国际营销专业英语课后案例分析PPT Freddie·Laker 廉价航空

Bankruptcy
economic climate mistakes
how to survive and develop
A good concept
Pay attention to the social development
ONE
Monitor market t百度文库end
TOW
THREE
FOUR
economic climate
• Both the UK and US were in recession in the early 1980s，characterised by negative/low growth, high unemployment, high inflation and high interest rates. Eventually, the company borrowed at high interest rates， which were a major cause for the increase in the firm's borrowing costs as well as its debts.
Appeal to the customers
谢谢大家
Innovation
• 1 Laker builted the first airline with lowest price. • 2 They hold the idea of “no frills”.（只提供起码必须的航
空服务） No advance ticketing, no cabin attendant service(客 客 舱乘务员) 舱乘务员 No extra space for luggage
The airline didn’t offer many services , such as advance ticketing, cabin attendant service and extra space for luggage.
Laker Airways
Prosperity
Innovation
A good business concept is not enough
演讲人：彭依娜 姜芳婷 俞晓旭
Laker Airway
Founded by Freddie Laker. It originally was a charter airline fiying passengers and cargo worldwide. In the early 1980s the company didn’t Survive the recession On 5 February 1982 went bankrupt
1966 1977 1980s
It became the first long-haul, low-cost, “no frills ”airline.
Business concept
Move passengers across the Atlantic at a low fare and offer few frills.
mistakes
Stop innovation
1 when other air companies also reduced their price to increase their passenger loads, but they didn’t cut down services, Laker, still hold the old idea, cheap but no frills. Don’t appeal to the customers any more. 2 Although Laker Airways had lower costs and a simpler organisation,buta it needed high year-round loads to make money at discount prices. Most of the passengers were likely to travel during the summer peak period. This made it challenging to achieve high loads during the winter.