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Emerging Tendencies in the European Airline Industry: an investigation of SAS and Ryanair -
Linköping University, Department of Management and Economics.
Linköping University, Department of Management and Economics.
2003 (English)Independent thesis Advanced level (degree of Magister)Student thesis
Abstract [en]

Background: The airline industry is unique and fascinating. It was protected through government controls until the early 1980s. However, due to deregulation policy the industry opened to free competition. As a result, collaborations and alliances were formed and low budget airlines were able to enter the market.

Purpose: The purpose of this thesis is to present the current stage of the European airline industry by investigating the strategies of Ryanair and SAS with the help of strategic management tools.

Procedure: Two companies were chosen, Ryanair as a low budget airline and SAS as a mature airline. The investigation was based on secondary data found in financial -, annual -, business - and company reports as well as in independent analyst reports and on the Internet.

Results: Ryanair’s and SAS’ strategies differ a lot. While Ryanair is focusing on lowest costs it is able to offer low fare tickets but also puts effort into increasing service. On the other hand, SAS’ complicated situation in the weak industry leads to many strategic adjustments. Its diverse choice of prices and services underlines its current instability. Concerning the European airline industry, moves toward consolidation are observable. The industry is reshaped

Place, publisher, year, edition, pages
Ekonomiska institutionen , 2003. , 138 p.
Series
International Master's Programme in Strategy and Culture, 2003:2
Keyword [en]
Social sciences, Strategy, Airline Industry, low budget airlines, SAS Airline, Ryanair
Keyword [sv]
SAMHÄLLSVETENSKAP
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:liu:diva-1523OAI: oai:DiVA.org:liu-1523DiVA: diva2:18847
Uppsok
samhälle/juridik
Available from: 2003-01-29 Created: 2003-01-29

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf