Read the case given below and answer the questions that follov Sky Airways York,

Question

Read the case given below and answer the questions that follov Sky Airways York, Johannesburg, Mumbai and St Petersburg. At the last meeting of the board of directors the airline's growing number of complaints his airline ky Airways is a major European airline with routes predominantly in Europe but offering daily flights to New chief executive, Bernie Williamson, expressed concern at the and minutes' del complaints that were, in the main (around 72 per cent), about the on-board catering. ing. His analysis of the increasing trend revealed a strong link between number of complaints lay. This did not surprise him. What did surprise him was the large number of underlying Given his desire to increase RPK (revenue passenger kilometre), which had declined by 5 per cent over the past three years, he was keen to hear ideas from his team as to how they could deal with the problem. This was an opportunity seized upon by Angela Carter-Smith, Sky's recently appointed marketing director. She suggested that the airline should consider moving away from pre-packed and reheated meals in tourist class to the business-class style of service, whereby food is pre-cooked but heated, assembled and served in front of the customers. She explained: 'Many international airlines are attempting to enhance their competitive edge by differentiating their in-flight service offering across their global network. The food costs, she suggested, would be little different but simply require more time by cabin attendants, which they have on the longer flights. If this proved to be successful on the long hauls it could then be considered on the short hauls. When Bernie reminded her that they needed to provide an upgraded service for the premium-fare passengers, she added that the answer here was to provide culturally sensitive' meals: flying to and from Mumbai, the food should be Indian, while to Johannesburg it should have a distinct African flavour. All eyes then turned to Peter Greenwood, the operations direc- tor, who had his head in his hands and was groaning. He promised to 'look into it' and report back at the next meeting.

Explanation / Answer

Answers:

Problems faced by peter greenwood is that he did not change the methods of service in the tourist class & also increase the range & type of meals that is offered to the business class passengers. He also faces problems from passengers who order special meals for religious, dietary or health reasons & when he fails to cater to their requirements, it can create problems to the name of the company.

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