Alitalia Industry Report

1

TABLE OF CONTENTS

EXECUTIVE SUMMARY ................................................................................................................................... 2

ALITALIA AIRLINES.......................................................................................................................................... 4

HISTORY OF ALITALIA....................................................................................................................................... 4

FACILITY OF ALITALIA....................................................................................................................................... 5

FINANCIAL PERFORMANCE............................................................................................................................... 7

ALITALIA BUSINESS UNIT AND SEGMENTATION.................................................................................... 8

INDUSTRY SCOPE.......................................................................................................................................... 10

INDUSTRY MATURITY: .................................................................................................................................. 13

GROWTH RATE: SUBJECT TO CYCLICALITY .................................................................................................... 13

INDUSTRY POTENTIAL: .................................................................................................................................... 14

PRODUCT LINE: .............................................................................................................................................. 15

NUMBER OF COMPETITORS: ............................................................................................................................ 15

MARKET SHARE:............................................................................................................................................. 15

PURCHASING PATTERNS: ............................................................................................................................... 15

EASE OF ENTRY: ............................................................................................................................................. 16

TECHNOLOGY: ................................................................................................................................................ 16

COMPETITIVE INTENSITY FORCES (PORTER)........................................................................................ 18

BARGAINING POWER OF BUYERS ................................................................................................................... 18

THREATS OF ENTRANTS/ENTRY & EXIT BARRIERS........................................................................................ 19

THREATS OF SUBSTITUTES ............................................................................................................................. 19

POWER OF THE SUPPLIERS ............................................................................................................................. 19

IMPACT OF EXTERNAL FACTORS..................................................................................................................... 19

INTERNAL RIVALRY......................................................................................................................................... 20

COMPETITIVE INTENSITY................................................................................................................................. 22

INDUSTRY ATTRACTIVENESS.......................................................................................................................... 23

BASES OF COMPETITION ............................................................................................................................. 24

THE CUSTOMER CRITERIA............................................................................................................................... 24

BUSINESS PROCESS....................................................................................................................................... 24

KEY SUCCESS FACTORS ................................................................................................................................ 27

COMPETITIVE POSITION..................................................................................................................................