Strategic marketing approaches within airline management : how the passenger market causes the business concepts of full service network carriers, low cost carriers, regional carriers and leisure carriers to overlap / Susanne Bolke.
Material type:
TextPublisher: Hamburg : Anchor Academic Publishing, 2014Description: ix, 98 pages : illustrations (black and white)Content type: text | still image Media type: computer Carrier type: online resourceISBN: 9783954897858 (ebook)Subject(s): Airlines -- Germany -- Marketing | Transport | Transport industries | Business & ManagementGenre/Form: Online access: Click here to access online Also available in printed form ISBN 9783954892853Summary: On the German passenger market, airlines approach different business concepts in order to cope with the threats and to be successful. The case of the Lufthansa Passenger Airline and its subsidiary Germanwings has been discussed many times currently. Together they have implemented a restructuredconcept of the Low Cost Carrier Germanwings in order to overcome their weaknesses. The purpose of this paper is to evaluate the potential of economic success of this strategy change. Therefore, the papercomprises three main areas. The first one is the theoretical part, which explains the differences between Full Service Network Carriers, Low Cost Carriers, Regional Carriers and Leisure Carriers. Secondly, the analysis takes place by applying Porter's five forces model. Subsequently, the strengths and weaknessesof the Lufthansa Passenger Airline and Germanwings are highlighted and the new business concept isintroduced. Finally, all findings are put into relation using the SWOT-analysis.
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Includes bibliographical references.
On the German passenger market, airlines approach different business concepts in order to cope with the threats and to be successful. The case of the Lufthansa Passenger Airline and its subsidiary Germanwings has been discussed many times currently. Together they have implemented a restructuredconcept of the Low Cost Carrier Germanwings in order to overcome their weaknesses. The purpose of this paper is to evaluate the potential of economic success of this strategy change. Therefore, the papercomprises three main areas. The first one is the theoretical part, which explains the differences between Full Service Network Carriers, Low Cost Carriers, Regional Carriers and Leisure Carriers. Secondly, the analysis takes place by applying Porter's five forces model. Subsequently, the strengths and weaknessesof the Lufthansa Passenger Airline and Germanwings are highlighted and the new business concept isintroduced. Finally, all findings are put into relation using the SWOT-analysis.
Also available in printed form ISBN 9783954892853
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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