Estratégias low cost da Azul Linhas Aéreas e sua busca pela liderança de mercado

Abstract

The airlines in Brazil scenario has become increasingly challenging in terms of financial balance. The high operating and fuel costs, in addition to Covid-19 pandemic, have affected the industry significantly, so growing in this market is a challenge. In view of this, the study aims to analyze the low-cost characteristics incorporated by Azul that can not only keep it in the market, but also lead it to a constant growth, till become the most expressive company in the sector. To achieve this goal, the study applied the basic method, qualitative and bibliographic and documentary procedures. From the method applied, it was found that, although the low-cost business model is relevant to reduce costs in airline operations, Azul, Gol and Latam do not fully incorporate the North American original model, but also add some of its most important characteristics. By analyzing the characteristics adopted by Azul in the low cost model, among its cost reduction strategies, it can be highlight: the use of secondary airports; investment in modern and efficient aircraft; its own maintenance strategy; the incorporation of leased aircraft; the use of digital services (check-in); and the search for more passengers (increased revenue), by operating in locations not served by Gol and Latam (and with cheaper airport fees), offering a high quality service. These characteristics already indicated, even in 2020 (the first year of Covid-19), the company's potential for growth, with forecasts that between 2022 and 2023, its shares on the stock exchange would appreciate about 54.43%. When looking at the financial results for the second quarter of 2022, among the three largest, Azul was second in revenue and had the smallest loss. In addition, the fact that Azul flies to different regions allowed it to keep 70% of its routes in pandemic period and, as a result, provided revenue inflow. The research found that there are positive indicators for Azul, whether they are associated with business strategies or considered from the quality of services offered. This points to the real possibility of Azul becoming the most relevant airline in Brazil. On the other hand, the scenario remains challenging: the variation of aviation fuel price still oscillates, being the largest operating cost of an airline, in addition to the search for financial recovery of the companies as a result of the abrupt reduction in flights during the pandemic. Finally, considering these challenges, we suggest, as future research, studies aimed at identifying strategies to make airline operations more profitable and efficient.