COMPETITION IN INTERNATIONAL AIRLINE MARKETS: BUSINESS MODEL MANAGEMENT
Abstract
Objective. The article is devoted to the study of ways of gaining competitive advantages of domestic airlines and the analysis of competitive advantages on international airline markets, taking into account their business models. The authors, based on the analysis of the air transport market, compiled a SWOT matrix - an analysis for the airlines "Ryanair", "Southwest Airlines" and PrJSC "UIA", which shows weaknesses and strengths, opportunities and threats. Results. Ryanair's business model has proven to be a testament to their innovative approach to the highly competitive air travel industry. By redefining low-cost air travel and constantly improving the customer experience, they not only managed to dominate the European market, but also expanded their operations worldwide. Southwest has proven to have a winning formula that combines process, people and purpose, with the airline's specialty in responding to the changing competitive landscape of its core business and being able to say no. Practical significance. The author's research and analysis of the activities of PJSC "UIA" showed that the company, despite its strong position on the market, has important shortcomings that greatly hinder the company's development. At the same time, the analysis of the business models of Ryanair, Southwest Airlines and UIA PrJSC shows that in the post-war period and the period of recovery of the domestic aviation industry, the main consideration is the creation of a competitive environment in the air transportation market in Ukraine.
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