Air Canada Marketing Report: 911375


In the Canadian context, the First nations are the indigenous people of Canada predominant in the Arctic circle ( These people are referred to as the “designated group “but are not the visible minority. Recently, these places have attracted marketers to expand their business and developing every day. The present report will focus on the business engagement of the First Nations of Canada with the Air Canada. The report will find business development opportunities in these areas and outline the indigenous strategy already present in the organization.  The paper will proceed with analyzing the risks of strategy implementation.  The recommended strategies for the Air Canada will be the foundation of the report. It will conclude summing up the whole arguments.


Overview of Air Canada

            The Air Canada is one of the largest flag carrier and also the largest airlines in Canada. It was founded in the year 1937 and provides charter air transport in 207 destinations around the world (  The subsidiaries are Air Canada Cargo, Air Canada Jetz, Air Canada Rouge, Air Canada Express and Aeroplan. The headquarters is in Quebec, Montreal, Canada. As per the views of 2017, the revenues are 16.252 $ billion and the net income is 2.038 $ billions( It owns more than 30,000 employees as per the reports of 2018.


            The First nations of Canada are also known as Natives and the Native Canadian. It is an aboriginal group residing in Canada and one of the most original inhabitants of the country. The history of the country is reflected in the museums, cultural centers and their festivals. Under the Act of 1983, Section 35, Inuit and Metis was determined to be the people of the First Nations. In Canada, the First nations have been staying for the minimum 12,000 years (Holder and Ruhanen). As of now, there are almost 634 registered First Nations communities in Canada and most of them reside in Ontario and British Columbia.

As per the reports of a recent study, which is completed by the Canadian Council for Aboriginal Business, the organizations of the First nation are flourishing in their business. Since the year, 2010, the businesses in the aboriginal regions have heightened their base of customers across the private sectors and every level of the government. The aboriginal business has reported a net profit. The organizations and the individuals cover the land development, retails, independent power production, farming and aggregating. It has been found that in the First Nations organizations, there are few advantages. These are the tax –exempt areas and chances for shielding the income from taxes.

It has been found that working with the aboriginals in the aboriginal areas is beneficial for both the communities and the entrepreneurs. The establishment of great business can create healthy communities too.  Three examples of successfully developed projects involving the collaboration of the First nations are:

  • The Ayers Rock Resort: The Ayers Rock Resort was purchased by the Indigenous Land Corporation. in the year 2010, after handing the Uluru back to the traditional owners.  
  • The owner and operator of the NT Tours, Tess Atie received huge success within two years of starting the business in the First Nations. It received huge success from the Indigenous Business Australia in gaining accreditation while operating beyond the Kakadu National Park (
  • The Imparja Television is a broadcasting station situated in Alice Springs since 1988. It operates in eight Aboriginal radio stations and the Indigenous Television (NITV). It possesses the largest broadcast area in Australia. It covers almost 3.6 million square kilometers around six of the states within an estimated audience of 430,000 people ( It also competes with the national market for the advertisements of revenues.


            Air Canada is a partner of the Reel Asian Canadian aboriginal and Asian filmmakers. Moreover, the Air Canada supports many aboriginal organizations. It includes the Centre for Aboriginal Human Resource Development Inc, the Aboriginal Human Resources Council and many others (Fiedeldey-Van Dijk et al.).  It also sponsors awards to recognize and inspire the indigenous professionals for exceptional achievements. However, there are no such indigenous business strategy in Air Canada. Hence, some strategies can be recommended. These are:

  • Improving the air transportation to First Nations land-  The improvement of the air transportation to the First Nations land will support the development of airways. There will be more opportunities and career scopes.
  • Creating an airplane with a First Nations design-  Air Canada can find the best talents from the First Nations and accept their designs for future airplane designing.
  • The Air Canada can open training centers in the First Nations land to educate and train them. The indigenous participation and employment will heighten the business relationships.  It will create a sense of belongingness among the aboriginal people and encourage them to ally in a strong relationship with Air Canada.


