The paper "Development of a Strategic Plan for Tourism Based Air Canada" is an outstanding example of a marketing case study. Strategic planning is central to any business operation as it clearly defines the objectives and assesses with great detail both the internal and the external situations of the company’ s operations. This is important for the company as regards the design of its strategy and its implementation and evaluation of the progress and adjustments made where necessary (Haines, 2004). The exact process of strategic planning includes an explanation and re-assessing the missions and objectives of the company, strategy formulation, Environmental scanning, evaluation, strategy implementation, and control (Bradford & Duncan, 2000).
A mission statement describes the company’ s vision, goals and purpose of the firm. This helps us to come up with financial objectives like the sales target and earnings growth. It also helps in guiding the owner of the company and his employees in making critical decisions that affect the direction of the company. This paper is a strategic plan for Air Canada, which is a tourism-based business. Haines (2004) also observes that strategic planning is a management tool used by an organization to improve its present status by establishing priorities on what goals and targets are to be met in the future.
This brings together all the organization energy towards the projected goals. An effective strategic plan should bring management to a consensus so as to steer head the direction in which the organization is headed (Haines, 2004). Synopsis of Air Canada Air Canada is the largest flag carrier and airline of Canada which was founded in 1936 providing chartered air transport for cargo and transport to over 178 destinations around the world (Milton, 2004).
In terms of a number of flight destinations, Air Canada is the ninth-largest passenger airline in the world and it is a founding member of the Star Alliance formed in 1997 with 28 airlines current membership (Milton, 2004). The corporation is headquartered in Montreal, Quebec and has its largest hub is Toronto Pearson International Airport in Mississauga, Ontario (Milton, 2004). The Airline has a fleet of Boeing 777 wide-body jetliners, Airbus A330, Boeing 767, Airbus A320 family aircraft and Embraer E170/E190 family aircraft (Milton, 2004).
The Airline has different operating divisions including Air Canada Jetz and Air Canada Cargo and its subsidiaries include Air Canada Vacations that provides vacation packages to over 90 destinations (Milton, 2004). On average, the airline together with its partners operates 1530 scheduled flights every day (Milton, 2004). Air Canada has one of the best marketing programs that have seen it maintain its position in the value chain. The corporation is headquartered centrally in the capital city and has its key operational offices in key cities around the country.
The corporation also has an elaborate marketing program that has been responsible for its relatively good performance and business expansion in its niche market. Air Canada’ s marketing program has been designed in such a way that it focuses on advertising the company’ s services and products to its market clientele in order to increase its clientele. In this regard, Air Canada runs different commercial advertisement both on local and international media channels to increase its market share (Milton, 2004). Its extensive involvement in activities in the society has won the company a good reputation that has transferred into a wide customer base.