A value chain analysis within Air Malta's ground handling operations

Abstract

The purpose of this paper is to try and apply the Generic Value Chain as presented by Michael E. Porter, to Air Malta's Passenger Handling Department within the Ground Handling Operations. As in the time when Porter came up with this model most of the business was mainly product oriented, it is interesting to see how such a model can be put into a service oriented context such as Passenger Handling. The dissertation analyses literature on various studies that have been conducted prior to it where they attempt to apply the Value Chain Model to service industries. This study seeks to understand the various stages that make up the Value Chain Analysis as applied to Air Malta's Passenger Handling Department and if they vary in any way from the ones Porter set in his model. It specifically looks at the objectives Air Malta has in delivering the service, their plans for improvement if there are any, and how they go about not to lose both their present and potential customers. All this is done in comparison with Globe Ground Malta being their new competitor in passenger handling. A 3D Gap Analysis is done to compare the views gathered from in-depth interviews with a number of Section Heads and other management personnel at both Air Malta p.l.c. and Globe Ground Malta.