AIR GREENLAND CASE
AIR GREENLAND – CORPORATE STRATEGY IN THE ARCTIC
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He became the youngest ever CEO of Air Greenland – a company enjoying the fruits of the booming tourism and scientific exploration industries in Greenland, but also a company that plays a pivotal role as infrastructure provider to the local community.
“Connector++” signals that Air Greenland will move from “connecting the dots” to become a proactive developer of tourism, exploration and infrastructure in Greenland. The strategy also implies an unprecedented investment programme upgrading the aircraft and helicopter fleet as well as making new investments in hotels and infrastructure that will benefit not only Air Greenland, but also the Greenlanders.
n May, when the sun never sets north of the Arctic Circle, the former Olympic cross-country skier and former Sales & Marketing Director of SAS Denmark, Michael Binzer, received an offer he could not refuse.
Having implemented a new, global organisational structure, Aalborg Portland – Nordic Cement used this opportunity to challenge its existing customer and market approach. The market position and unique value proposition should be maintained and strengthened but executed through a simple and lean organisational set-up.
Michael Binzer asked members of our aviation practice to assist in establishing a comprehensive corporate strategy aiming to define Air Greenland’s priorities for the next five years • Ensure full exploitation of the growing tourism and helicopter charter business • Define a corporate business model and asset base enabling Air Greenland to uphold its competitiveness and service levels • Exploit corporate synergies to other subsidiaries within travel agency services, hotel operation and cruise services • Prepare Air Greenland’s organisation for “open skies” competition from other North Atlantic operators
or f ive months, a team from Quartz+Co worked their way through dog sled trips and whale watching in temperatures as low as -38 degrees Celsius to engage Air Greenland’s Board and Executive Management team in defining the “Connector++” strategy.