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Certainly, some potential opportunities and problems that company has ignored existing as well.
After years of often ferocious competition, Air New Zealand was forced to form an alliance, and then became a full member of the Star Alliance Group in 1999, which for the sake of extending network and offer better service to its customers, thereby obtained the competitive advantages. Additionally, the airline alliance, to some extend, has gradually changed the market environment.
Air New Zealand, as part of Star Alliance Group, provides a large number of worldwide destinations for its customers. For serving this large market, marketing managers cannot be satisfied with just planning present activities, because of dynamic markets and consumers?¦ needs, competitors and the environment are continually changing (Quester, P, McGuiggan, R, Perreault, W, McCarthy, E, 2004)...
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