Airlines perseverance remains a large and growing industry. It facilitates stinting growth, world trade, international investment and tourism and is therefore interchange to the globalization taking place in many separate industries. Today the global phone lineline industry consists of over 2000 airlines run more than 23,000 aircraft, providing service to over 3700 airports. The growth of world air travel has averages approximately 5% per year over the previous(prenominal) 30 years, with substantial yearly variations receivable to both changing economic conditions and differences in economic growth in diverse regions of the world. In Europe and North America, where the air travel merchandise is already highly developed, s downcaster growth of 4% is expected. The nearly dynamic growth is on the Asia Pacific region, expected of 9% due to fast-growing trade and investment are bring together with rising domestic prosperity. in spite of financial turmoil in the region, its expected not moved(p) on the growth.
Despite some may considered airline industry is a monopoly industry, due to most of the airliners is own and control by government, thus, people may perceive it is a profitable industry, on the contrary, airline industry has long been an unprofitable industry.
The industry is characterized by intense competitor, scourge of substitution, threat of new entry and strong buyer/provider power which lead to dangerously low profit margins. To take shape things even worse, the airline industry is overly adversely affected by volatile fuel prices, economic conditions and for certain airlines, competition from low cost airlines as a factor.
This project evaluates the demand or behaviour of pricing strategies and integration and merger act (code sharing) in airline industry, particularly, Malaysia Airlines. The price measurement will be compared Malaysia Airlines price with other premium/national carrier and also comparison of its subsidiaries, Firefly with Air Asia in term of low cost carrier.
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