Airline Company Strategy

2 questions, 650 words for each answer. Q1: Assume you are the revenue manager of an airline flying from Sydney to Kuala Lumpur. Try to target more the business passenger market by adding value to the product (showers in the aircraft, etc.). As this costs money, he wants you to find ways to increase the yield from those passengers. Please discuss strategies and tools that you could use in order to achieve this and also discuss which conditions would have to be fulfilled in order to make your model work. Please use at least one real world example when providing your answer. Q2: Air freight has been a success story during the COVID-19 pandemic. Do you think that will continue once we get back to normal and if not, what can airline management of combination carriers do to keep air freight relevant and profitable? Discuss this also in the context of having to compete/cooperate with freight forwarders and integrators.

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