Aviation Industry in India_Competitor Analysis

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Published on March 14, 2014

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Aviation Industry in India_Competitor Analysis
Kingfisher, Jet, Spice Jet - Year 2014

Aviation Industry – Competitor Analysis Services Marketing Assignment Submitted By: Group 8 ABHINAV DUBEY (12103) BHARAT RATHORE (12116) GAURAV SINGH (12120 DEEPTI KAMATH (12119) ROHAN HEGDE (12245)

1 Services Marketing - Group 8 Table of Contents About this report....................................................................................................................................2 Key Service Parameters..........................................................................................................................3 Analysis of data based on factors:.....................................................................................................3 Graphical Analysis ..............................................................................................................................4 Jet Airways - 8P Analysis........................................................................................................................5 1. Price ............................................................................................................................................5 2. Product .......................................................................................................................................6 3. Place............................................................................................................................................6 4. Promotion...................................................................................................................................6 5. Process........................................................................................................................................8 6. Physical Environment.................................................................................................................8 7. People.......................................................................................................................................10 Spice Jet - 8P Analysis...........................................................................................................................11 1. Price ..........................................................................................................................................11 2. Product .....................................................................................................................................12 3. Promotion.................................................................................................................................12 4. Process......................................................................................................................................13 5. Physical Environment...............................................................................................................14 6. People.......................................................................................................................................15 7. Place..........................................................................................................................................16 Kingfisher Airlines - 8P Analysis...........................................................................................................17 1. Price ..........................................................................................................................................17 2. Product .....................................................................................................................................17 3. Promotion.................................................................................................................................18 4. Process......................................................................................................................................18 5. Physical Environment...............................................................................................................19 6. People.......................................................................................................................................20 7. Place..........................................................................................................................................21 References............................................................................................................................................22

2 Services Marketing - Group 8 Aviation Industry – Competitor analysis About this report In this report we evaluated 3 listed major airlines based on two major factors. 1. Key service parameters: This was given to us by faculty. Detailed analysis is done on the basis given four factors. 2. 8P analysis: Apart from traditional 4Ps of marketing (Place, Price, Promotion, Product) we extended it further to 4 more Ps (Process, people, productivity, and Physical environment) to provide in-depth analysis of industry. Also we tried to link our 8Ps analysis to Key service parameter i.e. linking of qualitative measure to quantitative data.

3 Services Marketing - Group 8 Key Service Parameters We analyzed competitors on the basis of four major parameters. 1) Available Seat Miles (ASM): A measure of total guest capacity, calculated by multiplying the number of seats available for guest use in an aircraft by stage length. 2) Cost Per Available Seat Mile (CASM): Operating expenses divided by available seat miles 3) Break-Even Load Factor (BELF): The percentage of capacity filled so that total costs incurred exactly equal the revenue generated. 4) Revenue Per Available Seat Mile (RASM): Total revenues divided by available seat miles. Analysis of data based on factors: Spice Jet ASM(in million) CASM BELF(miles) RASM 2012-13 16338 2.94 16562.7 3.5 2011-12 12702 2.92 15553.5 2.92 2010-11 10467 2.15 8194.55 2.75 2009-10 8770 1.93 8731.73 2.49 2008-09 7893 2.15 6702.9 2.34 Jet Airways ASM(in million) CASM BELF RASM 2012-13 37428 1.29 3878 4.64 2011-12 38643 1.06 4275 3.86 2010-11 34323 0.94 35920 3.64 2009-10 29242 1.03 3153 3.54 2008-09 31632 1.15 3050 4.4 Kingfisher ASM(in million) CASM BELF RASM 2012-13 - - - - 2011-12 15365 14.52 134043 3.72 2010-11 16166 14.98 230599 4.02 2009-10 14801 16.09 180953 4.43 2008-09 15755 15.45 146457 5.25 (*Data collected from various sources) http://www.icra.in/Files/ticker/Indian%20Aviation%20Industry%20(NEW).pdf http://www.dgca.nic.in/reports/rep-ind.htm Company Annual Reports

