Product details

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Abstract

In 2007, the open skies pact between Europe and US was rapidly changing the competitive scenario on transatlantic routes. The small BCO (business-class-only) carriers like Eos, MAXjet, Silverjet, and L'Avion grew significantly creating a niche market on the New York-London route. Though all major traditional carriers like British Airways, Virgin Atlantic, United Airlines and American Airlines had well-established business-class services, these new niche players successfully positioned themselves against these established players. The success of these small niche carriers forced the established carriers including Virgin Atlantic to re-assess their services and networks. In June 2007, Virgin Atlantic announced its plan to start BCO service on various transatlantic routes between New York and various European destinations. Though Virgin Atlantic held significant competitive advantages, the first mover advantage of these small niche players posed a major challenge to Virgin Atlantic. How well Virgin Atlantic can position itself in this niche market was yet to be seen.
Location:
Industry:
Other setting(s):
September 2007

About

Abstract

In 2007, the open skies pact between Europe and US was rapidly changing the competitive scenario on transatlantic routes. The small BCO (business-class-only) carriers like Eos, MAXjet, Silverjet, and L'Avion grew significantly creating a niche market on the New York-London route. Though all major traditional carriers like British Airways, Virgin Atlantic, United Airlines and American Airlines had well-established business-class services, these new niche players successfully positioned themselves against these established players. The success of these small niche carriers forced the established carriers including Virgin Atlantic to re-assess their services and networks. In June 2007, Virgin Atlantic announced its plan to start BCO service on various transatlantic routes between New York and various European destinations. Though Virgin Atlantic held significant competitive advantages, the first mover advantage of these small niche players posed a major challenge to Virgin Atlantic. How well Virgin Atlantic can position itself in this niche market was yet to be seen.

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Location:
Industry:
Other setting(s):
September 2007

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