Lufthansa 2012 Harvard Case Solution & Analysis

The biggest airline group on the planet, Deutsche Lufthansa AG is threatened by enormous changes in the worldwide competitive landscape. Turkish Airlines, Emirates, Etihad Airways and Qatar Airways, together with three big Gulf carriers, now are ready to get in the competition with Lufthansa on the traditionally profitable long-distance market segment. The Chairman of the executive board and chief executive officer has to act quickly if Lufthansa has to maintain its place. Having discounted the danger from low-cost airlines previously, Lufthansa must now be better prepared to respond. It is essential that sufficient strategic options are found by Lufthansa for sustaining and further expanding its market-leading position.

This is just an excerpt. This case is about STRATEGY & EXECUTION

PUBLICATION DATE: June 18, 2015 PRODUCT #: W15243-PDF-ENG

 

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