Tools In this study, the researcher

Tools In this study, the researcher shall make use of four tools in order to analyze the operations of Air France-KLM in the Gulf Region. This will include the following: PEST (in order to further examine the political, environmental, social and technological factors that affect their businesses); Porter’s Five Forces which include the analysis of the rivalry amongst existing firms, substitution, new entry, power of customers and suppliers and disintermediation; SWOT (strengths, weaknesses, opportunities and threats experienced by Air France-KLM); and lastly, Marketing Mix (to determine how the organization takes product, price, promotion and place into consideration). The abovementioned shall then be discussed extensively in the fourth chapter, devoted to the presentation of the results obtained by the researcher into the operations of Air France-KLM in the Gulf Region. PEST Analysis The first tool that the researcher shall be using in this particular study is the PEST Analysis. PEST stands for Political, Economic, Social and Technological Analysis in order to properly examine the macro-environmental factors that are used in environmental scanning as an essential part of strategic management (Wilmshurt and Mackay, 2002). The succeeding paragraphs shall discuss the different factors that make up this model in order to better understand how the framework shall be used in this particular study.