| Author | Guo, Shu |
| Call Number | AIT RSPR no. SM-99-85 |
| Subject(s) | Marketing--China
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree
of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | During the past two decades, China's flag air carrier, Air China has developed very fast. More and more aircraft have been purchased and placed on routes home and abroad. In line with Air China's fast development, we have noticed that Air China's aircraft maintenance and engineering sector, AMECO, a Joint Venture between Air China and Lufthansa, also showed a tremendous progress in its development. AMECO, from its establishment, began employing effective industrial market positioning strategy which enables its marketer to exam and evaluate the needs of each potential segment. And marketers, based on segmentation analysis, positioned its product and services to best satisfy its customers' needs. The main purpose of this research on aircraft maintenance market positioning is to discover and understand how AMECO segmented its market and positioned its product and services to satisfy the need of its customers home and abroad. |
| Year | 1999 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Johri, Lalit M.;Buchel, Bettina; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1999 |