Problems at China Airlines


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Case Details:

Case Code : BSTR368
Case Length : 22 Pages
Period : 2001-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : China Airlines Ltd.
Industry : Aviation Industry
Countries : Taiwan

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

Founded in 1959, CAL was the flagship carrier of the Republic of China (ROC). However, it was not completely state-owned. The China Aviation Development Foundation5 (CADF) had a nearly 54 percent stake in CAL. The airline faced turbulence in its initial years of operations. Its poor safety record in the 1990s severely tarnished its brand image besides lowering passenger traffic. Analysts felt that faulty pilot recruitment policies, lax maintenance systems, high cost operational structure, inefficient corporate culture, etc. had only added to its troubles. Moreover, the strained political relations between mainland China and Taiwan, which prohibited the airline from launching flights to routes in China, made things worse for it.

The airline's mounting problems prompted it to look for ways to restore its image. Its initial efforts were focused on improving its brand image and regaining consumer confidence...

Excerpts >>


5] Established in 1988, the China Aviation Development Foundation is a quasi-governmental holding company, owned by the People's Republic of China.


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