AZUL AIRLINES

The investigation in to 'Azul' airlines success in Brazil

by

Table of Contents

CHAPTER 1: INTRODUCTION1

Background of the Research1

Aims and Objectives2

Research Question4

Structure of the Dissertation4

Ethical Concerns5

CHAPTER 2: LITERATURE REVIEW7

Introduction7

Revenue Management7

Inventory10

The Consumer12

Fair Pricing14

Leadership Defined15

Leadership Implemented18

CHAPTER 3: METHODOLOGY21

Introduction21

Research Method and Design Appropriateness21

Validity and Reliability23

Data collection and Processing24

Data Analysis26

Methodological Assumptions, Limitations, and Delimitations28

Principled Assurances30

CHAPTER 4: FINDINGS31

Technical Uplifting33

Approach Opted34

CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS35

Recommendations36

REFERENCES39

CHAPTER 1: INTRODUCTION

This chapter of the research tends to develop an understanding and identify the reasons for conducting a research onto the identified topic. However, in the context of this paper this chapter would inculcate the notions related to the success of Azul airline. The nomenclature of this chapter tends to stand on the bricks of background of the research, aims of the research, research questions and structure of the study and ethical concerns.

Background of the Research

Airline Industry is evolving and as a result airlines continuously need to live up to the expectations of the customers. Azul, was born at a time when the competition was intense in the Brazilian airline industry. Therefore, to stand out amidst the other airlines Azul, adopted the fair price strategy. Nowadays airline industry has gained significance importance in everyday life of people irrespective of the field they belong to. Moreover, Airline Industry makes a big financial input in economy growth, increases employability and influences globalization. There are many airlines that are offering their services for a variable customer tastes and financial situations. Some customers are willing to pay more in return for a quality service, comfortable journey and a luxury surrounding. On the other hand there is a big demand for low cost airlines where customers are prepared for a basic service in the journey from a one destination to the other. The concept of low cost airlines had started in America and low prices were already offered in the 1950 by Pacific Southwest (Bettini & Oliveira 2008, 289-292).

On the very beginning airline industry has belonged to the government that for prices were high and competition did not existed. However, soon government allowed private individuals to have airline companies that had started a low-cost airline industry. There are many low-cost airlines that had gained trust from the customers, who are operating on the market for a long time and does not need a lot of advertising to be recognized. Thus, Azul Starting to operate in December 2008 and in just four years, Azul grown to rival the likes of Brazil's Tam Airways, becoming the third major airline in the country. Azul was the first airline in history to carry two million passengers during its first year of business. Not only the external strategies paved the way for Azul airlines to success. Moreover, Azul also focused on taking the employees on board and positioned them as internal consumers of the company. This was done in order to develop a vision which is practical and relatable as per the current market position.

Aims and Objectives

The aim of the research is to decipher the notion behind the success of Azul airlines and ...