AIR CANADA
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Concordia University Portland *
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116
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Marketing
Date
Apr 3, 2024
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docx
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10
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Individual Assignment
MKTG116
ASSIGNMENT#1:
EVALUATING MARKET
STRATEGY AND THE
ENVIRONMENT
STUDENT NAME: MANNU GILL STUDENT NUMBER: 3014O5538
NAME OF COMPANY: AIR CANADA
AIR CANADA - INTRODUCTION
Air Canada is a leading airline based in Montreal and the national flag carrier of Canada is the largest Canadian airline. It was founded in 1937. Since 1937, Air Canada has established itself as a driving force in the airline business through its provision of aviation services. It is in providing passenger and cargo air travel for both domestic as well as international routes constitutes the core business of Air Canada.
Air Canada traces its roots to the formation of Tans Canada Airlines by the (TCA) Canadian federal government in 1936 (David, 2020). Air Canada came into existence following the rename of TCA in 1965. In the 1980s, the airline was privatized and on 4 January 2000, Air Canada took over its largest rival, Canadian Airlines.
It has a young aircraft fleet and operates as an airline that offers safe, dependable, and comfortable trips to millions of passengers. In 2019, almost 51.5 million passengers flew in Air
Canada. Air Canada Vacations, provides over 90 vacation destinations as a tour package.
As for innovation, Air Canada has delivered new products and
services to increase customer satisfaction with upgraded cabin
facilities; inflight entertainment systems, and airplane a robust
loyalty program. The mission of the company is focused on linking people and communities, developing economic development contributing to an environmentally responsible aviation industry. Air Canada is a leading company with an outstanding track record of safety, operational reliability, and customer service that has been recognized for its
accomplishments. But, just like any other major airline operating worldwide; challenges such as variable fuel prices and regulatory complexities are issues that need strategic management. These aspects give a broad overview of the understanding of Air Canada ‘s identity, operations, and position regarding strategic placement within this competitive industry.
Furthermore, Air Canada will introduce more flights to their operations to distinct destinations worldwide. Such a move will
contribute to more revenue for the company as the company will register newer customers which translates to more income
for the organisation.
MISSION OBJECTIVE OF AIR CANADA
Air Canada is one of the world’s most prestigious airlines that specializes in providing reliable, safe, and competitive air travel. Being Canada’s flagship carrier, the company operates several businesses including core business activities that have recently been supported by new product introductions and clear strategic vision for the future.
1. Core Business
:
- Air Transportation Services is the central area of operations for Air Canada. The company runs a large domestic and international flight route system to connect passengers to any location in the world. First, based on safety and efficiency as its guiding pillars while ensuring the satisfaction of customers.
Air Canada paves the way for international travel through steadying trade connections around the world.
2.
New Products and Innovations:
- To adapt to the changing airspace, Air Canada has launched novel products and innovations aimed at improving passenger experience. This covers innovation in technology and enhancing booking platforms, as well as inflight entertainment
systems. Further, the introduction of high-end products such
as Signature Class also shows Air Canada’s desire to cover the needs and tastes of different customer groups.
3. Mission/Vision
:
- Air Canada's mission is global leadership in passenger aviation, which offers an excellent travel experience via safety and reliability at the same time with development. Inherently, the company perceives itself as a connector of people, cultures, and businesses around the world. Air Canada strategically aims to set the bar for excellence in laudable ways, as well as emphasizing sustainable business practices.
4. Strengths
:
- Operational Excellence: With regard to operational efficiency,
Air Canada is performing well by providing timely and safe transport services. The safety standards that this company adheres to together with strict maintenance procedures play their part in creating reliability.
- Global Connectivity: Air Canada builds on its wide web of waypoints, meaning that it has become an important player in worldwide connectivity. This connectivity can meet the needs of travelers as well as stimulate economic development and cultural communication.
Customer-Centric Approach: Clients’ satisfaction forms a core element of the company since it provides exceptional customer
service. Air Canada works to satisfy the needs of passengers from initial booking and even worth in-flight experience customers become loyal.
5. Areas for Improvement
:
Competitive Pricing Strategies: Due to the dynamic nature of this market, Air Canada could struggle to implement optimal pricing methods to remain competitive. Finding an effective balance between competitive pricing and the costs that come with upholding qualitative service is often a common problem.
Environmental Sustainability: Just like a lot of competitors in the airline business, Air Canada has to cope with
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