2. Identify the reference offer in a segment

The benchmark offer in the France segment is Air France's prerogative. All the other players who have tried on a large scale have failed, Air France having succeeded in avoiding the presence of a major frontal competitor. Only a few niche offers remain, such as Easyjet. If we now look at the North Atlantic segment, the benchmark offer is shared between several European and American airlines, which are in fact very similar in terms of the value they offer their customers. Clearly, for Air France, the competitive...