Case 16 Fly to the end of the world
1. Current Background
Facing the increasing fierce competition, airlines make efforts to differentiate themselves from each other in order to obtain the maximum of market share. In some cases, Air New Zealand as a successful example has done a decent job with implementing some successful marketing strategies. Certainly, some potential opportunities and problems that company has ignored existing as well.

After years of often ferocious competition, Air New Zealand was forced to form an alliance, and then became a full member of the Star Alliance Group in 1999, which for the sake of extending network and offer better service to its customers, thereby obtained the competitive advantages. Additionally, the airline alliance, to some extend, has gradually changed the market environment.

Air New Zealand, as part of Star Alliance Group, provides a large number of worldwide destinations for its customers. For serving this large market, marketing......

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Title: Fly To The End Of The World
Approximate Word Count: 2076
Approximate Pages: 9 (250 words per double-spaced page)

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