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Case
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Reference no. 301-129-1
Published by: Aalto University School of Economics (formerly HSE)
Published in: 2001
Length: 19 pages
Data source: Field research

Abstract

Mr Moon-Ho Choi, the General Manager in charge of the Domestic Sales Department of Korean Air (KAL) based in Seoul, Korea, put the morning paper on his desk. He thought how KAL should respond to its domestic competitor, Asiana Airlines'' price increases in the short term. It seemed that Asiana Airlines'' move meant more than simply a price hike did, and it might have something to do with its positioning strategy in the market in the long run. In addition, a total of 34 foreign airlines operated from/to Korea, including 6 pure cargo airlines. He thought about the best strategic positioning for KAL.
Location:
Industry:
Other setting(s):
1996

About

Abstract

Mr Moon-Ho Choi, the General Manager in charge of the Domestic Sales Department of Korean Air (KAL) based in Seoul, Korea, put the morning paper on his desk. He thought how KAL should respond to its domestic competitor, Asiana Airlines'' price increases in the short term. It seemed that Asiana Airlines'' move meant more than simply a price hike did, and it might have something to do with its positioning strategy in the market in the long run. In addition, a total of 34 foreign airlines operated from/to Korea, including 6 pure cargo airlines. He thought about the best strategic positioning for KAL.

Settings

Location:
Industry:
Other setting(s):
1996

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