https://www.aircanada.com/en/about/investor/documents/2012_MDA_q4.pdfSTRATEGYAir Canada continues to develop a strong strategic plan to strengthen its position competitive in the market and achieve the vision of its stakeholders, shareholders, customers and employees. They should adopt the following strategies to optimize their business:• Cost transformation and revenue improvement• International expansion and connecting traffic• Engagement with customers• Drive positive change in its cultureCost transformation and revenue improvementAir Canada should pursue revenue generation and cost reduction opportunities by investing in new technologies, implementing effective and efficient projects, and focusing on employee productivity through contract negotiations and continuous improvement that go hand in hand with its long-term goals. The announcement of the launch of "Air Canada RougeTM" will help increase Air Canada's competitive advantage with the "new low-cost leisure airline." This will help increase revenue, reduce costs and increase profits. Also, to better manage its fleet, they should soon implement the “new five-year collective agreement with the Air Canada Pilots Association (ACPA)” which can help the airline increase its productivity and improve its competitive position while maintaining a small budget. Air Canada is expected to implement new “revenue management” that will help it optimize profits based on passenger revenue. International Expansion and Connecting TrafficAir Canada should aim for international expansion, increasing its market share and increasing its traffic through international gateways such as the United States. Air Canada is a widely recognized brand and occupies a strong position in the...... middle of paper ......new agreements with companies like Aeroplan which help to increase its customer base. • Launch regional flights in order to compete with competitors such as West Jet.• Frequently change ticket prices based on customer traffic over the course of three quarters.• Obtain a contract with one of the oil companies in order to obtain a constant crude oil rate for a long period of time.SHORT TERM OBJECTIVES• Dispatched flights without delays if possible.• Introduce new technology that can help customers avoid the boarding pass queue and choose their respective seats.• Allow its customers to choose quality food as well as good entertainment such as television screens. Passengers should not need to purchase a helmet or food item. • Change regular ticket prices to compete with competitors. • Obtain regular feedback from customers and employees..