This paper looks at the present marketing strategy of Lufthansa German Airlines. It finds that the company's current strategy is positioned around quality conscious consumers and closely linked to the overall strategy of the Star Alliance. Lufthansa is constrained in what it can presently do, largely because of its external environment. However, it is currently in a position of strength with favorable trends influencing it from within and without. The recommendation is basically for a continuation of its current strategy with an increased effort to include price conscious consumers that could eventually be included in its target market strategy. 11 pgs. Bibliography lists 3 sources.
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