SWOT analysis for Air China performance and its experience with quality

Purpose – To report on the lessons learned during the implementation of TQM principles in Air China as a response to the dramatic changes in both international and domestic markets. Design/methodology/approach – This research work is based on analysing secondary case studies in the airline industry to identify best practice and critical success factors of total quality management implementation. The use of SWOT analysis was selected in the case of Air China. Findings – Air China is the largest air carrier in China in terms of traffic volume and company assets. It own most updated fleet and competent repairs and maintenances expertise. It owns good reputation in both international and domestic market, quality service and keeps the number of loyal frequent flyers rapidly increasing. Distracted by domestic operations in term of resources, organizational concentrations and management time, the international business get to be mediocre. China airline industry is growing faster than GDP increase, and the trend will continue in next five years. Air China faces imminent aggressive competition from world leading airlines and price wars triggered by domestic player, when Civil Aviation Administration of China has to deregulate under requirement of WTO agreements. Originality/value – This paper is a case study reporting of the strengths, weaknesses, opportunities and threat analysis technique. The paper provides empirical data to identify those factors that play key role in implementing TQM successfully within the Airlines Industry and in particular Air China.