MBA Student Marketing

Case Study: E Commerce at Yunnan Lucky Air Sloan MIT

What are Yunnan Lucky Air's best options? (Learning objectives 11A, 11B)

What factors should its executive team consider? (Learning objectives 11A, 11B)

What lessons should they draw from Lucky Air's experience and that of low-cost airlines elsewhere? (Learning objectives 11A, 11B)

In formulating your answers, it might be helpful to look at the chart in this week's overview listing many of the basic concepts we have explored in the seminar. Think about which of those concepts applies to Lucky Air and then begin to analyze the issues in the case using those concepts. You need to be specify in both the factors that inform your analysis and the final recommendations that you make. (Learning objectives 11A, 11B)

Learning Objectives:

11A: Identify how the local business and consumer environments impact a firm's ability in a developing market to copy a "western" business model.

11B: Clarify what should inform your strategy and what factors are critical in your decisions.

Some direction on completing this assignment.

Available materials

Thank You