there are a number of forces impacting the airline environment including international and external .The main force include physical, economic, political and/or legal,socio / cultural,demographic, and technological. Airline management must be aware of all the factors that arise or could arise as applied to each force. the airline has the ability to control certain aspect of the forces but cannot control other aspects . For example, the airline can prepare strategies to combat competition but cannot fully insulate itself form the threat of competition like new entrant carriers (i.e., deragulated /liberalized environment;freedom of entry/exit; aircraft availability) or new substitutes (i.e., telecommunications, video conferencing). The airline does not have control over the power of the customer or the power of market intermediaries.