with a company image of 75
Yuck. Compared to my CI of 100, that's very low. Even someone with CI of 90 is low compared to 100. You should always shoot for the highest CI you can get. Or at the very least 90. Its quite easy to get to 90. However, 90-100 takes 2-3 mths and awhole lot of money.
~60-80 is an avg CI rating. You cant expect too much. But against new airlines, you can hold your own.
~ 80-90 is your above avg CI. Airlines with lower CI can feel the impact once someone enters the market. They have a small control over market share. But, with enough competition, market share can be lost.
~90+ is the best CI money can buy. Airlines with CI 100 can dictate who controls routes. Not just the ones they've been flying, but new markets as well. CI 100 means you can jump in any route, heavy competition or not, and steal pax. Thats without having to discount more then 10% off default prices.
Also, its very effective against airlines who use market oversaturated
as there key tactic.
Sami is correct in that you dont need CI 100 to run an airline. However, if you want to controls routes as you see fit, CI 100 helps achieve that. Among other things.