Management and Economics
| Open Access |
DOI: Financial and Strategic Evaluation of New Product Development in Wizz Air
Ms. Gohar Sargsyan , Executive Master of Business Administration (Executive MBA) in Marketing Universities: University of YorkAbstract
Background:
The expansion of low-fare airlines has reshaped the European aviation market by emphasizing cost efficiency, simplified service, and broad geographic coverage. Wizz Air has shown resilience by preserving liquidity, sustaining an investment-grade financial profile, and expanding its route network during and after the pandemic, while travelers increasingly seek personalized, experience-based trips.
Methods:
This study evaluates Wizz Air’s readiness to introduce a new experiential travel product titled “Feeling Adventurous with Wizz Air.” The analysis combines horizontal and vertical examination of financial statements for 2021-2023, assessment of liquidity, leverage, and capital-efficiency indicators, benchmarking of regional market position, and a discounted cash-flow evaluation supported by data on tourism demand, festival attendance, and hospitality performance.
Results:
The findings indicate a strong liquidity position, gradual improvement in operating performance, and a favorable competitive profile in Central and Eastern Europe. The investment evaluation shows a positive net present value of 7.6 million United States dollars, an internal rate of return of 45 percent, and a payback period slightly above two years. Sensitivity testing confirms that the project remains financially viable even when projected revenues are substantially reduced.
Keywords
Aviation finance, Corporate governance, Low-cost carriers, Market strategy, New product development, Revenue diversification, Strategic management, Wizz Air
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Copyright (c) 2025 Ms. Gohar Sargsyan
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