Syndicate
4
(X-‐47)
The
First
Long-‐ Haul,
Low-‐Cost
Airliner
in
Asia
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Content
• The
Company
• External
Environment
• Internal
Environment
• Business-‐Level
Strategy
• Analysis
&
Summary
The
Company
• • • Founded
in
2005
by
ex-‐Dragonair
CEO
Stephen
Miller,
who
has
30
years
experience
in
the
aviation
industry.
Majority
investment
from
property
developer
Raymond
C.
Lee,
and
his
wife,
Priscilla
H.
Lee.
Oasis
marketed
itself
as
a
long-‐haul
and
low-‐fare
carrier
that
offered
exceptional
value
with
customizable
options.
The
initial
network
plan
included
Oakland
in
US,
London
Gatwick
in
UK,
Cologne
in
Germany
and
Milan
in
Italy.
The
inaugural
route
to
London
commenced
service
on
October
26,
2006
from
Hong
Kong
International
Airport
after
1
24-‐hour
delay.
Oasis
only
sell
one-‐way
tickets,
on
the
Hong
Kong-‐London
route,
would
sell
for
as
low
as
1,000
Hong
Kong
dollars
(£65
or
US$128)
for
an
economy
class.
In
contrast,
another
Hong
Kong
Airline;
Cathay
Pacific
round
trip
prices
varied
from
HK$5,880
to
HK$9,550
• •
The
Company
Claimed
Problem
Oasis
intended
to
become
pioneer
in
the
concept
of
affordable
business
class
and
offer
one-‐way
economy
class
fares
from
...