Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 16 pages
Data source: Published sources
Share a link:
https://casecent.re/p/20141
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Abstract
For 14 years, Independence Air had operated as a regional carrier, under the name of Atlantic Coast Airlines (ACA). However, in June 2004, ACA was re-launched as a low cost carrier (LCC), Independence Air under its CEO (Chief Executive Officer) and Chairman Kerry Skeen. The case discusses the steps taken by the management to transform the regional carrier to a LCC focusing on the operational, marketing and branding aspects. The case also focuses on the competitive landscape in the US airline industry. The case has scope for discussion on the following points: (1) the challenges that the airline might face transforming from a regional to a low cost carrier; (2) the feasibility of the model being used by Independence Air of using both smaller regional jets and larger airbus to operate a low cost airline; (3) the strategy being employed by the airline to stimulate traffic in the regional and major cities; and (4) the competitive challenges it might face from the low cost and legacy carriers.
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Abstract
For 14 years, Independence Air had operated as a regional carrier, under the name of Atlantic Coast Airlines (ACA). However, in June 2004, ACA was re-launched as a low cost carrier (LCC), Independence Air under its CEO (Chief Executive Officer) and Chairman Kerry Skeen. The case discusses the steps taken by the management to transform the regional carrier to a LCC focusing on the operational, marketing and branding aspects. The case also focuses on the competitive landscape in the US airline industry. The case has scope for discussion on the following points: (1) the challenges that the airline might face transforming from a regional to a low cost carrier; (2) the feasibility of the model being used by Independence Air of using both smaller regional jets and larger airbus to operate a low cost airline; (3) the strategy being employed by the airline to stimulate traffic in the regional and major cities; and (4) the competitive challenges it might face from the low cost and legacy carriers.