Korean Air

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Introduction
Korean Air is the largest airline company in South Korea which located in Soul. Korean Air was established in March 1st, 1969. Korean Air currently transports an average of more than 20 million passengers per year. Since 2004, Korean Air has been the world leader in the international cargo transport sector (Korean Air Co Ltd, 2011). Korean Air is the top 20 airlines in the world in terms of passengers carried and is also the top-ranked international cargo airline (Korean Air Co Ltd, 2011). In December of 2010, Korean airline got the award of Internet Customer Satisfaction Award (e-Global Category) (Korean Air Co Ltd, 2011). This report will focus on Korean Air and explore the market environment, strategy of Korean Air and further discuss about product features, outline the route structure, key target market, and brief discuss the ownership, strategic alliance, distribution channels, competitive advantages and medium-term survival prospects.

Methodology
This report will base on the source from credible website, which includes Korean Air main website and other relevant website (the link will provide in Reference page). However, the resource from the customer discussion board is the other important source in this report.

Product Feature
Korean Air is based on the comfortable level which got the Best First Class Award. Korean Air has been promoted as provides high scores in particular for First Class in flight seating and facilities, check-in system and customer service and loyalty. Kosmo Suites which is famous as one of the first class product of Korean Air. The Kosmo Suites provide very spacious, comfortable seats which are 5.5 inches wider than previous first class seats. The comfort, freedom and privacy are guaranteed during the flight (Korean Air Co Ltd, 2011). However, as the video commercial of Korean Air show on YouTube, Korean Air focus on the ‘Excellence in Flight’, and promote the operational excellence, service excellence and



References: Air France, 2011, available at: http://corporate.airfrance.com/en/ Choi, K., 2007, 'Strategies which made Korean Air Cargo the Leading Cargo Carrier Internationally ', available at: http://www.docstoc.com/docs/20905066/Strategies-which-Made-Korean-Air-Cargo-the-Leading-Cargo Funding universe, 'Korean Air Lines Co., Ltd ', 2010, available at: http://www.fundinguniverse.com/company-histories/Korean-Air-Lines-Co-Ltd-Company-History.html Korean Air TV Commercial 2010 - For life on a whole new scale (for Americas/Europe region) ,2010, available at: http://www.youtube.com/watch?v=FEYngxOMsmg Korean Air sustainability report, 2010, available at: http://www.koreanair.com/local/na/gd/eng/au/en/eng_au_en_06.jsp

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