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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
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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.
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.
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.
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.
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
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
Hence, the study will emphasize on appropriate recommendations to neutralize the potential current and future threats while efficiently utilizing the opportunities in the market. Finally, it will discuss the expected impacts of those recommendations on the
6 Pages(1500 words)Case Study
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