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The air line industry is a unique and fascinating industry. It was described in 1994 by Sir Colin Marshall, Chairmen of British Airways as "the flywheel for the engines of the world industry". Aer Lingus was founded in the 1930's and has been Irelands state airline. Aer Lingus has continued to go from strength to strength. Following the events of September 11th the industry has become exceedingly competitive. To analyze the threats that Aer Lingus are facing I have produced analysed the industry according to Porters framework. Aer Lingus has followed three main strategies, that of flight safety, punctuality and Service. Aer Lingus when setting up an appropriate strategy has to look outside the traditional 4'ps of product, price etc. The overriding concern to any passenger is flight safety and time keeping. Therefo