Hainan Airlines' Expansion: Attracting the Target Through Expansion - Essay Sample

Introduction

Hainan airline was initially founded in January 1993 at Hainan Province in China. It has a significant growth registered since its foundation. It has grown from domestic carrier to a global airline with several routes connecting across the world. Services provided on approximately 500 maps starting from Hainan and within nine locations of the mainland inclusive of charter services.

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Through their expansion in their operations, they had to apply some methods that would attract the targeted new audience entirely. Mainly the Hainan airline is based at Haikou Meilan International Airport with hubs at Beijing Capital International Airport and Xi'an Xian Yang Airport with several foci in various cities. Hainan Airlines bases its operations through China: Beijing-Capital, Guangzhou, Haikou, Hangzhou, Sanya, Shenzhen, and Xi'an.

Hainan airlines are relatively not well known in North America since we found out that they were trying to raise their brand awareness in these regions. Through this, the airline would elevate their brand equity and most significant in identifying openings to gain access in the mainstream North American market. Once they attempted this approach, the UNINCORPORATED came in.

Hainan airline is one of the largest civilian-run air transport company in the Republic of China. It is the fourth-largest airline in terms of fleet size in China republic. Hainan is also grouped as the tenth largest airline in Asia regarding the capacity of passengers transported. Initially while targeting an audience, the most important thing was to identify who the audience was. Through the period of interacting with Hainan airlines, some personas were narrowed down to two most prominent sectors which were a Business traveler and the Leisure Traveler. With the level of awareness along with the airline sector, the target of the audience was incorporated thus facilitating effective communication in connection to the brand and marketing plans. With a combination of brand-building and targeted market promotions, Hainan Airline realized an increment of Hainan's North America awareness and presence thus making them the International Airline of choice for the travelers residing in the regions of North America. Increase of knowledge was their primary objective regarding their brand to these travelers in the Northern America cities focusing much on routes connecting to secondary cities in China.

In their campaign to reach out to their highly esteemed customers in target they employed a route targeting the capability to serve to unveil ads to travel customers searching for definite origin cities to desired destined towns. Deliberately, Hainan did not want to renounce market shares concerning routes connecting larger towns, for instance, New York to Shanghai. Instead, they continued promoting these routes while much aware about the high completion associated with them.

Hainan Airlines had to collaborate with Expedia Media Solutions to enhance a route targeting campaign. To boost sales on routes between secondary cities; Las Vegas to Xian and Las Vegas to Chengdu (the "Panda City") Hainan created awareness to travelers by advertising on Expedia.com and Expedia.ca too through the portfolio of Expedia Media Solutions which is a North American brand.

Moreover, Hainan Airline can be grouped as Skytrax 5-star airlines. Hainan Airlines Awarded the SKYTRAX Five-Star Airline Designation for the 8th Consecutive Year 2018 SKYTRAX World Airline Awards also received an award of being the Best Business Class Amenities. This made the Airline to shoot up its rankings and even levels of fame thus becoming the first mainland China-based airline to win the honor for the consecutive year in a row. Hainan remained dedicated to advancing the standards of air travel encounter with travelers by expanding its fleet with Boeing and Airbus. News concerning the extension of Hainan airline routes impacted a positive effect to interested travelers since they would travel from one locality to the destined location without stopovers in the connection to other airlines. Many build trust concerning their business transactions they would run effectively and with no inconveniences.

The airline launched high fashion uniforms for cabin crews which I believe created a positive impact towards their travelers by having an attractive new look on their attendants during their service delivery. Hainan Airline also informed their esteemed customers about the selling of its remaining stake in Brazilian airline Azul SA in a deal. I trust that this had impacted the airline negatively since some of their esteemed customers felt inconvenienced due to their loyalty towards Hainan service delivery.

In 2019 the airline company sent a public notice to their esteemed travelers concerning their health issues about the outbreak of African swine fever among other infectious diseases that occurred in Asia and other countries through the world. Their customers were informed of which products were banned. This seems to have affected the airline positively for the travelers would feel safe and secure through their journey. Besides, they were also alerted on the issue of safety and luggage capacity when traveling through air. A limit was set for the cargo to be transported via airline.

