2011

MARKETING STRETEGY

GROUP#3
TURKISH AIRLINES

18-Dec-11

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 the world 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

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 also affected .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 fuel cost 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 turkey cut down due to the terrorism International economic situation or global crisis Social factors: In international area competitors use service culture enough to 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, satellite monitors at every seat and seat back personal video screens in modish aircrafts Reservation on phone and on the internet.

 The IT system of Turkish Airlines is the Tryon which is for 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.

SWOT analysis:
Strength:
1. Their main strength is the direct flights from Pakistan to Europe, as none of 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 its rates are cheaper than that. 5. They are covering more than 190 destinations which is also one of their best point.

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

Opportunities
1. 2. 3. 4. 5. 6. Emerging Markets Government to invest A popular tourism destination Online Market New Services Benefiting from generous policies

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

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 by transforming 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:

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 with 190 airports In order to flight safety, reliability, product line, service quality and competitiveness,Thy is the 4th rank in Star Alliance