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A key question therefore is how far a firm’s strategic decisions are shaped by the structure of the market in which it operates.
You are required to undertake a detailed examination of the changing nature of the long-haul transatlantic airline market. The market you are required to investigate comprises only the international passenger market (i.e. excluding the movement of goods by air) and will require you to discuss the existing market structure, examine the changing external environment and consider the emerging strategy of the airline operators in this sector.
A recent article is attached for your information; “Zoom to Gloom”, which provides one illustration of the current turbulent environment for the industry sector...
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