EAN: 9783954892853

STRATEGIC MARKETING APPROACHES WITHIN AIRLINE M...

On the German passenger market  airlines approach different business concepts in order to cope
with the threats and to be successful. The case of the Lufthansa Passenger Airline and its
subsidiary Germanwings has been discussed many times currently. Together they have implemented
a restructuredconcept of the Low Cost Carrier Germanwings in order to overcome their
weaknesses. The purpose of this paper is to evaluate the potential of economic success of this
strategy change. Therefore  the papercomprises three main areas. The first one is the
theoretical part  which explains the differences between Full Service Network Carriers  Low
Cost Carriers  Regional Carriers and Leisure Carriers. Secondly  the analysis takes place by
applying Porter s five forces model. Subsequently  the strengths and weaknessesof the Lufthansa
Passenger Airline and Germanwings are highlighted and the new business concept isintroduced.
Finally  all findings are put into relation using the SWOT-analysis.

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