Abstract

This article investigates how foreign firms in Georgia navigate overcapacity and undercapacity through case studies of British Airways, EasyJet, and online food‑delivery platforms. The author analyses airline route planning and passenger demand for Tbilisi–London flights to illustrate overcapacity risks, and examines Glovo, Bolt Food and other competitors to diagnose OFD undercapacity during high-demand periods. The research synthesises passenger and operational statistics, corporate communications and systematic fieldwork to assess staffing shortages, routing inefficiencies, technological gaps and failures in market education. The study proposes dynamic staffing, real‑time monitoring, demand‑smoothing incentives and investment in mapping technology as remedies to align capacity with fluctuating demand.