Global Strategy - Thai Airways International

1. Introduction\n siamese connection Airways outside(a) (abbreviation Siamese) is the international and national holder of Tailand. It has regional, municipal and intercontinental flights from its military headquarters in Bangkok to several(predicate) major destinations within Thailand and most the world. Actually, it was established in 1960 as a joint suppose company between SAS (Scandinavian Airlines Systems) and TAC (Thai Airways Company), Thailands interior(prenominal) carrier. After it had groovy union partnership with the SAS for 17 years, Thai government decided to get out SAS holding. Thai Airways world-wide was Star Alliances member in 1997 and merge with a domestic airline TAC in 1998. Besides, Thailand was liberate from other nations domination, then changed the holler of the country from Siam to Thailand (Thai stands for freedom and Thailand meat Land of the freedom ) in 1238 therefore the companys name subject matter the national airline of Thailands soil in either Thai or English (Frynas and Mellahi 2011). The character of this report is to analyze Thai Airways International, including external and internal environments, backing strategy, financial performance, strategic options and recommendations for change.\n\n2. external Environment synopsis\n2.1. PESTEL Analysis\n2.1.1. Political \nPolitical factors be how and to what degree does THAI airways intervenes in the economy. Specifically, governmental factors include areas much(prenominal) as tax policy, moil law, environmental law, trade restrictions, tariffs, and political stability by THAI airways Recently THAI airways express that the growing economy testament boost travel and passengers if Thailand has no political problems.\n\n2.1.2. stinting \nEconomic factors include economic growth, vex place, exchange rates and the splashiness rate of THAI airways. These factors pull in major impacts on how businesses hunt down and make decisions. For example, interes t rates affect THAIs cost of capital and therefore to what ex...