GULFSTREAM AEROSPACE CORPORATION — PENETRATING ASIA'S CORPORATE JET MARKET

May Lwin () and Jochen Wirtz
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May Lwin: The University of Singapore, NUS Business School, Singapore
Jochen Wirtz: The University of Singapore, NUS Business School, Singapore

Asian Case Research Journal (ACRJ), 2001, vol. 05, issue 01, 97-120

Abstract: In January 2000, Gulfstream was reviewing its plan to enter the East and Southeast Asian markets. Gulfstream Aerospace Corporation was well known for reliability, performance and innovative features of its business jets. Its existing clientele came mainly from North and South America and Europe. With the Asian markets recovering from an economic crisis, Gulfstream wanted to solidly position itself as the market leader in Asia. The company's major concern was how to sell the idea of travelling in corporate-owned business jets rather than in first or business class in commercial planes. Essentially, Gulfstream needed to devise a marketing strategy that would allow it to capture a leadership position in the Asian market. The case provides an understanding of the unique features of business buyer behavior and the unique aspects of industrial marketing.

Date: 2001
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DOI: 10.1142/S0218927501000056

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