To what extent could a detailed marketing plan lead to a successful launch of SA's proposed new international routes?

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2017). The mark or mark type is shown in brackets.

1. [K] Marketing plan – integrated strategy, in this case for launch into a new market, including marketing research, mix, budget, objectives, strategy, tactics.
2. [K] Launch marketing planning – activities to ensure that the maximum number of potential customers are aware of and buy a new product or service.
3. [APP] Ansoff’s matrix – market development.
4. [APP] Marketing strategy needs to target customers in home country and destination countries.
5. [APP] Low gearing in relation to need to finance launch.
6. [AN] Different tactics may be needed in countries where SA is not a familiar brand
7. [AN] SA need to research overseas markets carefully – will the budget allow for this? Is there any opportunity for a joint venture?
8. [AN] Is pricing method used appropriate? Especially given the currency appreciation.
9. [AN] Is communication with existing customers good? How effective is the website? What other web-based methods can be used? Credit suggestions such as use of social media.
10. [AN] Costs of initial launch strategy will be high. Will further borrowing be needed?
11. [EVAL] How competitive is the market for air travel in destination countries? Will SA be competing with national state-owned airlines that do not need to make profits?
12. [EVAL] Apart from the marketing plan, what other factors will be important? For example state of economy and incomes in destination countries.
13. [EVAL] As a domestic airline, do SA have the skills and knowledge to enter the new market?