StudentShare solutions
Triangle menu

Air china case study - Essay Example

Nobody downloaded yet

Extract of sample
Air china case study

In other words, marketing audit facilitates the process of determining marketing objectives for the firm. While developing the marketing objectives it must be ensured that they are relevant to the corporate mission and vision. Furthermore objectives should be clearly understood by the firm itself. Moreover it should be closely related to the financial, human resources and infrastructural capabilities of the organisation. Establishing appropriate marketing objectives is the key to the organisation’s overall capability of achieving high level performance. Dibb, Pride, Simkin and Ferrell stated that “a marketing objective is a statement of what is to be accomplished through marketing activities” (Beamish & Ashford, 2005). A properly developed marketing objective should have SMART components, in other words objective should be Specific, Measurable, Attainable, Realistic and Time bound (Beamish & Ashford, 2005). This report describes the marketing objectives that are developed in the context of Air China. The report also includes the recommended strategies for achieving these objectives.
Air China is one of the largest airline operators not only in China or Asia but in the entire world. As far as market capitalization is concerned, Air China is the largest carrier in the world. In its home country the company has almost 23% market share, ranking just behind China Southern and China Eastern which are the largest and second largest players respectively in the country (Lei, 2010). However, the company is China’s largest international carrier. It is a state-controlled company that is better known as the flag carrier of China. As far as recent developments are concerned, in March, 2010 the company announced its plan of taking over Shenzhen Airlines which is another important player in the Chinese airline market. On March 22 the company declared that it has acquired Shenzhen Airlines. According to Air China, almost $100 million will be ...Show more


It plays a key role in effectively finding information from various levels of the organisation to assist the decision making process at both…
Author : garrykreiger
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Air china case study"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

International Business Case Study: China
4 Economic Policies 4 Prioritising Local Enterprises 5 Government Investment 7 Technology 8 Recommendations 9 Focusing On Political, Economic and Technological Factors 9 Rebalancing Strategies 10 Globalisation and International Integration 10 Resource Competence and Analysis 11 Implementing Sustainable Economic Development Strategies 12 Conclusion 13 References 13 IMF, World Economic Database (2005).
11 pages (2750 words) Essay
Philips in China: Case Study
Thus, as stated in the case study, by the year 2003, the company invested nearly $ 2.5 billion in China and is planning to phase out its production in other nations and to increase production in China. There are a number of factors that make China so attractive to Philips.
8 pages (2000 words) Essay
Air National Case Study
Nonetheless, human resources leaders who happen to be increasingly effective, tend to be primary advisers to the CEO, seeking advice on critical business concerns such as organizational readiness for key business transitions, while, at the same time, preparing the company for the future by means of succession planning, as well as initiatives of leadership development.
5 pages (1250 words) Essay
Scientific management ryan air case study
These formal expressions emanate from the works of Frederick Winslow Taylor who developed the idea of scientific management. Prior to the introduction of scientific management, employees were provided the flexibility to perform their work at such a speed and quality which they believed were fit for them.
3 pages (750 words) Essay
Ryan air case study
This paper highlights these strategies that were taken by Ryanair, and also their resources and capabilities which made them one of the biggest airline industries in Europe. It also identifies the future steps that Ryanair will take in response to the challenges ahead of it.
8 pages (2000 words) Essay
Ryan Air case study
Michael O’Leary’s dynamic but often unpredictable move resulted to the other weak points of the company as well which includes its issues with customer relations and satisfactions as well as the hostile relationship with
6 pages (1500 words) Essay
Infosys in China case study
These centers would look after new projects on software, IT and ITES (ICMR, 2006, p.9). The report deals with some of the issues faced by Infosys in China on its way to
7 pages (1750 words) Essay
Case Study-Critical thinking
The company has its Headquarters in Baiyun District in Guangdong Province. According to Zhang (1998), the airline underwent a major expansion, which included getting more planes. Following the expansion, airline now has the largest fleet size and, as such, carries the
8 pages (2000 words) Essay
Motorola in china case study
Before the splitting, Motorola inc., had managed to enter and enjoyed a succesful market in the Chinese Republic, something that many
3 pages (750 words) Essay
Case Study
The company suffered from a large bankruptcy, but it was able to survive by adopting various effective strategies. However, in this paper discussions will be made regarding the type of international
3 pages (750 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us