Flybaboo: How High Can It Fly? Case Solution & Answer

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IMD-3-1526 Â© 2005
Benoit F.; Constantinou, Leleux, Bourgeois, Dinos; Henri

The story of Flybaboo; a specific niche airline company start-up in a congested market; supplies students with the chance to analyze subjects such as market entry; competitive technique; item distinction and positioning; branding; and entrepreneurship.

Flybaboo is an interesting example of a brand-new entrant in a fully grown market going through transformation; where the typical difficulties dealing with entrepreneurial activities are intensified by an intricate governing environment and possible competitive hazards from both a developed (however decreasing) competing and incumbent start-ups. The creator of the business smartly integrated relatively reputable company practices into a brand-new client “value proposal” with high attract a service-minded customer specific niche.

To puts it simply; the case supports the principle that a unique value proposal can be developed without “special” elements; with the viewed value coming mainly from a special mix of non-novel elements. The case works as a perfect base for talking about the problems such as: 1) performing a market analysis in a quickly altering environment; 2) comprehending the aspects of a client value proposal; 3) developing and keeping a competitive benefit.

Subjects: Niche airline; Start-up; Competitive strategy; Market entry; Product differentiation and positioning; Customer value proposition; Branding; Entrepreneurship
Settings: Europe; Switzerland; Airline; 2004 sales: CHF 11 million; 2003-2004