Guangzhou Aircraft Maintenance Engineering Co.,Ltd.——Market-oriented Strategy Enhances Corporate Competence

Guangzhou Aircraft Maintenance Engineering Co., Ltd. (GAMECO) is an aircraft maintenance enterprise growing together with China aviation industry. As the aviation industry becomes more market-oriented and global, GAMECO is confronted with changing industrial circumstance and severe competition. The enterprise implemented an investment plan involved huge amount of money, but unfortunately the sales figure stands still and customer's complaints keep pouring in.In this case study, I start from an analysis of the industrial environment and current situation of the subject company, apply some basic theories such as Strategy Management, Marketing, and Service Marketing, attempt to diagnose and analyze the subject company in three different levels including Company Strategy, Marketing Strategy, and Product/Services Strategy, and finally design an alternative development strategy for the subject company with a purpose to improve its abilities in the competitive market.