Intro of the Bsc and Its Role as a Management Control Tool

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up with and offer a truly unique vacation experience.

To measure the improvement we will look at the passenger revenue, which is someone who has paid a transport operator for his or her trip, we will be comparing 2015 to 2016.

We are targeting a passenger revenue % change in their total system of 8-10% increase in passenger revenue over 2013 to 2014’s 7.6 total % of change.

Customer Objective #2. Improve on board entertainment

Air Canada offers a variety of seating options and amenities on board such as professional chef created, regionally inspired menus with a variety of fresh high quality products as well as pillows and noise cancelling headphones offered on board. Air Canada is improving its overall customer experience on board their flight but they a lack a real competitive advantage over other carriers.

Currently Air Canada offers personal 9 inch enhanced definition touch screen televisions on each economy seat which includes a personal headphone jack, In-seat power/charging stations, usb ports, On-demand entertainment including movies, TV shows, music, and audio books, and not to mention free in flight Wi-Fi on board all narrowbody fleets during 2014. The better the seating class/section, the greater amenities and better entertainment services you receive but the premiums come at an increased cost. To regain some of its lost market share and increase revenue passenger miles(RPM), which is a measure of traffic for an airline flight, bus, or trained calculated by multiplying the number of revenue-paying passengers aboard the vehicle by the distanced travelled, Air Canada should improve the on board entertainment systems on all Air Canada flights for all classes of seating, and to do so they must commence a technological initiative to improve their current on board entertainment systems.

The technological initiative would be to upgrade the on plane entertainment system. Air Canada can contact major internet streaming companies like Netflix, Hulu, HBO now, Crave TV, Shomi or Amazon Prime’s streaming service which has access to thousands and thousands of on demand titles of all varieties and for all ages which can be viewed through your own personal touch screen. A partnership can be arranged with the company who provides the greatest benefit or the greatest incentive for us to partner with them, and since there is already Wi-Fi on board the service/services can be downloaded with no additional costs other than the one time membership fee which will be arranged with the company before installing the service. For those planes that don’t have individual touch screens a movie can be shown from the streaming service for example Netflix and the passengers on board can access their Air Canada app and vote on the movie they’d like to watch on a projector screen or pre installed large smart television. Air Canada could create huge marketing and advertising buzz with relatively low cost campaigns announcing their competitive advantage over other airlines allowing passengers to watch their favorite t.v series or movie 10,000 feet in the sky on demand. It would also be able to show titles in different languages or with the appropriate subtitles so everyone can enjoy the film or better yet you can pick a movie in your language that you can watch on demand seamlessly.

To measure the improvement of on board entertainment amenities we can measure the change of Revenue Passenger Miles (RPM) from 2015 to 2016 and compare the change, the impact should be quite substantial during the first year of implementation as we hope to attract passengers away from other standard airlines.

For our target we are hoping to incur a change of 12-15% increase in revenues passenger miles over a one year period compared to a 9.4% change from 2013 to 2014, we will achieve this by increasing on board entertainment across all Air Canada fleets.

Customer Objective #3: Improve customer service to business and premium passengers

Air Canada has made customer engagement a core priority in the upcoming years with special emphasis on higher yield business and premium passengers. Air Canada has implemented the new boeing 787 dreamliner into its fleet which has the newest seating arrangements, technology and onboard amenities to attract customers looking for a better flying experience. For premium passengers and business class, comfort and luxury is enhanced, priority boarding and check ins is given, extra baggage allowance and an additional carry on are allowed on board, and not to mention the premium meals served on real china with complimentary wines. Business and premium passengers pay extra for extra amenities, board the plane earlier than everyone else, but their baggage is unloaded like a regular economy passenger and they have to wait with economy passengers to get their bags off the carousel. Priority is given to them before takeoff but after landing are treated like an average passenger. This is where our initiative of premium and economy baggage control/separation will increase the amount of business and premium passenger who choose our airline over another average airline. Time is money, especially for people in the business world, they don’t like to wait and value their time greater than the average person. This will also increase ancillary revenues, which are revenue generated through retail and other a la carte services like ticket changes, upgrades, food services and other onboard services as a premium can be charged for advanced/priority baggage unloads. Another initiative to increase ancillary revenues would be to increase premium and business class amenities like adding high quality premium beverages like champagne and aged whisky or rye as well as enhanced comfort and entertainment items available for sale on board flights.

Our initiative to have premium passenger and business class baggage separate and unloaded first can be achieved with a quite simple process change. Passengers who would like priority baggage can select this option during the booking of your ticket for a low cost added to your total. During check-in a special ribbon/marker will be put on your luggage to indicate it is a priority baggage item and will be separated along with the other priority baggage. These priority bags will be bundled and loaded separately from economy luggage so it can be taken out of the plane first and these people can receive their baggage first and be on their way. Decreasing the passenger wait time for baggage after flights not only for premium and business passengers but economy passengers as well. This initiative can set an example for company wide baggage processes where baggage is bundled up and loaded onto