Investigate an airline of your choice and explain its strategy towards the air passenger market. Bearing in mind the ideas of Professor, does the airline possess any sustainable competitive advantages ? What appears to be the airline’s approach towards targeting different segments of air passenger demand ? How can its strategy be analysed using the ‘four P’s’ of marketing ? How successful do you think the airline will be over the next 5-10 years ? Give the reasons why you have arrived at these views.
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