Market Development in the U.S. by Foreign Airlines

This research examines public relations issues involved in the development of new markets in the United States by foreign airlines. Public relations objectives within this context are not limited to potential consumers of airline services. As the opportunity to develop mew markets in the United States is largely controlled by bilateral negotiations for landing rights between the United States federal government and foreign governments, public relations objectives for foreign airlines desiring to develop new markets in the United States also are directed at American policy makers at the federal level, and at American industries and communities that may benefit from such market expansion. Public relations objectives also must include a cultural education component once landing rights to new American market areas are obtained. The culturally-related public relations objectives must be directed toward persuading American consumers that Asians are honorable people with whom to do business.

The examination of the public relations issues involved in the development of new markets in the United States by foreign airlines focuses on the situations of two foreign airlines-- China Air, which is based in the Republic of Taiwan, referred to popularly in the United States as Taiwan, and Japan Air Lines (JAL). In concept, however, the issues addressed in this research are applicable

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landing slots at key airports." The proposed 650-passenger aircraft, however, is at least 10 years in the future. In the interval, air traffic congestion at metropolitan airports in the United States continues to increase. The best way for both China Air and JAL to address these issues is to emphasize in their public relations releases the extent to which the companies are modernizing their fleets. Both JAL and China Air have and are continuing to engage in major fleet modernization programs. Public Relations Issues Directed At American Policy Makers The extension of airline services to new markets in the United States by foreign airlines is dependent upon the granting of landing rights to such foreign airlines by the federal government of the United States. The granting of landing rights in the United States to a foreign airline requires a bilateral agreement between the United States federal government and the government of the country in which the foreign airline is based. Bilateral agreements concerning landing rights are at times dependent on the granting of specific privileges to American airlines in return for the granting of foreign landing rights in the United States. As an example, the United S
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Some common words found in the essay are:
Air JAL, China Air, Policy Makers, AIRLINES Introduction, Pan American, Chinese Japanese, Administration Japanese, United Japanese, Space Technology, United Boeing, public relations, china air, landing rights, foreign airlines, markets united, public relations objectives, air traffic, relations objectives, federal government, air jal, china air jal, airline services, public relations issues, united foreign airlines, consumers airline services,
Approximate Word count = 2720
Approximate Pages = 11 (250 words per page)

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