4 Services Marketing - Group 8 Graphical Analysis Due to faulty business model (Explained in 8P analysis), operative cost of kingfisher airlines was significantly high but revenue was very less. This along with some other factors resulted in bankruptcy for the company. Jet airways is operationally very strong, it has a very low operation cost as compared to other airlines. Against available seat miles, breakeven load factor is very less. This is key reason behind the negative cash flow. In the later years Kingfisher tried to lower costs by downsizing its fleet. 0 2 4 6 8 10 12 14 16 18 CASM Vs RASM CASM RASM 0 50000 100000 150000 200000 250000 ASM Vs BELF ASM(mn) BELF(miles)

5 Services Marketing - Group 8 PFB financial summary of all domestic airlines. Marketing Mix Comparisons Jet Airways - 8P Analysis 1. Price Jet Airways has presence in both LCC (Jet Konnect) and FSC (Jet airways). Jet Airways is the second of India's two major airlines based in Abu Dhabi, both, in terms of market share and passengers carried. So it provides various price options to customers.  Discounted fare for Senior citizen and defence personnel  Special offers for corporates and SMEs  International holiday package for customers (Explore Australia) (Source: http://www.jetairways.com/EN/IN/SpecialOffers/TourismAustralia.aspx)  Special package for students (eduJetter program)  JetViva is an exclusive forum for our JetPrivilege women travellers.  Jet Privilege which is Jet’s customer loyalty program is also used to attract customers  Apart from this Jet also comes with lot of short term offers o Discounted fare o Night saver fares

6 Services Marketing - Group 8 2. Product Jet airways provide range of services to its customers.  On Ground services (Source: http://www.jetairways.com/EN/IN/ProductAndServices/OnGroundServices.aspx) o Check-in Options o Airport Lounges o Coach services o Bus Services  Special Assistance (Source: http://www.jetairways.com/EN/IN/ProductAndServices/SpecialServices.aspx) o Infant and Child Care o Expectant Mothers o Unaccompanied Minors o Guests with Disabilities o Medical Case o Extra Seat o Traveling with Pets  Various other services for customer convenience o JetMobile o JetKids o Cargo services  Full service carrier as well as Low cost carrier o Detailed description is provided in process) 3. Place  Place of Service – Aircraft  Various Airports – Jet lounge  Jet Cargo+  Jet Airways also provide international cargo delivery service  Jet Airways has codeshare agreements with the following airlines (as of June 2013) Air Canada Brussels Airlines Malaysia Airlines Air France[46] Etihad Airways South African Airways[49] All Nippon Airways Garuda Indonesia[47] Qantas Alitalia Kenya Airways United Airlines American Airlines KLM[48] (Source: http://www.jetairways.com/EN/IN/AboutUs/CodeShare.aspx) 4. Promotion In this section our group has tried to evaluate airline based on publicity, promotion, and advertising and each one's ability to efficiently reach the chosen target audiences.  Branding and advertisement o Hoardings o Sponsorship o Event organization

7 Services Marketing - Group 8 o Some images  Promotions o Concessional fares o Concession for students, corporates, SMEs etc.  Special offers currently available in website

8 Services Marketing - Group 8 5. Process  Booking services – Standard and most of the competitors also provide similar services o Online Direct (Jet Airways website) o Online travel agent (Yatra, makemytrip etc.) o Travel agent o Call centre o Airline office o Apart from this Web Check-in and redeem JPMiles options are also available  Standards business model adapted as per brand perception. JetKonnect brand replaces JetLite as a low cost carrier. Process followed by Jetkonnect: Jet Airways brand is known for its high class services and there process is aligned with it  Other processes to provide services to customer o Infant and child care o Guest with disabilities o Medical case o Extra seat o Travelling with pets o Fast track immigration services o Airport Lounges 6. Physical Environment In our study we evaluated company on the basis of  Kind of aircraft (Health of asset)  Environment where services are delivered Jet airways have total 100 aircrafts and they are known as one of the youngest fleets in the world. This count in including wet leased / dry leased to other airlines. This information we got from Het Airways website and fleet count includes fleets for Jet Konnect as well. Operating on non-primary routes Usage of Secondary airport Less cost (Savings) Operating on primary/internati onal routes Usage of Primary airport Premium charge

