Implementation of Porter’s Generic Strategies in International Airlines Industry Post-Covid-19 Pandemic (Case Study: Qatar Airways and AirAsia)

Airlines Industry was severely impacted by the COVID-19 pandemic. However, there are several airlines that bounced back with excellent performance in the post-pandemic due to the implementation of effective strategies in those companies. This research examines the implementation of Porter's generic strategies in the international airlines industry post-COVID-19 pandemic. The paper uses Qatar Airways and AirAsia as case studies and their annual report as the supporting data. As a result, Qatar Airways has adopted a differentiation strategy, while AirAsia has adopted a cost leadership strategy. Both strategies have been successful in the post-COVID-19 era. The paper concludes that the best strategy for an airline will depend on a number of factors, including the airline's target market, its financial resources, and the competitive landscape.