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Lufthansa Business Analysis. LUFTHANSA AIRLINE INDUSTRY ANALYSIS Friday,
14th of March 2008 EXECUTIVE SUMMARY I) DESCRIPTION OF THE ...
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Submitted by carnould on May 9, 2008
Category: Business
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LUFTHANSA
AIRLINE INDUSTRY ANALYSIS
Friday, 14th of March 2008
EXECUTIVE SUMMARY
I) DESCRIPTION OF THE AIRLINE AND ITS BUSINESSES
§ Lufthansa Aviation Group is active in five Strategic Business Units:
· MRO, IT Services, Catering and Leisure travel
· Passenger transportation and Logistics are the two strategic segments.
§ Each business unit has its own mission, objectives and business strategy. By being a service provider of key factors of production Lufthansa strengthen its Passenger transportation segment which is Lufthansa’s core business.
II) LUFTHANSA’S INDUSTRY SCOPE
§ Study of European airlines : 3 low costs companies and 2 majors companies.
§ The importance of Alliances and Partnerships within a mature industry.
§ Impacts of industry trends in European competition.
III) MATURITY ASSESMENT
§ The industry maturity seems to have just moved from a growing phase to a more mature phase with a sustain growth of the industry : it grew by 7.4% in 2006 to reach a volume of 2 billion passengers.
§ However there is a disparity according to geographic segments : China, India and Latin America strengthen the growth while North America and Europe’s growth tends to equal the GNP growth.
IV) COMPETITIVE INTENSITY (Porter’s 5 forces)
§ Competitive is quite intense in the airline industry due to a strong internal rivalry and power of supplier. Threat of substitutes also worries airlines but keep being moderate. Competition is relieved by a low power of buyers and a threat of entrants. It is important to consider also the environment threat which tends to have more and more impact on the industry.
Ø INDUSTRY ATTRACTIVENESS : The industry should remain attractive however...
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