Air Canada Marketing Report

This report focuses on the business engagement of the First Nations of Canada with Air Canada, analyzing business development opportunities and indigenous strategies.

Running Head: AIR CANADA MARKETING REPORT
Air Canada Marketing Report
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Introduction
In the Canadian context, the First Nations are the indigenous people of Canada
predominant in the Arctic Circle (Bcbusiness.ca). These people are referred to as the “designated
group “but are not the visible minority. Recently, these places have attracted marketers to expand
their business and developing every day. The present report will focus on the business
engagement of the First Nations of Canada with the Air Canada. The report will find business
development opportunities in these areas and outline the indigenous strategy already present in
the organization. The paper will proceed with analyzing the risks of strategy implementation.
The recommended strategies for the Air Canada will be the foundation of the report. It will
conclude summing up the whole arguments.
Discussion
Overview of Air Canada
The Air Canada is one of the largest flag Carriers and also the largest airlines in Canada.
It was founded in the year 1937 and provides charter air transport in 207 destinations around the
world (Ccab.com). The subsidiaries are Air Canada Cargo, Air Canada Jetz, Air Canada Rouge,
Air Canada Express and Aeroplan. The headquarters is in Quebec, Montreal, Canada. As per the
financial reports, Air Canada is able to generate 16.252 billion dollars as the revenue in the year
2017 and the net income for the company was observed to be 2.038 billion dollars for the same
year (Aircanada.com). It owns more than 30,000 employees as per the reports of 2018.
Research
The First nations of Canada are also known as Natives and the Native Canadian. It is an
aboriginal group residing in Canada and one of the most original inhabitants of the country. The

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history of the country is reflected in the museums, cultural centers and their festivals. Under the
Act of 1983, Section 35, Inuit and Metis was determined to be the people of the First Nations. In
Canada, the First Nations have been staying for the minimum 12,000 years (Holder and
Ruhanen). As of now, there are almost 634 registered First Nations communities in Canada and
most of them reside in Ontario and British Columbia.
As per the reports of a recent study, which is completed by the Canadian Council for
Aboriginal Business, the organizations of the First Nations are flourishing in their business.
From the year, 2010, the businesses in the aboriginal regions have heightened their base of
customers across the private sectors and every level of the government. The aboriginal business
has reported a significantly improved net profit. It is seen that majority of the organizations are
employing considerable number of individuals for the operations such as the land development,
retails, independent power production, farming and aggregating. Several researchers are
observed to evaluate the strong points of first nation organizations where it is identified that the
scope of shielding of the income from the taxes that the organizations are able to achieve and the
tax exempt areas are substantial advantages for the organizations.
It has been observed that working with the aboriginals in the aboriginal areas is beneficial
for both the communities and the entrepreneurs. The establishment of great business can create
healthy communities too. Three examples of successfully developed projects involving the
collaboration of the First Nations are:
 The Ayers Rock Resort: The Ayers Rock Resort was purchased by the Indigenous Land
Corporation. In the year 2010, after handing the Uluru back to the traditional owners.
This was significant for the people of the First Nations for the fact that it provided
notable amount of opportunity to the indigenous people for the employment. This had the

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potential to improve economic condition of the first nations which was seen to play a
major role in the improvement of the corporate image of the organization.
 The owner and operator of the NT Tours, Tess Atie received huge success within two
years of starting the business in the First Nations. It received huge success from the
Indigenous Business Australia in gaining accreditation while operating beyond the
Kakadu National Park (Bcbusiness.ca). The business idea that connected the concerned
tour operators with such huge success was their focus on the people and the society of the
First Nations. The significant societal and the economic develop of the First Nations was
major contribution from the part of the tour operators. However the tour operators were
seen to generate significant amount of profit with the increment in the tourism activities
in the First Nations.
 The Imparja Television is a broadcasting station situated in Alice Springs since 1988. It
operates in eight Aboriginal radio stations and the Indigenous Television (NITV). It
possesses the largest broadcast area in Australia. It covers almost 3.6 million square
kilometers around six of the states within an estimated audience of 430,000 people
(Bcbusiness.ca). It also competes with the national market for the advertisements of
revenues. The contribution of the concerned television company was observed to be in
the form of the notable amount of market limelight that it provided to the First Nations
and that, according to many of the business analysts, was key factor responsible for the
significant growth of tourism industry in the First Nations.
Strategy
Air Canada is a partner of the Reel Asian Canadian aboriginal and Asian filmmakers.
Moreover, Air Canada supports many aboriginal organizations. The list includes the Centre for

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Aboriginal Human Resource Development Inc, the Aboriginal Human Resources Council and
many others (Fiedeldey-Van Dijk et al.). It also sponsors awards to recognize and inspire the
indigenous professionals for exceptional achievements. However, there are no such indigenous
business strategy in Air Canada. Hence, some strategies can be recommended. These are:
 Improving the air transportation to First Nations land- The improvement of the air
transportation to the First Nations land will significantly improve the mode of operations
and will notably reduce the security concerns that are associated with the aviation
industry. There will be more opportunities for the safe flights and that has the potential to
lead to the improvement of the tourism activities in the First Nations lands.
 Creating an airplane with a First Nations design- Air Canada can find the best talents
from the First Nations and accept their designs for future airplane designing. This will
significantly improve the reputation of the organization amongst the First Nation society
and will have strong potential for the increased business.
 The Air Canada can open training centers in the First Nations land to educate and train
them. The indigenous participation and employment will heighten the business
relationships. It will create a sense of belongingness among the aboriginal people and
encourage them to ally in a strong relationship with Air Canada. In addition to this, Air
Canada is recommended to incorporate the language of First Nations in the airports to
trigger a better and effective communication along with the increment in the involvement
of the people of the First Nations.
Opportunity
The Air Canada should involve the indigenous people of the First Nations for benefitting
both the communities and the organization itself. It has been observed that the First Nations,

