TY - JOUR
T1 - Oman Air
T2 - Challenges Of Repositioning Through Business Level Strategy
AU - Rajasekar, James
AU - Moideenkutty, Unnikammu
PY - 2007/12
Y1 - 2007/12
N2 - This case study describes the journey of Oman Air, the flag carrier of the Sultanate of Oman from operating losses to profitability. The main concern of Oman Air's top management now is to consolidate these gains and to ensure sustained profitability and growth over the long term. The airline has faced challenges from existing and emerging competitors operating on both full-service and low-cost business models. In addition, the recent strategic decision of the Government of Oman to pull out of the much larger Gulf Air made Oman Air the only national airline of Oman. Oman Air now needs to reposition itself from a major regional airline to a full-fledged international airline to service the long-haul markets.
AB - This case study describes the journey of Oman Air, the flag carrier of the Sultanate of Oman from operating losses to profitability. The main concern of Oman Air's top management now is to consolidate these gains and to ensure sustained profitability and growth over the long term. The airline has faced challenges from existing and emerging competitors operating on both full-service and low-cost business models. In addition, the recent strategic decision of the Government of Oman to pull out of the much larger Gulf Air made Oman Air the only national airline of Oman. Oman Air now needs to reposition itself from a major regional airline to a full-fledged international airline to service the long-haul markets.
KW - Middle East airline industry
KW - Oman Air
KW - business-level strategy
KW - competition and environmental analysis
KW - strategic direction
UR - http://www.scopus.com/inward/record.url?scp=84990345063&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84990345063&partnerID=8YFLogxK
U2 - 10.1177/097282010700400204
DO - 10.1177/097282010700400204
M3 - Article
AN - SCOPUS:84990345063
SN - 0972-8201
VL - 4
SP - 117
EP - 141
JO - Asian Journal of Management Cases
JF - Asian Journal of Management Cases
IS - 2
ER -