International Marketing Strategy of Air India

International Marketing Strategy of Air India
Module name: International Marketing Strategy
Class code: PDB10500
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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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