GOL Linhas Aéreas Inteligentes: Developing a Brazilian Airline Model

The case describes the creation and evolution of Brazil’s first low-cost airline – GOL. From the outset GOL was driven by innovation and within a few years of operating had become the country’s leading airline. Although initially a low-cost carrier, over the years it became increasingly customer-centric, striving to improve the customer experience by removing the pain points of air travel. As competition from new low-cost entrants intensified, could GOL maintain its lead in the domestic market? Was it destined to become the Uber of the airways, in a segment between low-cost and full-service offerings, relying on innovation to keep costs down? The case discusses GOL’s options for growth, specifically its potential for international expansion.

To discuss issues of strategic positioning in a competitive market, in particular whether strategies of low-cost and differentiation can be combined within a single business model or require different units or offers. To understand how digital technology and transformation can allow a company to propose a low-cost offering yet at the same time remove customer pain points. To explore the options for international expansion.