9 Services Marketing - Group 8 Aircraft In Service Orders Passengers Remarks F J Y Total Airbus A330- 200 10 — 0 30 196 226 Airbus A330- 300 4 1 0 34 259 293 ATR 72-500 16 — 0 0 62 62 0 0 68 68 ATR 72-600 1 3 0 0 68 68 Operated for JetKonnect Boeing 737- 700 7 — 0 16 102 118 Operated for JetKonnect Boeing 737- 800 48 22 0 16 138 154 6 operated for JetKonnect 0 8 162 170 Boeing 737- 900 4 — 0 28 138 166 2 operated for JetKonnect Boeing 737 MAX 8 — 50 — — — — Entering service in 2017 Boeing 777- 300ER 10 — 8 30 274 312 3 Wet Leased to Turkish Airlines8 30 312 350 Boeing 787-9 — 10 TBA Deliveries starting 2015 Total 100 86 *Source: http://www.jetairways.com/EN/IN/AboutUs/FleetInformation.aspx# Apart from this following services are provided by Jet Airways for its customers.  In- flight experience o Cuisines –  Medical meal – various options available like Diabetic Meal, Low Protien Meal etc.  Vegetarian Meals  Children Meals - Child meal, baby meal.  Religious Meals - Vegetarían Jain Meal, Moslem Meal etc.  Other Meals - Fruit Platter Meal, Sea food meal etc. o Entertainment  JetScreen – Movies, music albums, TV shows etc. (High class, award winning service)  Also special assistance to JetPrivilege members by providing Airport Lounge services

10 Services Marketing - Group 8  Service experience 7. People This our group has evaluated on two factors.  Internal: How well company is treating their internal staff. This we checked based on attrition rate for the company and compared it with industry standard. o We didn’t find any official data for attrition rate, but company has rating of 3.6 in glassdoor and 75% of employees have recommended this company to work.  External: An important marketing task is to set standards to improve quality of services provided by employees and monitor their performance. Front-line staff strongly impact the perceptions and experiences of customers. Here we evaluated how well company managed its external customers. o After Jet-Etihad deal, Etihad is ready to change the way Jet operates. One of the key strategy is careful nurturing of loyal customers. Jet is already doing well in this department. Jet Airways wins prestigious 6th loyalty award 2013. (Source: http://www.jetairways.com/EN/IN/AboutUs/Awards2013-2014.aspx) o Company has setup a Training Academy to increase the customer satisfaction. Due to such measures company has i. Highly trained cabin crew ii. High responsiveness iii. High quality service iv. Special services for customers 1. Airport lounge 2. Fast track Immigration 3. In flight services (Mentioned above in Physical environment)

11 Services Marketing - Group 8 Spice Jet - 8P Analysis 1. Price Spice Jet is known for its low cost services. • Spice Jet is India's 'best low cost airline', delivering the lowest air fares with the highest consumer value • They have intelligently mixed low-priced ticket prices with decent on-board services to satisfy frequent travellers. • Innovative pricing has also been central to the company's success. • It also offers everyday “spicy fares”, which is very cheap and you can buy your ticket at extremely low fares. • Also spicy codes and various promotional offers which give discounts to the travellers are provided • Spice Jet started off its services with a revolutionary pricing of Rs. 99 for the first 99 days. This was followed by air tickets priced at Rs. 500 and Rs. 999 - a pricing strategy that continues. As a result, the airline's prices compete with first-class Indian railway fares. (Source: Spice jet official website and facebook page)

