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Frontier Airlines In The Passenger Airline Industry Assignment Sample

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Frontier Airlines In The Passenger Airline Industry Assignment Sample

1. Introduction

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The airline industry is one of the most effective industries in the business areas because it refers to the organizations of the companies that offer the service of air transport to the customers or passengers. In this airline industry, there is a strong position of Frontier airlines where they offer the services of passenger airlines to the passengers. This is one of the low-cost airline service providers that offer passenger airline services to customers. The presence of a discount on the ticket is also beneficial to the company, as this company understands. The attractiveness of the company, Frontier, may be examined using Porter's five forces method in this project. In this assessment, the main discussion will be on the attractiveness of the passenger airline industry in the light of Frontier airlines. This discussion will involve the Porter five force analysis and its elements related to Frontier airlines. This discussion will be also supported by the different sub-points such as strategic analysis of the frontier airlines and the relationship of frontier airlines with the passenger airline industry. There will also be a discussion of the possible way to improve the strategic decision of the frontier airlines and their future growth.

2. Industry and the Frontier airlines

Frontier Airlines is one of the low-cost airline service providers that offer passenger airline services to customers. In this assessment, the main discussion will be on the attractiveness of the passenger airline industry in the light of Frontier airlines. It is mainly an American company whose headquarters is located in Denver, Colorado (Zhang, et al.  2017). They operate flights to more than 100 destinations throughout the US and 31 other global destinations. Key people of the organizations are Bill Franke as the CEO and chairman of the organization and Barry Biffle as the president of the organization. They are leading the organization in an effective and sincere way, where organization; growth is visible in the international market of airlines. They have more than 3000 staff. Through the help of them, the organization is able to provide success effectively. In the year 2018, the revenue of the organization was 2.156 billion US dollars and operating income was 120 million US Dollars, where the net income of the organization was 83 million US Dollars. This is seen that Frontier airline is one of the leading organizations that is providing the service to the customers and attracting the customers towards them. There are several strengths of the frontier airlines such as their operating brands are strong with LLC, agreement of codeshare, indigo partners, and all (Moir and Lohmann, 2018). They have associations and mergers with other airlines that have boosted their brand image and brand value. Their operational cost has been reduced due to the fleet only containing the Airbus airlines. They also have some weaknesses such as their financial performance is not good and their planning for faster expansion in the delay is hindering their rapid growth. Load factor is one of the most important factors where they are operating the passenger plane with higher capacity and their profit margin is not reaching the top (Horrace and Parmeter, 2018). Though they have many weak points, their strengths still have the ability to overcome the situation and help the organization to grow more.

3. Porter five force analysis of the airline industry

Porter's five forces analysis is one of the essential tools for organizational analysis because it refers to one of the analytical tools for the organizational current situation and their need for improvement. Porter's five forces model is an effective tool for analyzing the major competing forces at auction in the aviation business. In this section, the main discussion will be based on the five forces analysis of the passenger airline industry in the light of buyer power, supplier power, new entrants, substitutes threats, and the rivalry between competitors. These different forces are related to the passenger airline industry that will be discussed below.

Buyer power

Buyers are mainly considered as the customers and the passengers in relation to the airline industry, where it is seen that the power of the buyer is moderate to high for this airline industry. Passengers are no longer at the whim of agents, brokers, or planes when it comes to their booking needs, thanks to the advent of internet-based distribution channels. Aside from that, low-cost airlines' assistance, as well as following price wars, have greatly aided fliers. Furthermore, stringent controls on the consumer side of something like the airline industry, which means the authorities have protected customers and fliers, implies that the power dynamic has moved in their favor (Schoening and Grimaldi, 2020). According to Porter's Five Forces model, each of these causes the airline industry to relinquish power to customers, resulting in buyer power ranging from minimal to high. Nowadays it is difficult for the airline industry to find loyal customers who will come back to the same organization because people have the power to choose the organization in relation to buying tickets online by comparing the price of the different organizations (Balliauw, et al.  2018). That is the reason the power of the buyers is moderate to high, and that is leading the organizations to reduce the costs of the service and improve the quality of the service.

