DISSERTATION PROPOSAL Harvard Case Solution & Analysis

DISSERTATION PROPOSAL Case Solution

Introduction

            The global airline alliances argue that the strategic alliances are performing well and together these strategic airlines account for two thirds of the total air travel. However, many issues and problems within the global aviation and the changes in the various forms of the partnerships have started to threaten these alliances. For instance, recently there has been a growing number of the joint ventures and many of these have been formed within the strategic alliances(PWC, 2015).

The resurgence of the equity alliances between the airline companies for cost synergies is another important change affecting these alliances. The evolvement and rapid growth of the low cost carriers such as Ryanair and Easyjet have also transformed the global aviation sector. Lastly, there are also new forms of alliances which are being created such as the creation of Dubbed Airlines for Europe (A4E) for fighting high airport costs and combating the competitive skies have emerged(CAPA, 2016).

These various forms of strategic partnerships have been evolving within the global aviation due to a number of reasons. Some of the reasons include growing pressure to improve operational efficiency and reduce the overall airline costs, shifting the airline landscape, fighting against the competition and increasing expectations of the customers(Alliances, 2016).  These all are threatening the three major alliance partners Sky Team, Star Alliance and One World. As a result, the future growth prospects for these three alliances seem to be limited and they have fully capitalized their benefits.

Problem Statement

            The purpose of this research study is to review the current strategic positions of the three strategic airline alliances, Sky Team, Star Alliance and One World and determine their long term growth prospects and whether they are relevant given the current changes taking place in the global aviation.

Research Questions

The research questions which would be addressed through this research study are as follows:

Q1: What is the current status of the airline partnerships in their various forms and shapes?

Q2:What are the future growth prospects for the three major strategic airline alliances?

Q3: What are the best strategies and recommendations for the right strategic direction for the three major strategic airline alliances?

Preliminary Research Methods

            For the purpose of this research study, qualitative methodology would be followed by reviewing the past literature on the evolution and emergence of the strategic airline partnerships. The relevance of the qualitative methodology lies in the fact that, this research design will provide us with the required potential for making major contributions to the exercise of strategic decision making for each of the three strategic airline alliances.

This is the reason we will be following an exploratory approach and a descriptive design (Williams, 2009). The sources of information which we would be using in this research would be secondary sources of information. These would include the research articles published in the journals of repute, articles, whitepapers, reports published by the consulting airline companies and the relevant aviation bodies. Furthermore, we would also access the published reports and the knowledgeable insights by academia. Finally, the past research or dissertations done on similar topics will also be explored.

Global Issues in Aviation

            The global airline industry is amongst the most vulnerable industry to the local and the global shocks. The global airline companies are agile to the hedging risks associated with the oil prices cash reserves, leadership style and implementation of the strategies as the events unfold....................

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