12 Services Marketing - Group 8 2. Product Spice jet is low cost carrier and its primary service is transportation. Apart from this it has branded itself as best value for money for middle class of India. So there are various Supplementary services are provided to customers.  Check in services o Tele check in o Web check in  In-flight refreshment: Its pay and use service. Provides snacks and beverages in selected longer duration flights. Drinking Water is available for free to all passengers on Spice Jet fights.  In-flight entertainment: Spice Jet is a low cost airline and there is no electronic in-flight entertainment on the flight. Spice Jet has an entertaining in-flight magazine called Spice Route.  Luggage services Standard services, as provided by all the carriers.  Special assistance upon reservation we will make every effort to ensure that any special services you may require such as wheelchairs from the airport check-in to the aircraft are available for your use. Spice Jet charges Rs 500 per guest for offering this service.  Spice jet provide special discount to students, defence personnel, SBI card holders as to show their closeness to Indian middle class. 3. Promotion Like other airlines Spice Jet has also used traditional channels to promote its brand. Major tools for branding and advertisements are  Print ads in newspaper and magazines  Promotion through internet o Social media o Channel partner o Various travel website  Word of mouth promotion through social media  Hoardings at strategic locations o Railway station, airports, shopping complex and malls.

13 Services Marketing - Group 8  Brand Campaign o Its low cost airline and tag line justifies that “flying for everyone” o To showcase their services they use appropriate tools to reach out to target audience o "Get more when you fly Spice Jet” It positions the brand as one that delivers value beyond the price point. In addition to providing a safe, modern and young fleet with efficient, warm, friendly and on time service, Spice Jet also listens to its consumers and offers experiences that they value. o Website continues to be a key channel of distribution and information for our customers. We wish to enhance our online presence to build our brand, understand our customers and drive more traffic to our site.  Snapshot of few Spice Jet campaigns 4. Process As mentioned above SpiceJet has established itself as a lowest price carrier by targeting middle class segment of India. As its brand name suggests, fly for everyone so Spice Jet is covering all kind of routes 1. Trunk routes: Routes with the heaviest traffic, TIER I cities of Mumbai (west) , Delhi (north) ,Kolkata (East) and Bangalore, Hyderabad and Chennai (south) 2. Auxiliary routes: These routes connect Tier I airports to other smaller airports e.g. Delhi- Chandigarh 3. Regional routes: These are the routes connecting smaller airports (e.g. Raipur-Bhubneshwar) For domestic airports Spice Jet has followed Hybrid approach for route management as with trunk routes following taxi slotting and one main central hub with couple of regional hubs to ease pressure of the central hub and utilize the airport.

14 Services Marketing - Group 8 We found t Hybrid after analysing the route map of Spice Jet where mostly flights were connected than direct for regional hubs. (Source: http://www.spicejet.com/schedules.aspx)  Booking services – Standard process similar to other competitors o Online Direct (Spice Jet website) o Online travel agent (Yatra, makemytrip etc.) o Travel agent o Call centre o Airline office 5. Physical Environment In our study we evaluated company on the basis of  Kind of aircraft (Health of asset)  Environment where services are delivered Aircrafts: SpiceJet has opted for the new-generation Boeing 737-800s with winglets and Boeing 737- 900ER. These aircraft allow for safe, comfortable and efficient flying and are ideally suited for short to medium-haul flights in Indian conditions. Bombardier Q400 designed for short haul routes, these aircrafts are known for their fuel efficiency and comfort. These new turboprop airliners are the next step in the continuing evolution of Indian aviation. The Q400 aircraft is the most technologically advance turboprop airliner. (Source: http://www.spicejet.com/Fleet.aspx) Aircraft In Service Orders Passengers Notes (Economy) Boeing 737-800 37 13 189 19 dry leased Boeing 737MAX — 42 — — Boeing 737-900ER 6 — 212 — Bombardier Dash 8 Q400 15 15 78 1 dry leased Total 58 70 Apart from this services provided by SpiceJet in aircrafts are: As compare to Jet Airways, Spice Jet has less number of inflight services which is aligned with their business model (Low cost carrier) Unlike Jet, they don’t have any in-flight entertainment services for passengers.

