowledge has been developed through this study.
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6.1 Appendix
Balanced Scorecard
Company:
Air India
Date: 22
/11/18
Objectives Measures Targets Initiatives
Customer
“How
attractive
should we
appear to
our
customers
?”
 To
provide
safe and
secure
services
with the
help of
efficient
monitori
ng and
use of
technolo
gy.
 As per the
stated
objective
for
developing
customer
services in
Air India,
several
performan
ce
measurem
ents would
be
applying
the CSAT
tool,
which is
“customer
satisfactio
n score”.
 Implement
ation of
the NPS
“Net
 Important
targets
for
achieving
the
objective
about
developin
g
customer
experienc
e are
operating
frequent
departure
s that are
reliable.
 On the
other
hand,
another
target is
that
providing
services
 Air India
should
train their
employees
and
develop
their
understand
ing level
regarding
new
customer
service
targets so
that they
could go
on the
process.
Train all
the
customer-
facing
workers
effectively
could be
10

promoter
score”
technique
would be
helpful
here. In
this
process,
measurem
ents of
how likely
the
consumers
are
preferring
this
organizati
on
compared
to others
in the
same
market.
that are
comparab
le to
other
travel.
 Providing
customer
s low
priced
tickets so
that all
types of
customer
s could
afford
their
services.
helpful in
this
current
target. On
the other
hand,
developin
g self-
service
experience
s by
ensuring
support
informatio
n for them
would be a
great
initiative
for
achieving
the
objective.
Putting an
emphasis
of social
media
support for
exhibiting
a
transparen
t business
process
and
service
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informatio
n would
help in
gaining
string
customer
support.
Internal
Business
Processes
“What
must we
excel at to
satisfy our
customers
and
sharehold
ers/
financial
backers?”
 To
develop
operation
al
processes
by
enhancin
g
services
 To
develop
potentiali
ty of
organizat
ions for
utilizatio
n of
business
innovatio
n and
cost
effective
ness
 According
to the
objectives
identified
in this
regard, the
project
manageme
nt should
measure
the
progress
according
to specific,
attainable,
measurabl
e,
relevancy
and time
allocated
for the
individua;
tasks
 All the
important
targets
for
achieving
these
objective
s are
aiming a
fast
ground
turnover
for the
company,
facilitatin
g direct
routes,
effective
utilizatio
n of the
current
trends in
the
technolog
ical
developm
 Initiatives
such as
implement
ation of
cutting-
edge
technologi
es,
applying
blockchain
technolog
y would
be helpful
in this
case.
 Understan
ding
operationa
l targets is
an
important
thing,
providing
training
and
developme
12

ent in
aviation
industry.
nt to the
employees
is also an
important
initiative
to achieve
operationa
l
effectiven
ess as well
as
improving
customer
services
also
indirectly
add
operationa
l
effectiven
ess for Air
India.
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Learning
and
growth
“How can
we sustain
our ability
to achieve
our
chosen
strategy?”
 To
develop
human
resource
manage
ment
operation
s by
modifyin
g
compens
ation and
achieve
high
employe
e
ownershi
p.
With the 360-
degree feedback
performance
measurement tool
identification of
needed ways
required to
identify.
 Manage
employee
empower
ment
within
the
company
 Establish
effective
Union
contracts
and
regulate a
high
compens
ation
policy.
 ensuring
that
workers
are
effectively
accessing
organizati
onal
resources
to become
more
productive
.
 Consultati
on with
employees
on a
regular
basis is
also
helpful in
this
matter.
 Encouragi
ng open
communic
ation and
flexible
working
environme
nt would
be helpful
 Company
should
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investigate
the
available
compensat
ion
structure
in the
industry
and
analyze
capability
of the
organizati
on to
provide
the same
compensat
ion for
their
employees
.
15

6.2 Reference
Airindia.in. (2018). About Air India - Air India. [online] Available at:
http://www.airindia.in/about-airindia.htm [Accessed 23 Nov. 2018].
Airindia.in. (2018). Customer Services - Air India. [online] Available at:
http://www.airindia.in/customer-services.htm [Accessed 29 Nov. 2018].
Airindia.in. (2018). Customer Support - Air India. [online] Available at:
http://www.airindia.in/customer-support.htm [Accessed 29 Nov. 2018].
Harvard Business Review. (2018). Ten Ways to Create Shareholder Value. [online] Available
at: https://hbr.org/2006/09/ten-ways-to-create-shareholder-value [Accessed 29 Nov. 2018].
Rediff. (2018). The rot inside Air India. [online] Available at:
https://www.rediff.com/business/special/the-rot-inside-air-india/20170706.htm [Accessed 29
Nov. 2018].
Sanchez-Hernandez, I. and Grayson, D. (2018). Internal marketing for engaging employees
on the corporate responsibility journey. [online] Intangiblecapital.org. Available at:
http://www.intangiblecapital.org/index.php/ic/article/view/305/263 [Accessed 29 Nov. 2018].
Scribd. (2018). air india | Performance Appraisal | Recruitment. [online] Available at:
https://www.scribd.com/document/326155222/air-india [Accessed 29 Nov. 2018].
The Economic Times. (2018). On-time performance: Air India chief Rajiv Bansal says will
act on those who fail to act. [online] Available at:
https://economictimes.indiatimes.com/industry/transportation/airlines-/-aviation/on-time-
performance-air-india-chief-says-will-act-on-those-who-fail-to-act/articleshow/
60347135.cms [Accessed 29 Nov. 2018].
The Economic Times. (2018). Perform or perish: Air India chief to employees. [online]
Available at: https://economictimes.indiatimes.com/industry/transportation/airlines-/-
aviation/perform-or-perish-air-india-chief-to-employees/articleshow/62316468.cms
[Accessed 29 Nov. 2018].
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