Discussion

Question 1

What is the third strategy found from the analysis, that did not obtain strategies fit and why is it important?

Answer 1

The green transitioning strategy.

• Focus on environment, investments in CSR
• Great potential in accounting for millennials loyalty on a more long term basis

Question 2

What are the pros/cons of the 3 proposed strategies?

Answer 2

Pros = they all account for the millennial trends (environmental focus, influencer marketing, loyalty program), first two can be implemented quickly, last one has a much greater effect in the long run (cost savings, millennials)

Cons = they all only work in a best case scenario due to increasing costs in marketing, improvements of loyalty programs and green initiatives, the last one is very costly

Question 3

What are SAS’ current strategy? (Pros/cons)

Answer 3

1) Preferred airline for Scandinavian frequent travelers
2) Modern single-type airbus fleet
3) Fully competitive operating model
4) Demonstrate global leadership in sustainable aviation

Pros = close relationship with EuroBonus customers, lower fuel consumption, efficiency improvements

Cons = issues with brand perception and reputation, paused green initiatives, comprehensive process to implement many initiatives

Question 4

Have SAS’ own strategy provided good strategizing?

Answer 4

• Provided several options with solid formulations
• Actionable
• Less straightforward due to many initiatives
• In line with their internal goals of being a Scandinavian market leader and external focus on environmental issues
• Quantifiable

= good strategizing

Question 5

Is the green transitioning strategy good strategizing?

Answer 5

• Robust
• Extension of SAS’ current business
• Not very adaptable due to the heavy investment cost
• Trustworthy

= Good strategizing

Question 6

Is the two proposed strategies good strategizing?

Answer 6

• Trustworthy
• In line with SAS’ current business with focus on Scandinavia and loyalty programs

= good strategizing

Question 7

What is the conclusion on the 4 different strategies?

Answer 7

They all have great potential for accommodating the changing consumer trends and overall changed consumer behavior caused by COVID-19. The biggest issue is if SAS have the means to make these investments strategies happen.

• Greatest possibility of happening in a best case scenario