Aer Lingus too has evolved in the constantly changing market place, interestingly the changes taking place has seen the carrier literally going back to the future, by adopting elements of it’s past business models ,and combining them with the latest trends in the industry, particularly with demand management and information technology.
The airline under the leadership of Christoph Mueller ,the carrier has re-positioned itself as a ’Value Carrier’ adopt facets of the low-cost business and full-service business models, to differentiate itself in the market-place, dominated by low cost carriers.
The carrier began it’s journey back to the future by moving away from the Low-Cost Business model by re-focusing on the strength of it’s brand in customer service, re-connecting with its customers, rather than competing directly against Ryanair on price.
The carrier hast returned to the turboprop through its franchise agreement with Aer Arann to operate the Aer Lingus Regional using a fleet of five ATR72s from bases in Cork, Dublin and Shannon commencing operations on the 28th of March 2010.
The launch of Aer Lingus Regional was nine years after the last Aer Lingus Fokker F50 EI-FKE was retired service from service on the 22nd of April 2001, with the introduction of Aer Lingus Regional the carrier has come full circle. Aer Lingus Regional continues to go from strength to strength , with the carrier winning back market share from Ryanair, on the Dublin to Glasgow route.
The closure of SR Technics Ireland Ltd in 2009 saw Aer Lingus re-assume Hangar 6 which lead to the formation of a new company Aer Lingus Ireland Ltd being created to manage the line maintenance requirements of the parent company, in-sourcing work which was previously outsourced to SR Technics.
In addition to providing line maintenance functions , the hangar will later this year become the HQ for the carrier, when the Head Office Block (HOB) is vacated and handed-back to the Dublin Airport Authority (DAA) by the end of the year This will yield further cost savings and efficiencies of the carrier.
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