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Market Oriented Export Strategy for Advanced Pilot Trainer (T-50)

고등훈련기(T-50)의 시장지향적 수출 전략에 관한 연구

  • 전지현 (한국항공대학교 경영학부) ;
  • 서영진 (한국항공대학교 경영학부) ;
  • 정다은 (한국항공대학교 경영학부) ;
  • 조현진 (한국항공대학교 경영학부) ;
  • 이상학 (한국항공대학교 경영학부)
  • Received : 2020.01.23
  • Accepted : 2020.03.11
  • Published : 2020.03.31

Abstract

This research investigates the export strategy for pioneering a new market of Advanced Pilot Trainer T-50, a business unit of KAI company, and increasing its market share. The export strategy is proposed based on the Corporate Marketing Model along with the market oriented concept. Specific sales strategies are extracted in consideration of product analysis, market analysis, and integration of product and target market. Therefore, six countries in Africa are selected as the primary target markets on account of their market potentials. In addition, T-50 is repositioned to 'T-50Af' as 'high price competitive and multi-role trainer.' The business implications include the expansion of the market in Africa and the pursuit of the consistent development and growth of T-50.

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