Collapse of Monarch
Tuesday 3 October 2017
DR NEIL Robinson, tourism expert from the University of Salford Business School, comments on the issues which have caused Monarch airlines to collapse.
He said: “Whilst Monarch have provided a great service over the years, the issues of market identity has caused the company many sleepless nights.
“Stuck in two markets, the Monarch product has not fared well. Take for example one of its targets, the budget airline market, which includes key rivals such as EasyJet and Ryanair who do great business and know how to fully exploit that market.
“And the other market that Monarch was involved with is the leisure travel one, which has key players such as Tui and Thomas Cook who also know how to operate in such a market and are fully focussed on that. Monarch has tried to operate in both and there-in lies the problem. They have had no clear market to focus on and have been unable to tailor their offer enough for either.”
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Sam Wood
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