ANSWER TO QUESTION 3(MARKETING)

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Conestoga College *

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MKT72250

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Management

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Feb 20, 2024

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NAME : IKENNA ENWELUNTA STUDENT ID : 0839145 ANSWER TO QUESTION 3Air Canada: Company Overview, Analysis, and Comparison Introduction: Air Canada, founded in 1937, is the flag carrier and largest airline of Canada. Renowned for its extensive domestic and international flight network, the company has evolved into a global player in the aviation industry. This analysis delves into Air Canada's background, its current position, future plans, and a brief comparison with key competitors in the industry. Company Background: Air Canada was established as Trans-Canada Air Lines (TCA), a subsidiary of Canadian National Railway. Over the decades, it underwent several transformations and rebranding initiatives to become the modern Air Canada we know today. The airline witnessed significant milestones, including privatization in 1988 and subsequent expansions into international markets. Ownership Structure and Management: Air Canada operates as a publicly traded company, listed on the Toronto Stock Exchange (TSX: AC). Its ownership structure comprises a diverse range of institutional and individual investors. The company is led by a seasoned management team with extensive experience in the aviation sector. Under the leadership of its CEO and executive board, Air Canada has navigated through various challenges and capitalized on growth opportunities. Resources and Core Competencies: Air Canada boasts a robust fleet of aircraft, including narrow-body, wide-body, and regional jets, enabling it to serve a diverse range of routes across continents. Its operational hubs strategically located in major Canadian cities facilitate efficient connectivity. The airline's core competencies lie in its customer-centric approach, operational reliability, and technological innovation, ensuring a seamless travel experience for passengers. Current Situation:

Despite the turbulence caused by the COVID-19 pandemic, Air Canada has demonstrated resilience and adaptability. Like other airlines, it faced unprecedented challenges due to travel restrictions and reduced demand. However, proactive measures such as cost-cutting initiatives, fleet optimization, and restructuring efforts have helped mitigate the impact. As travel gradually rebounds, Air Canada is poised to capitalize on pent-up demand and resume its growth trajectory. Future Plans: Looking ahead, Air Canada aims to enhance its market position by focusing on key strategic priorities. These include expanding its route network, investing in sustainable aviation technologies, and enhancing digital capabilities to improve customer engagement. The airline remains committed to delivering exceptional value to its stakeholders while pursuing sustainable growth opportunities in a rapidly evolving industry landscape. Comparison with Key Competitors: In comparison to its peers such as WestJet Airlines and Porter Airlines in the Canadian market, Air Canada holds a dominant position with its extensive domestic and international reach. While WestJet focuses primarily on leisure travel, Air Canada caters to a broader spectrum of passengers, including business travelers and premium segments. Additionally, Air Canada's membership in the Star Alliance enhances its global connectivity, providing a competitive edge over regional carriers. Conclusion: In conclusion, Air Canada stands as a resilient and forward-thinking player in the aviation industry, driven by a commitment to innovation, operational excellence, and customer satisfaction. Despite facing challenges, the company remains well-positioned to capitalize on emerging opportunities and shape the future of air travel. With a strong foundation, strategic foresight, and a customer-centric approach, Air Canada continues to soar to new heights in the dynamic aviation landscape. References: Air Canada. (n.d.). About Air Canada. https://www.aircanada.com/ca/en/aco/home/about.html CBC News. (2021). Air Canada: From humble beginnings to global giant. https://www.cbc.ca/news/business/air-canada-history-1.5911379

The Globe and Mail. (2022). Air Canada Inc. https://www.theglobeandmail.com/investing/markets/stocks/AC-T/ WestJet Airlines. (n.d.). About Us. https://www.westjet.com/en-ca/about-us/index Porter Airlines. (n.d.). About Us. https://www.flyporter.com/en-ca/about- us

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ANSWER TO QUESTION 3(MARKETING)

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