Background:
Air Traffic to and from Malta has grown significantly over the last few years. At the same time, Air Malta (the National Carrier) has continued to lose market share to competitor airlines.
Task Guidance:
You are required to undertake and write a market analysis report on the Maltese aviation market. The report (2500 words including tables and diagrams but excluding appendices and references) should cover the following key areas:
Market Analysis (45%):
What is the demand profile and competitive environment of the current aviation market in Malta?
What are the key factors that have historically driven demand in this market?
Have traffic trends been consistent ?
What is the forecast for the future in the short, medium and long term ?
What are the opportunities, challenges and threats to the market ?
Analyse and critically evaluate the importance of different factors that could influence the demand for air transport to/from Malta in the future.
Forecasting (45%):
a) Select and make a forecast for ONE route that is currently operating from Malta for a three year period from 2020 to 2022 inclusive.
b) Select and make a forecast for ONE new route that is not currently operating from Malta for a three year period from 2020 to 2022 inclusive.
c) Select TWO routes that are currently operated by at least TWO airlines from Malta and calculate the airlines projected individual market share using the QSI index for 2020. You should consider the different elements of the QSI index and which factors should be included in your projections for the most accurate result.You may assume that the frequency, timings, fares and aircraft type employed are as per 2019.
Sample Solution
