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An Analysis of the Recent Developments in the Competitive Situation of the German Airline Industry

  • This study analyzes the competitive situation of the German airline industry for short-and medium-haul flights. Developments within the industry’s market structure and its concentration as well as its attractivity are assessed with the help of a supply-and demand-model as well as an H.H.I. Index calculation and the utilization of the Five Forces Model. This is followed by an evaluation of the operations of the largest carriers in the course of a value chain, to determine how the incumbent operator Lufthansa is affected by the developments within the industry also in regard to competitive positioning. The study is finalized with a SWOT analysis in order to give recommendations as to how Lufthansa can improve its positioning and to see how the industry will develop further in the future. The results indicate a development from a monopoly to a Bertrand oligopoly with intense competition based on price, a trend that is further confirmed by high market concentration indicating an increase in power for the top three airlines but also more fierce rivalry between those carriers. The current market environment is notparticularly attractive and therefore difficult to operate in, especially for Lufthansa as a premium full-service carrier. Lufthansa’s largest difficulties are created by its high operational and personnel cost compared to its low-cost competitors. These expenses can be reduced by strategic investments into digitization and automation along with a fleet modernization in order to benefit from technological trends and meet the demand of the future’s passenger.

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Metadaten
Author:Christian Brenzel
Advisor:Marc Peter Radke
Document Type:Bachelor Thesis
Language:English
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Release Date:2019/02/13
Tag:Five forces model; German airline industry
Degree Program:IBM - International Business Management
Functional area:Business Strategy
Licence (German):License LogoUrheberrechtlich geschützt