In this globalized world, focused business-level strategies are significant in establishing a competitive advantage. In the case of Bonza Airlines, the business-level method will determine its success and sustainability in the Australian national market. Generic methods are fundamental, and organizations should develop stories based on the external and internal environment of the organizations to optimize resource use and service orientation.

In this report, the business strategy for Bonza Airlines will be recommended based on Porter’s generic strategies and Miles and Snow’s strategy analysis. Justification will be performed. The strategy initiative of the Marketing initiative will be depicted in detail. Future corporate and Internationalisation strategies will also be described.