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Q1. Based on Porter's framework of Generic Strategies, which of the four generic strategies (i.e., overall cost leadership, differentiation, cost focus, or differentiation focus) do you think Allegiant Air identifies with and why? How does this strategy enable Allegiant to achieve competitive advantage in the airline
industry? Your discussion must be based on Porter's (1980) book chapter on "Generic Competitive Strategies" and supported with evidence from the case. I believe Allegiant Air uses the cost focus strategy of the four generic strategies. They aim to offer affordable flights in smaller cities or secondary markets, along with a limited number of popular vacation destinations. Additionally they have employed multiple strategies, including acquiring older model planes and removing amenities such
as hot beverages and reclining seats, to cut costs in an effort to provide their target market with more affordable fares. According to Porter (1980), the focus strategy suggests that a company can only attain a restricted market share. Allegiant seems to have grasped this concept and is concentrating on excelling in their niche market to achieve high profitability.
Allegiant gained a competitive edge through their cost focus strategy in various ways. Their ability to maintain low costs shields them from competition, enabling them to make
profits while offering the most affordable prices. If competitors attempt to match their pricing without adopting the same low-cost approach, they won't achieve the same level
of profitability. Moreover, by operating in smaller markets, Allegiant faces less competition, giving them the upper hand in dominating these routes. This advantage arises from the reduced risk of substitution they encounter.
Q2. Do you think Allegiant's business model illustrates a "Blue-Ocean Strategy"? Why or why not? If your answer is yes, how does this strategy benefit Allegiant? Your discussion must be based on Kim and Mauborgne' 2004 HBR article, "Blue Ocean Strategy" and supported with evidence from the case.
I believe Allegiant created a blue ocean within a red ocean, by carving out a unique space in a crowded market by adopting a cost leadership strategy right from the start. By doing so, they became a leader in an untapped market. "In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid". ( Kim & Mauborgne, 2004). Allegiant managed to offer sufficient motivation for individuals who refrained from flying due to the expenses, encouraging them to purchase tickets. They generated fresh demand that was previously absent in the airline industry. This exemplifies a blue ocean strategy emerging amidst a red ocean.
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