Finnair's Vision 2020: No. 1 in the Nordic countries, the most desired option in Asian traffic
Friday 7, May 2010
Finnair's vision is to be number one airline in the Nordic countries and to be the most desired option in Asian traffic. In transit traffic between Asia and Europe Finnair wants to be among the three largest operators.
The cornerstones of Finnair's growth strategy are Asia's growing market, the best flight connections and cost-competitiveness. Our success factors are quality, freshness and creativity.
"For us, number one in the Nordic countries means that we fly more and more profitably than others and we are the best in terms of quality," explains President & CEO Mika Vehviläinen.
Finnair targets the business, leisure and cargo customers primarily in its domestic market of Northern Europe and also in the rapidly growing economies of Asia. We will utilize the latest marketing and communications means to reach customers.
The concept of communality is becoming increasingly global. Work- and leisure-related contacts will expand massively in the coming years.
"Technology offers many means for this. Human, face-to-face interaction - whether between business associates, relatives or friends - will not be replaced, however," says Vehviläinen.
New worldwide sales channels, such as the internet, are creating new global markets for many products. This growth will drive the demand for cargo services. Finnair's wide and dense long-haul route network forms an effective part of this distribution network.
A boldly distinctive travel experience
Finnair's identity is being renewed and it will be based around design. Finnair is seeking to answer customer needs and expectations with open-minded and innovative solutions. The travel experience will be enjoyable, easy and fresh.
"Finnair's design is authentic, straightforward, practical, stylish and timeless," says Vehviläinen. Frequent flyers will be offered reliable and easy-to-use services that make business travel efficient and enjoyable. Leisure travellers will enjoy aprice-competitive product, which can be supplemented by the additional services of their own choosing.
"All customers are important to us. Our primary target group, however, is the business passenger travelling between Asia and Europe, irrespective of travel class," adds Vehviläinen.
Network and production structure
With Finnair, customers travel easily and quickly to their destinations. Finnair's service offering is based on its own high-quality operation as well as on a network of carefully selected partners. The oneworld alliance constitutes the backbone of Finnair's cooperation network. A cost structure based on efficient product solutions enables competitiveness also in pricing.
Finnair's hub is Helsinki Airport, which services are among the best in the world. Helsinki's geographical location at the junction of major flight routes creates the basis for the competitiveness of Finnair's home base.
The best growth opportunities for Finnair are in the traffic between Asia and Europe. Finnair's home market is expanding into Scandinavia, where Finnair's Asian product in particular stands supreme. Traffic between India and North America is also a natural direction of expansion.
Finnair's goal is to be the airline of choice of the quality- and environmentally-conscious passenger. Investment in modern fleet is the most evident expression of Finnair's commitment to sustainable development. By 2017 Finnair's goal is to reduce emissions by 24% per passenger, which will represent a reduction of emissions by 41% since 1999.
A world-class working environment
Finnair's personnel form a winning team that ensures a successful future. Finnair management encourages performance oriented teamwork. All personnel jointly bear responsibility for the company's continuous improvement. Sound finances and competitiveness guarantee continuity.
Satisfied customers are of vital importance to Finnair, and personnel skills are developed to the customer's advantage. Objectives must be challenging and clear and operations well structured. All employees share the responsibility for continuously improving the competitiveness of the company as well as for building an exciting, prospering working community. Finnair's operating practices are flexible and they are proactively developed according to changes in the environment.
The Group structure is kept as flexible as possible to maintain a competitive cost level.
A company oriented towards the future
Safety for Finnair is the most important aspect of flying. Quality andefficiency direct Finnair's operations.
As a future-oriented, financially sound airline, Finnair wishes to be a desirable investment object in its sector, able via growing turnover and an increasingly efficient cost structure to offer a competitive return on invested capital.
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