[A+ 영문 레포트] The Analysis of the Korean Air & creation of the new product

소개글

대한항공의 간단한 역사와 마케팅 및 경영 전략 분석을 하였고, 새로운 상품 개발이 주가 되는 레포트 입니다.
교환학생 때 쓴 영문 레포트로서, 영어로 마케팅 수업이나 상품 개발 및 전략 수업을 듣는 분들께 도움이 될 것 같습니다.

목차

1. History of Korean Air

2. Korean Air S.W.O.T
1) Strength
2) Weakness
3) Opportunity
4) Threat

3. Analyze the existing products of the company
1) Passenger Transportation
2) Cargo Transportation
3) In-flight meal
4) Hotel and Limousine
5) Interior
6) Loyalty Program
7) Fly Mom Service


4. Marketing mix of new porduct
1) Product
2) Place
3) Price
4) Process
5) Promotion
6) People
7) Physical evidence

본문내용

. History of Korean Air

Korean Air was founded by the South Korean Government in 1962 as Korean Air Lines to replace Korean National Airlines,which was founded in 1946. On 1 March 1969 the Hanjin Transport Group took control of the fledgling airline. Long-haul freight operations were introduced on 26 April 1971 followed by passenger services to Los Angeles International Airport (LAX) on 19 April 1972.
International flights to Hong Kong, Taiwan, and Los Angeles were flown with Boeing 707s until the introduction of Boeing 747 in 1973. In 1973, KAL introduced Boeing 747s on their Pacific routes and started a European service to Paris using the 707 and DC-10. In 1975 KAL became one of Airbus`s first Asian customers with the purchase of three A300s, which were put into immediate service on Asian routes.
A blue-top, silver and redesigned livery with a new corporate "Korean Air" logo featuring an accented, stylized "taegeukgi" design was introduced on 1 March 1984 and the airline`s name changed to Korean Air from Korean Air Lines. This livery was introduced on its Fokker F28s. It was designed in cooperation between Korean Air and Boeing. In 1990s Korean Air became the first airline to use the new MD-11 to supplement its new fleet of Boeing 747-400s. However, MD-11 did not meet the set performance and they were converted to freighters (in addition to 747 freighters).

참고 자료

http://kr.koreanair.com
http://en.wikipedia.org/wiki/Korean_Air