This module is a case study of Lucky Air, a China-based low cost, domestic airline who is searching for new competitive advantages in China’s heavily regulated airline industry. The case explores various possibilities including ecommerce as it attempts to blend local business and consumer behavior with Western practices.
Type of Material:
Case study
Recommended Uses:
Due to its length, the case is best read outside of class, however the related questions could be used as an at-home assignment or in-class activity. This case could be in used in an entrepreneurship class, e-commerce class, international marketing, a class that covers an environmental scan/market expansion (i.e. principles of marketing, product development, etc.
Technical Requirements:
PDF and Internet Browser
Identify Major Learning Goals:
The goal of the case is to explore the development of competitive advantage and market penetration while working under significant constraints. It also seeks to address the adoption of marketing ideas from one country to another. The case can be used when covering the following topics: Environmental scan (government regulation/technology adoption), market expansion, cultural, issues and topics within e-commerce.
Target Student Population:
Undergraduate and Graduate
Prerequisite Knowledge or Skills:
A fundamental knowledge of Principles of Marketing or Principles of Management should be sufficient for understanding this case.
Content Quality
Rating:
Strengths:
It is an easy case to understand with many complex issues. It covers a number of interesting and important concepts and exposes student to the growing market of China. The case is well-written, current and on an interesting topic. It is versatile and can be utilized for marketing, management and perhaps finance courses, particularly those dealing with strategy or international business. The supporting informational charts are helpful and easily understood, and the information contained in the case is thorough enough to make a decent assessment. The case content is universal to businesses, and pertains to the most basic of questions a business would face, i.e. competitive advantage and market penetration. Students could appreciate the concrete, real-world example the case provides.
Concerns:
Most users will not be able to access teaching notes - which is a problem. An instructor needs to research the "conclusion" to Lucky Air. I wish the student questions would be stronger. There are no concerns with quality of content.
Potential Effectiveness as a Teaching Tool
Rating:
Strengths:
The case is self-contained with detail and ending questions, and no additional instructor efforts are needed. With a basic background in business principles, a student should be able to easily understand the information presented and make a good attempt at responding to the questions posed. Although the learning objectives are not laid in any formal fashion, the subject matter of the case is clear and the exercise can be utilized in multiple courses and in multiple ways. The case itself deals with the airline industry and is both interesting and relatable to the student. Additionally, the case comes with a teaching plan for further instructional support and presumably includes both responses to the case questions and the true outcome of the situation presented.
Concerns:
The teaching plan is available after obtaining access, which can require up to 48 hours and is restricted to “registered faculty from around MIT and other institutions only.” This reviewer did not obtain access and therefore the materials have not been discussed in this assessment. Depending on the granting authority and its timeliness for giving permission, instructors wishing to rely on this material will need to plan ahead. Lack of readily available teaching notes is a concern related to effective use.
Ease of Use for Both Students and Faculty
Rating:
Strengths:
The case itself can be obtained easily from a link on the module website. The download time is quick, and once saved, the file can be read on the computer, printed/distributed or posted at another website. Graphics are limited to financial information, and the content is designed as one would expect for a case study. The detail of the case is presented in an interesting manner, and the verbage used is easily understood. Students and instructors should have no difficulty in obtaining or utilizing this case study.
Concerns:
None
Creative Commons:
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