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Essay / Research Paper Abstract
A 3 page paper that provides a brief overview of this company, including revenue, ownership, equipment and presence in the market. The essay reports two marketing tactics that involve alliances with Delta Air. Bibliography lists 7 sources.
Page Count:
3 pages (~225 words per page)
File: MM12_PGchair.rtf
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Unformatted sample text from the term paper:
flies both passengers and cargo to about 40 cities located in at least 20 countries, including Europe, Asia and North America (Cummings, 2004). The transport about 6.8 million passengers per
year (Delta Air Lines, Inc., 2004). With four fatal crashes between 1994 and 2002, the airlines safety record is not good (Cummings, 2004). Despite their own poor record, this company
proves both maintenance and repair services for other airlines (Cummings, 2004). The Taiwanese government owns 70 percent of the airline (Cummings, 2004). The government intends to begin the process to
privatize the company by the end of 2004 (Airline Industry Information, April, 2004). The process will begin as soon as the government, i.e., the cabinet and parliament, approves the plan
to "guarantee employee interests and a recovery in the carriers share price" (Airline Industry Information, April, 2004). An investigation of a 2002 crash that killed 225 crew and passengers found
that the airline did not "properly maintain a Boeing 747-200 March aircraft" (Airline Industry Information, March, 2004). In fact, the investigation revealed that there were "29 cases of delayed or
due inspections, which are supposed to prevent corrosion or deterioration of parts" (Airline Industry Information, March, 2004). That flight was en route from Taiwan to Hong Kong when it went
down into the Taiwan Strait (Airline Industry Information, March, 2004). This type of event is a public relations nightmare for an airline. The global airlines industry is one that is
fiercely competitive. It becomes more so when an event or the economy affects the entire industry. That crash following on the heels of the SARS epidemic (Solomon, 2003), which nearly
destroyed tourism as well as passengers selecting Asian airlines on which to travel, left China Airlines with very serious challenges in terms of marketing. When the terrorist attacks on America
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