Caso de

Aprendizaje
“LAN Airlines”
Karla Bauer – Paloma Cárdenas –
Felipe Rivera – José Valdivia.
Marketing estratégico
Prof. Julio Gomes
Introducción
 LAN Airlines en el mercado aéreo de Latinoamérica
 Principales problemáticas y desafíos que enfrenta la empresa desde la
perspectiva del marketing.

A partir de este análisis:

• Plan de acción de marketing
 Recomendaciones y estrategias específicas para mejorar posicionamiento en
el mercado, aumentar su base de clientes y mejorar la eficacia de su estrategia
de marketing.
 Problemática del caso
 Intensa competencia en el mercado de transporte aéreo
 Necesidad de mantener posición de liderazgo en el mercado.
 Competencia de mercado alta
 Aerolíneas nacionales e internacionales que ofrecen servicios similares
 Bajas posibilidades para diferenciarse y mantener la participación de
mercado.
 Soluciones
LAN Airlines logró desarrollar una serie de iniciativas
innovadoras y exitosas que le permitieron mantener su
liderazgo en la región y expandir su presencia en nuevos
mercados.

• Incorporación de nuevos aviones de última

generación,
• Creación de alianzas estratégicas con otras
empresas del sector
• Implementación de políticas de
responsabilidad social y ambiental.
 Análisis FODA
Fortalezas: Debilidades:
* Negocio hibrido: le permite reducir costos, generar * Informalidad en los acuerdos entre directivos
ventaja competitiva, velocidad y valores rentables * Depende altamente de las variables económicas
* Posición establecida: Trayectoria * Posibles accidentes
* Liderazgo en el transporte aéreo: altas barreras de * Menos capacidad para maletas de pasajeros por ocupar
entrada en el mercado nacional. espacio en
* Renovación constante de flota. carga, en algunos casos.

Oportunidades:
* Generación de alianzas para abarcar más destinos,
confecciones y accesos.
* Desarrollar planes de inversión con alianzas para
renovación de flota.
* Avances tecnológicos para entregar la mejor calidad de
vuelo
* Los viajes aéreos tienen mayor
seguridad que los viajes terrestres.
Amenazas:
* Precios cambiantes en el combustible
* Valor variable de la tasa de Cambio
* Derechos de tráfico aéreo
* Clima desfavorable, desacuerdos políticos, desórdenes
socioeconómicos.
 PESTEL
Político Económico Social
• Regulaciones políticas • Crecimiento económico • Poder de negociación
gubernamentales • Competencias de precios • Rapidez de vuelo
• Inestabilidad política • Menor demanda en la venta de tickets • Migración
internacional aéreos
• Aerolíneas low-cost
• Crisis financiera

Tecnológico Legal y Ambiental

• Avances tecnológicos • No hay normas regulatorias de impuestos
• Modernización de flotas • No hay normas reguladoras
• Menores gastos de mantención medioambientales
• No hay limitación de residuos sólidos
 Table of contents

01 03
Introduction Traveling
Describe the topic of the
section here 02 Describe the topic of the
section here

Aircrafts
Describe the topic of the
section here
Awesome
aircraft
Know more about
aircrafts
Do you know what helps you make your point
clear? Lists like this one:

● They’re simple
● You can organize your ideas clearly
● You’ll never forget to buy milk!

And the most important thing: the audience

won’t miss the point of your presentation
 Aircraft characteristics

Speed Propulsion Capacity

Venus has a beautiful name Mercury is the closest planet Mars is actually a very cold
and is the second planet from to the Sun and the smallest place. It’s also full of iron
the Sun one oxide dust
“This is a quote, words full of wisdom
that someone important said and can
make the reader get inspired.”

— SOMEONE FAMOUS
A picture is
worth a
thousand
words
 Aircraft history

1800 - 1804 1960 - 1969

Mercury is the Saturn is composed of
smallest planet hydrogen and helium

1900 - 1909 1970 - 2000

Jupiter is the biggest Venus is the second
planet of them all planet from the Sun
 Busiest airports

Los Angeles Sydney

Mercury is the Saturn is composed of
smallest planet hydrogen and helium

London
Jupiter is the biggest
planet of them all
 Travel essentials

5% 25%
MERCURY SATURN
It’s the smallest planet in the Saturn is composed of
Solar System hydrogen and helium

40% 30%
MARS NEPTUNE
Mars is actually a very cold It’s the fourth-largest planet
place, not hot of them all
150,000
Big numbers catch your audience’s attention
 Parts of an aircraft

Wing Stabilizer
Venus is the second Jupiter is the biggest
planet from the Sun Engine planet

Mercury is the smallest

planet
 10,000
Despite being red, Mars is a
very cold planet

12,000 25,000
Venus is the second planet from Saturn is composed of hydrogen
the Sun and helium
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