            The Air Canada should involve the indigenous people of the First Nations for benefitting both the communities and the organization itself. It has been found that the First Nations, Inuit and Metis business owners create place for job-creation engine which sustains a heritage and culture necessary for the social fabric.  It will enhance the CSR image and at the same time strengthen the economy of Canada with valuable products and services. Moreover, lifting the indigenous people of Canada out of their poverty is also a national priority (Holder and Ruhanen). Supporting them will create sustainable economic opportunities. The indigenous people know how to value innovation and the strategy of inclusiveness will benefit everyone involved.

How we do it?

            The business relationships with the First nations people can be strengthened in the following ways:

  • Being trustworthy towards them- Trust must be built between the people of First nations and the Air Canada. It can be done by considering them as equally eligible who can provide quality of service.
  • Being transparent in communication- The First nations people must be communicated the way Air Canada is going to improve in those areas.
  • Being respectful to their culture- The First nations people are highly conscious about their culture. Hence, Air Canada should consider that before engaging in any business relationship with the community.
  • Engaging in investments and employment- The development in the First Nations areas can be done by increasing the rates of employment in those areas along with investing on some projects in the areas.
  • Recognizing the talents from among them- The recognition of the true talent from among the people of First nations can be done by skill testing and several round interviews.
  • Being all inclusive and being patient- The discrimination in the selection process should be avoided. The people from the indigenous community must be involved based on their qualities and not on any other factors.


            While implementing the proposed business strategies on the indigenous people of Canada, the role of the senior management of Air Canada, must be concerned. The employees also should be made aware of the change in their activities and behaviors expected to be changed.


The implementation of the strategies on the indigenous people can create some challenges. For example, some of their pre conceived norms might get hurt and few modern technologies or business practices might not be suitable to their traditions. On the other hand, not implementing the business strategies will leave the organization far from the business and regulatory benefits of the First Nations Lands (Tang and Jardine 2016). It will also lose the opportunity to construct a secured and progressive society. There also might arise communication and language related issues.

Summing up/Pitch to Management

            The management authority of Air Canada will be informed about the proposed suggestions. along with the employees. In an all-inclusive conference, they will be made aware of the terms and condition of the strategies and also the drawbacks. They will also be demonstrated the ways these recommended strategies will enable to gain huge scopes and opportunities to expand their business, heighten their CSR values and gain the competitive advantage over the market rivals (

Language/cultural sensitivities

            Where there are cultural differences, there are concerns related to sensitivity. Culture influences the interactions and behaviors. The culture is required to be taken seriously and sensitivity must be paid to the employee and other involved person associated with the First Nations Canada. Both at the individual and organizational level, cultural competency is required to be present. The language barriers might disrupt the flow of information and delivery of thought. The Air Canada should take care of these sensitivity factors along with paying sensitivity towards the appearance and quality too ( It must research in depth about these factors and address while proceeding with the strategy implementation.


            Therefore, from the above discussion it can be said that since the First Nations Canada has recently emerged as regions where business can grow properly, Air Canada can follow the recommendations to develop their business and experience. The report has well demonstrated the business engagement of the First Nations of Canada with the Air Canada. The report has covered specific areas such as finding business development opportunities in these areas and outlined the indigenous strategy already present in the organization.  The recommended strategies for the Air Canada can be helpful for it in future.

Reference “Air Canada – In The Community”. Aircanada.Com, 2019, Aircanada.Com, 2019, “Doing Business With First Nations Organizations”. Bcbusiness, 2019, Ccab.Com, 2019,

Fiedeldey-Van Dijk, Carina, et al. “Honoring Indigenous culture-as-intervention: Development and validity of the Native Wellness AssessmentTM.” Journal of ethnicity in substance abuse 16.2 (2017): 181-218.

Holder, Afiya, and Lisa Ruhanen. “Indigenous culture or service culture?: Post-consumption evaluations of international visitors on their indigenous tourism experience.” CAUTHE 2017: Time For Big Ideas? Re-thinking The Field For Tomorrow (2017): 494

Tang, Keren, and Cynthia G. Jardine. “Our way of life: Importance of indigenous culture and tradition to physical activity practices.” International Journal of Indigenous Health11.1 (2016): 211-227. “Culture: Working With Indigenous Australians”. Workingwithindigenousaustralians.Info, 2019,