GULF AIR IN THE EUROPEAN MARKET AN ANALYSIS OF ITS STRENGTHS, WEAKNESSES, OPPORTUNITIES AND CHALLENGES

Abstract

ABSTRACT : The European market is extremely important for the Gulf Air if we consider their large number of flights operating between the Gulf area and the European destinations. The evolving economical relationships between the European countries and the Gulf States, coupled with the recent changes taking place in Europe with regard to the E.E.C. and its single market obligations, have important impact on the policies and strategies of the Gulf Air. The recent years have witnessed unprecedented changes in the airline industry throughout the world, and airline carriers have been affected by deregulations, privatizations, socio-political and economic factors. The Gulf Air, therefore, would naturally be concerned about such changes and their implications. However, there is a lack of research in this area, and the current study addresses an environmental analysis of Gulf Air in relation to the European market position. This thesis attempts to identify some of the Gulf Air's strengths and weaknesses, as well as the opportunities and threats. questionnaires were used to collect data from 200 passengers, travelling on Gulf Air routes - Gulf-Europe-Gulf; and 100 officials from the Gulf Air, Civil Aviation Authorities in the Gulf States, Travel Agents and the Bahrain Airport Services. Structured Based on the analysis of the data obtained, certain recommendations have been put forward for the Gulf Air to help developing its strategy.