Loyalitet til salg? - En undersøgelse af Sterlings konkurrenceevne i forhold til SAS' EuroBonus-program

Niels Thimmer

Studenteropgave: Semesterprojekt


The overall aim of this study is to examine which business strategy Sterling Airlines A/S should choose to be more competitive against the Scandinavian Airlines System (SAS) frequent flyer program EuroBonus. This study examines the possibility of a proactive strategy where Sterling introduces a competing frequent flyer program and on the other hand also examines the consequences of a continuation of the low cost airlines current defensive strategy. Sterling has willingly given the author of this study a fully documented insight in the company’s struggle against EuroBonus. This documentation serves as a foundation for the questions raised in the study. The main theories used to analyze the strategic situation and possible future acts is the PEST-analysis, Michael Porters Five Forces of Competition, SWOT-analysis and Drèze and Nunes loyalty theory. As a part of the analysis the author compares Sterlings strategic situation to that of other low fare airlines – primary the American airline JetBlue. The reason for doing this is that JetBlue has successfully adapted a frequent flyer programme while sustaining low prices and at the same time increased profit in an American market with extreme competition. The key findings in this study concludes that it could be an attractive idea for Sterling to introduce a frequent flyer programme if the company succeeds to do so without compromising the status as a low fare airline. Though, it will not be possible to compete with SAS for all their current EuroBonus users, only the part of the EuroBonus users where the personal shifting costs are lower than the gained advantages from the Sterling frequent flyer programme. The study also suggests that Sterling outsource its programme and adapts it to the company’s current all-online policy. It must be highlighted that before any action is taken by Sterling, there must be done thorough field research on how both current customers that do and don’t use Sterling today will react towards a frequent flyer programme.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato22 jan. 2008


  • low cost carrier
  • SAS
  • hypotetisk deduktiv
  • Personalestyrelsen
  • Statens- og Kommunernes Indkøbsservice
  • luftfart
  • bonuspoint
  • miles
  • Germanwings
  • Business Class
  • loyalitetsprogrammer
  • konkurrence
  • skattesnyd
  • Sterling Airlines
  • Scandinavian Airlines System
  • JetBlue
  • tjenesterejser
  • Drèze Nunes
  • Konkurrencestyrelsen
  • SKAT
  • SWOT
  • EuroBonus
  • PEST
  • lavprisselskaber
  • frequent flyer programs
  • Michael Porter