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Strategic Management Coursework - PDF

   

Added on  2020-10-05

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Strategic ManagementCoursework

Table of ContentsINTRODUCTION ..........................................................................................................................3(A) Overview - ..........................................................................................................................3(B) Macro factors(PEST) - ........................................................................................................3(c) Porter five force model - .......................................................................................................4D) VRIO framework -.................................................................................................................5E) SWOT analysis for the evaluation of strategic position - ....................................................6CONCLUSION ...............................................................................................................................7RFERENCES ..................................................................................................................................8

INTRODUCTION It is the field of management studies which involves formulation and implementation forthe purpose of achieving the specific goals or target's initiative taken by the organisation. Thisreport will carried on the “Lufthansa” airline which is the leading German airlines whichprovides premium and luxuries air transportation services to their customers. This report willdiscussed about the macro factors which will effect and influence the business of the airlines. Itwill also discuss the various kinds of the framework which will tells about the strength andweakness of the airlines industry and their market attractiveness(Marshall, 2014).(A) Overview - “Lufthansa” is the leading German airline which offers premium and luxuries airtransportation facility to their customer with the services involved economy, premium economyand business class etc. at the most affordable cost. It has various subsidiaries such as German-wings, Brussels airlines and star alliance. Their main headquarters are located in the Frankfurtand Munich(Barney, 2018). Financial status - It has 129424 employee working for them with the operating revenueof 35.579 billion Euro in the year 2017. Operation - Lufthansa airlines involves providing premium and best quality of airservices to their customer which involves business class, first class, premium economy etc. Itoperates over 136 nations with their customer at everywhere in the world. Proposed strategy - They regularly review their market attractiveness for the individualmarket segment, it current position in the competition and potential for the future success. Key competitors - The key competitors of the Lufthansa are Emirates, Etihad, Singaporeairlines , Qantas etc. Lufthansa is ranked as the fifth largest airlines with the core focus on theserving almost complete services to their customers. Their main competitor is Emirates airwayswhich is Ranked at first position for the best and premium services. (B) Macro factors(PEST) - These factors would help in understanding the current economic and political around theglobe. It will help “Lufthansa” to realize their positives and weakness for the future success ofthe company. PEST factors are as follows:

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