(University of Management and Technology, 2016) Ahmad, Bilal R.
Strategy is about choosing a unique and valuable position, making trade-offs and creating a strategic fit among various activities that are being done in an organization. This paper will focus exclusively on first part of above mentioned definition of strategy. Porter’s Five Forces Model is used as a tool to analyze the external environment of airline industry. This Five Forces Model includes threat of new entrants, bargaining power of buyer, bargaining power of supplier, threat of substitute offerings and rivalry among incumbents.