Ever heard of "flash sales" or "doorbusters"? FT Blue, a low-cost airline, stormed into the South African market in 2020 with a bang! Imagine an online concert ticket sale but for an airline. That's exactly how it felt!

📘 Unit 6, Pages 398–402: Dive deep here for some theory!

Definition

International marketing is the process of planning and conducting business transactions across national borders to satisfy the objectives of both consumers and organizations. Think of it like selling your homemade cookies not just in your neighborhood, but in the entire city or even other cities!

Real-World Example: McDonald's sells burgers worldwide, but a McSpicy in India might taste different from one in the U.S. Why? Because they adjust their marketing strategies and products to fit local tastes!

• Opportunity 🌟

  • Huge Initial Demand: Almost half of their tickets, priced at a whopping low of $50, were gone in a flash! It's like when a new iPhone gets released, and everyone rushes to get one.

    Real-World Example: Remember when Uber entered new cities and offered free rides? It's a strategy to attract lots of new users quickly!

• Threat ☠️

  • Competitive Response: The skies turned stormy when the other two airlines slashed their prices to $80 in response. The leading airline, SA Air, even threw shade, doubting FT Blue's sustainability.

    Real-World Example: Imagine Pepsi entering a new market where Coca-Cola is already popular. Coca-Cola might cut their prices or launch a massive ad campaign to maintain their top spot.