A comparison analysis of the marketing strategy of Lufthansa and Emirates in Germany

The objective of this paper is to perform an analysis of the marketing strategy of Lufthansa and Emirates in Germany. Since both airlines use a similar approach to increase brand awareness an in-depth analysis is implemented in order to identify potential differences. Hereby, consumer insights about the perception and expectation travellers have in common will be analyzed and assessed with quantitative data. Both airlines are well positioned in terms of their marketing strategy, but when Emirates is strengthen its marketing campaign with that pace, the Gulf carrier will certainly make use of its economic strength and can become a frightening threat for the Lufthansa Group on long-haul destinations. Finally, recommendations for future marketing activities for both airlines will be given

Work Organisation and Innovation

[Excerpt] Innovations in work organisation have the potential to optimise production processes in companies and improve employees’ overall experience of work. This report explores the links between innovations in work organisation – under the broader label of high performance work practices (HPWPs) – and the potential benefits for both employees and organisations. It draws on empirical evidence from case studies carried out in 13 Member States of the European Union where workplace innovations have resulted in positive outcomes

Air Cargo as a Different Business Unit

By combining cargo and passenger operations under the same business, airlines are facing an operational conflict with respect to the cargo operation, which has always been perceived as a by-product and not as an essential revenue generating activity; This fact leads to poor product quality, weak revenues, and value deterioration. By dedicating time and resources to the cargo operation in a different business unit with a defined strategy, carriers may increase cargo profitability and achieve superior operational results. The purpose of this study is to identify and explain the benefits for passenger airlines to invest in air-cargo operations by defining a clear strategy and creating a separate business unit. Through developing a concept-based decision model the study explains why it makes sense to dedicate time and resources (invest) implementing a strategy for cargo operations. The outcome of this investigation will serve as a decision support tool for those airlines that are evaluating whether or not to invest in developing further their current cargo operations

Strategic Alliances as a form of Coopetition and its impact on the Performance of Airlines: A Case Study analysis of Lufthansa, Finnair, and Alitalia

The research on coopetition (i.e., simultaneous cooperation and competition) has increased significantly over the last two decades. Noteworthy findings have been made, including the benefits that a firm gains from such a relationship. However, only limited studies centralize the impact on performance through coopetition. Existing studies on coopetition and the effect on performance show mixed outcomes, and researchers claim that the results depend on the firm's industry. Thus, it is relevant to analyze the impact of coopetition on market performance. The following study will examine the aforementioned research gap by looking into the airline industry where coopetition relationship has been practiced in the form of strategic alliances for more than 20 years. The empirical analysis was based on a multiple case study of three airlines, from three different countries, operating in three different alliances. That allowed to investigate similarities and differences among the diverse sized companies in terms of the performance impact. Primary data were collected through semi-structured interviews. Additionally, annual reports were used as secondary data and to enhance credibility through triangulation. Findings show that in general, coopetition through strategic alliances contributes positively to airlines. Nevertheless, the degree of how much airlines benefit from alliances depends on the position in the network and the airline's size. Airlines of small size gain most from the relationship, and airlines with a central position in the alliance give more to the strategic alliances than they get out. The findings reveal that airlines of large size gain less from alliances and increasingly form other types of partnerships like joint ventures that create a more balanced give and gain relationship. Notwithstanding, the COVID epidemic will have a crucial impact on airlines and increase the importance of strategic alliances and partnerships further

Competitive position analysis of airlines : traditional airlines and low cost carriers - market development, trends and outlooks based on the European market

BibliografiaThe present study examines the European aviation market regarding the development of the past few years and the current situation. The focus of this work is traditional airlines and low cost carriers. Within the project expert interviews with airlines (Lufthansa and Vueling) and handling companies (Swissport and Groundforce) were executed in order to underpin the theoretical part of the work and to derive trends in the sector. A further component of the work was a survey with flight passengers. The target of this was to receive customer views concerning the actual situation and to represent customer needs.El present estudi repassa el desenvolupament del mercat europeu de l'aviació des dels últims anys fins a l'actualitat. Basa el seu enfocament en les companyies aèries tradicionals i les de baix cost. Van ser necessàries entrevistes a representants de companyies aèries (Lufthansa i Vueling) i empreses de handling (Swissport i Groundforce) amb la finalitat de sustentar la part teòrica de la recerca i per obtenir les tendències en el sector de cara al futur. Així mateix, va ser necessari conèixer a través d'enquestes, l'opinió dels passatgers amb l'objectiu de determinar la situació actual vista per ells i per conèixer les necessitats del client.El presente estudio repasa el desarrollo del mercado europeo de la aviación desde los últimos años hasta la actualidad. Basa su enfoque en las compañías aéreas tradicionales y las de bajo coste. Fueron necesarias entrevistas a representantes de compañías aéreas (Lufthansa y Vueling) y empresas de handling (Swissport y Groundforce) con el fin de sustentar la parte teórica de la investigación y para obtener las tendencias en el sector de cara al futuro. Así mismo, fue necesario conocer a través de encuestas, la opinión de los pasajeros con el objetivo de determinar la situación actual vista por ellos y para conocer las necesidades del cliente

Flag carriers: should we preserve them?

