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레포트 > 경제경영계열

[경영전략] 대한항공 경영전략(영문)

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레포트 > 경제경영계열
2009.11.09
27페이지 / doc
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[경영전략] 대한항공 경영전략(영문)에 대한 자료입니다.

Ⅰ. Analysis of Korean Air
________________________________________
1. Quick Overview
2. Business Structure
3. marketing, Swot analysis
4. Current Strategy of Korean Air

Ⅱ. Analysis of Change in the Environment
________________________________________
1. Opportunity in Asia
2. Change in Open Sky Agreement
3. Five Force Assessment
4. Opportunities and Risks

Ⅲ. NEW Alliance Strategy
________________________________________
1. Why Alliance?
2. Capacity of Sky Team
3. Nominees for the alliance
4. Cooperational Strategies with the allies

Ⅳ. NEW Cargo Strategy
________________________________________
1. Status of Korean Air Cargo
2. Required Area of Development
3. Strategic Restructuring
4. Specific tactics

Ⅴ. Conclusion
________________________________________
1. Conclusion
2. Limitations and Further Implications

본문내용

Ⅰ. Analysis of Korean Air

1. Quick Overview (history, vision, mission, motto)

Company History
1969 - Introduction of private management ( Korean Airline Corporation )
1973 - Set up Pacific line
1990 - Operate New CRS ( Computer Reservation System )
1991 - 4th ranked as International Goods transport
15th ranked as International Passenger transport
1995 - Introduce 100th plane (B747-400)
1997 - 2nd ranked as International Goods and transport rate
1998 - Mercury awards for in-flight F&B
2000 - Introduction of Global Alliance "Sky Team"
2001 - Korean air ranked by IATA as world's 2nd largest commercial cargo enterprise for 4th straight year
2001 - Korean Air becomes first Asian carrier to receive B737-900
2002 - Korean Air receives 'Best Cellar in the Sky' award from Business Traveller
2005 - Korean Air receives 'Outstanding Dispatch Reliability' from Boeing and 'Operational Excellence' from Airbus
2006 - ranked by IATA as world's largest commercial cargo carrier for 2nd consecutive year
2008 - Korean Air achieves the number one world ranking in international freight transport for the 4th consecutive year.

Vision: Be a Respected Leader in the World Airline Community

Mission: Excellence in Flight which includes Operational Excellence, Service Excellence, Innovative Excellence

Motto of company
1st, Have confidence and affection of customer and offer best service.
2nd, Create wealthy life value and desirable social value as doing moral management
3rd, Support creativity of employees and help growth of abilities.

Company name Korean Air
Headquarters Korean Air Operations Center 1370, Gonghang-dong, Gangse-gu, Seoul, Korea 157-712
Date Established March 1, 1969
Main Areas of Business Passenger, Cargo, Aerospace, Catering, Hotel & In-Flight Sales
Fleet 124(As of Mar.31.2009
Route Domestic 13cities
International 38 countries 103 cities
Total 39 countries 118 cities

2. Business Structure
Business Review (As of 2008)
Types of business Business sectors Revenue Share
Air Transportation Passenger, Cargo, Maintenance service, Training service, building lease etc 97,471 95%
Other Business Aerospace, Catering, Hotel & In-Flight Sales 4,655 5%
Total 102,126 100%
(Unit: hundred million won)

As we see in the table, air transportation part which includes passenger, cargo, maintenance service, training service, building lease takes up more than 95% of the total revenue, so they need to focus on that type of business.
Korean Air made a low-cost subsidiary carrier called Jin Air. It is a premium short haul carrier. Their vision is “Global standard: Popular, Practical, Proper Safety.”

Operating Revenues
Operating Results (based on 2008 IATA standards)

Operating Revenues (based on 2008)

#of #and #in #to #Air #is #be #Korean #are #with

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