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Authors
Advisor(s)
Abstract(s)
The following thesis, presented in form of a case study, is about the Lufthansa Group, a
successful German airline group, and its strategic decisions to face one of the biggest crisis in
history, the COVID-19 crisis. This case study is a suitable analysis tool for strategic
development on the topics of strategic alignment, competitive advantage and positioning.
Following the COVID-19 crisis, the Lufthansa Group had to implement important adjustments
and make quick decisions. Rapid changes in the environment, specifically in competition,
demand and consumer behavior, led to the need of fast repositioning to sustain competitive.
Several influencing factors had to be considered in each business unit.
After the case, further theoretical concepts are presented. These concepts allow a better
understanding of how to address the case from a pedagogical perspective and illustrate the
typology of the analysis that can be performed. The work also contains a chapter reserved for
resolution notes, which constitute the author´s analysis, being also an additional support to
instructors.
The personal opinion and the limits of the case study are given at the end of the paper.
Description
Keywords
Strategy Crisis Competitive advantage Changed environment Management Positioning Dynamic capabilities Consumer behavior