While the paper does offer a wide scope of focus, ranging from Wizz Air to the greater regional context via the regional airline industry, there are a number of limitations associated to it. The two main limitations will be outlined below and a suggestion on how they can be amended will also be included.
The first has been mentioned briefly in the methods section earlier in the paper. In order to answer the research question of How did Wizz Air become Central and Eastern Europe's top airline? Wizz Air, as the primary focus of the thesis, has to be scrutinized even further and emphasis needs to be placed even more on exploring the company’s internal strengths. This paper has only focused on the strategy employed by the company that perhaps has given it a competitive advantage and has not gone into the specific traits that make up the company in depth. Examples of these types of resources are, a structure promoting the strategy, innovative practices and company culture that brings out the best in every employee. The difficulty in this is twofold. In order to discover these resources, there is a need for access to people very high in Wizz Air’s hierarchy for some questions and access to a very wide sample of Wizz Air’s employees for others. This represents obstacles that could have been passed with more time and a budget for travelling in order to meet these people primarily located in Budapest.
The second is the limited focus on other CEE and budget airlines. While they have been mentioned throughout the paper, chiefly in connection to their challenges as a result of EU regulations and for benchmarking purposes, they have been largely ignored in relation to how the regional industry’s five forces and greater environmental context affected them. By examining their successes or failures this would have created a direct comparison to that of Wizz Air, thereby offering additional insight to Wizz Air’s success.
68
Appendix 1. Selected Growth Data between 2011-2015
http://cdn.wizzair.com/static/downloads/ipo/press_releases/Wizz%20Air_Holdings_Plc_Annual_report_an d_accounts_2015.pdf (accessed 2016-05-13)
69
Appendix 2. Wizz Air Destination Map
https://wizzair.com/en-GB/Map (accessed 2016-05-13)
70
Appendix 3. Wizz Air Cost Structure
http://cdn.wizzair.com/static/downloads/ipo/press_releases/Wizz%20Air_Holdings_Plc_Annual_report_an d_accounts_2015.pdf (accessed 2016-05-13)
71
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