Fleets and routes have to be planned years in advance, while customer preferences can change on a whim. Economic and political factors have a huge impact on different areas of operations, and competitor activity remains fierce and ever-present.
Strategy is about asking the fundamental questions any business must address if it is to possess a clear sense of direction. Over the past few years we have put into place some major strategic developments as part of our drive to remain a leading international airline for the 21st Century. Over the next few years we will begin to witness the results.
Anyone who is interested in the airline industry is almost certain to find Strategy a fascinating environment. It is central to where we currently are as a business and where we want to be.
However, Strategy is not an ivory tower. The questions may be broad, but the answers invariably lie in the detail. We are directly linked to the businesses upon which our decisions impact, and communication has to be two way and free flowing.