15 Services Marketing - Group 8 (Source: Spice Jet official facebook page) 6. People This our group has evaluated on two factors.  Internal: How well company is treating their internal staff. This we checked based on attrition rate for the company and compared it with industry standard. o We didn’t find any official data for attrition rate, but company has rating of 3.2 and 6.1 in SkyTrax.  External: An important marketing task is to set standards to improve quality of services provided by employees and monitor their performance. Front-line staff strongly impact the perceptions and experiences of customers. Here we evaluated how well company managed its external customers. o Though Spice Jet has targeted itself as low cost carrier and known for budget airlines still People” is the most important ‘p’ for spice jet. Passenger complain is below the industry standard. (*Source- http://www.dgca.nic.in/reports/mar-ind.htm) o Also they provide range of services as mentioned above. o Have been awarded India’s Best Low Cost Airline by Outlook Traveller, Hindustan times etc, services are according to brand perception but way less than Jet airways and Kingfisher.

16 Services Marketing - Group 8 7. Place Spice Jet is low cost airline so apart from trunk routes it operates in most of the regional routes. PFA snapshot of SpiceJet coverage. (Source: http://www.spicejet.com/Destinations.aspx)

17 Services Marketing - Group 8 Kingfisher Airlines - 8P Analysis 1. Price Started Kingfisher red as low cost carrier but it didn’t work. Overall in a short career span of KFA below are our observation on their pricing strategy  The price segment which KFA targets was o Upper middle class o Higher income group  Majority of youth and high life style segments (Group observation)  The low cost option (KFA Red) had complementary meals on board positioning KFA red as value for money airline  Had loyalty programs for customers and after some points they can book tickets through their king miles as well  Some of the services offered by KFA were for those segment why are ready to pay for comfort and luxury 2. Product We found that kingfisher has maximum range of product and services for its customers as compared to other domestic players. Kingfisher has created its service differentiation by providing quality service and delivering value to the passengers by creating a lavish and luxurious experience. Also it provided secondary services like  King Mobile o Kingfisher Airlines became the first Indian Airline to launch a range of services on the mobile platform. Now one can check for flight updates, buy tickets through SMS or access a world of services through a simple mobile application - anytime anywhere  Little Wings o Kingfisher Airlines, provides on-board experience which promises to be full of delightful & unforgettable moments. The airlines call its passengers as ‟guests‟ and as soon as the flight takes off, they’ll soon be absorbed in the thrill of stretching their own little wings.  Kingfisher Holidays o This scheme provides its passengers with King Miles which one can redeem for stay in hotels, car rentals etc.  Kingfisher Elite o In today’s competitive business environment, the pressure on productivity, cost and efficiency are greater than ever before. Kingfisher Elite offers exclusive travel solutions. One can Fly at one’s own convenience anywhere, anytime and choose who flies along with them in the utmost comfort, safety and privacy. Be it business or leisure, one can select from the range of business jets and provide the most exquisite service complimented with the highest safety standards, allowing one to arrive to their destination relaxed and refreshed.

18 Services Marketing - Group 8 3. Promotion KFA also followed traditional channels  Advertisement  Hoardings  Magazines  Internet and social media But they have two unique promotional tools which were directly targeting their segment was  Kingfisher Calendar  Contract with celebrities like Katrina Kaif and Yana Gupta We also observed that their promotion strategy was not synced with their brand perception:  Premium flights and discount  KFA red running on premium hubs  Lack of clear positioning o Kept switching between low frills and full service models o Indian customer more price sensitive than brand conscious 4. Process  Booking services – Standard and most of the competitors also provide similar services o Online Direct (Jet Airways website) o Online travel agent (Yatra, makemytrip etc.) o Travel agent o Call centre (Tele booking) o Airline office o Group Booking / corporate booking

