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    Case Study

    Transavia (A): Building a digital airline ecosystem

    By Carlos Cordon and Edwin Wellian
    11 pages
    June 2017
    Order this case study
    Reference: IMD-7-1908

    This two-part case series follows the dilemmas that Mattijs ten Brink, CEO of Transavia, is facing at deciding which path he should lead his team, to keep their journey as an independent airline company going strong for a longer period of time. Transavia is a subsidiary of the Air France-KLM airline group, providing low-cost “point-to-point” flights to destinations in Europe, Africa and the Middle East. The company is facing stiff competition from other European low-cost airlines with larger fleets and lower cost bases, while its parent company restricts its growth potential by limiting the number of main departure hubs and by deploying a different brand strategy for its low-cost long-haul flights and local regional flights. CASE A sees Mattijs at a crossroad in deciding which software company to choose to build a new digital ecosystem for Transavia to provide its employees with accurate and real-time data at each customer touch point, so that they can make better informed decisions and offer their customers relevant services and sales throughout the entire customer journey. This would be one of the company’s biggest IT investments in its 50 years of existence and key to achieve its ambition of becoming Europe’s leading digital airline. Mattijs can take the short cut to improve his revenues faster and please his commercial teams, or take the long route to spend more time on building customized solutions and please his operations teams. Any decision will likely upset several of his team members, so Mattijs has a personal stake in making sure that he chooses the right path forward.

    Learning Objective

    CASE A: We observe an everyday situation for executives of selecting between two software companies. There is not one obvious choice and everyone is looking at the CEO to make the final decision for which he/she will also be accountable. In this case we learn about the different criteria the CEO can use to justify his/her decision and how effective decisions can be made.

    Keywords
    Digital Economy, Customer Experience, Operational Excellence, Customer Relationship Management, Digital Business Agility, Revenue Management, Application Development, Agility, Structure, Organizational Change, Board, Decision, Information Technology Infrastructure, Lean Management, Big Data, Low Cost Airline, Digital
    Settings
    Europe
    Transavia, Air France-KLM Group, Travel and Leisure, Airlines and Aviation
    2015 - 2017
    Type
    Field Research
    Copyright
    © 2017
    Available Languages
    English
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    Video
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    This case study is part of a series
    • Transavia (A): Building a digital airline ecosystem
    • Transavia (B): Looking for the next destination
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    • Transavia (B): Looking for the next destination
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    All case studies
    Transavia (A): Building a digital airline ecosystem
    By Carlos Cordon and Edwin Wellian
    Case reference: IMD-7-1908 ©2017
    Summary
    This two-part case series follows the dilemmas that Mattijs ten Brink, CEO of Transavia, is facing at deciding which path he should lead his team, ...
    Read more
    Reference IMD-7-1908
    Copyright ©2017
    Copyright owner IMD Copyright
    Organization Transavia, Air France-KLM Group
    Industry Travel and Leisure, Airlines and Aviation
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Digital
    Browse all topics
    Transavia (B): Looking for the next destination
    By Carlos Cordon and Edwin Wellian
    Case reference: IMD-7-1909 ©2017
    Summary
    This two-part case series follows the dilemmas that Mattijs ten Brink, CEO of Transavia, is facing at deciding which path he should lead his team, ...
    Read more
    Reference IMD-7-1909
    Copyright ©2017
    Copyright owner IMD Copyright
    Organization Transavia, Air France-KLM Group
    Industry Travel and Leisure, Airlines and Aviation
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

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