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Inuit and Metis business owners create place for job-creation engine which sustains a heritage
and culture necessary for the social fabric. It will enhance the corporate image and at the same
time strengthen the economy of Canada with valuable products and services. Moreover, lifting
the indigenous people of Canada out of their poverty is also a national priority (Holder and
Ruhanen). The creation of the sustainable economic opportunities will be notably achieved
through supporting them. The indigenous people know how to value innovation and the strategy
of inclusiveness will benefit everyone involved.
How we do it?
The business relationships with the First Nations people can be strengthened with the
effective implementation of the strategies in the below mentioned fashion:
The improvement of the air transportation to the First Nations land will be notably
achieved with the increment in the usages of the navigational aids along with the improvement in
the quality of the navigational aids for the aviation operations in mentioned land. The
achievement of the success in implementing the strategy will be notably based on the effective
and transparent communication with the indigenous people from the part of Air Canada.
The creation of the design for the aircrafts which will have the reflection of the culture
and the societal values of the First Nations will be significantly achieved through the recruitment
of the skilled and qualified employees belonging to the First Nations. In this case, the
communication of the fact that they are expected to design the aircrafts with the effective idea of
implementing the reflection of the indigenous culture and the societal values of First Nations, is
notably crucial.

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For the opening of the training and the developmental centers in the land of First Nations,
Air Canada is in need to conduct the necessary actions for the infrastructural development with a
precise focus on the required infrastructure for the modern up graded training activities. In
addition to this, the senior management of Air Canada is in need to fund the infrastructural
development in an efficient manner.
Verification
While implementing the proposed business strategies on the indigenous people of
Canada, the role of the senior management of Air Canada, is in need to be considered. The
employees also should be made aware of the changes that are required in their operational
activities and behaviors. Apart from that, the local government is a relevant party for the project.
Hence the achievement of the permission of the mentioned entity is much needed.
Risks
The implementation of the strategies on the indigenous people can create some
challenges. For example, some of their pre conceived norms might get hurt and few modern
technologies or business practices might not be suitable to their traditions. On the other hand, not
implementing the business strategies will leave the organization far from the business and
regulatory benefits of the First Nations Lands (Tang and Jardine 2016). It will also lose the
opportunity to construct a secured and progressive society. There also might arise
communication and language related issues.
Summing up/Pitch to Management
The management authority of Air Canada will be informed about the proposed
suggestions along with the employees. In an all-inclusive conference, they will be made aware of

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the terms and condition of the strategies and also the drawbacks. The demonstration of the
techniques through which the strategies can be implemented for the effective generation of the
higher profit for Air Canada and along with the portrayal of the potential of the strategies in
strengthening the corporate image of the organization will be significantly helpful in the
managing the higher authority for the approval. Along with that, the production of the idea
regarding the potential of these strategies in gaining the competitive advantage over the market
rivals will be also be key component of the communication for the approval. (Aircanada.com).
Language/cultural sensitivities
Where there are cultural differences, there are concerns related to sensitivity. Culture
influences the interactions and behaviors. The cultural differences is required to be taken
seriously and precise focus on the issue of sensitivity is much needed for the completion of the
project. Both at the individual and organizational level, cultural competency is required to be
present. The language barriers might disrupt the flow of information and delivery of thought. The
Air Canada should take care of these sensitivity factors (workingwithindigenousaustralians.info).
It must research thoroughly about these factors and address while proceeding with the
implementation of the strategies.
Conclusion
Therefore, from the above discussion it can be said that since the First Nations Canada
has recently emerged as regions where business can grow properly. Air Canada can follow the
recommendations to develop their business. The report has well demonstrated the scope of
business engagement between the First Nations of Canada and Air Canada. The report has
covered specific areas such as finding business development opportunities in land of First

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Nations and outlined the indigenous strategy already present in the organization. The
recommended strategies for the Air Canada will be helpful in future.
Reference
Aircanada.com. "Air Canada - In The Community". Aircanada.Com, 2019,
https://www.aircanada.com/ca/en/aco/home/about/corporate-responsibility/
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Bcbusiness.ca. "Doing Business With First Nations Organizations". Bcbusiness, 2019,
https://www.bcbusiness.ca/Doing-Business-with-First-Nations-Organizations.
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Fiedeldey-Van Dijk, Carina, et al. "Honoring Indigenous culture-as-intervention: Development
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2017: Time For Big Ideas? Re-thinking The Field For Tomorrow (2017): 494

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Tang, Keren, and Cynthia G. Jardine. "Our way of life: Importance of indigenous culture and
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(2016): 211-227.
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