South African Airlines (SAA), a government-owned airline, was looking to become profitable, effect positive growth, and improve its image in order to position itself for an initial public offering. During a timeframe when other South African airlines were experiencing growth, SAA had not. Within the airline industry, the country's history of apartheid did nothing to help SAA's image and position. Other countries, in opposition to SAA's political stance, denied airway access and/or landing rights to its flights. This further hindered SAA's ability to grow and prosper, taking an even further toll on its public image. With an agenda that was not always clear to the company or the public, the government alternately selected and then demanded resignations from multiple CEOs. SAA suffered through the employment and termination of four different CEOs that marched through its revolving doors over the course of eleven years. The target market was not impressed. For the consumer, the appearance was that the airline had become non-service oriented. Internal analysis: The case refers......

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