Ivey Publishing
Xiamen Airlines: Bracing for Impact
Product Number:
9B15A015
Publication Date:
09/10/2015
Revised Date:
09/10/2015
Length:
10 pages (5 pages of text)
Product Type:
Case (Field)
Source:
Xiamen/Ivey
On March 31, 2014, the vice-president of Sales & Marketing at Xiamen Airlines Co. Ltd. (XiamenAir) was reviewing the minutes of the month-end meeting with his team. The meeting had focused mainly on the rapid spread of high-speed rail in China, especially along the popular and profitable routes served by his company. The new train service might become an indirect, albeit potent source of competition, redirecting existing passenger volume from airlines to a much cheaper travel option. How would its growth affect the positioning of XiamenAir as a premium service, high-priced airline? How should the company respond to this development?
Learning Objective:
This case may be used in marketing management or competition-related courses at undergraduate, MBA and executive MBA levels. Its objectives are:
  • To identify direct and indirect sources of competition.
  • To identify the bases for competition.
  • To anticipate and react to competitors' moves.
Issues:
Disciplines:
Marketing,  International
Industries:
Transportation and Warehousing
Setting:
China, Large, 2014
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Supplements: 7B15A015 (63 KB)
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