You are required to undertake a critical assessment of the operating and commercial performance of an airline of your choice.
You need to look at the following four key areas:
• Operational characteristics (e.g. route structure, traffic volume and growth)
• Marketing and competitive situation (e.g. marketing strategy, main competitors, alliance strategy)
• Financial performance (e.g. profitability, costs, revenues/pricing)
• Environmental policy (e.g. reduction of main impacts, off-setting)
It will be helpful to draw comparisons from rival or comparable airlines. You also need to show an appreciation of the general characteristics of the airline industry. This means you MUST make reference to general texts/articles as well as your specific airline. COVID-19 should also be considered but the whole report should not just focus on this.
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