you will choose two different airliines (indentify full service carrier and LCC) which opreate from the same city/region/country and will conduct research to create a report containing the following information and analysis comparing and contrasting the operations and structure of the two airlines
– key background information about the airlines
– route and fleet characteristics of the airlines
– the economic impact of the airlines in their home country and region
– key economic indicators
Format and guidelines :
report will include a cover page, intro, body/discussion and cocnlusion with addressing the following specific point:
PART 1: Information about the airlines
– Home bases and countries
– Type of business strategies: poin-to-point/hubbing, full service/budget/LCC, major airports/hubs etc
– Route structure and fleet (map, destinations, frequencies, aircaft types and number of aircraft)
– Economic impact of each airline in its home country/region (eg. contribution to the economy, employment, facilitation of business, leisure/VFR opportunities
– Key economic indicators (eg. profit / loss in last financial year, average load factors, average yield, most significant costs etc.)
Part 2: A detailed SWOT analysis (Strengths, Weaknesses, opportunities, threats) of your airline:
-The strengths of your airline (strength your airline has but your competitors do not have)
-The weaknesses of your airlines (strengths your competitors have but your airline do not have)
-The opportunities facing your airline in the environment you operate in (the market/countries/ business environment you operate in)
-The threats facing environment you operate in (economic factors, Government regulation, changes in travel patterns and preferences, security issues, etc.)
2.2 Conduct a market analysis including an overview of the external market. You must also include a PEST analysis for this purpose.
2.3 Identify your airline’s product mix and promotion mix, giving examples to support your analysis
2.4 Formulate recommendations for developing new products, services, markets, destinations, etc. for your airline based on your analysis in parts 2.1, 2.2, 2.3
Total word count is anticipated to be 2500- 3000 words.
