This essay will be on learning outcome 2.
Scotia Airways is a small private airline based in Glasgow, Scotland. The airline was launched in May 1996 by a group of independent business investors. The headquarters of Scotia Airways is located next to Glasgow International Airport. The airline operates scheduled flights, mainly targeting business and leisure travellers and aims to provide exceptional value for money, unparalleled comfort and convenience to its passengers, every time they are on board. Scotia Airways initially established itself in the UK domestic market but now flies directly to some of the well-known commercial hubs of Europe, thereby connecting them to the main cities of Scotland. The airline has an increasing presence at Scotland’s main airports in Glasgow, Edinburgh and Aberdeen. It offers several value added services, such as, valets to assist the passengers in boarding the plane, gourmet meals and a range of in-flight services and entertainment. Scotia Airways is the first airline to offer full business class services, but at prices that are equivalent to the economy class of its competitors. The airline currently covers eight destinations across Europe, including Brussels, Paris, Frankfurt, Madrid, Rome, Lisbon, Amsterdam and Copenhagen as well as domestic flights to Manchester, Birmingham, Bristol and four London airports. The airline has a fleet of five aircraft which the management team feel enables the business to be responsive to the demands and challenges of the market. Future opportunities seem likely as the EU and UK government relax their control over the licensing of airline provision. When the investors first decided to set up Scotia Airways, they had a clear idea that business travel was a growth area. They set about appointing a management team whose experience and expertise was firmly grounded in the budget aviation market. The airline currently employs 80 staff across all departments. Its expansion over recent years has...
Please join StudyMode to read the full document