Three main strategies may be followed including:
-The expansion of global route networks-Customer/marketing-orientated strategies aimed at improving service quality and-Securing brand loyalty; and cost control strategies.
Maintaining a distinctive competitive advantage in any of these areas is becoming more difficult as similar strategies are being followed by all leading airlines. A major consolidation of the airline industry, both globally and in Europe, is already underway â€” a trend which will most likely continue. As a consequence, the sector will become increasingly dominated by a handful of global mega-carriers.