How airline managers assess their competitive positions: A case study in Turkey

Abstract

This study focused on how airline managers perceive their competitive positions. Based on the perceptions of the airline managers, strengths-weaknesses-opportunities-threats (SWOT) analyses were carried out. All scheduled and unscheduled passenger carriers in Turkey were used as sample for this research. The data were acquired through qualitative research by semi-structured interviews with senior executives of the airlines. This research demonstrated how airline managers assess their competitive positions in the market. The similarities and differences related to each airlines’ strengths, weaknesses, opportunities, and threats were put forward. Interviews among managers of the airline companies operating in Turkey revealed varied perceptions on business models and airline service factors. A criteria framework for the airlines to apply a SWOT analysis was proposed.