Launching a New Air Route in Irish Market: Public Relation Strategy

This article discusses the public relation strategy for launching a new air route in Irish market. It includes situational analysis, target audience, objectives, key messages, strategies, risk analysis, and budget.

Running head: PUBLIC RELATION
Public Relation
Name of the Student
Name of the University
Author’s Note

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Executive Summary
In quest of expanding the business process in different market Airline has decided to launch a
new air route in Irish market. The primary environmental factors that can leave a major influence
on the overall market entry route of Ireland are discussed. Ireland is not very much advanced in
economy. Therefore, Airline has decided to implement low cost strategy for drawing the
attention of Irish people. The Irish people are not very developed as per their technological
competency. Therefore, the customers may have to get overview about the tickets and services of
flights though internet. The primary aim of Airline is to expand their business wings in various
corners of the World. Public relation tools are used in order to make a good rapport with the
customers through both directly and indirectly

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Table of Contents
1. Situational analysis:.....................................................................................................................3
2. Target audience:...........................................................................................................................5
3. Objectives:...................................................................................................................................5
4. Key Messages:.............................................................................................................................6
5. Strategies:....................................................................................................................................6
6. Risk analysis:.............................................................................................................................10
7. Budget:.......................................................................................................................................13
9. Monitoring and Evaluation:.......................................................................................................15
Reference List:...............................................................................................................................16

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1. Situational analysis:
Before launching the air route in the Irish market Airline would have to make an effective
situational analysis in order to evaluate the environmental factors. The primary environmental
factors that can leave a major influence on the overall market entry route of Ireland are as
follows:
 Political:
Ireland is the sovereign state of Europe occupying six islands. Being a north Atlantic
Island Ireland is not very much developed in economy as well as technology. As per political
structure Ireland is divided into two parts including Republic of Ireland and Northern Ireland.
However this specific state is constituted with stable political structure. In addition, due to
transportation issue this particular state is not endowed with remarkable business industries
(Austin and Pinkleton 2015). Therefore, Airline has decided to launch an air route in the Irish
market and occupy their business wings in this market for delivering low cost services.
 Economic:
Ireland is not very much advanced in economy. Therefore, Airline has decided to
implement low cost strategy for drawing the attention of Irish people. After evaluating
geographic, demographic and psychographic market segmentation it has been observed that Irish
people are constituted with low income status. Therefore, they have to face immense challenges
in using premium services (Stacks 2016). Keeping these facts in mind, the business experts of
Airline have decided to implement low fare cost based on which people from average income
status can easily use the services of Airline. In addition, Ireland being a developing state is not

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very developed in Airline industry. Therefore, the concept of launching lore fare air route would
be effective enough.
 Socio-cultural:
Before setting the business strategy Airlie business experts would have to focus on
drawing the attention of Irish people. As per the cultural and language background of the Irish
people the business experts have to plan the market entry strategy so that they can grab the
attention of customers (Austin and Pinkleton 2015).
 Technological:
The Irish people are not very developed as per their technological competency.
Therefore, the customers may have to get overview about the tickets and services of flights
though internet. In this kind of situation, Airline should maintain both online as well as offline
process (Belch et al. 2014). Consequently, people who are not very much advanced in
technology can use the services.
 Environmental:
As per weather and climate of Ireland, Airline should make air route. As a result, the
passengers would not have to face challenges after using the services.
 Legal:
In order to enter in the Irish market Airline would have to follow several relevant
regulations and acts. With the help of anti-discrimination act the service providers would have
to focus on giving equal importance to the people of various geographical backgrounds and

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attitudes (McNutt 2014). Implementation of right to information act, data protection act should
be followed in order to deal with the customers effectively.
2. Target audience:
Dublin, Cork, Galway, Waterford, Belfast, Derry, Dundalk are the recognizable cities of
Ireland. Therefore, Airline as per geographic market segmentation has targeted people from these
very specific cities. Most of the business persons belonging to Ireland having average cost of
income status are targeted. People are targeted from 20 to 40 age group primarily. The service
providers of Airline are very much flexible in dealing with the people of different cultural as well
as geographical backgrounds (Park and Lim 2014). In addition, the business experts have to deal
with the people of multi cultural backgrounds and attitudes. However, it is undeniable that the
service providers associated with Airline are flexible with both verbal as well as non-verbal
communication. As a result, people having linguistic barriers do not have to face challenges in
communicating with the service providers.
3. Objectives:
The primary aim of Airline is to expand their business wings in various corners of the
World. Therefore, Airlines has focused to launch an air route in Irish market for their business
expansion. Apart from expanding the entire process of business in different geographical
boundaries, Airlines has focused to meet some major objectives:
 To provide superior quality of services in affordable price range
 To maintain effective customer relation so that the passengers can enjoy the flight

