Abstract
This paper analyses the strategy of All Nippon Airways, the second largest airline in Japan. The airline industry has been considered a symbol of government regulation. Competitive strategies increased through gradual deregulation in the 1980s, new entrants in the 1990s, and the expansion of Tokyo International Airport. Competition in the industry intensified when Japan Airlines (JAL), the largest airline in Japan, which rebuilt its operations using government support, re-listed. In this environment, ANA, which has been a private company since its inception and the second largest airline for many years, was the ninth largest in the world based on profits and number of passengers.
 We first use a cross-sectional financial analysis to confirm the positioning in Japan’s aviation industry by comparing ANA with JAL. Next, regarding ANA’s management strategy, we use Ansoff’s Product-Market Growth Matrix. Finally, regarding global strategy, we analyze ANA.
 Keywords: Airline; Management Strategy; Ansoff’s Matrix
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