It's consultant speak for, in very simple terms, what segments of the market (e.g. business, leisure, holiday charters, tour operations, business jet) they identify as their main revenue stream(s), the type of traffic they pick up (domestic, short haul, long haul, intercontinental, connecting, etc). Do they own or lease aircraft, do they wet or dry lease, do they operate with their own crews or contract out, etc.
For example, if you were to compare Ryanair with Lufthansa, you would be able to immediately identify some key differences.
If you would like to PM me with some specific questions I may be able to help you further.
(I could be wrong but your location might indicate who the airline is!)
Edit : If you have time and need to go into this in more depth, I can recommend two books by Rigas Doganis, 'The Airline Business', and 'Flying Off Course'.
Last edited by Capetonian; 20th Feb 2011 at 21:37.
Reason: Updated