Two airlines, K and Q are interested in increasing their market shares. Airline K has three available strategies,
advertising its special fare, advertising its unique features or advertising its safety record. On the other hand, Airline Q
also has three available strategies; do nothing, advertise its special fare or advertise its special features.
The matrix below shows the gains and losses associated with the different available strategies in millions of shillings.
Positive values favour Airline K and negative values favour Airline Q.
| | Airline Q |
| | Q1 | Q2 | Q3 |
| K1 | -30 | 0 | -90 |
| Airline K | K2 | -40 | -15
| -20 |
| K3 | 80 | 20
| -50 |
Where: K1 = Advertise special fare.
K2 = Advertise unique features.
K3 = Advertise safety record.
Q1 = Do nothing.
Q2 = Advertise special fare.
Q3 = Advertise special features.
Required:
(i) The optimal strategies for each airline.
(ii) The value of the game.
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