Straight and Level Practical Airline Economics 3rd Edition By Stephen Holloway – Ebook PDF Instant Download/Delivery: 0754672586 , 9780754672586
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ISBN 10: 0754672586
ISBN 13: 9780754672586
Author: Stephen Holloway
This third edition of Straight and Level thoroughly updates the previous edition with extensive comments on recent industry developments and emerging business models. The discussion is illustrated by current examples drawn from all sectors of the industry and every region of the world. The fundamental structure of earlier editions, now widely used as a framework for air transport management courses, nonetheless remains unchanged. Part 1 of the book provides a strategic context within which to consider the industry’s economics. Part 2 is built around a simple yet powerful model that relates operating revenue to operating cost; it examines the most important elements in demand and traffic, price and yield, output and unit cost. Part 3 probes more deeply into three critical aspects of capacity management: network management; fleet management; and revenue management. Part 4 concludes the book by exploring relationships between unit revenue, unit cost, yield, and load factor. Straight and Level has been written primarily for masters-level students on aviation management courses. The book should also be useful to final year undergraduates wanting to prepare for more advanced study. Amongst practitioners, it will appeal to established managers moving from functional posts into general management. More broadly, anyone with knowledge of the airline industry who wants to gain a deeper understanding of its economics at a practical level and an insight into the reasons for its financial volatility should find the book of interest.
Straight and Level Practical Airline Economics 3rd Table of contents:
Part 1 Strategic Context
Chapter 1 Strategic Context
I The Scale of the Challenge
II Strategies and Business Models: Some Theory
Strategy
Business Models
III Airline Strategies and Business Models: What is Happening in Practice
Why Airline Business Models Have Been Changing so Rapidly
Changes in Strategy and Business Model
A Closer Look at Rhetorical Labels
Conclusion
IV. The Rest Of The Book
V Summary
Part 2 Operating Performance Drivers
Chapter 2 Traffic
I The Modelling of Demand: A Brief Refresher
Demand Functions
Demand Schedules and Demand Curves
Consumer Choice
Elasticity of Demand
II Demand and Traffic
Traffic Defined
III Identification and Segmentation of Available Demand
Segmenting Available Markets
Approaches to Segmentation
IV The Drivers of Air Transport Demand
Price
Income
Other Drivers of Air Transport Demand
Summary
V Characteristics of Air Transport Demand
Derived Demand
The Influence of Supply
Fluctuations in Demand
VI Modelling, Forecasting, and Allocating Air Transport Demand
Demand Modelling
Demand Forecasting and Allocation
VII Capacity Management: Managing Demand
Long-Run Demand Management
Short-Run Demand Management
VIII Summary
Accessible Sources of Macro-Level Traffic Forecasts
Appendix 2.1: Fare Elasticities Found in North American Studies
Chapter 3 Yield
I Price
Price Defined
Different Perspectives on the Role of Price
Responsibility for Pricing
Influence OF PRICING
Pricing and Market Segmentation
II. Tariff Structures
Passenger Tariff Structures
Freight Rate Structures
III Price Drivers
Costs
Monopoly Power
Customer Value
Conclusion
IV Tactical Pricing
Pricing as a Tactical Tool
Marginal Cost Pricing
Introducing a Fare Change
Responding to Competitors’ Pricing
V Yield
Yield Defined
Recent Yield Trends
Factors Influencing Yield
VI Operating Revenue
Components of Operating Revenue
The Relationship Between Revenue and Gdp
VII. Summary
Chapter 4 Output
I Definitions
Output
Capacity, Utilisation, and Output
Overcapacity, Excess Output, and Spoilage
II. The Modelling of Supply: A Brief Refresher
Output and Price
III Airline Output
The Heterogeneity of Airline Output
The Supply-Side Characteristics of Airline Service
IV Market Structure and Competition
Determinants of Market Structure
Generic Models of Market Structure
Competition Policy
Conclusion with Regard to Market Structure
V. Restraints on Output
Barriers to Entry
Environmental Pressures
Pilot Shortages
VI Capacity Management: The Supply Side
VII Conclusion
Chapter 5 Unit Cost
I Cost Defined
Total Operating Cost
Production Functions, Cost Functions, and the Impact of Output Decisions on Costs
II Airline Cost Classification
Operating, Nonoperating, Direct, and Indirect Costs
Alternative Approaches to Cost Analysis
III Cost Drivers and Their Management: Introduction
IV Cost Drivers and Their Management: Upstream Costs
Supply Chains and Their Management
Fuel
Airport and Air Traffic Services Costs
V Cost Drivers and Their Management: The Internal Operating System
Service Design
Process Design
Labour Cost
The Fleet
Maintenance Costs
Other Costs and Potential Costs
Productivity
Scale
VI Cost Drivers and Their Management: Distribution
The Distribution Function
Managing Distribution Costs
VII. Cost Management in Practice
Cost Management Strategies
The Lfa Model
Network Carrier Restructuring
Conclusion
VIII Summary
Part 3 Capacity Management
Chapter 6 Network Management: Design
I. Network Design
Markets and Routes
Network Economics
Types of Network
A Closer Look at Hub-and-Spoke Networks
II Network Strategies and Tactics
Network Strategies
Network Tactics
III. Network Outsourcing
Code-Sharing
Block-Spacing and Joint Services
Franchising
IV. Summary
Chapter 7 Network Management: Scheduling
I The Schedule Development Process
II Scheduling: A Response to Demand
The Theory
The Marketing Implications of a Schedule
Summary
III Scheduling: A Response to the Economics of Supply
The Costs and Benefits of Using High Frequencies to Supply Output
Resource Utilisation
IV Scheduling: A Response to External Constraints
V Scheduling a Hub-and-Spoke Network
The Impact of Network Design and Scheduling on Traffic Density
Some Other Important Hub Scheduling Issues
VI Scheduling Tactics
Frequency Domination
Challenging an Incumbent on Short-Haul Point-to-Point Routes
Incumbents’ Responses
Gds and Search Engine Displays
Conclusion
VII Interfacing Network and Fleet Management
VIII Summary
Chapter 8 Fleet Management
I Aircraft Acquisition and Financing
Aircraft Evaluation: Passenger Aircraft
Aircraft Evaluation: Cargo Capabilities
Aircraft Evaluation: Used Aircraft
Aircraft Finance
II Tactical Fleet Management
Aircraft Assignment and Routing
Floorspace Flexibility
Conclusion
V Summary
Chapter 9 Revenue Management
I Introduction
Revenue Management Defined
A Closer Look at the Objective of Revenue Management
Conditions Appropriate for Revenue Management
II Approaches to Revenue Management
Quantity–Based Approach: Capacity Allocation
Price–Based Approach: Dynamic Pricing
III Commercial Considerations
IV. Revenue Management System Components
Technology
People
Other Components in the System
V Conclusion
VI Managing Freight Revenues
VII. Conclusion to Part 3 of The Book: The Importance of Spill
Part 4 Operating Performance
Chapter 10 Strategy, Economics, and Operating Performance
I Operating Performance
II Unit Cost, Unit Revenue, Yield, and Load Factor
Unit Cost, Unit Revenue, and Margin
Yield
Load Factor
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Tags: Stephen Holloway, Airline Economics, Straight and Level