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 To provide equal respect and dignity to the customers of every cultural background and
attitude
4. Key Messages:
Airline primarily aims to enter in the Irish market with new air route. Therefore,
International business partners would not have to face challenges in travelling from other country
to Ireland. In addition, Irish people as well can easily maintain their journey comfortable. As per
the business policy of Airline, people having average income status can easily afford the services
(Bowes and Krutilla 2014). Therefore, it is beneficial for both the service providers as well as
customers.
5. Strategies:
In order to promote the new business plan Airline can follow both internal as well as
external communication strategy. Public relation tools are used in order to make a good rapport
with the customers through both directly and indirectly (Parsons 2016). A press release is
decided to publish for drawing the attention of journalist so that they can cover the new business
plan of Airline. The public relation tools that are used for grabbing the attention of target
audience are as follows:
Press Release:
Title: New Initiative taken by Airline; Airline launching new air route in Irish market
Ireland, May, 2018: We are glad to inform you that Airline has taken an initiative in entering in
the Irish market. They have decided to launch new air route in Irish market. Airline service
providers are possessed with excellent professional backgrounds as well as academic skill.

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Customers from different geographical backgrounds and attitudes can use services. Experts are
efficient enough in delivering services within proper time. As a result, customers would not have
to wait for a long time in using the service.
You will be glad to know that professional associated with Airline is for more than ten years
have an excellent management background. The customers belonging to different cultural
attitudes and backgrounds can easily communicate with the professionals due to their
multilingual flexibility. Their service process is not very much biased towards a specific culture.
Belonging to other countries, the customers are even flexible to access the services of online
portal. Therefore, the emergence of technology is very much worthy for enhancing the
knowledge of an individual. With the help of advanced technology, the customers can purchase
tickets or use any kind of other service. Customers in order to gather information regarding the
services do not need to visit the place directly. Service providers are available for twenty-four
hours for giving you necessary updates. You would not have to face challenges in
communicating with the service providers.
Airline management head stated in an occasion “we have dreamt of drawing the attention
of people from every psychological background. Our services are not at all biased towards any
specific culture and psychological background. You can easily avail our services by using the
advancement of technology. If you have language barrier do not hesitate to come to us. Our
service providers are flexible in interacting with you in non-verbal communication. As a result,
do feel hesitated in using our services. We are here to spread our hand to make your journey
tireless and smooth.”

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Providing good services is not the only mission of Airline. Along with providing superior
quality of services, the business experts aim to maintain the quality of their products as well. The
sitting arrangement, the quality of food and beverage can easily satisfy the needs and demands of
the customers. Moreover, this very specific service is not only for premium cost customers.
People having low cost of income status can afford the service of airline. If the Irish people are
not very much advanced in technology the service providers are there to help them out. Customer
service system of Airline is very much flexible in providing services for twenty-four hours.
As per geographic segmentation, the marketing executives of Airline have focused to
target recognizable cities of Ireland such as Dublin, Cork, Galway, Waterford, Belfast, Derry,
Dundalk. The primary objectives based on which the service providers of Airline is aiming to
expand their business process include
 To provide superior quality of services in affordable price range To maintain effective customer relation so that the passengers can enjoy the flight To provide equal respect and dignity to the customers of every cultural background and
attitude
The operation head of Airline stated in this context “we wish to launch a new air route in
Irish market. We hope it will help in developing the internal business sector of Ireland. The
regional business experts will get a scope in expanding their wings in the global market as well.
It will ultimately help in enhancing the economic growth of Irish market. We wish a very
successful project that Airline has initiated.
However, it is a good opportunity for Irish people to grow their business industry in the
international market and to maintain an effective rapport with the international customers.
Airline would create a bridge by making the transport system smooth. You would not have to
face difficulties in using the services of Airline due to affordability of products and services. Feel

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free to visit the website of Airline to get detailed overview about the new project. The customer
service care is there to help you in providing immediate response for twenty four hours. They are
cordial and flexible to give equal priority to every customer belonging to various cultural
backgrounds.
Media Pitch:
Airline has planned to launch their new air route in the Irish market. It is going to be a
promising brand after drawing the attention of international customers. Services of Airline are
not at all biased towards any specific culture and religious people. You can easily avail our
services by using the advancement of technology. Business managers are expecting high for this
new project. Delivering affordable services to the Irish people is the primary objective of Airline.
Maintaining effective customer relation to feel the journey comfortable is the aim of
business executives. This particular project enables Irish market to render immense economic
growth by developing their business industry. The customer service care is there to help you in
providing immediate response for twenty four hours. Along with maintaining service quality the
business experts are concerned on maintaining product quality as well. Passengers would not
have to face challenges in using the foods and beverages of flight. Services providers are well
mannered and behaved in maintaining a professional gesture. Wish a wonderful for the next
project of Airline.
Thanks for the coordination,
(Name of the PR executive)
Date:

