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CASE STUDY
Susan Smith, CEO of Comma Cloud meeting next week, she has to Potential Opportunities
airlines, has a board meeting coming present a turnaround strategy for your 1. Alter the revenue mix:
up—and she’s dreading the thought company.
• Segment and broaden revenue
of it. The market has already been
channels
very competitive, and then the airline
industry nosedived as the world
The Case Challenge • Justify additional costs, being
came to a halt during the COVID-19 Ms. Smith and Comma Cloud airlines sensitive to passengers and
lockdowns. This had a huge impact have identified that, in order to remain the board
on Comma Cloud’s finances. The profitable and competitive, they need 2. Enhance promotion and
epidemic has altered the way people a better strategy to deal with the communication strategies:
travel, at least temporarily, now that current situation. As a consulting • Promote sanitization strategy
social distancing has become a way partner, you are expected to perform a of the airline fleet and staff
of life. Comma Cloud is the largest detailed analysis and solution to align
with post-COVID precautionary and • Promote additional
low-cost carrier operating across
preventive guidelines and identify precautionary measures for
Europe, and Ms. Smith needs to
estimated impact on the financial in-flight catering
figure out how to steer through the
turbulence. As a CEO, Susan would health of the company. 3. Additional areas:
want to minimize the financial hit, in • Additional service lines at the
Ms. Smith identified a few areas
light of these developments as well airport
of opportunity for the airline to
as identify untapped opportunities incorporate for you to peruse,
in different segments like marketing, consider, and analyze.
logistics, and so on. At the board
High
Competitor 6, 10 % Competitor 7, 7 %
Pri ce
Competitor 5, 7 %
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