TAP Air Portugal
: adaptive strategies due to the pandemic of Covid19

  • Afonso Duarte Caetano da Costa Ramalho Ortigão (Student)

Student thesis: Master's Thesis


This thesis is going to be presented in the form of a case study. The main goal is to study how TAP Air Portugal adapted its core business in response to the pandemic of Covid19. Furthermore, the case will also explore important topics such as what are adaptive strategies, the concept of competitive advantage and the ability to understand environmental and consumer habits changes. TAP Air Portugal had to make some important and crucial decisions that have had an influence in the way its business works and that will be highlighted in this case. Adding to it, TAP Air Portugal adaptive strategies will be compared to the entire industry. This comparison is crucial to understand the entire market and if the strategies taken by TAP Air Portugal were the more suitable ones. In order to have a deeper knowledge regarding the strategies taken by TAP Air Portugal, an interview has been conducted with the Marketing Manager of the company, Dr. Paula Canada Adding to the case study, there will also be developed some theorical concepts that may come as a hand to better understand the case study. The goal here is to provide the tools and all the necessary material to have complete knowledge of the case. Giving suggestions, personal opinion and any type of explanation will be given as a conclusion, after the elaboration of the case study and the theorical concepts.
Date of Award29 Apr 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorNuno Cardeal (Supervisor)


  • Crisis
  • Strategy
  • Competitive advantage
  • Consumer habits
  • Change
  • Different environment
  • Ability to adapt
  • Differentiation


  • Mestrado em Gestão e Administração de Empresas

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