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HSE_CASE_NR: 397-020 | status: active
Title: KOREAN AIR - Domestic Air Service
Authors: Lee, Chan-Ho
Lee, Cheol-Hyong
Wallenius, Jyrki (supervisor)
Material: 10 pages + 11 exhibits
Publication year: 2001  Language: eng
Keywords: airlines industry; competitive strategy; Korea; positioning
Abstract: Mr. Moon-Ho Choi, the General Manager in charge of the Domestic Sales Department of Korean Air (KAL) based in Seoul, Korea, put the morning paper on his desk. He thought how KAL should respond to its domestic competitor, Asiana Airlines’ price increases in the short term. It seemed that Asiana Airlines’ move meant more than simply a price hike did, and it might have something to do with its positioning strategy in the market in the long run. He also thought about the best strategic positioning for KAL.

Case is available from ecch case collection:
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[reference nr 301-129-1]