marketing analysis of turkish airline

8/13/2019 Marketing analysis of TURKISH AIRLINE

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2011

GROUP#3

TURKISH AIRLINES

18-Dec-11

MARKETING STRETEGY


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Introduction:

Turkish airlines introduce in Pakistan in 2009. It is co-affiliated with PIA. They

started there official flights from 26may, 2011. The main rivals of Turkish airlines

are Emirates, Qatar and Etihad Airlines. They have just entered the market but

have the largest number of customer among their rivals.

Vision:

To be one of the best airline in the world.

Mission:

Get the maximum number of customers, cover all the destinations in theworld and provide customers maximum facilities than any other.

Environmental factors affecting Turkish Airlines

Micro environmental Factors

Competitors

The main competitors of Turkish Airlines are:

Qatar Airways Emirates Airlines Etihad Airways


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Macro environmental Factors

PEST ANALYSIS

Political factors:

The rules of government of Pakistan do affect the Airlines.

The company policies are affected and its budget is alsoaffected .Turkish Airlines paid 15% sales tax, and also there

are many other deduction of taxes on the price of tickets.

Economical factors:

Ticket prices are risen because of the increase in fuelcost

Air travel in turkey will be the biggest growth market. THY sells tickets via the internet so that sales costs can b

minimized

The number of travelling tourist from Europe to turkeycut down due to the terrorism

International economic situation or global crisisSocial factors:

In international area competitors use service culture enoughto make their customers comfortable about the airlines

They have always been transaction-oriented, not customers Swine flu, climate condition and crash in Amsterdam

Technological factors:

Satellite programming, wireless internet access, satellitemonitors at every seat and seat back personal video

screens in modish aircrafts

Reservation on phone and on the internet.


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The IT system of Turkish Airlines is the Tryon which isfor reservation system. Turkish Airlines makes all

procedures in that.

Current 4ps:

Price:

There prices are higher than their competitors, as they are also giving more

facilities.

Product:

Their main products are tickets. But they also provide hotels and many other

different facilities to transit passengers.

Place:

As they are new so they are just available in Karachi and Islamabad, but they

are working on offices in all over the country.

Promotion:

They are the official sponsors of Manchester united and Barcelona.

Current policies:

They are currently giving the best facilities to their customers. The basic motto

of Turkish airline is THE SECURITY OF PASSENGERS. The accident/crash rate of

Turkish airline is 0%. They appoint the most efficient staff and they have the latest

planes with the most advance technology.


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SWOT analysis:

Strength:

1. Their main strength is the direct flights from Pakistan to Europe, as noneof their rivals giving such kind of facility.

2. They have the best business class, with more comfort and more facilities.3. They are introducing a new class, other than business and economy class,

as they named it Comfort class.

4. Comfort class is better than the business class of other airways and itsrates are cheaper than that.

5. They are covering more than 190 destinations which is also one of theirbest point.

Weakness:

1. High Rates.2. Flights are less as 3-5 per week.3. Available only in Karachi and Islamabad.

Opportunities

1. Emerging Markets2. Government to invest3. A popular tourism destination4. Online Market5. New Services6. Benefiting from generous policies

Threats:

1. Political Risk.2. Substitute.3. Government Regulations.4. Volatile cost.


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Objectives

The mission of Turkish Airlines is to provide air transportation services

within the context of the many objectives including strengthening the

Companys position as a global airline by expanding its long-distance flight

network; positioning the Company as a technical service provider bytransforming its maintenance unit into a leading maintenance base in the

region; promoting the Companys identity as a service provider in all areas

of strategic civil aviation, including handling and flight training.

The four main objectives of the Directorate of Flight Safety and Quality Assurance

are:

Improving Safety in Flight and Ground Operations, Achieving and maintaining Risk Awareness by all persons involved in Flight

and Ground operations,

Taking corrective action for deficiencies and irregularities, Sharing experience acquired from safety events by evaluation and

promulgation of information related to accidents and incidents

What are the Marketing Strategies of THY?

Market Segmentaion of THY

Geographic Segmentation:THY has segmented the market on the

basis of Geographic segmentation and its target market is major

populated cities of pakistan

Demographic Segmentation:


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THY is also segementing the market on the basis of Income level of

the people. Three Income level has been defined; Higher, middle

and lower income classes.

Targeting

Elite class of the country

Recomendations:

They should focus on the other cities of Pakistan They should improve their services about the flyers satisfaction For attracting the clients, Turkish Airlines may give importance to

Customer Service Culture

Conclusion:

Today, you can fly with Turkish Airlines aircrafts to 100+ countries with190 airports

In order to flight safety, reliability, product line, service quality andcompetitiveness,Thy is the 4th rank in Star Alliance

marketing analysis of turkish airline

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