1 Analyse the changes in the competitive environment of air travel using Porter’s five forces analysis.
2 Examine the possible responses of legacy carriers (e.g. British Airways, Air Malaysia) to new low-cost entrants (e.g. Ryanair, AirAsia) under the following headings:
(a) Price leadership strategies (b)Differentiation strategies
(b) Withdrawal or diversification strategies (d)Creation of switching costs.
