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Key techniques SWOT analysis for Turkish Airlines
Key techniques SWOT analysis for Turkish Airlines
Aviation case study oligopoly
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Objectives of the Report
The focus of the report is on the various strategies adopted by the two airlines viz. Emirates & British Airways in the various markets they operate and provide their service and are looking for growth opportunities across globe.
o Intercepting various strategies adopted by the airlines with regards to marketing in different countries
o Regional differences and Cultural factors
o SWOT analysis for each airlines
o Porters Five Forces acting upon each airline
EMIRATES
Emirates is a Dubai, United Arab Emirates, based airline and is one of the subsidiaries of the Emirates Group which is owned by the Government of Dubai’s Investment Corporation.
It’s a comparatively younger fleet in the airline industry and is Middle East’s largest airline and growing at high rate both in its fleet and market sectors around the globe with its hub based in Dubai International Airport. Emirates is ranked among the top 10 airlines of the world in terms of passenger kilometers.
Emirates airlines has a mixed fleet of Airbus and Boeing for its operations and aircrafts used are all-wide-bodied ones.
Emirates has built itself as a brand and is continuing towards excellence in its service and operations with rapid growth and consistency in profitability.
Emirates has won itself lot of recognition in form of awards including being awarded the “Airline of the Year” in 2012 with 8th rank by Air Transport. Skytrax rates Emirates flying as Four star experience.
The marketing strategies of Emirates have to be very competitive as it operates from its Dubai hub over 3000 flights every week in its network spanning 130 destinations in 70 countries spread over the six continents.
Branding of Emirates:
In 2004 Emir...
... middle of paper ...
...ORCES MODEL ANALYSIS
1. Threat of New Entrants:
Threat of highly competitive environment
2. Bargaining Power of Buyers :
The customer loyalty is observed to be decreasing in the case of BA. There are better offers for customers on some routes and airlines especially in case of short haul flights within Europe.
3. Bargaining Power of Suppliers:
Oligopoly of aircraft and aircraft engine suppliers. There is restriction on companies leasing aircrafts.
4. Threat of Substitutes:
High speed trains to various parts of Europe e.g. France, Germany etc. Well developed roadways network for traveling using motor vehicles.
5. Competitive Rivalry:
British Airways caters to both long and short haul flights and it has very slight differentiation in pricing and offers compared to its competitors. The short haul market is more uneven with small players.
A comparison between the two airlines will be made on their mission statements, information dissemination, global-mindedness, career
Recently Qantas has partnered up with Emirates in an effort to channel Europe-bound travellers through Dubai International Airport in a mutually beneficial arrangement, an example of business-to-business geographic segmentation marketing.... ... middle of paper ... ... Indirect Taxes on International Aviation*.
Determining the marketing strategy for a massive airline, like United Airlines, is fairly difficult and extremely complex. Why? Because each city, season, route, and time of day will have some minor to major difference in how the airline presents itself. The difficulty in marketing and advertising for an airline is harder than other industries because each airline is selling thousands of different products. At first glance, United is selling flights, and that seems to encompass one product. However, selling a flight from Denver to Tokyo on a Monday is extremely different than selling a flight from Cleveland to Cincinnati on a Saturday night. The people flying that route, the cost, the airplane flow, the services provided, and the frequency/length of the flights all vary greatly from route to route, and the marketing strategies will fall in line with those difference. Although it would be impossible to determine an exact strategies, we will attempt to determine what United attempts to focus on, where they attempt to focus, and what their goals, both long and short ...
...ry long and successful history in the airlines industry, which makes it one of the leading airlines in the world. Also, it provides the most comfortable flights and services to its costumers and employees, which makes it unique.
“To be the best airlines in whole world and providing excellent customer experience in our flights with full entertainment and loads of satisfaction.”
It has stayed relevant to the market through its propelled philosophy of relationships to generate profits in the business. Since its establishment in Monroe, Louisiana the once tiny airline has stretched to greater heights serving in 6 continents. It has also established a distinguishable name among its competitors with a reputation of leading customer services. However, even as an established venture, the company needs to maximize its profits in order to stay in business and expand in to new territories beyond its conquered boundaries. A strategic analysis was carried out by our team to establish the company’s current situation. A SWOT analysis was performed to come up with three referenced, strategic alternatives. This alternatives are meant to act as a strategic guidance to the company in order to enhance growth. The strategic recommendation provided will improve and enable the business to cope with the competitors while the implementation of the strategy section will outline the way to go about achieving these alternatives in the business setting. Lastly, we put up a discussion on the evaluation procedures and necessary controls for the
British Airways (BA) is the main and largest carrier airline of the United Kingdom. It’s headquarter is located in Waterside. The British Airways Group was established in 1972. It included British Overseas Airways Corporation (BOAC) and British European Airways (BEA). In 1974 British Airways was formed after the dissolution of BOAC and BEA (British Airways, 2015).
Airplane – With the only two main airplane suppliers in the industry, Boeing and Airbus, gives EasyJet a low bargaining power making the suppliers to have a high power at determining what price to sell its airplanes, however, EasyJet can increase its bargaining power if it looks to buy in bulk due to the fact that it is internationalizing into Nigeria so the demand for airplanes would be high.
Introduction Air India airline is one of the biggest airline in the India. It was established by the famous company TATA and since its incorporation. It has grown very well and has spread all over the world in the different destinations. It has become the reputable brand in the airline industry with having the operations over 152 destinations. It has link up connections in the 35 countries and it currently has 137 fleets.
AirAsia Berhad is a Malaysian low-cost airline based in Kuala Lumpur, Malaysia. It has been named as the world's best low-cost airline, and a pioneer of low-cost travel in Asia. AirAsia group operates scheduled domestic and international flights to 100 destinations across 22 countries. AirAsia has risen exponentially since its purchase in 2001, as a result of its confluence of opportunity and its application of the Low-Cost Carrier business model (Poon & Waring, 2010).
Porter stated; “for an airline to succeed in the marketplace, it must have a sustainable competitive advantage” (Porter M. E., 2008). The airline industry is the highest competitive industry, and I believe a sustainable completive advantage is essential to succeed in the future of the aviation industry. The competitive advantages that an airline embrace, needs to be based on the airlines strategy and differentiation to competitors. Emirates displays how it has a strategy and how the airline gets ahead of its competitors through how unique it is.
Service is an intangible product involving a deed, performance or effort that cannot be stored or physically processed, were customers directly participate in the production process. Product strategy is therefore very vital for the organization's success. It needs to be developed and manage very careful in order to be successful. British Airways product strategy includes flight services, quality of flights, various destinations across Europe and the world, executive class, business class, speed, security, support facilities and years of experience. It provides the basic product and various alternatives to satisfy all the different customer needs.
The Singapore Airlines needs to thoroughly understand the plans being pursued by the British Airways, Cathay Pacific, and Virign Atlantic in improving the comfort and quality of service it provides to its customers. The Singapore Airlines needs to continue differentiate itself by examining the strengths/weaknesses, and key points of these and other competitive airlines.
Within the airline industry currently the airlines can be divided into low cost airlines and full service airlines. The low cost airlines targets customers that are seeking no frills connectivity between cities at low ticket prices. The full service airlines provide several add-ons like free meals, on plane entertainment, and communication facilities. The target market for full service airlines are customers who are willing to spend extra for the services that the airlines provides.
Airbus A380: How the Airlines Compare." Busineesstraveller.com. Panacea Publishing, 31 Aug. 2013. Web. 1 Dec. 2013.