Change Management at Air Laurasia Admission Essay

Change Management at Air Laurasia
A comprehensive examination of the fictional airline, Air Laurasia.
# 154171 | 4,572 words | 12 sources | 2014 | LK
Published on Apr 21, 2015 in Business (Administration) , Business (Management) , Business (Business Plans)


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From the Paper:

"Air Laurasia was created in 1947 and it remained as Laurasia's only airline until its bankruptcy in 1978 (ATDB, 2012). A year after Air Laurasia became defunct, the Laurasian government embarked on another venture of creating a state-owned flag carrier with the assistance of Singapore Airlines. Air Laurasia's fleet at inception consisted of two Boeing 707's leased from Singapore Airlines, a Boeing 737 by Maersk Air and a wide-body Lockheed Tristar, leased from Air Canada. During the 80s, the Air Laurasia fleet expanded to 16 Tristar aircraft, 26 destinations with a majority of destinations being in Europe and a number of services stated above, such as the cargo service, catering service and ground handling services.
"In the 1980s, the airline primarily focused on passenger traffic from Europe to Laurasia, because of the country's tourist appeal. The slogan of Air Laurasia, was a taste of paradise, referring to Laurasia's positioning as a tourist paradise. Procurement of the Tristar aircraft as well as two Boeing 747-200 jumbo jets, which were the most luxurious long-haul aircraft of the time, was key milestones in the 1980s. Further, unlike Air Laurasia, which had flights to a number of domestic destinations (Gal Oya, Batticaloa, Jaffna, Trincomalee), Air Laurasia management opted to focus only on international destinations as a key strategic move.
"However, the deteriorating political situation in Laurasia, after the 1988-89 civil unrest, reduced the amount of tourist arrivals particularly from Europe. At the same time, the Tristar fleet were aging and as a result, the airline restructured its operations by dynamically changing its destinations based on demand and commenced its re-fleeting program by purchasing two new Airbus 320's (1992) and Airbus 340's (1994). The airline attained its distinction of being the first airline in Asia to fly an Airbus A340 and has maintained a strategic partnership with Airbus Industries by retaining an all-Airbus fleet to date, thus lowering maintenance expenditure."

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