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Oasis Hong Kong Airlines: The First Long-Haul, Low-Cost Carrier in Asia  
 
Product Ref: 08/394C Company: Oasis Hong Kong Airlines

Product Type: Case Industry: Airlines

Related Product(s): Teaching Note
Founded by Priscilla and Raymond Lee and headed by chief executive officer Stephen Miller, Oasis Hong Kong Airlines was perhaps the world's first long-haul, low-cost carrier. The airline received approval to fly to London, Cologne, Berlin, Milan, Oakland and Chicago in November 2005. It announced its acquisition of two Boeing 747-400s in March 2006 and planned to start its maiden service to London Gatwick in October 2006. Aspiring to bring the best features of both traditional and budget airlines together, the airline pioneered a business model that offered a world-class, long-haul product at an affordable price, but it was too early to tell if the airline would be successful.
Functional Area : Marketing
Strategy & General Management

Issues: Does the business model of Oasis have what it takes to be successful? What really is a business model? How does one go about assessing the business model of a company?
Length: Text: 15 pages
Exhibits: 8 pages
Country: Hong Kong SAR

Pub. Year: 2008 Level of Difficulty: 3
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
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