1. WK11.1 Agenda No class on long weekend August 13, 2010 Revised homework, Olympic evaluation Thai airways case practice for the revised homework! Airline Industry Overview by MIT Critical Factors Measurement Thai airways situation 1 MIB, BBA 2010

2. Airline Industry What are the recent incidents affecting the airline industry? What about 9 years ago? Read the airline industry overview http://web.mit.edu/airlines/analysis/analysis_airline_industry.html http://web.mit.edu/airlines/analysis/analysis_previous_studies.html Main idea? Any idea? The challenge ahead? MIB, BBA 2010 2

3. Porter&Critical Factors Revisit the airline data project website http://web.mit.edu/airlinedata/www/Revenue&Related.html How do airlines make money? What are their expenses? How’s the profit? What are the key factors in the airline industry? Watch Porter Five forces video. MIB, BBA 2010 3

4. Headlines In three groups, review the handout sheet of the headlines news. Visit Thai Airways and other airline websites. What’s the situation of Thai Airways? What’s its current strategy? (Corporate, Business, Functional levels), What about Air Asia? Nok Air? BKK Airways? Other Substitutions? Big Group: Porter Nig Group: Strategic groups, Product Life Cycle Ed Group: SWOT All groups: Alternatives and comment: Sustainable? Partner selection? All groups: Result measurement MIB, BBA 2010 4