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Low Cost Concept for Long-Haul Destinations. A Feasibility Analysis of Eurowings' Strategies

Master's Thesis 2016 163 Pages

Business economics - Operations Research

Summary

This paper analyses Eurowings' marketing strategy by applying different macro- and microeconomic tools in order to consider competition, political forces, environment influences and economic impacts. The goal is to examine in particular Eurowings' low cost long haul business model and which strategy was selected by the Lufthansa Group and how this strategy works. Additionally, the objective is to analyse Eurowings European competitors, with the major goal first to understand Eurowings' market position in Europe. Subsequently, the results of this strategic assessment show Eurowings' strengths, weaknesses, opportunities and threats.

The aviation industry in the 21st century has been changing continously. The low-cost carrier business model has revolutionised the commercial transport industry. Commercial Aviation industry and its development is positively influenced by external factors such as politival, social, economic and technological developments. Airlines are therefore forced to adjust their business models to the external factors and new market requirements, as well as to introduce new business concepts with the objective to gain more market shares and competitive advantages.

The European market is divided into different low-cost carriers, each fighting for customers, image, and profit. Eurowings is a new player in this low-cost business, in particular in the market for long-haul destinations, which could become an opportunity to be the first successful low-cost German airline and the third biggest low-cost carrier in Europe.

Details

Pages
163
Year
2016
ISBN (eBook)
9783668526549
ISBN (Book)
9783668526556
File size
4.1 MB
Language
English
Catalog Number
v374775
Institution / College
University of Applied Sciences Essen
Grade
1,3
Tags
Eurowing Airlines Strategic Lufthansa Europa Flight Low cost

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Title: Low Cost Concept for Long-Haul Destinations. A Feasibility Analysis of Eurowings' Strategies