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Essay Available:
Pages:
5 pages/≈1375 words
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5 Sources
Style:
Harvard
Subject:
Business & Marketing
Type:
Coursework
Language:
English (U.S.)
Document:
MS Word
Date:
Total cost:
$ 25.92
Topic:

An Investigation of Hainan Airlines in the Aviation Industry

Coursework Instructions:

Identifying and building value is essential to a successful business development strategy in the air transport industry.
Based on the Air Transport Economics module and the various sessions, please describe the industry you are in, its current outlook, challenges and how you can create value to enhance the development of the aviation industry.
It is required that you:
1. Provide an outlook of your industry (Aviation)and the position(Airline) of your organization(Hainan Airlines). Should statistics be available, they should be used.
2. Identify its strength and weakness.
3. Describe the competitive environment and its challenges.
4. Plan and define the development strategy of your organization in the below market situations:
• a non-distressed market such as before Covid 19 crisis;
• a distressed market such as current market during Covid 19 and how to capture post-crisis market
5. Prepare a max. 10-slide Powerpoint presentation, describing the above and defend the business development case to the Board. In other words, present in the most persuasive way the business development plan in order to sell this project to the Board and convince them to engage into it.
6. Having analysed and discussed about the outcomes of your project, draw a conclusion to remark the significance of your research findings. To identify key lessons you learned from your analysis and findings. State what managerial impacts and academiccontributions that your research paper is intended.
7. Others: Make use of graphs, tables, images as appropriate to illustrate the facts and details of the project. If your paper exceeds word limit quota by 10%, make good use of the appendix and end notes for placing the factual information.

Coursework Sample Content Preview:

AN INVESTIGATION OF HAINAN AIRLINES IN THE AVIATION INDUSTRY
Student’s Name
Course
Professor’s Name
University
City (State)
Date
Contents 1.       Introduction. 3 2.       Discussion. 3 2.1 Strength and Weakness. 3 2.1.1 Strengths. 3 2.1.2 Weaknesses. 4 2.2 The Competitive Environment and its Challenges. 5 2.3 Development Strategy. 7 2.3.1 Non-Distressed Market. 7 2.3.2 Distressed Market. 8 3.       Conclusion. 10 4.       References. 12   List of Figures Figure 1: Value Chain Analysis of Hainan Airlines. 4 Figure 2: Market Position of Hainan Airlines. 5 Figure 3: Annual Earnings of Hainan Airlines (in Billion Yuan) 6  
An Investigation of Hainan Airlines in the Aviation Industry
1 Introduction
The sudden outbreak of COVID-19 has badly affected the aviation industry, with many airlines depicting a sharp downfall in customer calls and profit-making. According to the International Air Transport Association (IATA), the airline sector’s loss is estimated at around $126.4 billion in 2020 (Mtahk, 2023 2). However, the industry is forecasted to recover gradually due to the increased vaccination ratio and the lifting travel bans. Hainan Airlines (HA) is a Chinese airline based in Haikou, Hainan Province. As of 2021, the airline managed a fleet of over 200 aircraft and entertained more than 100 national and international flight operations. HA has been expanding its global presence vigorously and has launched new routes to more destinations like Sydney, Boston, and Tel Aviv. In 2019, HA reported a significant loss of around 4.6 billion Yuan (almost $650 million) due to intense competition and rising operational expenses (AboutHainan, 2023). However, the airline has executed various cost-reducing plans and streamlining strategies to uplift its revenue generation. All the major airlines, including HA, are expected to face particular challenges in the short term due to the repercussions of the pandemic but can experience growth in the long run as the industry would get recovered.
2 Discussion
2.1 Strength and Weakness
2.1.1 Strengths. HA has a robust domestic framework and facilitates passengers with more than 50 domestic destinations, allowing the airline to capture an extensive share of the Chinese market. HA has been working vigorously to improve its international presence by launching new routes to Europe, North America, and Australia destinations. It has enabled the airline to modify and upgrade its revenue generation by curbing its dependence on the domestic market. Furthermore, HA is also one of the members of the global airline alliance, the HNA Group (AboutHainanAirlines, n.d). As shown in the figure below, this gives the airline access to a larger ratio of customers and enables it to offer efficient interconnections with other airlines within the alliance by upgrading its value proposition (AirlineValueChain, n.d). Similarly, the airline has an elite yet modern fleet of over 200 aircraft, including narrow and wide-body planes. It enables the airline to operate efficiently and function accurately fo...
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