China Southern Airlines Essay

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China Southern Airlines was founded in 1995 and is based in Guangzhou. It is China’s largest airline in terms of fleet size, with 309 aircraft. The airline employees over 45,500 full time employees. Its main hubs include Guangzhou and Beijing, but it operates in over 150 cities throughout China. Furthermore, China Southern operates 616 domestic 82 routes, including 90 international routes and 25 routes in Hong Kong and Macau. As China’s only company that is in world top ten passenger airlines, China Southern Airlines is committed to building the core values of "CSAIR" consists of ‘customer first, (staff) respecting talent, (advantage)striving for excellence, continuous innovation and (return)contributing to…show more content…
That same year, China Southern Airlines also won the “SKYTRAX 2011 World Most Improved Airline”. Parent Company China Southern Airlines Co., Ltd. Tagline/ Slogan Always Cheaper Than On The Ground USP One of Asia's largest airline in terms of both fleet size and passengers carried STP Segment Customers looking for punctuality and efficiency Target Group Middle class / Upper middle class Positioning Smooth and efficient operations SWOT Analysis Strength 1. Largest air transport network in China with access to over 150 cities and over 600 domestic routes. 2. Centrally located in Guangdong for easy access to the rapid industrial growth of the Pearl River Delta. 3. Culturally, politically, linguistically, and historically synchronized with the Chinese market and the changes occurring within Chinese air transport. 4. Largest domestic cargo carrier 5. History as State Owned Entity and residual access and political access with the Civil Aviation Administration of China. Weakness 1. Small air cargo business segment and limited experience in air cargo freight and overnight transport logistics. 2. Undergoing continuous business reorganization and cultural change due to Chinese air transport deregulation, recent acquisitions, and alliances. Opportunity 1. Utilize first-to-market advantage to build customer loyalty
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