Gol-TAM: Two Strategies gain overwhelming success
A discussion about Brazilian – or even South American aviation – is incomplete without Gol, with its low-fare strategy, and TAM, with a legacy strategy complete with regional airline feeder in Pantanal and membership in Star Alliance. TAM’s measured and targeted growth contrasts, however, with Gol’s dramatic rise. Ironically, Gol was built on the remains of Varig, whose demise paved the way for the successful entrance of TAM.
