European Airline Industry

INDEX

1. Introduction

2. Macro Environment

a. Economy at Large

b. Legislation and Regulation

c. External Shocks

d. Technology

3. Immediate Competitive Environment (Five Forces Model)

a. Rivalry Among Competitors

b. Substitutes

c. Barriers to Potential New Entrants

d. Buyers

e. Suppliers

4. Strategy Recommendations

a. Low-Cost / Low-Price Strategy

b. Alliance Expansion Strategy

c. Balance ScoreCard Strategy - “If you can’t measure it, you can’t manage it”

d. Selected Strategy

5. Implementation

6. References

Appendix





Executive Summary
This case study attempts to understand the developments and strategic alliances that have occurred in the airline industry by using a series of tools for analysis commonly used in business. It identifies the alliance with the least favorable position in the industry in Europe and suggests a strateg...