Case Study Japan Airlines: A Strategic Analysis
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
1.2 SWOT Analysis achieve EoS airline industry airports ANA offering ANA web site,2010 Analysis & Key Asia-Pacific Asian British Airways codesharing agreements Comparison of JAL/ANA’s competitor ANA consolidations/alliances domestic operations emerging markets employees enter the low-cost environmentally-friendly business Euromonitor expand in emerging External & Internal financial resources fleet Flights/day Focus on international fuel-reduction governmental support harm JAL’s image loss immense losses/debts India innovative R&D international business international routes JAL and ANA JAL Corporate JAL depends JAL’s access JAL’s strength JAL’s structural JAL/ANA’s Operating Japan Japanese government key player Kotter and Schlesinger long-term low-cost market mainly Boeing merge with ANA merger Micro Environment Middle East oneworld open-skies agreement Operating Incomes opportunities organisational passengers PESTEL-Analysis Porter’s Five Forces premium strategy price-sensitive Resources & Capabilities rising fuel-costs Ryanair Schlesinger 2008 Scholes and Whittington Stakeholder Mapping Strategic Options strong route network threat TOWS-Matrix Vietnam weak weak/saturate markets