Germanwings (Lufthansa) Vs. DBA (Air Berlin)

Izabela Anna Gorycka, Nóra Tünde Szentkuti, Andreas Meyer Hector & Jessica Laugesen

Studenteropgave: Fagmodulprojekt

Abstrakt

The main aim of the project was to examine the strategy that was implemented by Low-cost carrier subsidiaries, based on the theoretical framework of Evolutionary Theory, PEST analysis and other concepts in order to understand the conflicts that emerge when configuring the optimal Low-cost subsidiary. We examined two airline companies with the same geographic location: DBA airlines (A subsidiary of Air Berlin) and Germanwings (A subsidiary of Lufthansa), both of which are located in Germany. In our analysis, we focus on external factors that influence the corporate strategy and its business model. We conducted our research with a use of cross-analysing DBA airline and Germanwings airline to each other and to the traditional low-cost carrier and full-service carrier strategies. Through their marketing, finances and business modeling we attempted to define the incompatibilities of the joint business structures of incumbent airlines. With this knowledge, we were able to determine the issues behind DBA's/ Air Berlin's unsuccessful collaboration and examine if the phenomena could be predicted through the theories.

UddannelserBasis - International Samfundsvidenskabelig Bacheloruddannelse, (Bachelor uddannelse) Basis
SprogEngelsk
Udgivelsesdato18 dec. 2017
Antal sider4744
VejledereSlobodan Kacanski

Emneord

  • DBA airline