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Growth Strategies Case Study

Case Title:

Growth Strategies of China Southern Airlines

Publication Year : 2004

Authors: Shahida Kathawala, Sumit Kumar Chaudhuri

Industry: Transportation


Case Code: GRS0018

Teaching Note: Not Available

Structured Assignment: Not Available

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In 2001, China Southern Airlines (CSA) became the fifth largest airline in Asia and twenty-first in the world. CSA, which was started under the direct supervision of the Civil Aviation Administration of China, along with its subsidiaries, became the largest airline in China in 2003, carrying 20 million passengers.

Pedagogical Objectives:

  • To discuss how the corporate strategies of CSA helped it to conquer new heights in the domestic and international aviation business despite numerous challenges since the late 1990s.

Keywords : China southern Airlines group (CSA Group); Baiyun International Airport; Pearl River Delta region; Southern Airlines Group (SA Group); Civil Aviation Administration of China (CAAC); China Southern Air Holding Company (CSAHC); Commercial airlines in China; Restructuring of the Chinese airline industry; Growth Strategies Case Study; Subsidiaries of CSA; Civil Aviation in China; Global civil aviation industry; Air Transport world magazine; Growth of the Chinese civil aviation industry; China's entry into the World Trade Organisation (WTO); Aerospace Industry Awards

Contents : 
The Genesis
Onto a Higher Altitude
Take-off into Future
CSA Group Structure
CAAC – The Invisible Hand
Boeing 737-800 Aircraft
The New Baiyun International Airport
Merger of CSA China Northern Airlines & Xinjiang Airlines

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