DILANI JEEWANTHI CTH SM# 721001 THAMES COLLEGE/SRI LANKA OCTOBER 2013
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DILANI JEEWANTHI
CTH SM# 721001
THAMES COLLEGE/SRI LANKA
OCTOBER 2013
Introduction Sri Lankan Airlines is the national airline in Sri Lanka
managed by the government .
There are two hubs Bandaranaike International Airport at Katunayaka and the other is, Mattala RajapaksaInternational Airport at Hambantota .
Global route network of 64 destinations in 34 countries.
Story of SriLankan Airline
The First Flight is operated in September 1, 1979 as air Air Ceylon.
SWOT ANALYSIS OF SRI LANKAN
AIRLINES
STRENGTH
Sri Lankan Airline is a reputed Brand Name.
High standard Customer Service
Safety recorders and fast travelling.
Fixable traveling cost.
Good image of Sri Lankan hospitality service.
AITA training staff.
Attractive food and beverage services.
SWOT ANALYSIS OF SRI LANKAN
AIRLINES
OPPORTUNITY
•The government’s airport developing project.
•The government’s tourism developing project
•The government has decided to buy new aircraft next year.
•New air routes have been decided for flying
•Increase in business travelers in Sri Lanka
SWOT ANALYSIS OF SRI LANKAN
AIRLINES WEAKNESS
Flight is not well maintained.
Flights are delayed and cancelled.
Cabin crew’s uniform hasn’t changed in a long time.
Still the airline dose not get any profit.
Large number of employees works at Sri Lankan Airline
Most of flights operate in short haul.
Communication barriers
SWOT ANALYSIS OF SRI LANKAN
AIRLINES
THREATS
Increasing fuel cost
Increasing cost of employee’s salaries
Competition with other airline
Rising cost of sales and marketing
RecommendationsMarketing Mix
Product
Currently airline maintaining two categories. I recommend to increase for other two First class category for VIP Passengers and lower economy class .
New lounge for economic class
Computer lab for business class passengers
RecommendationsMarketing Mix
Price
Special prices air tickets in April, August and December .
Introduce holiday packages including
air ticket, hotel, and Taxi .
RecommendationsMarketing Mix
Price
Aim younger crowd leisure travelers and make specialpackagers for them , when there is music shows or beachparties at over sees at short flight destinations the airline canpromote it for reasonable price .
RecommendationsMarketing Mix
Place
Connecting the smaller aircrafts into the main terminal .
Higher level of customer service at ticketing counters such as advertising flight information on the TV at ticketing counters, available tickets , Weight of the luggage’s.
RecommendationsMarketing Mix
Promotion
Use very effective channels such as news papers, magazines radio , TV advertisement local& over sees must be used.
Advertisement must be very attractive .
RecommendationsMarketing Mix
People
Motivation and training programs .
Attractive uniform for the female staff
Recommend Uniforms
Segmentation
Aim for first class passengers, sport tourisms.
Targeting
Immigrants
Visiting Friends
Religious Travelers .
Positioning
For business class internet facilities at the cabin .
Personal Services.
Market Penetration
Introducing all inclusive packages for inbound and out bound .
Family packagers.
Link to small air craft and make special packages for honeymooners.
Promote the business opportunities in Sri Lanka at Serandib magazine .
Market Penetration
.Packagers
Market Development
Introduce more direct flights to new destinations.
Product Development
Develop airline facilities and Features .
Product Development
Promote the training school.
Conclusion The Sri Lankan airline is three star airline the aim of
them is to be five star airline and one of the best airlinein Asia therefore they always must watch theircompetitors and develop the airline passenger service afacilities and promote well at the market place.
Thank You !!!
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