19 Services Marketing - Group 8 2. Here we found Kingfisher confused. Kingfisher and Jet has almost similar business model but wrong process implementation for their low cost carries (KFA Red) backfired them. Kingfisher continued to use central hub airports for its low cost carriers, which increase the cost for them. Unlike other carriers who use hub and spoke model to decrease traffic on trunk routes and to pass on benefit to end customers, KFA decreased the cost without optimizing its process. This resulted in huge loss to them. 5. Physical Environment Kingfisher was known for its style, quality and comfort. They had one of the best fleet available at the market. Aircraft Total Orders Options Passengers Notes P Y Total Airbus A319-100 3 — — 0 144 144 All dry-leased Airbus A320-200 10 67 — 20 114 134 11 dry-leased 3 0 174 174 DEAL cancelled 8 0 180 180 Airbus A321-200 6 — — 32 119 151 2 dry leased 2 0 199 199 Airbus A350-800 — 5 — TBA Deliveries were planned: 2015 Airbus A380-800 — 5 5 0 0 800 Deliveries were planned: 2016 ATR 42–500 2 — — 0 48 48 All dry leased ATR 72–500 17 — 20 0 66 66 8 0 72 72 Boeing 727-044 1 VIP — — VIP for UB Group Total 64 77 25 (*Source: http://www.flykingfisher.com/about-us/our-fleet.aspx) Out of 66, 44 were dry leased. So instead of being fixed Asset, they become operational Asset for the company which has negatively impacted the cash flow of the company. KFA was known for its in-flight experiences. They had range of services to cater customers:  Custom-designed luxurious interiors (for Elite customers)  State-of-the-art technology features (for Elite customers  Exclusive Check-in counters (for Elite customers) Non Primary Routes (KF red) Operating in prime routes Loss

20 Services Marketing - Group 8 Some of the images of KFA: 6. People This our group has evaluated on two factors.  Internal: How well company is treating their internal staff. This we checked based on attrition rate for the company and compared it with industry standard. o Due to consistent negative cash flow KFA didn’t pay to its staff. KFA was consistently in news for negative reasons o Layoff of employees o HPCL case of non-payment o Strike by staff o Constant change in the top management o Giving operation of such complex industry to inexperience son  External: An important marketing task is to set standards to improve quality of services provided by employees and monitor their performance. Front-line staff strongly impact the perceptions and experiences of customers. Here we evaluated how well company managed its external customers. Till the time kingfisher was in business it was known for its world class services. o Extensive training to staff – Kingfisher training academy o Air-hostess handpicked by Vijay Mallaya o Numerous awards for best customer service i. Best Customer Service (Freddie Awards 2008) ii. Named Best Airline In India / Central Asia; Best Cabin Crew – Central Asia (Skytrax World Airline Awards 2010) iii. '5-STAR AIRLINE' award by Skytrax for 3rd consecutive year, 2010 (Source: http://www.flykingfisher.com/about-us/achievements.aspx)

21 Services Marketing - Group 8 o One of the value of kingfisher is Service “We are all in the hospitality business; we must always seek to serve our guests and gain their trust, goodwill and loyalty.” (Source: http://www.flykingfisher.com/about-us/vision-values.aspx) As per our analysis we found Kingfisher taking best care of people. 7. Place It was the largest Domestic Airline with a fleet of 60+ aircraft.  Connecting 61 Cities in India including 8 International Destination. Flight Bookings  Book in Person  Travel Agents  Online  Please refer Process for detailed report

22 Services Marketing - Group 8 References  http://www.spicejet.com/schedules.aspx  http://www.icra.in/Files/ticker/Indian%20Aviation%20Industry%20(NEW).pdf  http://www.dgca.nic.in/reports/rep-ind.htm  http://www.jetairways.com/EN/IN/SpecialOffers/TourismAustralia.aspxhttp://www.jetairwa ys.com/EN/IN/ProductAndServices/OnGroundServices.aspx)  http://www.jetairways.com/EN/IN/ProductAndServices/SpecialServices.aspx  http://www.jetairways.com/EN/IN/AboutUs/CodeShare.aspx  http://www.jetairways.com/EN/IN/AboutUs/FleetInformation.aspx#  http://www.jetairways.com/EN/IN/AboutUs/Awards2013-2014.aspx  http://www.spicejet.com/schedules.aspx  http://www.spicejet.com/Fleet.aspx  http://www.dgca.nic.in/reports/mar-ind.htm  http://www.spicejet.com/Destinations.aspx  http://www.flykingfisher.com/about-us/our-fleet.aspx  http://www.flykingfisher.com/about-us/achievements.aspx  http://www.flykingfisher.com/about-us/vision-values.aspx  Company Annual Reports

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