Freek van Essen is corporate strategy director at Air France-KLM. He states that using scenario based strategy in the airline industry is not easy.
The airline industry is a highly competitive, global and very volatile industry. If something happens in the world, no matter what, it almost always has an effect on airlines in terms of demand (and price levels), as well as cost levels. Air France-KLM has created an option as an outcome of using scenario based strategy: biojet fuel as an alternative to fossil fuel.
This is the summary of his speech at the Scenario Based Strategy book launch at
Nyenrode Business Universiteit,19 June 2014.
Or watch the summary video: