In this essay I will be discussing arguments for and against the attractiveness of the airline industry pre and post the tragic events of 9/11 followed by discussion on the strategic implications for both low cost airliners and full service carriers in the future. To help me assess the attractiveness of the industry I will be using various models such as Porter's 5 forces framework and Swot analysis.
One of the most basic techniques for analysing firm and industry conditions is SWOT analysis. SWOT stands for: strengths, weaknesses opportunity and threats. Swot analysis provides a framework for analysing these four elements of a company's internal and external environment. The strengths and weaknesses portion of SWOT refers to the internal conditions of a firm and opportunities and threats are environmental conditions external to the firm (Dess, Lumpkin, Taylor 2006)
I will start by discussing the opportunities for airlines which were very good in 2001 for many reasons. The most significant opportunity for airlines pre 9/11 was Deregulation which occurred in 1978 which allowed US airlines to choose their... [continues]
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