From the birth of planes to the conquest of space, the sky always fascinated people. In century, the air transport became a major industry of the world economy. The spectacular growth of this sector created 500 airline companies which are present in the quasi-totality of the countries of the world and flying over the whole planet. The air transport became omnipresent in our lives, it is the most borrowed mode on the journey of long distances. However, this sector is very complex, sensitive to numerous external factors (economic growth, regulations, price of fuels). Thus, in front of a strong competitive environment, the traditional companies are forced to strengthen their competitiveness to remain, what implies from their part to adopt new strategies.
This is the case of the Irish companie : Aer Lingus.
Aer Lingus is the national companie of Ireland created on May 22nd, 1936. The planes of the companie, always decorated with a green clover, fly from the Cork and Dublin airports towards Great Britain, Scotland, Europe and the United States. In 40s and 50 the companie has already spread its network to the cities of Brussels, Amsterdam and Rome. Among the numerous destinations we so find Manchester, Glascow, London and New York. It enlarged its european network for the scheduled flights, to be able to compete on the European market with its competitors of the cheap companies that is Ryanair and Easyjet.
Nowadays, air market is competed with low cost companies, which offering cheap tickets. That’s why, national companies tries to be always more competitive adapting their prices. Today, Ryanair and Aer Lingus are the main operators for the short flights with destination and from Ireland and mutually compete on these connections.
As far Aer Lingus is concerned, the Irish companie knows important financial problems. Indeed, its turnover dropped by 16% in one year. Consequently, the companie had to suspend a part of its flights towards United States. Moreover, it