Marketing analysis of China Eastern under the impact of Covid-19 how can CEA remain sustainable in the next decade?

Abstract

The tourism and civil aviation sectors in China and throughout the world have been severely impacted by Covid-19. China Eastern Airlines was seriously affected by the outbreak, with total revenue declining by 60.95 billion yuan in 2020, a decrease of 52.66% from 2019. The paper examines China Eastern through pest analysis, Porter's five forces model, and swot analysis, and makes recommendations for its sustainable development in the next decade based on the results of the marketing analysis. The Chinese government attaches great importance to the recovery of China's civil aviation industry and has introduced several supportive policies. New growth opportunities may emerge as the global pandemic is controlled and the world economy recovers. Although the environment of strong competition in which China Eastern operates is favorable for its future development, China Eastern still has a long way to go to stand out. China Eastern took the initiative during the outbreak to introduce the promotional product "Fly At Will," which broke through the negative situation and served as an efficient option to reduce the epidemic's effects. The cargo business has performed well in China Eastern's revenue, and the company has seized the opportunity of air cargo development, but it still faces the challenges of insufficient capacity, technological innovation and industrial upgrading. In the next ten years of sustainable development, China Eastern should vigorously use advanced technology, grasp customer demand, and continue to launch differentiated products; pay attention to the development of the air cargo business, seize opportunities to enhance air cargo business, improve cargo capacity, enhance competitiveness, and transform into a comprehensive supply chain logistics service provider.