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The increasing need to travel and lifestyle changes of society has made airlines industry one of the most demanded and competitively positioned. Development of the current strategic potential of airline organization is a central issue for its senior managers.

Choose an airline company that you have some basic familiarity with. It could be Qantas, Swissair, Singapore Airlines, Qatar Airlines, Malaysian Airlines or AirAsia for example. Critically evaluate the organisation's current external and internal strategic position, strategic choices and its implications in view of the industry life cycle.

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