Global business analysis

The rise of the low-cost carrier (LCC) business model has transformed the airline industry business environment in most parts of the world. Beginning with Southwest Airlines in the USA in the late 1970s, through to easyjet and Ryanair since the early 1990s and Air Asia since the early 2000’s, the airline industry in the largest markets of the world have been radically reshaped by this business model. Using 1 LCC airline of your choice as a case study, and using relevant strategic management theory, evaluate how your chosen airline has adapted its business model over time and the relevant stages of its development. Focus should be given in particular to the external environment, how the airline has attempted to adapt in order to gain competitive advantage and an evaluation of the airline’s adherence to the ‘pure’ LCC business model, in the contemporary context.

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