C/M/207. Scandinavian Airlines (SAS): Operations and Marketing

This report gives an insight into the performance features of SAS, considering its operations and marketing strategies, including market segmentation and marketing mix. The author puts much emphasis on the comparison of SAS to two rivals of traditional full-service- British Airways (BA) and low-cost airline - Ryanair throughout the report. The paper considers the analysis of the external environment in the form of PEST framework that has an impact on the performance of SAS and the airline industry in general. The report also presents main reasons behind the success factors of low-cost airlines.