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In this globalized world, focused business-level strategies are significant in establishing a competitive advantage. In the Case of Bonza Airlines, the business level strategy will determine its success and sustainability in the Australian national market. The generic strategies are very important, and organisations should develop stories based on the external and internal environment of the organizations to optimize the resource use and service orientation. In this report, the business strategy for Bonza airline will be recommended based on porter’s generic strategies and Miles and Snow’s strategy analysis. Justification will be performed. The strategy initiative of the Marketing initiative will be depicted in detail. Future corporate and Internationalisation strategies will also be described.
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