Operating Management

Assignment First Page Student ID number(s): | 30855399 | Student Name(s): | Jin Wang | Module Name: | Operations and Process Management | Module Tutor: | Professor Mike Pidd and Dr. Jerry Busby | Essay/Project Title | Operation Strategies of Low-Cost Airlines and the Fight Back of Established Airlines | Word Count: | 1,823 | Assignment Due Date: | 17 December, 2012 |

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1. Introduction
Low Cost Airlines (LCAs) are airlines provide cheap prices for relatively short-distance flights in a specific region. The typical low cost airlines are Ryanair, Easyjet, Southwest, and Air Asia. This essay mainly discussed the competition in European market. First, it will describe the main features that LCAs have. Next, it continues to discuss the operations strategies linking to the marketing strategies. At last, it will discuss the impact of LCAs on traditional airlines and the actions Full Service Airlines took responding to the emerging of LCAs. 2. Main Features, Marketing and Operation Strategies of the Low Cost Airlines
LCAs generally operate routes under the cost limitation or cost leadership strategy. They normally perform operations of low-/no- frills and point-to-point, online (internet) or direct ticket sales,

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