Roadmap Development for Iranian Mahan Air Airline to Enter the Russian Passenger Air Transportation Market

The thesis research is devoted to the roadmap development for the Iranian airline entering the Russian market of regular passenger air transportation between Moscow and Tehran. Initially, it was necessary to determine the way of market entry in connection with an analysis of the international business scientific literature on the foreign entry modes taking into account the influence of the industry (services) and cultural differences (between Russia and Iran). The analysis included a consideration of entry modes definition, the main ways of entering the foreign market, and determinants that influence the choice of a particular mode out of available options. In the end of the first chapter a combination of external and internal factors was developed for further practical use in the paper. With the purpose of determining the entry mode it is also advisable to understand the market situation (considering the current context of the coronavirus pandemic) and the possible entry modes, for which the experience of more than 30 foreign airlines represented on the Russian market was examined, as well as an analysis of competitors and the product. As a result, an appropriate entry method (indirect export) was identified with the choice of a local agent (having regard to the inclusion of Mahan Air in the sanctions list), and a phased market entry plan with an indication of the expected time and financial costs (roadmap) was presented. The dissertation is also supplemented by the development of a marketing campaign and the adjustment of the tariffs (taking into consideration the availability of available information). Finally, further recommendations are presented based on the accomplished analysis.