Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning Description

In 2002 the management team of Deutsche Lufthansa AG was considering the upcoming threat from low-cost airlines in the context of an increasingly complex and competitive strategic environment. Finally the decision was taken to respond to the innovation by opening an own low-cost carrier, Germanwings in late 2002. But over time the business model of Germanwings was modified repeatedly. The case series covers * Lufthansa's considerations regarding various options to respond to the competitive challenges brought up by the emerging low-cost airlines such as easyJet or Ryanair in 2002 (Case A), * the foundation of Germanwings in late 2002 and some early successes until 2005 (Case B), and * some more recent changes in the Germanwings business model in the following five years until end of 2010 (Case C).

Case Description Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Strategic Managment Tools Used in Case Study Analysis of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

STEP 1. Problem Identification in Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study

STEP 2. External Environment Analysis - PESTEL / PEST / STEP Analysis of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study

STEP 3. Industry Specific / Porter Five Forces Analysis of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study

STEP 4. Evaluating Alternatives / SWOT Analysis of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study

STEP 5. Porter Value Chain Analysis / VRIO / VRIN Analysis Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study

STEP 6. Recommendations Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study

STEP 7. Basis of Recommendations for Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study

Case Analysis of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning is a Harvard Business (HBR) Case Study on Strategy & Execution , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Strategy & Execution, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Strategy & Execution Solutions

In the Texas Business School, Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Step 1 – Problem Identification of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning - Harvard Business School Case Study

The first step to solve HBR Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Germanwings 2002 is facing right now. Even though the problem statement is essentially – “Strategy & Execution” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Germanwings 2002, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning.

The external environment analysis of Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study. PESTEL analysis of " Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

To do comprehensive PESTEL analysis of case study – Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Policy Making Impact on Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Government policies have significant impact on the business environment of any country. The firm in “ Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Germanwings 2002 is operating, firms are required to store customer data within the premises of the country. Germanwings 2002 needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Germanwings 2002 in case study Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Germanwings 2002 in case study “ Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Germanwings 2002 in case study “ Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Taxation & Regulation Impact on Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Germanwings 2002 can compete against other competitors.

Government Scheme & Subsidies Impact on Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System & Stability, and its Impact on Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Germanwings 2002 needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Social Factors that Impact Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Technological Factors that Impact Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Environmental Factors that Impact Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Legal Factors that Impact Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning

Step 3 – Industry Specific Analysis

What is Porter Five Forces Analysis

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study. PESTEL analysis of " Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

Step 4 – SWOT Analysis / Internal Environment Analysis

Step 5 – Porter Value Chain / VRIO / VRIN Analysis

Step 6 – Evaluating Alternatives & Recommendations

Step 7 – Basis for Recommendations

References :: Dealing with low-cost competition in the airline industry (C): Germanwings' repositioning case study solution