This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Rajasekar, J. Articles by Moideenkutty, U. Search for Related Content Social Bookmarking                   What's this?

Oman Air

Challenges Of Repositioning Through Business Level Strategy

Unnikammu Moideenkutty

Dr James Rajasekar and Dr Unnikammu Moideenkutty of College of Commerce and Economics, Sultan Qaboos University, Muscat, Sultanate of Oman.

This case study describes the journey of Oman Air, the flag carrier of the Sultanate of Oman from operating losses to profitability. The main concern of Oman Air's top management now is to consolidate these gains and to ensure sustained profitability and growth over the long term. The airline has faced challenges from existing and emerging competitors operating on both full-service and low-cost business models. In addition, the recent strategic decision of the Government of Oman to pull out of the much larger Gulf Air made Oman Air the only national airline of Oman. Oman Air now needs to reposition itself from a major regional airline to a full-fledged international airline to service the long-haul markets.

Key Words: Oman Air • Middle East airline industry • strategic direction • business-level strategy • competition and environmental analysis

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?