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Structural changes in the European Airline industry

Betten, Daniel Nordvik; Aylward, Tom Van
Master thesis
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MSc0442016.pdf (4.338Mb)
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http://hdl.handle.net/11250/2443686
Utgivelsesdato
2016
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Samlinger
  • Master of Science [1116]
Sammendrag
Firms within the same industry can be divided into groups based on their strategic

decisions and position. The objective of this thesis is to study the effects structural

changes in these strategic groups in an industry has on overall firm performance.

To identify these changes, and examine their effect on firms we have conducted

an explorative multiple case study of two strategic groups in the European airline

industry. Two main strategic groups have characterized the European airline

industry in the last decade. These are the groups of full service carriers (FSCs) and

low cost carriers (LCCs). Data have been collected from sources including

articles, annual reports, and industry reports. Findings have been compared to existing literature on strategic groups and previous research on the industry.

The analysis uncovers significant performance differences between the two

strategic groups. Although the industry has seen little to no profitability in the last

decade overall, the trend has shown a clear advantage to LCCs, with a strong

growth in market share and higher profitability. Furthermore, strategic changes in

form of a decreasing difference between the two groups have been discovered, in

services and airfares, as well as internal differences such as cost reductions and

efforts to increase efficiency. Based on findings the thesis recommends increased consolidation among airlines, to increase general profitability, and as short to

medium-haul air travel are becoming closer to being a commodity, further cost

reductions are necessary for FSCs to keep market share.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Business, Strategy - Handelshøyskolen BI, 2016
Utgiver
BI Norwegian Business School

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