It should equally be of no surprise that as soon as the internet offered a viable alternative distribution channel, airlines would embrace it enthusiastically.
Conclusion:
Any company must seek to understand the nature of its competitive environment if it is to be successful in achieving its objectives and in establishing appropriate strategies. If a company fully understands the nature of the Porter’s five forces, and particularly appreciates which one is the most important, it will be in a stronger position to defend itself against any threats and to influence the forces with its strategy. The situation is fluid, and the nature and relative power of the forces will change. Consequently, the need to monitor and stay aware is continuous.
Overall, Porter’s Five forces model provides a valuable backcloth against which to view airline strategic decision making. Any airline strategy, if it is to be successful, must deal with a complex interplay of often conflicting