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Orlando International Airport: Landing International Airline Business
內容大綱
Each year, Orlando International Airport serviced more than 35 million passengers. Many were attracted to Orlando, Florida, for tourism, vacations and fun, as the area was home to some of the most popular theme parks in the United States. Others travelled to Orlando on business, as the area had attracted international companies, and domestic companies had a growing presence in other countries. The airport needed to continue to attract new airlines and to expand its services to new regions and countries. Local business people collected information on the growth of travel between Orlando and other regions, underserved markets, and time and cost savings. The challenge includes how to use the data to decide on which countries and industries to focus on to attract new business.
學習目標
This case is appropriate for use in international business, international marketing and business strategy courses to illustrate the identification and selection of potential markets. The decision-makers must combine quantitative and qualitative data to determine which regions, countries and airlines the airport should pursue. <br><br>The case has the following specific objectives:<br><br><ul><li>To allow students to evaluate potential business opportunities using common business models.</li><li>To encourage students to analyze the qualitative and quantitative data presented to the decision-makers.</li><li>To have students prioritize business opportunities and determine which regions of the world, countries and airlines the decision-makers should pursue.</li><li>To have students identify the most important variables in making a targeted decision.</li></ul>