Professional Selling Air Canada - Case Study

Running head: PROFESSIONAL SELLING 1
Professional Selling
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Prospect Background Information
Comprehensive Company Overview
Air Canada is the largest airline carrier in Canada in consideration of the fleet size
and passage carried. The airline was founded back in the year 1936, and since then, it has been
able to provide scheduled and charter air transport for its passages and cargo to approximately
207 destinations s all over the world. The airline began ferrying its passengers in the year 1937
on 1st September, with an average of 400 employees. However, its transcontinental frights
started in 1939 with an 18 Lockheed aircraft. Trans–Canada Airlines was the predecessor of Air
Canada and was crested after registration of the federal government as a branch of Canadian
National Railway popularly known as (CNR). In the year 1942 there was a proposed merger of
Canadian Pacific Airlines with TAC, which was rejected by the prime minister (McFarland,
Rode & Shervani, 2016). Therefore TAC was left responsible for the provision of
transcontinental flights in Canada. In the 19190s, Air Canada experienced financial difficulties
due to a slump in the industry that occurred after the Persian Gulf War. The eventuality led to the
restructuring of the top airline executive, where it hired former Delta Airlines CEO to take
charge of its operation. The company merged its operation in the year2001 hence becoming the
twelfth largest air company in the world. Over the years, air Canada has worked to improve its
services by acquisition of new fleet and signing of joint venture agreement with countries like
China.
Product description
Air Canada offers flight services to various destinations all over the world.
Besides that, the airline provides its passengers with a variety of excellent in-flight and off-flight

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services. These services include inflight entertainment, free internet connection, personal screen
for each passenger, and overhead plasma movie screens. Besides that, the airline provides in-
flight meals where passengers are served with a wide variety of dishes and drinks by flight
attendants. Air Canada was the first airline company to offer mobile tracking services when it
introduced the air Canada cargo mobile app. Besides that, the company has also enabled its
customers to book their flights online through the Air Canada app supported by Apple device
(Chapman, Schetzsle & Wahlers, 2016).
Organizational Structure of the company
Air Canada is headed by the CEO, who is the vision carrier of the company. The
CEO is responsible for setting goals and targets; hence he is given a significant role to ensure
implementation and attainment of the set goals. The board of directors is responsible and
accountable to present reports from the CEO to the company's shareholders. The board consists
of seven directors with the chairman to the board as its head.
The company has a CFO who reports to the CEO on matters reported to him by those in
charge of financial planning. Other departments in the company include COO, network planning
engineering among others.
Recent News Articles relevant to potential advertising
According to the latest news article by the star newspaper, Canadian airline was
reported to be the worst airline due to the losses experienced in the company. The company was
reported to have lost $3.9 billion in market capitalization, recording a drop from January
(Mayberry, Boles & Donthu, 2018).