,Preface
This report examines the international marketing strategy plan of KLM. As a second-year
student at the Hogeschool van Amsterdam, I have executed a detailed international
marketing analysis for KLM, based on an exploration of the most external factors.
I have learned how to evaluate marketing and entry strategies for a large company as KLM. I
have evaluated the characteristics of all elements of the marketing mix, as well as how
technology affects strategic planning for example.
In writing this international marketing strategy plan I have focused on and learned about all
aspects within international marketing. The analysis possibilities, strategy development and
implementation are parts that I have learned to develop in this short period of time. In
addition, based on the results, I could conclude what external factors play a role, what
entrance options are possible, what kind of trade barriers you run into and of course I could
estimate the level of attractiveness to enter a foreign market.
In the past weeks I have learned, how to work by myself at best and how to write this report
through critical thinking and a lot of desk-research. In addition, this has also enabled me to
develop my discipline and independence.
With the theory of the online lessons and the feedback that I received, I was able to apply
this during the writing of the report. I have learned a lot and gained knowledge. In
combination with the knowledge and experience I already had; I can say that I have made a
good report despite the hectic of the corona crisis.
I would therefore like to thank my teacher Maurik De Groot. I have experienced the help of
the lessons and the feedback received as positive and educational. In this way I could
continue to improve myself in the best way. I am therefore very proud of this and hope for a
good result.
Jazzlynn Lens
2
, Table of contents
Preface.......................................................................................................................................................... 2
Management summary.................................................................................................................................. 4
Chapter 1: KLM.............................................................................................................................................. 5
1.1 The profile of KLM...........................................................................................................................................6
1.2 Mission............................................................................................................................................................6
1.3 Vision..............................................................................................................................................................6
1.4 Strategy..........................................................................................................................................................6
1.5 Markets...........................................................................................................................................................6
1.6 Products and services.....................................................................................................................................7
1.6.1 World business class................................................................................................................................7
1.6.2 Europe business class..............................................................................................................................7
1.6.3 Economy class..........................................................................................................................................7
1.6.4 Flying blue................................................................................................................................................7
1.7 Motive.............................................................................................................................................................8
1.8 Central question..............................................................................................................................................8
Chapter 2: Trends and developments............................................................................................................. 8
2.1 External factors...............................................................................................................................................9
2.1.1 Legal.........................................................................................................................................................9
2.1.2 Economic.................................................................................................................................................9
2.1.3 Sustainable............................................................................................................................................10
2.2 The position of stakeholders.........................................................................................................................10
2.3 Opportunities and threats............................................................................................................................11
Chapter 3: Country analysis.......................................................................................................................... 12
3.1 Country comparison based on diverse factors.............................................................................................13
3.1.1 The United Kingdom..............................................................................................................................13
3.1.2 Italy........................................................................................................................................................14
3.1.3 Germany................................................................................................................................................15
3.2 Cultural and behavior differences.................................................................................................................17
Chapter 4: International marketing strategy of KLM.....................................................................................17
4.1 The key motivators.......................................................................................................................................18
4.2 Identification of opportunities......................................................................................................................18
4.2.1 Scanning international markets............................................................................................................18
4.2.2 Existing markets.....................................................................................................................................18
4.2.3 Type of competitive products...............................................................................................................19
4.2.4 Success level of market entry................................................................................................................19
4.2.5 International competitive posture matrix for KLM...............................................................................20
4.2.6 Market entry methods..........................................................................................................................20
Chapter 5: International communication of KLM.......................................................................................... 21
5.1 Campaigns....................................................................................................................................................21
5.2 Distribution and logistics..............................................................................................................................21
3
This report examines the international marketing strategy plan of KLM. As a second-year
student at the Hogeschool van Amsterdam, I have executed a detailed international
marketing analysis for KLM, based on an exploration of the most external factors.
I have learned how to evaluate marketing and entry strategies for a large company as KLM. I
have evaluated the characteristics of all elements of the marketing mix, as well as how
technology affects strategic planning for example.
In writing this international marketing strategy plan I have focused on and learned about all
aspects within international marketing. The analysis possibilities, strategy development and
implementation are parts that I have learned to develop in this short period of time. In
addition, based on the results, I could conclude what external factors play a role, what
entrance options are possible, what kind of trade barriers you run into and of course I could
estimate the level of attractiveness to enter a foreign market.
In the past weeks I have learned, how to work by myself at best and how to write this report
through critical thinking and a lot of desk-research. In addition, this has also enabled me to
develop my discipline and independence.
With the theory of the online lessons and the feedback that I received, I was able to apply
this during the writing of the report. I have learned a lot and gained knowledge. In
combination with the knowledge and experience I already had; I can say that I have made a
good report despite the hectic of the corona crisis.
I would therefore like to thank my teacher Maurik De Groot. I have experienced the help of
the lessons and the feedback received as positive and educational. In this way I could
continue to improve myself in the best way. I am therefore very proud of this and hope for a
good result.
Jazzlynn Lens
2
, Table of contents
Preface.......................................................................................................................................................... 2
Management summary.................................................................................................................................. 4
Chapter 1: KLM.............................................................................................................................................. 5
1.1 The profile of KLM...........................................................................................................................................6
1.2 Mission............................................................................................................................................................6
1.3 Vision..............................................................................................................................................................6
1.4 Strategy..........................................................................................................................................................6
1.5 Markets...........................................................................................................................................................6
1.6 Products and services.....................................................................................................................................7
1.6.1 World business class................................................................................................................................7
1.6.2 Europe business class..............................................................................................................................7
1.6.3 Economy class..........................................................................................................................................7
1.6.4 Flying blue................................................................................................................................................7
1.7 Motive.............................................................................................................................................................8
1.8 Central question..............................................................................................................................................8
Chapter 2: Trends and developments............................................................................................................. 8
2.1 External factors...............................................................................................................................................9
2.1.1 Legal.........................................................................................................................................................9
2.1.2 Economic.................................................................................................................................................9
2.1.3 Sustainable............................................................................................................................................10
2.2 The position of stakeholders.........................................................................................................................10
2.3 Opportunities and threats............................................................................................................................11
Chapter 3: Country analysis.......................................................................................................................... 12
3.1 Country comparison based on diverse factors.............................................................................................13
3.1.1 The United Kingdom..............................................................................................................................13
3.1.2 Italy........................................................................................................................................................14
3.1.3 Germany................................................................................................................................................15
3.2 Cultural and behavior differences.................................................................................................................17
Chapter 4: International marketing strategy of KLM.....................................................................................17
4.1 The key motivators.......................................................................................................................................18
4.2 Identification of opportunities......................................................................................................................18
4.2.1 Scanning international markets............................................................................................................18
4.2.2 Existing markets.....................................................................................................................................18
4.2.3 Type of competitive products...............................................................................................................19
4.2.4 Success level of market entry................................................................................................................19
4.2.5 International competitive posture matrix for KLM...............................................................................20
4.2.6 Market entry methods..........................................................................................................................20
Chapter 5: International communication of KLM.......................................................................................... 21
5.1 Campaigns....................................................................................................................................................21
5.2 Distribution and logistics..............................................................................................................................21
3
