Case
ValuJet Airlines
Author(s)
The case looks at the strategic positioning decision of ValuJet Airlines when it entered the fortress hub of Delta Airlines. ValuJet's strategy, and Delta's response, is an example of what is sometimes called a judo strategy, so called because the entrant uses the incumbents strengths against them. ValuJet positions itself in such a way that it is very costly for Delta to retaliate.
Date Published:
01/01/2004
Discipline:
Economics;Strategy
Key Concepts:
Strategic Positioning, Competitive Strategy, Cost Drivers, Benefit Drivers, Price Rivalry, Product Differentiation
Citations:
Dana, James, David Schmitt. ValuJet Airlines. 5-104-002 (KEL043).