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Bachelor of Arts in International Hospitality Management QMU BH 3213 Strategic Management [pic] China Xiamen Airline
Student: Que jia lei
Student number:07007923
Lecture: Mr. David Goh
Submission date:04-01-2008

Contents

Executive summary………………………………………………………..3

1. Introduction……………………………………………………………….4

1.1Xiamen airline company background……………………………………….4

1.2The objective of this project…………………………………………………..4

2. Xiamen airline Vision, Mission and Goals…………………………5

▪ Vision……………………………………………………………………………5

▪ Mission…………………………………………………………………………5

▪ Goals…………………………………………………………………………….5

3. Strategy analysis of Xiamen airline environment…………………6

3.1 PEST analysis……………………………………………………………………….6

3.2 Internal environment………………………………………………………………9

4. SWOT analysis…………………………………………………………….12

5. Porter’s five forces analysis……………………………………………13

5.1 Competitive Rivalry……………………………………………………………….14

5.2Threat of Entry……………………………………………………………………...14

5.3Buyers bargaining power…………………………………………………………15

5.4Suppliers bargaining power……………………………………………………...15

5.5Threat of substitute………………………………………………………………..16

6. Report on the organization products, market and current strategy

(Grand Strategy Matrix)……………………………………………………...17

7. Overall recommendation for future development……………………20

Reference……………………………………………………………………...22

Executive summary
In 2006 , China foreign tourism exchange revenue reached USD 34 billion ,and domestic tourism income reached RMB 583 billion, it is one of the biggest domestic tourism market in the world. Chinese people not only increased leisure time, but also change in lifestyle and modes of expenditure of the