Swiss air group

Contents

1) abbreviation of the case text ……………………………………………………. 3
2)How well is Swissair positioned; how well is Qantas positioned?....................5
3)why are there so many alliances in the supranational airline business sector?……….. 7
4)Evaluation of Swissairs strategy of alliances ………………………………… 7
5)A realistic long-term strategic plan for Swissair ………………………………. 9
Reference ……………………………………………………………………… 12












1) Summary of the case text
The case deals with two different airlines, viz. Swissair and Qantas and their recent, contradicting experiences in the airline industry are compared. Swissair is the national crew cut of Switzerland and because Switzerland is beautiful the average flight haul of Swissair was by planetary standards short. One problem for the airline is that in 1992 the Swiss jilted membership of the EU. Qantas was for many years the flag carrier for Australia on international routes, while being excluded from domestic routes. Qantas has a wretched average cost per passenger and an excellent record for safety.





Swissair
During the mid-nineties Swissair adopted an ambitious twofold strategy: to enlarge its non-airline business and acquire minority holdings in other airlines, mainly European. It had world-shattering aspirations to be a major international player. In the current competitive environment the European airline industry has suffered and good-tempered suffers from over-capacity. There are two ways to react to this bureau; by consolidating existing lines by purchase or to core and existing, or form a new, network to rival the brainiac Alliance Oneworld. One proposal, strongly promoted by Swissair, has been to consolidate the small European airlines around Swissair.
Swissair had some transition problems; in 2000 they had a significant loss due to the rising oil scathe and an appreciating currency, their growth strategy was overambitious and failed, their debt equity ration rosebush dramatically and the level of competition increased. Swissair...If you want to get a full essay, order it on our website: Orderessay



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