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1.0 Introduction The competition in Airline industry is now rising which make it harder and harder for those Airline corporation to survive. Scandinavian Airlines System (SAS) is an airline business which was founded in early 1946. SAS has made a huge successful change to overcome its problems through recession period. This successful change has a big contribution of Jan Carlzon who is a CEO of SAS. Nowadays, after a vertical integration revaluation, SAS has expanded their business into International Hotel (SIH) and Service Partner (SSP) such as catering and restaurants. The main aim of this report is to analyze the problems that SAS faced as well as identify the solution approaches that had been used by the company, especially the vertical integration. In order to analyze those problems, the report will apply SWOT analysis, PESTEL analysis and Five Porter Factors analysis.
2.0 Analysis
2.1 Analysis SWOT is stand for Strength, Weakness, Opportunities and Threats. According to Robert (2004), SWOT analysis aims to identify as well as analyze internal strengths and weaknesses of a company. It also analyzes opportunities and threats that the environment has on a corporation. SWOT analysis can help companies to enhance their strengths and opportunities as well as minimize their weaknesses. Due to Nadine and Anne (2007), SWOT is a useful tool for decision making. In addition, by applying SWOT, company is able to avoid the unworkable constellations of threat and weakness. However, as SWOT analysis result is based on analysts, lack of skills and experiences can lead to bad analysis. It can result in wrong decision making or wrong business strategies. Base on the SWOT analysis (Appendix 6.1), the strength of SAS includes its early establishment in 1946. This earlier establishment led to its numerous first in early year of air-travel such as pioneered the

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