Supplier power

In the airline industry, there are fewer suppliers and they mainly work under the long-term contract that is the reason the power of the supplier is moderate in the airline industry. There are two types of suppliers that are currently working in the airline industry such as Airbus and Boeing. The presence of a good relationship with the company's suppliers can also make the raw materials for airline services more effective (Singh, 2021). Providers have great influence in the airline business because the key outputs that airlines have in terms of maintenance, airplanes, and labor are all touched by the external world. The price of fuel oil is influenced by fluctuations in the global oil market, which can fluctuate dramatically due to politics and other factors. Similarly, labor is susceptible to the sway of firms that routinely deal with aircraft and receive absurdly low discounts. They are mainly dealing with the long contract and that is the reason the power of the suppliers is low because they are under the long-term contract and bound to provide the material to the airline industry without increasing the cost (Arjomandi,2018). If the suppliers are interested in increasing the cost then they have to face a huge loss for the airlines, where the threats of the bargaining power can go up to moderate to high. Eventually, the suppliers are working under contract and they have limited power to increase the cost of the material, which is the reason it can be considered as low.

New entrants

For the airline company, this component is in a moderate state. Due to other businesses' aggressive entry into the Denver market, Frontier may face a severe threat. The arrangement of the board meeting by Frontier can be useful in changing the business model of the airline firm, Frontier (Bachwich and Wittman, 2017). The firm, Frontier, also reduces the cost of gasoline for airline engines. Within the airline business, the odds of entry can be significant due to differences in inefficiency. In the short term, privatization appeared to have the effect that most of its critics predicted: airplanes began to forsake less profitable routes in favor of smaller destinations. Deregulation, on the other hand, has a number of positive outcomes. It resulted in the proliferation of hub-and-spoke linkages, for example, when airlines chose major cities as operational hubs (Dada, et al . 2021). Furthermore, deregulation removed various barriers to entry into the aviation business, allowing new carriers to enter the market. Despite the fact that new entrants have increased competition, airlines have begun to reinstate routes that were previously deemed to be unprofitable.

Substitutes threats

Because there are other modes of transportation available, such as train and bus, risks to airlines may exist. Airlines can have a role in long-distance travel. However, clients in the UK have a low preference for these modes of transportation over aircraft. Alternatives and complementary assets do not pose a threat to the aviation industry in the United Kingdom because, unlike in developing countries, customers do not frequently travel by rail, bus, or car. It argues that while flying is a natural phenomenon for customers, the impact of alternatives such as commuter rail is limited (Zheng, et al.  2019). Of course, many Americans drive down, indicating that such an option poses a risk. In terms of interrelationships, the provision of services such as a free Area network, premium service lunches, and customer amenities by comprehensive airplanes does not always translate into more customers as with the preceding; flyers are tempted by lower rates rather than these qualities.

Rivalry in existing competitors

The airline industry's competitive rivalry is particularly fierce, and the introduction of a low-cost carrier may be to blame. Considering the company's tight legislation, which results in high operational costs, as well as the understanding that airline businesses follow an archaic business plan, especially during periods of rapid turnaround and limited turnover (Heshmati, et al.  2018)? Aside from that, the airline service industry is far more tightly regulated on the supply side than it is on the consumer side. In the airline sector, competition within the company might be increased if the company offers a free choice option. The Frontier firm is efficient at giving passengers discounts. The number of passengers can be increased as a result of this, and it is also more successful in obtaining the information. The number of passengers can be raised as a result of this, and the company's profitability can be increased as well. In this instance, the company's authority can provide more pampering to the passengers. When Western Pacific, a low-cost airline based in Colorado Springs, entered the Denver market in the 1990s to compete with United and Frontiers, board members recalled how the two businesses' competition had led to financial difficulties. Frontier, thankfully, appeared to be in a position to live a little longer (Blocker, et al.  2019). Frontiers were restored to prosperity in the years following Western Pacific's withdrawal from both markets.

