An overview of the European low-cost carrier (LCC) market
: identifying sources of competitive advantage

  • João Pedro Branco de Oliveira (Student)

Student thesis: Master's Thesis

Abstract

This paper explores the low-cost carrier (LCC) reality in Europe by interrogating the main sources of competitive advantage and considering what major players should do to increase market share inthe aftermath of the COVID-19 pandemic. By applying a standardized score methodology, this study took into account 25 variables to measure dimensions of competitive advantage and relative competitive positioning using published data sources from companies. The study further analyzed correlations between different indicators and confirmed strategies LCCs employ to maintain competitive positioning. Ryanair was considered the “lowest-cost carrier”, having the best competitive position in Europe, while WizzAir also displayed some promising indicators. easyJet exhibits indications that it is deviating from a pure low-cost model and employing strategies leaning towards a more hybrid business mode.
Date of Award25 Jan 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPeter V. Rajsingh (Supervisor)

Keywords

  • Competitive advantage
  • Competitive position
  • Carriers
  • Low-cost
  • Ryanair
  • WizzAir
  • EasyJet
  • Performance
  • Product and organizational architecture

Designation

  • Mestrado em Gestão e Administração de Empresas

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