A Competitive Analysis of Airline Industry: A Case Study on Biman Bangladesh Airlines

Abstract

In the last thirty years the airline industry has seen tremendous growth. At this age of globalisation, air travel and air transport is at its peak. In this dissertation the researchers focuses on Dhaka-London route of Biman Bangladesh airlines. Biman is a small airline based in Bangladesh and here in the UK it is competing with the major Airlines in the world. It does not have any resources or capabilities compared to its competitors but surprisingly it is performing very well in this route. The researchers discuss some of the theories revolving around competitive advantage in the literature review. The researcher has tried to draw a clear picture of the types of competitive advantage and how these advantages can be achieved and sustained through adopting generic strategies. A qualitative research approach was adopted to answer the research questions, and the data was collected by giving out questionnaires to Biman customers and a semi structured interview was conducted with Biman top level executives.The findings are presented in the form of graphs, charts and tables followed by an explanation and were linked to secondary data. The results were analyzed in the final chapter and the researchers made some relevant recommendations for overcoming the deficiencies identified in the study.