This pedagogical case study is dedicated to show the recent changes in the airline industry, whereby the majority of the so-called ‘flag carriers’ disappeared, either through privatization or bankruptcy. This is due to lack of capacity to adapt to a new environment, by which network carriers and low cost carriers are fighting with continuous cost reduction and business model changes in order to attract more passengers. Recent studies show that the model of low cost carriers is more suitable in the short haul markets, through which carriers can focus on point-topoint execution rather than network fares. Therefore, network carriers are being forced to reevaluate their way of service with a result of a new model adapted from the low cost carriers. The case study will present the incident of Malév, the Hungarian flag carrier, focusing on the steps that lead to bankruptcy, and analysis of the competitors’ strategic movements occurred right after its official stop of operations on February 3rd, 2012.O âmbito deste estudo de caso é mostrar as recentes mudanças no sector da aviação, evidenciadas pelo desaparecimento, por privatização ou falência, da maioria das chamadas ‘companhias de bandeira’. Este facto deve-se à falta de capacidade de adaptação a um novo ambiente, onde as companhias áreas lutam por uma contínua redução de preços e mudanças no modelo de negócio, de modo a atrairem mais passageiros. Estudos recentes demonstram que o modelo de negócio das companhias low cost é mais apropriado para o mercado de curto e médio curso, onde as companhias se podem focar na execução point-to-point ao invés das tarifas de rede. Deste modo, as companhias de rede têm sido forçadas a reavaliarem os serviços oferecidos, adaptando um modelo de negócio semelhante ao das companhias low cost. O caso de estudo apresentará o incidente da companhia área de bandeira húngara Malév, centrado-se no caminho percorrido pela mesma e que a levou à falência, e análise dos posicionamentos estratégicos dos concorrentes, que ocorreram logo após o término oficial das operações, a 3 de Fevereiro de 2012

Knowledge work in aircraft maintenance

Knowledge work encompasses information processing and knowledge development tasks and places the knowledge worker at the centre of analysis. Knowledge and information are the knowledge worker's most precious resource in an increasingly complex working environment. Knowledge work is analysed in the context of the productive technical working environment of aircraft maintenance at Lufthansa Technik AG. The proportion of knowledge-intensive tasks in aircraft maintenance rises with increasing complexity of aircraft and their systems and components. The quantity of information and the resulting challenges for workers also increase accordingly. The findings generated by the study and a theoretical consideration of the subject are used to derive conclusions about the practice of aircraft maintenance and concrete recommendations for action.Keywords: Knowledge work, aircraft maintenance, knowledge, information, fields of actio

Study of the COVID-19 impact on the Spanish Airline's business model

The Covid-19 pandemic has had major implications worldwide and has changed the business models of companies around the world. The aviation sector has been one of the most affected by the impossibility of operating at first, and the demanding restrictive measures that were then carried out. In this sense, the airlines had to adapt their business models in order to survive the pandemic, thus opening new trends towards which the market was headed. This study collects all the statistical information related to the most important airlines in Spain, classifying their business models and analyzing how they have behaved during the pandemic. By directly contrasting results and staging the changes that each period has brought about, comparisons are made in order to discern which cases have been the most successful. The work establishes, within the business model of each airline, the aspects that have had the most effect and their induced consequences, categorizing them and relativizing their impact on the future of the sector. Also, beyond the pure work of statistical compilation, a complete financial study is carried out and possible traffic scenarios are proposed for the coming years. The analysis defines the most critical factors due to the pandemic, and what changes will take place in the future. Finally, the environmental consequences of the pandemic are established, from the point of view of air traffic at both European and national level

Recent developments at DG Competition: 2017/2018

The Directorate General for Competition at the European Commission enforces competition law in the areas of antitrust, merger control, and state aids. This year’s article provides first a general presentation of the role of the Chief Competition Economist’s team and surveys some of the main achievements of the Directorate General for Competition over 2017/2018. The article then reviews: the Google Search (Shopping) case, the role of price discrimination in state aid cases; and the use of counterfactuals in merger cases where alternative transactions might have occurred absent the merger

Modeling network traffic on a global network-centric system with artificial neural networks

This dissertation proposes a new methodology for modeling and predicting network traffic. It features an adaptive architecture based on artificial neural networks and is especially suited for large-scale, global, network-centric systems. Accurate characterization and prediction of network traffic is essential for network resource sizing and real-time network traffic management. As networks continue to increase in size and complexity, the task has become increasingly difficult and current methodology is not sufficiently adaptable or scaleable. Current methods model network traffic with express mathematical equations which are not easily maintained or adjusted. The accuracy of these models is based on detailed characterization of the traffic stream which is measured at points along the network where the data is often subject to constant variation and rapid evolution. The main contribution of this dissertation is development of a methodology that allows utilization of artificial neural networks with increased capability for adaptation and scalability. Application on an operating global, broadband network, the Connexion by Boeingʼ network, was evaluated to establish feasibility. A simulation model was constructed and testing was conducted with operational scenarios to demonstrate applicability on the case study network and to evaluate improvements in accuracy over existing methods --Abstract, page iii