Oriental Airlines is an international airline based in Hong Kong that serves ninety destinations on five continents. In 2006, Oriental Airlines carried over 15 million passengers, and also maintained a considerable cargo operation. Worldwide, over 25,000 people work for the airline. A survey in the 1990s revealed that travelers felt that the service they received at Oriental Airlines was good but not as warm and friendly as customers desire. Some even described the service as ¯botic. his led to a reexamination of how the company recruited, trained, and managed its employees. 

One major change that Oriental made was in its in-flight training department. In the past, trainers devised and followed careful lesson plans. This was intended to provide a set standard of service on all flights. However, to increase customer retention, especially among business travelers, Oriental decided that something more was needed. Oriental hired your consulting company to assess what was needed to improve the training at the airline.

For business cases, there are always some knowns and unknowns. Your task is to
derive the required unknowns from knowns listed in the case. Therefore, feel free
to add assumptions whenever it is reasonable.
2. Read the case carefully, maybe two or more times, and mark important information
for analysis. For example, for this case, after reading the background information
about Oriental Airlines, the key point to understand what was needed to do for the
case was hinted by the last two sentences: “…Oriental decided that something more
was needed. Oriental hired your consulting company to assess what was needed to
improve the training at the airline.”
Your clear understanding of the two sentences should guide your case analysis. As a
graduate student, I do not expect any misunderstanding of the two sentences.
3. Frame your case analysis by necessary and realistic assumptions that are relevant to
the case scenario in the descriptions given. This is important for you to avoid going
into a dozen of potentially different directions and make a simple case overly
complicated.
4. Demonstrate your knowledge, experiences with analytical logic, and the business
logic you derive for the case analysis. You better finish the required reading first
since case studies are designed to test your knowledge and skills covered in this
course. You need to show your analytical and problem-solving skills in the case
analysis. Additionally, you may need extra research on the internet to get
familiarized with a specific industry.