C/M/914. Dissertation. Pricing in UK Short Haul Carrier Industry

The dissertation investigates the changes in modern airline industry after the terrorist attacks of 9/11 analysing the causes and consequences of the advent of cheap short-haul (SH) flights to small and medium size destinations. Literature is reviewed on the UK airline industry with the focus on the short haul airlines. The situation on the SH market between 2002 and 2006 is analysed using the model of Porter's Five Forces, the Diamond model, core competencies analysis, value chain analysis, etc. The factors influencing short haul airline markets are identified; the analysis of the major SH carriers is conducted including easyJet, RyanAir, bmi, and Jet2.com. Conclusions are made about the logic behind the budget airlines and the future trends in the short haul airline market.