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Managing a Chinese Airline in Times of Covid-19 – Challenges Facing BCA
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The purpose of this MBA thesis is to conduct an analysis on the airline industry that allows BCA to cope and thrive during and after the pandemic that hit airline industry.
Beijing capital Airlines (BCA) is a subsidiary of HNA group, a Chinese conglomerate involving in numerous industries, including aviation, real estate, financial services, tourism, logistics, and etc. It owns 19 airlines, including Hainan Airlines, the fourth largest airlines in China. HNA Group ranked No. 170 in 2017 Fortune Global 500 list with a revenue of $53 billion. It was an aggressive global player in mergers and acquisitions, acquiring numerous assets under its name. However, it´s periods have sound end, in 2021, the company
declared bankruptcy after a failure in debt restructuring. BCA had strategic challenges before the pandemic hit, but during the crisis all attention of management was naturally channeled to dealing with the extreme turbulence that Covid brought to international airline travel. As a consulting project, this thesis aims to provide guidance for BCA in what can be done better during the pandemic crisis against the imposed constrains by governments, while discussing the main strategic weaknesses and emerging opportunities that an airline like BCA can address when going forward. To gather data, I collected public secondary data and the internal data from the company which is the transport data for Lisbon flights. I interviewed a variety of internal executives as well as external airline experts. This exploratory process attempted to tap into the perception of various stakeholders on pandemic-related areas such as its nature, impact, organizational reactions, challenges faced and suggested reactions. These open-ended informed discussions helped me understand the challenges of managing BCA as well as the specific constraints that shape management processes at BCA.
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Aviation Industry Markets