Mapping Competitive Advantage

Consider how European Airline Industry companies compete.

1. First, list a range of them – big and small
2. Use 5 Forces to critically analyse the relevant industry wide factors faced by the airline industry today.
3. Consider if they compete on differentiation or cost/broad or narrow focus
4. Provide a graph/chart summarizing the competition of the industry based on your analysis
5. Using this analysis, develop a strategic group map of the European Airline Industry as a whole
6. What does this analysis tell you about the industry and companies within it?