Published on March 20, 2014
AMITY BUSINESS SCHOOL, NOIDA DISSERTATION SUSTAINING COMPETITIVE ADVANTAGE: AIRLINES SECTOR By: Tanya Tandon 200507254 Section B PGDM 2005
SUSTAINING COMPETITIVE ADVANTAGE: AIRLINES SECTOR (A Comparison of Indian Airlines, Jet Airways and Sahara Airlines) Under the guidance of: Prof. A.T.K. Raman
CONTENTS OBJECTIVE OF THE STUDY RESEARCH METHODOLOGY • Research Objectives • Type of Study • Nature of the sample • Source of Data Collection • Analysis of Data • Statistical Analysis • Graphical Representation INTRODUCTION • A glimpse of the Indian (Domestic) Aviation Industry • The Resurgence of Domestic Airlines PROFILE OF THE THREE DOMESTIC AIRLINES • Indian Airlines Organization Profile Indian Airlines – Present, Past and Future Performance Current Scenario- Merger and Disinvestments Turn Around Strategy • Jet Airways
Company Profile Company’s Vision and Mission Achievements in the past five years Plans for 2003-04 Future Plans Marketing Strategies adopted • Sahara Airlines Corporate Profile Sahara Airlines-Introduction Achievements – Slow and Steady Wins Ingredients of Success Marketing Strategies COMPARATIVE MARKETING STRATEGIES • Three Domestic Airlines • Marketing Strategy- An Overview and Comparison • Marketing Strategy in response to the Marketing Mix • Competitive advantage • Generic Competitive Strategies • Porter’s Five Force Model • Value Chain Analysis • Yield Management CUSTOMER PERCEPTIONS
• Factors influencing perception of traveler Service encounters Evidence of Service Image or Price • Aspects tapped in the questionnaire ANALYSIS OF CUSTOMER PREFERENCE • General Information about the travelers • Effect of Advertisement • Ticketing Procedure • Check-in and Baggage Handling Procedure • In-flight Service • Grievance Handling CONCLUSION RECOMMENDATIONS LIMITATIONS OF THE STUDY BIBLIOGRAPHY COPY OF QUESTIONNAIR
ACKNOWLEDGEMENT I consider it my grate privilege to have worked under the expert guidance of my Professor A.T.K.Raman. His enlightened guidance, valuable suggestion & constant encouragement saved me from many pitfalls through the course of my study. I am also grateful to my parents for the moral support and motivation. Last but not the least my sincere thanks goes to all the participants of the study who extended help willingly and made the study highly enjoyable and interesting.
EXECUTIVE SUMMARY The study was undertaken to gain an insight into the competitive strategies of the three major domestic airlines in the country. The focus was mainly on the strategies in response to the customer’s requirements. Therefore a detailed knowledge of customer’s requirements was necessary. The information on these aspects was collected through primary and secondary means including discussion with the airlines staff at various levels. Accordingly a customer response questionnaire to know the perception of customers regarding the services was evolved as the primary sources of information while the airlines literature/pamphlets constituted the secondary source of information. The sample size was 100 which included mostly business men in the age group of 30-55. The study reveals that the healthy competition between airlines has brought about the new trends in the quality of service. The customer care has been the focus of their strategies which was earlier neglected due to monopolistic environment of single airline run by the government. The Jet Airways has been characterized as the most preferred airline due to their emphasis on the quality of service. The Sahara Airlines has been focusing on the customer and evolved their strategy by detailed study of analysis of psychological and demographic factor. The massive price cuts and holiday packages have been their main thrust areas. The Indian Airlines, however, has been relying on their vast infrastructure facilities and large fleet of aircrafts and aggressive advertising campaigns.
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