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Case
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Reference no. 500-042-1
Subject category: Marketing
Authors: Leo-Paul Dana (Department of Management, Marketing and Entrepreneurship, University of Canterbury)
Published in: 2000
Length: 29 pages
Data source: Published sources

Abstract

Korean Air was using its superior food as a marketing tool, potentially setting it apart from other airlines. This included farm-fresh vegetables, and rainbow trout, bred at the Korean Air trout farm, on Cheju Island, in Korea. In-flight service was a competitive advantage. However, Korean Air also prepared food for another 30 airlines. If passengers were to know that Korean Air meals were available on other airlines, how could Korean Air sustain its competitive advantage?
Location:
Industry:
Size:
Large
Other setting(s):
2000

About

Abstract

Korean Air was using its superior food as a marketing tool, potentially setting it apart from other airlines. This included farm-fresh vegetables, and rainbow trout, bred at the Korean Air trout farm, on Cheju Island, in Korea. In-flight service was a competitive advantage. However, Korean Air also prepared food for another 30 airlines. If passengers were to know that Korean Air meals were available on other airlines, how could Korean Air sustain its competitive advantage?

Settings

Location:
Industry:
Size:
Large
Other setting(s):
2000

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