Entry into the UK inflight catering market

Entry into the UK in-flight

catering market

2005

Table of Contents

Table of Contents i

List of Figures ii

I . Introduction 1

II . Marketing 2

Marketing vs . Sales 2

Basic of Marketing 3

III . Entry into the UK In-Flight Catering Market 5

Airlines Industry 5

9 /11 Impacts on the Global Air Traveling Industry 5

UK Airlines Industry 6

Global In-flight Catering Industry 6

Distribution of US 14 Billion In-Flight Catering Market 6

In-Flight Catering Industrial Structure 8

Analysis of Getting into UK

In-flight Catering Market 9

Marketing Mix of In-Flight Catering Industry 9

Porter 's Five Forces Analysis of In-Flight Catering Industry 13

Bibliography 21

List of Figures

Figure 1 . Global Contribution of In-Flight Catering Revenue 7

Figure 2 . Market Share of Global In-Flight Catering Companies (Est ) 8

Entry into the UK In-flight Catering Market

I . Introduction

There are so many reasons why we witness many start-up firms emerged in recent years . The booming of information technology that creates new way of doing business such as dotcom companies , rapid economy growth of a country , and merely people hate the way their boss leads the business could be the underlying reasons for conducting our own firms and becoming rich entrepreneurs of our dreams

Unfortunately , it is not easy anyway , since we are the boss as well as the owners who should think of how to bring the firms into success , how much we pay our employees that satisfy them , which kind of customers we target , what products or services we offer , when to launch specific product /services into the market , and other things

Stacey van Hooven talks to the CEO Refresher that entrepreneurs are pondering how they could have done things differently (2001 Differentiation is one of many matters start-up firms must deal with . As late comers to the market , they should create unique products with many advantages than existing ones that already available in the market and surely they are saleable as well

Many start-up firms that experience the downfall are then wondering what the cause is . Stacey says in to prevent start-ups firm from downfall they had better manage their risk with an extra touch of integrity and a carefully considered risk plan (2001 . This is imperative since the decision to enter new market poses challenge since the companies face uncertainties that takes more than just market knowledge , skills , and patience . It certainly takes a lot of energy and focus to handle risk that we know as risk management

McInerney , an entrepreneur from Atlanta , Georgia , suggests that entrepreneur should properly plan and price the projects from the very beginning in to eliminate a great deal of risk from his business he enters (Hooven 2001 . Therefore , anyone who intends to enter new market must ensure he /she provides accurate pricing to coincide with available resources and target market

In this , we will discuss the assess entry strategy for a U .S based catering services into in-flight catering market in UK . Things to consider in the assessment...