European Airline Industry

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Case European Airline Industry Preparation Question 1 ------------------------------------------------- Outline the structure of the airline industry. Before 1993, the airline industry in Europe had been highly regulated and consequently stable, since national governments controlled the operations of their national carriers and bilateral treaties between EU countries and third countries made it possible for airlines to operate in a situation where they had virtually no competition. Deregulation dramatically changed the structure of the airline industry. Competition rules, covering dominant positions, distortion of competition and state aid, were established for air transport. Further, deregulation brought important changes areas such as access to air routes, airline prices, slot allocation at airports, computerized reservation systems, groundhandling services and frequent flier programs. Another immediate consequence of deregulation was that the established national carriers faced competition on many fronts, including from the rapidly expanding low-cost carriers. Michael Porter’s theory on the competitive forces will now provide the basis for our description of the European airline industry. Threat of new entrants Factors that determine the threat of entry include capital requirements, economies of scale, switching costs, and brand value. In the airline industry, access to capital is plentiful. Banks extend credit to airline carriers, and the debt and equity markets provide alternatives for raising funds. The more new airlines enter the market, the more saturated it becomes for everyone. One of the consequences is the decreased margins that limit profit potential of the airline industry. Barriers to entry are also heightened by the hub system in the airline industry. Carriers can offer travellers more choices while tying up less capital through their hubs.

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