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1. TURKISH AIRLINES SWOT ANALYSIS
2. History of Turkish Airlines *Turkish Airlines has been
created on the 20th of May 1933 *Capital increased to 60 billion
and moved state- owned status *As a result of making a deal with
Lufthansa,destinati ons increased to 231 from 131 *Became a member
of StarAlliance *It operates scheduled services to 128
international and 39 domestic cities,serving a total of 167
airports,in Europe,Asia,Africa and Americas 1933 1958 2003 2013
2
3. Mission Turkish Airlines mission is; To become the preferred
leading European air carrier with a global network of coverage
thanks to its strict compliance with flight safety, reliability,
product line, service quality and competitiveness, whilst
maintaining its identity as the flag carrier of the Republic of
Turkey in the civil air transportation industry. 3
4. Vision To become an air carrier with; a continued growth
trend over industry average zero major accidents/crashes most
envied service levels worldwide unit costs equating with low cost
carriers sales and distribution costs below industry averages a
personnel constantly developing their qualifications with the
awareness of the close relationship between the benefits for the
company and the added value that they contribute an
entrepreneurship that creates business opportunities for fellow
members in the Star Alliance and takes advantage of the business
potential provided by them a staff well adapted to modern
governance principles by observing the best interests of not only
shareholders but also stakeholders 4
5. Values Values of Turkish Airlines; Honesty and Fair Dealing
Customer Satisfaction Demonstrating Respect to Individuals
Innovation Team Work Leadership Productivity Confidentiality Open
Door Policy 5
6. Strengths Has large fleet size Member of Star Alliance which
is the global airline networks High quality flying experience
Direct flights to many destinations Customer loyalty First airline
company in Turkey Serves DO&CO products which is the best
gourmet restaurant Has 67% share in Turkish market Huge profit and
growth even though European firms made smaller profit Has
experienced staff Has a strong financial structure with the support
of the Government Good advertising strategies by using famous
sports teams(Barcelona and Manchester United footbal teams) and
Hollywood celebrities Has profitable subsidiaries such as
Anadolujet,Sunexpress, Bosnian Airlines,Turkish Airlines Technic,
Turkish Engine Co., TGS ,Turkish Airlines Flight Academy Is the
leader at cargo transportation 6
7. Weaknesses Higher prices than its competitors Most of the
flights are only from Ataturk Airport which is not preferred by
people located in Asia side of Istanbul Has limited participation
on social responsibility projects Even though Ataturk Airports
capacity provides 58 flights per hour, it is handling 67 per hour
at peak times. Has limited cold beverages (limited sources to
satisfy the passenger demands) The company website causes bad user
experience for their customers 7
8. Opportunities Turkeys geopolitical location Its local
competitors have limited international flights Third airport
opening at Istanbul Turkeys touristic attractions Turkeys high
population Due to demand increases for abroad, international
flights are getting more important After recent political
decisions, there will be no visa required for some countries
Increasing number of travel agencies 8
9. Threats New entrants in domestic market Change in fuel
prices which leads to increased ticket cost to customers Risk of
international players entering Turkish market Terror attacks
Promotions by competitors 9