| Summary: | In the face of numerous challenges that organisations encounter they cannot survive
independently of the industry in which they operate. Constant interaction with industry role
players and the ability to adapt and align organisational strategies to changes within the industry
are instrumental to improved profitability. This study aimed to better understand the impact that
industry role players have on their profitability and competitiveness in a volatile environment.
Such an appreciation will assist organisations to continuously adapt their strategies to industry
variations. The airline industry was selected because of its volatility that has seen a decline in
the profitability of airlines operating worldwide; and Air Zimbabwe in particular because of the
extreme macro and micro environmental forces under which it operates. Zimbabwean aviation
industry employees' in current employ at Air Zimbabwe, employed by foreign airlines, travel
agents, ground handling agents and aviation regulators were interviewed. The impact on
competitiveness and profitability of six major industry role players (competitor airlines, suppliers,
buyers, substitute products, new entrants and regulatory authorities) in the airline industry was
analysed. There was general consensus among respondents that industry role players strongly
impact on both the profitability and competitiveness.
|
|---|
