airchina
PROBLEMS & CHALLENGES
IN INTERNATIONAL MARKET 'A CASE STUDY OF AIR CHINA '
SUNITA NAOMI JAISON
DPGD/JA07/0313
SPECIALIZATION: INTERNATIONAL BUSINESS
WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT &
RESEARCH
Year of Submission: December, 2008
Page 1 of 88
ACKNOWLEDGEMENT
I would like to sincerely thank all people involved and associated with my researches, without those this study would not have been completed. I would personally like to add my appreciation of support from my family, friends and senior MBA students in Dubai and who all supported.
I would like to thank representative from Air China who kindly provided me with some company information appropriate to my research area. And I would like to thank Gong Li who helped me to deliver my many survey questionnaires and find suitable interviewees for my detail brand analysis research.
Page 2 of 88
INDEX
8
Background of China’s Aviation Industry………………………
9
1.2
Impacts of WTO on China’s Aviation Industry ………………..
10
1.3
Background of Air China………………………………………..
11
1.4
Elements of Strategic Planning………………………………….
11
1.4.1
Mission Statement………………………………………
12
1.4.2
The marketing audit…………………………………….
12
1.4.3
SWOT analysis………………………………………….
13
1.4.4
Marketing strategies…………………………………….
13
1.4.5
2
INTRODUCTION …………………………………………………….
1.1
1
Implementation and Control…………………………….
13
BACKGROUND OF CHINA’S AVIATION INDUSTRY AND AIR
CHINA……………………………………………………………
14
2.1
The Development of the World Civil Aviation Industry………..
14
2.2
The fast development of China’s aviation industry……………..
15
2.3
The Reform of China’s Aviation Industry………………………
17
2.3.1
The first stage…………………………………………...
18
2.3.2
Second stage…………………………………………….
18
2.3.3
Third stage………………………………………………
19
2.4
Three Major Players in the Market……………………………...
19
2.5
The
IN INTERNATIONAL MARKET 'A CASE STUDY OF AIR CHINA '
SUNITA NAOMI JAISON
DPGD/JA07/0313
SPECIALIZATION: INTERNATIONAL BUSINESS
WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT &
RESEARCH
Year of Submission: December, 2008
Page 1 of 88
ACKNOWLEDGEMENT
I would like to sincerely thank all people involved and associated with my researches, without those this study would not have been completed. I would personally like to add my appreciation of support from my family, friends and senior MBA students in Dubai and who all supported.
I would like to thank representative from Air China who kindly provided me with some company information appropriate to my research area. And I would like to thank Gong Li who helped me to deliver my many survey questionnaires and find suitable interviewees for my detail brand analysis research.
Page 2 of 88
INDEX
8
Background of China’s Aviation Industry………………………
9
1.2
Impacts of WTO on China’s Aviation Industry ………………..
10
1.3
Background of Air China………………………………………..
11
1.4
Elements of Strategic Planning………………………………….
11
1.4.1
Mission Statement………………………………………
12
1.4.2
The marketing audit…………………………………….
12
1.4.3
SWOT analysis………………………………………….
13
1.4.4
Marketing strategies…………………………………….
13
1.4.5
2
INTRODUCTION …………………………………………………….
1.1
1
Implementation and Control…………………………….
13
BACKGROUND OF CHINA’S AVIATION INDUSTRY AND AIR
CHINA……………………………………………………………
14
2.1
The Development of the World Civil Aviation Industry………..
14
2.2
The fast development of China’s aviation industry……………..
15
2.3
The Reform of China’s Aviation Industry………………………
17
2.3.1
The first stage…………………………………………...
18
2.3.2
Second stage…………………………………………….
18
2.3.3
Third stage………………………………………………
19
2.4
Three Major Players in the Market……………………………...
19
2.5
The
References: In that period, marketing was only considered as selling and advertising issues and marketing department were isolated with other departments (Wilson and Gilligan 2003).