4. Recommendation

In this section, the main discussion will be based on the possible way where this will help the organization to improve the organizational strategy and the organizational policy. These possible ways are discussed as recommendations, these are highlighted below.

  • A low-cost strategy is one of the most essential tools for the organization, where the price or the cost of the organizational service needs to be based on the low-cost service. This low-cost service will help to attract customers to the organization and increase the sales of the organizational service.
  • Customer-oriented service is another essential way to increase organizational sales, where the service needs to be customer-oriented and focus will be on the customers. This will help the organization to satisfy the customers and increase the brand reputation.
  • A Reward system is one of the most essential tools for the organization, where the reward system will help the customers to feel special. This will also help the organization to increase the number of loyal customers and increase organizational growth.

5. Conclusion

After a discussion of the above sections, it can be stated that Frontier airline is one of the low-cost airline service providers that offer passenger airline services to the customers. Changes in the service model, new leadership changes, cost-cutting transfers, solid relationships with partners, and customer-related services are just a few of the things that have changed. The inclusion of an animal in the campaign, as well as the launch of new destinations and routes, can all help to increase the company's attractiveness to the airline business. Frontier's situation in 19886 was not particularly appealing. The compensation of this airline's employees is also affected as a result of this. Due to the lack of profit in this company, its attractiveness in the productive market has dwindled. The former Frontier corporation went bankrupt, and all of its assets were lost. Then the company's new services, or frontier, can be launched with a new strategy, and the company will become more appealing. This organization can supply customers with a wide range of services. Frontier can also determine the shape of the company's environmental niche. Organizations can take help from some strategies like a reward system, low cost, and customer-oriented service, where low-cost service will help to attract clients to the company and enhance service sales. Customer-focused service will assist the company in satisfying customers and enhancing its brand reputation. Customers will feel special thanks to the reward system. This will also assist the company in increasing the number of loyal customers as well as its overall growth.

Reference list


Arjomandi, A., Dakpo, K.H. and Seufert, J.H., 2018. Have Asian airlines caught up with European Airlines? A by-production efficiency analysis. Transportation Research Part A: Policy and Practice , 116 , pp.389-403.

Bachwich, A.R. and Wittman, M.D., 2017. The emergence and effects of the ultra-low cost carrier (ULCC) business model in the US airline industry. Journal of Air Transport Management , 62 , pp.155-164.

Balliauw, M., Meersman, H., Onghena, E. and Van de Voorde, E., 2018. US all-cargo carriers’ cost structure and efficiency: A stochastic frontier analysis. Transportation Research Part A: Policy and Practice , 112 , pp.29-45.

Blocker, K., Bowen, B.D., Holt, T.B., Luedtke, J.R., Kobayashi, T., Spooner, C. and Headley, D., 2019. Quality, Performance, and Consumer Perceptions: A National Study of US Airlines.


Heshmati, A., Kumbhakar, S.C. and Kim, J., 2018. Persistent and transient efficiency of international airlines. European Journal of Transport and Infrastructure Research , 18 (2).

Horrace, W.C. and Parmeter, C.F., 2018. A Laplace stochastic frontier model. Econometric Reviews , 37 (3), pp.260-280.

Moir, L. and Lohmann, G., 2018. A quantitative means of comparing competitive advantage among airlines with heterogeneous business models: Analysis of US airlines. Journal of Air Transport Management , 69 , pp.72-82.

Schoening, E. and Grimaldi, L.A., 2020, November. Airlines Tighten Mask Restrictions, Partner With COVID-19 Testing Providers. Northstar Meetings Group.

Singh, J., 2021. ULCC Showdown: How The First Quarter Compared Among US Carriers.

Zhang, J., Fang, H., Wang, H., Jia, M., Wu, J. and Fang, S., 2017. Energy efficiency of airlines and its influencing factors: A comparison between China and the United States. Resources, Conservation and Recycling , 125 , pp.1-8.

Zheng, X.S., Graver, B. and Rutherford, D., 2019. US domestic airline fuel efficiency ranking, 2017-2018.

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