This paper aims to deal with Porter's Generic Strategies and their usage in the aviation world. Due to globalization, privatization, deregulation, international agreements and growing trends, the aviation industry stepped into a new era, which is characterized by increased rivalry. Especially, increasing competitian in international air transportation market brings the world into a single global market, where airline companies - as service providers-are supposed to operate in a highly competitive environment. In this respect, choosing an appropriate competitive strategy might enable the airline companies to improve their competitiveness and consolidate their position in the market. against their rivals.