Case Study Overview

The airline industry is impacted by changes in its external environment from political, economic, social,

technological, environmental, and legal factors. These aren$$t controlled directly by the companies in the

industry, but the companies nevertheless might be forced to alter their business models, pricing, revenue,

and cost structures, etc. in response to changing conditions. Knowledge of external environmental trends

can help predict opportunities and risks. Knowledge of ratio analysis can help assess what is working in a

company$$s strategy to adapt to changing conditions.