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Contact detail:
6. Risk analysis:
A proper risk matrix is created in order to identify five major risk factors from extreme to
low. Based on the risk matrix the risk factors are analyzed and controlled. The primary risk
factors that are identified are as follows:
 Customers may not show their positive response in using the services of Airline due to the
lack of proper marketing plan
 Low cost strategy may not drag the attention of premium customers
 Due to the lack of technological competency customers may not access the services of
Airline properly
 Huge promotional budget may not be successful for dragging the attention of Irish people
 Customer service providers may have to face challenges in communicating with Irish people
Risk Matrix Likelihood
Rare Unlikely Possible Likely Almost
certain
Severe:
Customers may
not show their
positive
response in
Medium Medium High Extreme Extreme

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using the
services of
Airline due to
the lack of
proper
marketing plan
Major: Low cost
strategy may not
drag the
attention of
premium
customers
Low Medium Medium High Extreme
Moderate:
Due to the lack
of technological
competency
customers may
not access the
services of
Airline properly
Low Low Medium Medium High
Minor: Huge
promotional
budget may not
be successful for
dragging the
attention of Irish
Low Low Low Medium Medium

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people
Minimal:
Customer
service
providers may
have to face
challenges in
communicating
with Irish
people
Low Low Low Low Low
Table: Developing risk assessment matrix
(Source: As created by the author)
After identifying the risk factors some of the most effective risk management procedures
are evaluated for analyzing and controlling risks and uncertainties.
 The business experts are mostly dependent on traditional media vehicle in order to promote
their new plan. As a result, the entire marketing plan becomes restricted within regional
boundary (Hughes et al. 2014). However, in order to overcome this kind of risk factors
Airline should concentrate on social media promotion as well. Social media promotion is
effective enough in grabbing the attention of people from different geographical boundaries
and attitudes. In addition Airline marketing executives by sitting in other countries can
executive the marketing plan to make an awareness among the Irish people.

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 Low cost strategy may not draw the attention of premium customers. In this kind of situation,
the business expert can maintain superior quality of products as well as services. Product
quality enables the premium customers in using the services of Airline.
 If the target customers are not very competent in operating the advancement of technology,
the organization can focus on both online services as well as offline services (Cornelissen
and Cornelissen 2017). At the time of maintaining promotional campaign, the marketing
managers can give an overview on how to use their service through online to the target
people. As a result, they do not face hesitated in using the online services.
 If the promotional budget seems to be high for entering in the Irish market the organization
can reduce the budget cost initially (Saxton and Waters 2014). Based on the response coming
from target audience the business experts have the scope to set their budget.
 It is undeniable that customer service providers may have to face challenges in
communicating with Irish people. In this situation, the organization can provide an effective
training and development program to the customer service providers so that they can render
multilingual flexibility (Doorley and Garcia 2015). In addition, service providers should
bring the flexibility of maintaining non-verbal communication as well. With the help of
written communication, the employees can interact with the passengers and fulfill their needs
and demands. As a result, both the service users and service providers would share a good
bond.
7. Budget:
In order to enter in the Irish market Airline would have to focus on maintaining effective
promotional strategies with the help of which the target audience can be attracted towards the
services. In addition, promotion is important to give an in-depth overview to the target customers

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about the aims, objectives, benefits and facilities of Airline. However, before making an
effective promotion Airline should estimate a proper promotional budget. The budget is as
follows:
Promotion Tools Amount
Digital Media Marketing Tools
Facebook 5,000
Twitter 4,000
Youtube 7,500
Total Social Media Marketing expenses 16,500
Other Online Marketing Media
E-mail Marketing 20,000
Online Display advertisements 15,000
Other Online promotional Campaigns 29,000
Total Budget for Online Media 64,000
Traditional Marketing Media
Newspapers 20,000
Magazines 20,000
Total Print Media 40,000
TV Channels 70,000
Billboards 35,000
Total 105,000
Total Required Budget for Promotion 225,500
Table: A Promotional budget for Airline for entering in the Irish market

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(Source: As Created by the author)
After evaluating the budget it can be analyzed that Airline would have to enhance their
budget in order to make more promotional activities for drawing the attention of customers in the
Irish market.
9. Monitoring and Evaluation:
Public relation is one of the most effective ways of business promotion based on which
the brand can reach the doorstep of customers. After making a press release the business experts
of Airline have decided to drag the attention of journalists so that they tend to show their interest
in publishing this news. As a result, Airline would be able to make an indirect promotion.
However, while evaluating the various public relation tools the marketing executives of Airline
has focused to use media pitch outlet, press release primarily. They have not focused to provide
enough interest in social media promotion (Thomas 2014). As a result, the entire plan has been
restricted with specific geographical boundaries. Therefore, Airline before starting the project
should have focused to use social media tools as well for drawing the attention of customers
more effectively.

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