CASE STUDY ANALYSIS: SKY AIRWAYS

Sky Airways is a European Airline with routes mostly at the Europe, especially serves in
daily flights to New York, Johannesburg, Mumbai, and St. Petersburg. When the last meeting
of the BoD started, Bernie Williamson expressed many concerns about customer’s complains
that his airplane receiving. Below is the answer of the Case Question:

1. What Problems does Peter Greenwood Face?

As in the case, at the last meeting of the board of directors the airline’s owner and CEW, Bernie
Williamson expressed concern at the growing number of complaints his airline was receiving
and about the on board catering. There was a link between number of complaints and
minute’s delays. It is about the food that Sky Airways served to consumer. The Consumer are
not satisfied and they complaint but in other side, the sky airways service must the needed to
provide an upgraded service for the premium-fare passengers that was to provide the
culturally sensitive’ meals. Example, flying to and from Mumbai, the food should be Indian,
while to Johannesburg it should have a distinct African flavor. Besides, they must serve the
over passengers who order special meals for religious (halal), dietary, vegetarian or allergic
reasons. Although they can specify menus, portions and costs there are inevitably wide
variations in quantity and quality loaded at various airports around the world. The last
problem also the RPK (revenue passenger kilometer) declined by 5 per cent over the past three
years.

2. If you were Peter Greenwood, what would you recommend to the board?
I will recommend to board about making operation to strategy contributor as well an
implementer. It’s the operation and its staff that deliver the service. Operation manager
are responsible for the implementation strategy such as :
a. Apply no complete meals on short hauls for tourist class passengers (service doesn’t fit
customer needs), just snacks (that need less space).
b. Reducing meal variety, increasing food quality
c. Special meals have to be confirmed during reservation
d. Request meal content’s information to the food suppliers
e. For Business Class, upgrade the service for the premium fare passengers into culturally
sensitive meals.
f. For a hot meal, they have to make a meal that can take being heated for a long period
of time in the serving container. The food is precooked and kept at temperature because
they can’t do on the spot cooking, and they don’t have the energy budget to cook then
refrigerate then reheat.