Business Case Studies, Managing in Troubled Times Case Study, Keeping Swissair, in the Air

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Managing in Troubled Times Case Study

Case Title:

Keeping Swissair in the Air

Publication Year : 2006

Authors: Mr. Philip Anil Kumar, Ms. Mridu Verma

Industry: Transportation


Case Code: TRT0045P

Teaching Note: Not Available

Structured Assignment: Not Available

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Swissair was an award winning European airline owned by SAir group. This case presents the history of Swissair and the issues that resulted in its downfall. The strategies adopted by Swissair have been presented in the case.

Pedagogical Objectives:

  • To discuss the dynamics of the commercial aviation industry
  • To understand the factors leading to collapse of Swissair
  • To discuss the attempts made by Swissair to make a turnaround.

Keywords : Swissair; Commercial Aviation Sector; Swissair’s Bankruptcy; Swissair’s Business Strategy, Effects of liberalisation on Swissair; Swissair’s turnaround; European Economic Area; Managing in Troubled Times Case Study; Alcazar Project; Hunter strategy; Qualiflyer Alliance; Hub and Spoke; Crossair


  • Introduction
  • Background
  • Swissair's business strategy
  • Alliance Strategy
  • The Hunter strategy
  • The Qualiflier alliance

  • Changing market conditions
  • The Downturn
  • Project Phoenix- The revival plan
  • Formation of Swiss International Airlines
  • The saga of troubled airlines

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