경영전략 대한항공 경영전략(영문)

경영전략 대한항공 경영전략(영문) [경영전략] 대한항공 경영전략(영문).doc 목차 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 본문 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 worlds 2nd largest commercial cargo enterprise for 4thstraight 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 worlds 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 nameKorean Air HeadquartersKorean Air Operations Center 1370, Gonghang-dong, Gangse-gu, Seoul, Korea 157-712 Date EstablishedMarch 1, 1969 Main Areas of BusinessPassenger, Cargo, Aerospace, Catering, Hotel & In-Flight Sales Fleet124(As of Mar.31.2009 RouteDomestic13cities International38 countries 103 cities Total39 countries 118 cities 2. Business Structure Business Review (As of 2008) Types of businessBusiness sectorsRevenueShare Air TransportationPassenger, Cargo, Maintenance service, Training service, building lease etc97,47195% Other BusinessAerospace, Catering, Hotel & In-Flight Sales4,6555% Total102,126100% (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) 본문내용 rean Air Quick Overview Business Structure marketing, Swot analysis Current Strategy of Korean Air Ⅱ. Analysis of Change in the Environment Opportunity in Asia Change in Open Sky Agreement Five Force Assessment Opportunities and Risks Ⅲ. NEW Alliance Strategy Why Alliance? Capacity of Sky Team Nominees for the alliance Cooperational Strategies with the allies Ⅳ. NEW Cargo Strategy Status of