Five Star Alliance Case Study | Fujitsu Glovia, Inc.
Strategic Alliance — Whirlpool Corporation and Inland Steel CASE Faced with intense competition, increasing expectations from customers, reduced product life cycles, and localized geographic markets, Whirlpool Corporation a Fortune manufacturer of appliances realized that the need to achieve a competitive advantage from its sourcing and material efforts was greater than ever. Part of the strategy to achieve this advantage involved pursuing an alliance with a key steel supplier. How do we provide the supplier with evaluations to ensure that this alliance continues, with regard to continuous performance, goal achievement, and commitment? Whirlpool realized it needed to reduce the number of steel suppliers it used and locate a supplier with a common desire to enter into a longer-term alliance. At the same time, top executives realized that in order to obtain these benefits, it was important that the supplier partner perceive value in the relationship.
In BAA and the Star Alliance network, established in as the first rely global airline alliance to offer worldwide reach and seamless service to the International traveler, signed a memorandum of understanding that would result In Star Alliance moving into Terminal 1 at Heathers Airport. Terminal 1 had previously been for short-haul European destinations only, but the introduction of Star Alliance meant that International passengers would now also be using the terminal. This work was required to facilitate the move by a number of Star Alliance airlines who were moving their operations from Terminals 2 and 3 to Terminal 1. The successful implosion of this project was the enabler for the complete transformation of Heathers Airport that is used by more than 90 airlines, which fly to more than destinations worldwide. As well as a commitment to completing the project within a very strict deadline, health and safety Issues were also a big concern given that the project had to be delivered within a live operating passenger terminal.
There were many elements that influenced the decision of bounding airlines such as to gain the competitive advantages by code-sharing to make growth in market share. Many alliances were created back then, but later they consolidated and formed five big alliances that exist till today and one of. External risks Fuel cost, airport user and air navigation fees, foreign exchange, Aeroplan, Star Alliance, key suppliers, regional carriers, economic and geopolitical conditions, competition.