Chief Executive Officer of Royal Bhutan Airlines (Drukair) concerned about the growth and seasonality of demand for the national airline of Bhutan. Bhutan, with a population of about 700,000, is located to the east of Nepal, India and China (Tibet). She recently embarked on a modernization program, including the transition to democracy and the development of tourism. Tourism initiative is described as "high cost, low volume", which means that visitors must sign a contract with a local tour operator and pay minimum rates daily. Drukair witnessed a steady growth in passenger numbers, which are closely correlated with tourist arrivals, mostly from the West and Japan. Tourist ticket booked tour operators in the country, no internet at the time of booking case.The general manager wondering what you can do to improve your overall business. He considers the interlining, the practice of combining with other airlines, in order to give passengers the opportunity to book tickets from their home countries. Marketing for growth is also a problem, and as Drukair is the only carrier in Bhutan, CEO wonders if he should promote the development of tourism in the country as part of their marketing plan. "Hide
by Ron Mulholland Source: Richard Ivey School of Business Foundation 14 pages. Publication Date: August 10, 2012. Prod. #: W12124-PDF-ENG
Related Case Solutions & Analyses:
Chicken and Egg: Study of the Poultry Genetics Industry
Guest-Tek Interactive Entertainment: International Sales
Turning Around Organizations in a Crisis: The Case of Two Major Alberta Orchestras
Kraves Candy Co.–Clodhoppers (A)
Kodaks Health Imaging Division in Asia (B): The Crisis in Thailand
Wil-Mor Technologies: Is There a Crisis
Nike Inc.: Developing an Effective Public Relations Strategy
Target Systems: Challenges and Opportunities in the Electronic Health Information System Arena
Kreative Kasuals Inc.
Kraft Foods: The Coffee Pod Launch (A)
