3. Prepare a marketing plan for DJI its new potential blockbuster product, Mavic Air, with the purpose of defending DJI’s overall world market share in a market with increasing competition? A Chinese ‘born global’ is dominating the world market for drones with its Phantom and Marvic drones.

Chinese drone maker DJI Technology Co Ltd has established a strong early lead in the world commercial market as companies turn to its inexpensive, lightweight flying devices for a host of uses from shooting films to mapping and site inspections.

Founded in 2006 by Chinese entrepreneur Frank Wang, DJI generated $2.8 billion in revenue in 2017, up from $500 million in revenue in 2014. In 2017, around 30 per cent of its revenue was achieved in North America, 30 per cent in Europe, and 30 per cent in Asia. The remaining 10 per cent came from South America and Africa. The percentage for the North American market is estimated to reduce in the coming years. The subsidiary DJI North America was opened in July 2012.