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Lufthansa Case Study

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The Lufthansa Group is the world’s leading aviation group. Its portfolio of companies consists of network airlines, low-cost carriers and aviation service companies. They operate one of the biggest aircraft fleets in the world, and are market leader with their services companies in their respective industries. The Lufthansa Group’s objective is to be the first choice for customers, employees, shareholders and partners. Seven fields of action have been defined to reach these goals, in which strategic steps are to be implemented across all segments in the years ahead, under the title “7to1 – Our Way Forward”. Increasing company value, profitable growth and customer satisfaction are the strategic pillars of the Lufthansa Group. They ensure the future viability of the Lufthansa Group, taking into account the key success factors of financial stability, market position and fleet age. The seven areas of action and their individual activities are directed at the overarching objective of ensuring that Lufthansa remains the first choice and are as follows: 1- Customer centricity and quality focus 2- New concepts for growth 3- Innovation and digitalization 4- Effective and lean organization 5- Culture and leadership 6- Value-based steering 7- Constantly improving efficiency I will explain the two strategies the company is using. First strategy is customer satisfaction and a focus on quality secure customer loyalty: 1- The Lufthansa Group will focus even more sharply on customer

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