Aviação comercial no Brasil: compreendendo os modelos de negócios atuais e tendências para o setor

Abstract

The proposal for development of this study is to bring in a detail the current situation of the Brazilian commercial aviation sector, analyzing economic and market aspects, besides understanding the different business models and their possible future positioning strategies by the national airlines. Knowing the extreme relevance of this modal choice to Brazil and its fragility under noncontrollable aspects or variables (such as the dollar, oil barrel, climate, regulation, etc.), we intend, through this study, to understand what are the levers to strengthen the sector and serve as a reference for companies and professionals in the segment. With theoretical basis, research and case studies of other airlines in international markets and sought to understand the local characteristics that influence the success of a certain strategy. The understanding of the positioning of the airlines operating in Brazil means understanding their difficulties and strengths, in deep. The result of this study is the proposal of a business model for the commercial domestic aviation market that is more adherent to the Brazilian reality, taking into account local particularities, such as economy, consumer preferences, local regulation and competition. That is a clearly defying environment. As a result, it is suggested to adopt an hybrid positioning of the airlines that intend to operate in the Brazilian domestic market, joining a proposal of efficiency in costs and perception of value.