A Case Study ASN268 Assignment: China Goes Global

A Case Study- Air China
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Air China is one of the major airlines in China. Headquartered in Beijing, Air China is the leading service providers of air cargo, passengers, air products and other related services in the republic. The airline as well provides other related services such as ground handling services, aircraft maintenance at its headquarters and other locations. 6.26 years being the average age, the fleet operated by the Group was 603 aircrafts by the year 2016 (Star Alliance, 2016). The company’s operation was 366 aircrafts within 6.41years as the average age. The routes for passenger traffic were 377; 263 domestic, 16 regional and 98 international. The company operated in a network that covered 173 cities; 61 international, 108 regional and 4 regional (Star Alliance, 2016).
Air China has got numerous strengths that not only help it to survive in the market but also access new markets. The airline is known for its product innovation. Activities’ automation has helped the company to scale on both sides to meet the demand in the market. Air China is known for performing well in new markets. It has got a Brand Portfolio that stands out to be very strong. The dealer community that the company operates in helps in both promoting the product as well as investing in the company. The company has got a very strong distribution network that aids it to penetrate the major potential markets (Ahmed & Almari, 2007, p.2). Executions of new projects and building new streams of revenue has enabled the company to get superb returns from expenditure of the capital.
The American line is one of the major airlines in the United States and thus serves as the best airline to compare with Air China. Using its strengths for comparison, the company has got a loyalty Flyer Program, which has resulted in building very strong brand loyalty among its users (Bhasin, 2018). The company has got strong alliances and ties both regionally and internationally. This helps to increase the frequencies of the flights of the airline. The on-board entertainment reputation has led the company to tapping new customers and to increase of the brand...