air france

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INDEX
SUMMARY3
INTRODUCTION AND HISTORY6
INTRODUCTION6
HISTORY6
GOALS AND METHOLOGY9
COMERCIAL PLAN AND MARKETING PLAN10
COMMERCIAL PLAN10
MARKETING PLAN12
HUMAN RESOURCES PLAN13
Personnel marketing and selection13
Principles of a Human Resource Policy for Change Management and Diversity14 Strengthening of competitiveness, thereto:14
Apprenticeships in the Lufthansa Group14
University marketing and development of high potentials14
Lufthansa School of Business14
Controlling – Performance Indicators14
Reintegration and prevention15
FINANCIAL PLAN16
Annual Report 201017
OPERATING PLAN18
ORGANISATIONAL CHART18
HEADQUARTERS19
FLEET20
ALLIANCES22
IT22
STRATEGIC PLAN23
Guidelines and strategic alignment23
Value-based management23
Opportunity and risk management system24
SWOT ANALYSIS24
CONCLUSION25

SUMMARY

This project concerns the German company Lufthansa airlines. I have chosen this company as it is leader Airline Company in Europe in terms of passengers and the fourth in the whole world and I think it is important to know how has this company has succeed since its creation and how it has managed to get to this leader position. Lufthansa, together with its partners flies to 410 destinations and has more or less 710 aircrafts. When getting to the Introduction section and nearly in all the work you will read the words Star Alliance. This is an important part of the project as Lufthansa is a founding member of Star Alliance, which is the world's largest airline. Concerning history, what is important to highlight is that since its creation and until nowadays Lufthansa has experience changes due to war, crisis and the birth of new and strong competence (low cost airlines) but in spite of these problems, it has managed to succeed until the point of being one of the world’s most important airlines company. Lufthansa has a vision that includes profitability and sustainability growth. This improves the company’s benefits and in these changing environments helps it to meet its customers’ demand. The company is continuously thinking in safety, quality and innovation and this makes it more sustainable and reduces its environmental impact. This happens thanks to its advance technology that improves Lufthansa’s opportunities in the market. Lufthansa’s marketing campaigns emphasize on core brand values including quality, innovation and strong industry leadership. This attracts more business and more frequent flyers. That’s why Lufthansa is positioned as an Airline that we can trust and rely on that is why its marketing campaign is focused on the customer. Lufthansa’s application process is characterized by being openness as well as efficiency so consequently by being transparent and fair. Lufthansa’s employees are characterized because of its diversity in terms of gender, religion, ideology, nationality and ethnicity, sexual orientation, as well as disability. Lufthansa takes these differences between people as an opportunity. The training process is of high importance because qualified employees help the company to stay in a leader position. Lufthansa not only enables traditional training in cooperation with the chambers of commerce, but also continuously runs a significant number of in-house courses. Referring to Health and safety conditions are important factors which are inside the group’s mission statement. Lufthansa has its own Medical Service whose work concentrates on industrial medicine and aviation medicine. Identified risks are evaluated that’s why medical checkups of the staff ensure the impact of protective measurement to reduce or avoid risks. Inside this section of health and safety I think it is important to include in this summary that a reintegration program that measures for employees with recurrent or longer illnesses have been available at Lufthansa for a long time. Now the Human Resources Section is briefly explained so now let’s see what...
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