营销组合策略德国某航空公司成功创新案例分析.pptVIP

Appendix:Roland Berger Partner success story: Turn-around of Lufthansa German Airlines- 1 -Restructuring LH case study: The starting point- 2 -Restructuring The critical economic situation of Lufthansa in 1991 and 1992 demanded radi-cal and lasting measures to guarantee the company’s future competitivenessSince 1990 the operation profits had been negative and had continued to worsenThe intensity of competition and extreme cost pressure were increasing in the aviation industryThe Lufthansa board therefore decided on a radical, three-stage program to guarantee future competitiveness:down-sizi