The CEO of Royal Bhutan Airlines (Drukair) is worried about growth and the seasonality of demand for Bhutan's national airline. It's lately embarked on a program of modernization, including a move to democracy and promotion of tourism.
Drukair has seen a steady growth in passengers, which is correlated with tourist visits, mostly from Japan and the West. Tourist tickets are booked by in-country tour operators; there are not any Internet bookings at the period of the case. The CEO is wondering what might be achieved to improve total company. He's considering liner, the custom to be able to give passengers the chance to book tickets from their home countries, of joining with other airlines. Marketing for growth is also a concern, and the CEO wonders if he should be encouraging tourism in the state as portion of his marketing plan as Drukair is the only carrier in Bhutan.
Royal Bhutan Airlines - Drukair case study solution
PUBLICATION DATE: August 10, 2012 PRODUCT #: W12124-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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