Case study: ScotAir D. Shakirova Airplanes

Case study: ScotAir

D.Shakirova

Airplanes

How can an airplane weighing many tons stay aloft for many hours, flying so smoothly that the passengers may feel less like they are moving than they would in a car? The answer, of course, lies in the wings and the air they are moving through, and the study of the flow of air around airplane wings is part of the science of aerodynamics.

Discussion How important are these things for you when you fly?

Rate the following as: A (very important), B (important) or C (not important).

free in-flight food

wide seats

seat allocation

free headphones

carbon footprint of flight

a lot of legroom

seatback TV

fast check-in

free newspapers or magazines friendly cabin crew

free in-flight drinks

a clean and tidy plane

Compare your answers with a partner.

Read the article about changes in passenger air travel over the last 70 years. What two trends does the article describe?

The changing face of air travel

When Pan Am began the first passenger service across the Atlantic from New York to France in 1939, a one-way ticket cost $375. That's about $4,000 in today's money. These days a ticket on the same route can cost you as little as $250.

In the past, if you wanted to fly commercially you had to book a seat on traditional, or national, airlines such as British Airways, Lufthansa or Air France. There were strict rules and the airlines were often accused of 'price-fixing'.

In the 1950s only the rich could afford the £70 return fare from England to Nice. It doesn't sound much, but that's equivalent to about £1,500 today. Now this has all changed. Today, easyJet will fly you to Nice for less than £15 each way.

New budget airlines are appearing all the time, and most national airlines now have their own budget subsidiary. Fares are cheap, food and drinks are not included, there is no seat allocation and the planes are often second- hand. However, it seems that most passengers will put up with a bit of discomfort in order to buy cheaply. But what about the effects budget airlines have on their employees and the environment?

Listen and complete the notes on what these people say about the budget airline EvanAir.

Judith

Has worked at Evanair for (1)___________

EvanAir don't provide tea, coffee or water Has to pay (2)_____for her uniform

Robin

Worked at EvanAir for three months.

Spent (3)_____ hours flying per day and three hours travelling to work. Often started work at (4) _____

Michael

EvanAir has revolutionized air travel. In the past only (5) people could fly, now everybody can afford it.

Morten

Difficult for the crew to leave and find new jobs. Doesn't use budget airlines because safety and (7) are more important.

Ruth

Britain's C02 en1issions are increasing. Short-haul flights are the worst because most fuel is used for (8) and landing.

Discussion

Work in two groups. You are the managing directors at ScotAir, a traditional airline with a long history. ScotAir is in trouble. It is losing a lot of passengers to its low cost competitors. Share prices are falling and the stockholders are demanding that something be done, quickly!

Group A

You think ScotAir needs to start a new budget subsidiary. Think of reasons why a budget subsidiary would be a good idea, consider the staff, passengers, the environment. Prepare to present your ideas to the rest of the class.

Group B

You don't think ScotAir needs to start a new budget subsidiary. Think of reasons why a budget subsidiary would be a bad idea, consider the staff, passengers, the environment. Prepare to present your ideas to the rest of the class.

Thank you for your attention