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1. Introduction Jin Air Co Ltd, formerly Air Korea is a low cost airline originated from South Korea, which is a full subsidiary of Korean Air. It began operations in July 2008 with routes to regional destinations in Korea. In October 2009, Jin Air began flights to Macau, Guam and Bangkok. The corporation vision of Jin Air is to be a premium short haul carrier `with the best experience and image, practical and affordable`. To realize that, it put up several business missions- to become the public airlines that is affordable to anyone and practical airlines that reasonable consumers choose, to provide safety of global standard level, and to establish efficient low cost structure. 2. Environmental / Situational Analysis The lower-cost carrier market originates from the US Company Southwest Airlines established in 1971. The main frame in this due course associates in the concept of focusing its transportation of customers from point A to B, on time at the lowest possible fees. As such,…
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