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[마케팅전략] AIR BUSAN의 마케팅전략 사례(영문)에 대한 자료입니다.
목차
1.Introduction
2.Air Busan’s Position and Reasons of Success
3. SWOT analysis
4. Competitor Analysis
5. Our Unique Strategies
본문내용
2. Busan - Jeju Route
Boarding Rate (November, 2008) : 47.4%
Boarding Rate (March, 2009) : 54.7%
Top position on the Busan – Jeju Route
among the all Korean Airline company
To consume less oil :
Use small jet planes and propeller planes
-> Vibration the passengers feel :
Stronger than other major airlines
-> Irritate passengers :
Loud, disturbing sounds
-> Uncomfortable seating environment :
Inconvenient - No room to move
Opportunity
1. Busan metropolitan city, as the 2 major city in South Korea :
2. Not only political, economical but also cultural and social center
Threat
1. Competition with Korean Airline in domestic air service
About Boarding Gate
- Korean Air – Direct boarding gates
- Air Busan – Shuttle bus ->Make delay
->Need to use direct boarding gates