Airline-within-Airline business model and strategy: case study of Qantas Group

The increase of the aviation industry in recent years has led to the expansion and integration of people and various cultures. Aviation is a consistently growing, especially in modern times. This study briefly reviews the literature regarding the Airline-within-Airline (AwA) business model and strategy. Bringing together the conceptual differences of business models, the main elements of this model were highlighted. 

The authors seek to provide insights into the AwA business model allows both airlines to operate efficiently with dual-brand strategy. An in-depth case study of airlines was conducted by two airlines \x96 Qantas Airways and Jetstar Airways \x96 that present AwA business strategy. Using comparison analysis, SWOT analysis, Business Model Canvas, Boston Consulting Group matrix, and Game theory, the main attributes of a successful approach for AwA business model were identified based on the Qantas Group. The framework of optimal strategy for the Airline-within-Airline business model presented was based on network, scheduling, pricing, distribution, and airline capacity.

Keywords: business model, airline, airline-within-airline, strategy, game theory, Qantas Airways, Jetstar Airways 
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