Case Study: Star Alliance in 2020

1- Macro-environmental analysis: Analysis of the Industry the company operates in; tools to consider include: - The opportunities and threats from the SWOT analysis. - Factors that affect the competition within the industry such as suppliers and customers.

2- Analysis of the internal operations of the company: Analysis of the Star Alliance network's operation; tools to consider includes: - The strengths and weaknesses of the SWOT analysis. - Operating performance -including financial health of the Star Alliance network. - Value chain analysis (assess operational and functional strategies such as finance, operations, and HR).