Hainan created awareness of the closure of the offices in Changsha thus adjusting its Airline ticketing office locality. This would either affect the airline positively or negatively depending on the travelers take. The impact would be well identified by taking statistics on the new sited office in comparison to the earlier location. Some of the customers might swap to other airlines depending on their convenience to their business premises.

Notice concerning the long ques made by customers as they await departure hours. The esteemed customers were requested to be checking in at least three hours in advance to curb the delays experienced at the airline thus ensure pleasant trips through their travel. To their customers, this would be of great importance since one would timely arrive for the flight. The increase in volumes of passengers indicated that the company had attained its climax operational target.

Hainan had planned an official celebrating day for children back in 2018. Parents were invited with their children to have a day of many fans inclusive of Hainan Airlines staff members, and their valued frequent flyers were also included. Some parents and their children were to participate in the event of talent show where the winner was rewarded with precious gifts. Photographs were taken as well with the Kung Fu Panda teddy bears with the aircraft model. This raised the levels of loyalty towards Hainan airline thus affected positively in its operations.

-Hainan Airlines advertised on its flights A350 between Beijing and Boston - One Mile at a Time. This marked the first US route, and this also was a replacement of the 787-9 that had been operating via the ways till present. They informed their consumers that they had selected a new business class seat within their flights. There were also further time adjustments for the operation of departure time and time of arrival. Following the consumer's response regarding the notification from Hainan Airline, the idea seems to have a positive effect on their activities. The customers tend to be interested with the new business class seat slotted thus attracting the extended flight travelers due to fatigue.

Radisson Hotel had publicly announced of a new planned partnership with the Hainan Airlines. Hainan is also known to be owned by the HNA Group whose majority owner of Radisson Hotel Group and mainly based in China. This announcement had to bring about a significant effect on Hainan Airlines. Since this airline was initially being established in China, there would be more travelers interested in their new products and service rendering once they collaborated with the Radisson Hotel. Besides, the Chinese culture that would be entirely be experienced in this Chinese partnership more travelers who like this servicing culture would be drawn to traveling in these flights. Tourists also were much secured with the accommodation of rooms once arrived in China as we all agree that it appears to be challenging when a visitor feels frustrated in search of shelter concerning even the accessibility to flights when in need to get back to their residential. This assures a positive movement of the two companies in their operations.

With the launching of a new flight to Cairns, Australia which was a non-stop flight between Shenzhen China and Cairns, Australia. This motivates more travelers using their flights since less time duration is spent through the journey as we all agree that time is precious. The bore down along the route is also minimized, and the majority tend to arrive at the destined regions soonest possible. Regarding stopovers, the security of the travelers' cargo is enhanced due to a direct flight introduced.

The manager of Hainan Airlines publicly stated on how their flights had warned different awards concerning their service delivery which already had made them move worldwide awards travels. The staffs associated with these airlines had to travel through and acquiring new big titles in connection to their awards. This as well had to attract more consumers to their services due to the spreading of fame and majority would like being associated with the popularity. As we all know that when an award is won some companies might opt to subsidize prices to their highly esteemed customers.

Beijing capital airline was to launch a new direct service from the UK's hub airport to Qingdao, the home of Tsingtao beer and among the fastest developing cities in China. The latest route was to connect travelers and cargo as well as direct from Heathrow to Qingdao for a start. Three direct services were to be delivered on a weekly basis, and this was planned to be kicking off immediately. To the business travelers, this was a great thing that built their confidence

Hainan airline is said to have sold two Boeing 737-800 planes to raise their capital status. News in January reported that the aviation-to-finance struggle in meeting interest payments on the mountain of debt established within the company. This resulted in triggering crisis by Beijing's ordering the major Chinese banks thus quit funding HNA and its various subsidiaries. These act made the company reverse course on several essential acquisitions.

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