Sas Marketing Review

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Background of Scandinavian Airlines System (SAS) Scandinavian Airlines System (SAS) began in 1946 from the merger of the Danish airline (DLL), Norwegian airline (DNL) and the Swedish airline(ABA) to operate overseas services for Sweden, Norway and Denmark. Company mission “Offer competitive air connection within between, to and from each of the three Scandinavian countries (Sweden, Norway and Denmark) partly using its own aircraft, and partly together with selected partners.” Critical issues facing up until 1981 1. Highest …

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…is trying to achieved is by using this integration strategy by merge with others airlines. Several attempt have been made since airlines early set up. This strategy will reduce the pressure between their competitors and reduce their expenses in order to compete with other airlines. At the time of this report is written, SAS have formed up one of the strongest cooperation named “StarAlliances” which create many benefits to both business and consumers. ------------------------------------------------------------------------ **Bibliography**