Case Name :      OurPLANE

Authors :           Elizabeth M.A. Grasby, Emily Saunders

Source :             Ivey Publishing

Case ID :            909A22

Discipline :        Marketing

Case Length :    12 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The president and chief executive officer of a fractional aircraft ownership company based in London, Ontario, must devise a growth strategy and marketing plan for OurPLANE’s upcoming year since there is an opportunity to purchase several more aircraft at deeply discounted prices. Students are asked to (1) perform a thorough company size-up, (2) complete an industry analysis of the fractional aircraft ownership industry, (3) analyze competition, (4) complete a consumer analysis, (5) calculate the company’s margins and profitability, (6) use the external and internal analyses to develop a growth strategy and (7) analyze the company’s marketing strategy.