Abstract:

Airline companies whose technology are constantly changing and evolving should identify their strengths-weaknesses and opportunities-threats and maintain their strategic analysis in this direction in order to survive as a global player and protect their competitive advantage. In this study, SWOT analysis of the global airline alliances (Star Alliance, Oneworld, Skyteam) are performed. Results of the analysis show that global airline alliances have lots of strengths such as, expanding their flight networks, sharing risks, increasing profitability and reducing costs. However, results also show that they have weaknesses such as, not providing uninterruptible undertaken travelling time to time, having difficulties due to compatibility problems between information technologies, not measuring the benefits of cooperation in a real sense. Another result emerged in the context of the study is related with the opportunities of global alliances. It is identified that global airline alliances provide many opportunities to airline companies such as, helping airline companies to make them reach economy of scale and gaining cost advantage by means of shared purchasing activities. Moreover, some threats such as, reducing consumer confidence due to weak integration among members, rising low-cost carriers day by day are also emerged as a result of the analysis.

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