Royal Bhutan Airlines — Drukair
商品編號：9B12A030
出版日期：2012/10/08
再版日期：2012/08/08
商品來源：
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：International Marketing;International Business;Tourism;Segmentation;Bhutan
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Bhutan
產業：Transportation and Warehousing
事件年度：2009
The chief executive officer of Royal Bhutan Airlines (Drukair) is concerned about growth and the seasonality of demand for Bhutan’s national airline. The Kingdom of Bhutan, with a population of approximately 700,000, is located east of Nepal between India and China (Tibet). It has recently embarked on a program of modernization, including a move to democracy and promotion of tourism.
The tourism initiative is described as “high value, low volume,” meaning that tourists must contract with a local tourist operator and pay minimum daily tariffs. Drukair has witnessed a steady growth in passengers, which is correlated closely with tourist visits, mostly from the West and Japan. Tourist tickets are booked by in-country tour operators; there are no Internet bookings at the time of the case.
The CEO is wondering what can be done to improve overall business. He is considering interlining, the practice of joining with other airlines, in order to give passengers the opportunity to book tickets from their home countries. Marketing for growth is also a concern, and as Drukair is the only carrier in Bhutan, the CEO wonders if he should be promoting tourism in the country as part of his marketing plan.
教學手冊：Royal Bhutan Airlines - Drukair - Teaching Note
補充材料：