Strategic Planning and Value Creation at Air Canada

The strategic planning process at Air Canada is anchored by three key truths forming a triangular framework. The apex of this triangle focuses on value creation, emphasizing the necessity for the strategic plan to generate tangible investment value, explicitly articulated through metrics such as ROI, DCF valuation, and share appreciation. The second cornerstone, strategic integrity, encapsulates the importance of maintaining a coherent and forward-thinking strategy over the next decade, guiding critical investments essential for success. The third element addresses the enterprise's risk profile, outlining unacceptable scenarios to avoid, such as diluting shareholder equity during stress, incurring punitive debt in unfavorable conditions, or being forced into a strategic withdrawal due to execution limitations. This comprehensive approach seeks to foster resilience and sustained value generation amidst unpredictable challenges in the business environment.