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The document discusses strategic management examples in the aviation industry, highlighting Qatar Airways' market development strategy in Rwanda, Emirates Sky Cargo's product development with Pharma Corridors, and Lufthansa Technik's related diversification in MRO services. Each example illustrates how these companies leveraged their existing capabilities to expand their market presence and enhance service offerings. The strategies align with broader industry trends and operational goals, showcasing effective responses to market opportunities.

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13 views3 pages

A Aaaaaaaaaa

The document discusses strategic management examples in the aviation industry, highlighting Qatar Airways' market development strategy in Rwanda, Emirates Sky Cargo's product development with Pharma Corridors, and Lufthansa Technik's related diversification in MRO services. Each example illustrates how these companies leveraged their existing capabilities to expand their market presence and enhance service offerings. The strategies align with broader industry trends and operational goals, showcasing effective responses to market opportunities.

Uploaded by

tahamehmoodabbasi628
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© © All Rights Reserved
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Taha Abbasi

210791
Bs-AvM-8B
Assignment#03

STRATEGIC MANAGEMENT
1. Market Development — Qatar Airways’ Expansion into Rwanda (2019)

Strategy: Market Development

Example: In 2019, Qatar Airways launched passenger and cargo services to Kigali, Rwanda.

Justification:
This was a classic market development strategy, where Qatar Airways introduced its existing air
transport services into a new geographic market. Rwanda had relatively low competition in
international connectivity and was positioning itself as a rising regional hub in East Africa. Qatar
Airways capitalized on this by establishing early access to an underserved yet strategically
located market. This move not only expanded its African network but also aligned with
Rwanda's aviation development ambitions, including its plans for a new international airport and
growing demand for cargo and tourism-related flights.

2. Product Development — Emirates Sky Cargo’s Pharma Corridors (2016)

Strategy: Product Development

Example: In 2016, Emirates Sky Cargo launched a specialized logistics service called Pharma
Corridors for the safe and temperature-controlled transport of pharmaceuticals.

Justification:
This is a clear example of product development because Emirates introduced a new service
offering to its existing cargo market. The pharmaceutical sector has strict regulatory and
temperature-sensitive requirements, and Emirates responded by enhancing its cold chain logistics
with dedicated infrastructure and trained personnel along specific routes. This strategy enabled
Emirates Sky Cargo to capture a niche, high-value market — one that became even more critical
during the COVID-19 pandemic when global vaccine distribution depended heavily on such
capabilities.

3. Related Diversification — Lufthansa Technik (Lufthansa Group)

Strategy: Related Diversification

Example: Lufthansa Technik, a subsidiary of the Lufthansa Group, provides Maintenance,


Repair, and Overhaul (MRO) services not only to Lufthansa’s own fleet but also to airlines
around the world.
Justification:
This is related diversification because Lufthansa expanded into a business area closely linked
to its core operations — aircraft maintenance — but which also serves other airlines. This move
allows the company to generate additional revenue streams beyond passenger transport,
improves operational efficiency for its own fleet, and strengthens control over technical services.
As a result, Lufthansa reduces its operational risks and boosts its brand presence in the global
aviation support market.

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