Case Study Japan Airlines
GRIN Verlag, 2010 - 60 pages
Research Paper (undergraduate) from the year 2010 in the subject Business economics - Business Management, Corporate Governance, grade: 1,0, Northumbria University, course: Strategic Management and Leadership, language: English, abstract: Japan Airlines Corporation (JAL) is the leading full-service airline in Asia operating in the domestic and international passenger air-transport industry. However, in 2009 JAL's financial situation is alarming. 2009 was completed by a 51bn operating loss, representing a decrease of 140bn from previous year. In comparison, JAL's major competitor All Nippon Airways manages to stay in the black. This means JAL's competitive position is clearly in danger. Even worse - if JAL does not find a new strategic option immediately they are in danger of going bankrupt soon. This paper intends to find such a strategic option to guarantee future success of the airline. A thorough strategic analysis including an internal and external analysis is used to find out the key strategic issues. Afterwards three possible strategic options are discussed. The most promising option is put forward and its implementation issues are thoroughly discussed.
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achieve EoS airline industry Airlines A Strategic airports akademische Texte ANA on domestic ANA web site,2010 Asia-Pacific Asian communication Comparison of JAL/ANA’s competitor ANA domestic operations emerging markets employees enter the low-cost environmentally-friendly business Euromonitor expand in emerging financial resources Flights/day Focus on international GRIN Verlag harm JAL’s Homburg and Bucerius immense losses/debts implementation India innovative R&D internal relatedness international and ANA international business international routes Ireland and Hitt JAL and ANA JAL Corporate JAL depends JAL’s access JAL’s strength JAL’s structural JAL/ANA’s Operating Japan Airlines Corporation key player Kotter and Schlesinger long-term low-cost market mainly Boeing merge with ANA merger merger’s success Middle East oneworld Operating Incomes opportunities organisational culture passengers premium strategy price-sensitive relatedness e.g. rising fuel-costs Schlesinger 2008 Scholes and Whittington Strategic Analysis GRIN Strategic Options strong route network Study Japan Airlines SWOT target market threat TOWS-Matrix Vietnam weak weak/saturate markets