[영문] SAS(Scandinavian Airlines Systems) 분석

목차

1. Introduction
2. Environmental Analysis
3. Management Strategy
4. MOT & Jan Carlzon
5. SWOT Analysis & 4Ps
6. Conclusion

본문내용

SAS(Scandinavian Airlines Systems) Group
Established in 1946 as a consortium comprising three national airlines; SAS Danmark A/S, SAS Norge ASA and SAS Sverige AB
One of the founding member of Star alliance
Jan Carlzon, former CEO of SAS, took the old phrase 'the moment of truth' and applied it to business for the first time.
SAS overcame the crisis by oil shock in 1970’s successfully.

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Airlines for businessmen
- Carlzon drops the first class and replaces it with Euroclass and does not promote heavily the discount fares.
- In 1981, SAS purchases four Airbuses because to used for short flights because of their size and efficiency

Marginal strategy
They made low-fare ticket for not preferred time for business passengers.
SAS avoided the marginal revenue reaching compatible level with revenue by whole-fare ticket.

"Trim 82" Cost reduction program
Campaign for cutting down the indirect costs.
Indirect cost was reduced in the sector of administration.

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