Goals CoreActivities Product Market Focus Value Proposition
Increase market share Offer competitive fares, Focus on International Fares that are similar to
in the International cut operational costs markets, especial Asia- other low-cost carriers
market using a while providing pacific. but offer more and
penetration strategy improved customer better service.
service, create more
direct flight routes to
Build strong Introduce Employee Focus on internal Employees will deliver
relationship with union Share Purchase Plan, operation of both the values gained to the
and workforce implement service companies. customers consistently
quality control system, and continuously.
discuss job security
problems with union.
Maintain company’s Control outsourced Focus on domestic and Prevent safety
reputation of safety and operation strictly and premium service incidence from
use longevity as a seize it back into hands carriers, implement happening and provide
competitive advantage if improvements are same strategy to low- customers the safest
not possible. cost carriers if costs areflight.
Maintain domestic Maintain and possibly Focus on domestic Excellent on-board
market shares enhance customer business travelers, customer service. On-
relationships and corporation deals and schedule and well-
improve operational promotions. planned flights
efficiency constantly. focusing on reduction
duration of flight.