Kingfisher airlines

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Information about Kingfisher airlines

Published on March 3, 2014

Author: kunalsolanki7355



assignment strategic management

KINGFISHER AIRLINES Prepared By Sumit Vishal Yuan kunal

KINGFISHER AIRLINES • kingfisher airline started its operation on 9th may 2005 • A major Indian airline based in Mumbai. • Kingfisher Airline is one of the only seven Airlines awarded 5 star rating by Skytrax. • In may 2009 Kingfisher Airlines Carried more than 1 million passengers. • Total connection of 70 cities and 7 international destinations. Flying over 350 flights a day. • Current fleet size of 67 aircrafts and market share of 20.8% • Recognized as one of the India „s most respected companies in 2006. • India „s only five star airline.

SERVICES • Domestic • Kingfisher first • Kingfisher class • Kingfisher red • International • Kingfisher first • Kingfisher class • Kingfisher red • Kingfisher Lounge.

FINANCE STRATEGY • Key initiative to enhance performance. • New frequent flyer program launch with unique feature non –air rewards , family club etc…. • Improve internet booking engine. • Stringent actions planned and undertaken to keep cost under control. • Redelivery of non-operational aircraft. • Reduced engineering cost by 10-15 % by induction of new key vendors. • “Fuel monitoring system” reduction in fuel consumptions • Control on overheads ,e.g.… optimized offices and warehouse spaces.

HR STRATEGY • Non poaching alliance with Air Deccan • Flying models – selection procedure through national level model contest. • Hand picked staff by Mr. Vijay malya. • Bank on buddy programme. • HR connect magazine .

4 P ‟S • PRODUCT • Domestic and international air journeys • Airbus A-320 , A-319-100 and ATC 72, ATR 72-500 and ATR 42-500 • Merger with Air Deccan “KINGFISHER RED” • Kingfisher Elite. • PRICE • Target higher income group • SEC A-1 , A-2 , B-1. • Business class.

PLACE –NETWORKING • Wide network –major focus metro cities. • Flight bookings. • Book in person • Travel agents • Online • India „s first “Fly by SMS ” services.

PROMOTION STRATEGY • Personal selling • Travel agency • Offers • Frontline staff • King club • Brand Ambassador • Hoardings • Personal feedback

PEOPLE • Special luxurious services. • Inflight entertainment • System on every seats • Kingfisher Elite • Custom design Luxurious interiors. • State of the art technology features • Exclusive check-In counters. • Experienced and highly trained professional crew. • Special Assistance • Guest with disabilities and reduced mobility • Unaccompanied minors • Expectant mothers and infant • Other special needs , wheelchair /stretcher. • Special meals

STRATEGIC OVERVIEW. • KFA started its customer as GUEST rather then passengers. • Appealing promotional line ” FLY THE GOOD TIMES ” and it reflected in the experience company offered to its passengers • KFA gave best services to its customers like providing world class interiors and in-flight entertainment systems • KFA came up with only one class airlines • KFA created new category of Aviation hospitality thus making service and hospitality main focus.

SWOT ANALYSIS • STRENGTH • Strong brand value and reputation • Regional connectivity • Efficient staff • Capitalization • Visionor • Quality and continuous innovation • WEAKNESSES • Indian psychology • Infrastructure constrains. • Facing tough competition from competitors.

• OPPORTUNITIES • Expected huge investments • Expanding tourism industry • The non-penetrated domestic market • Un-tapped air cargo market. • THREATS • Competitors • Fuel price hike • Economic shutdown.

KINGFISHER AIRLINES (FACTORS) • POLITICAL FACTORS. • Open sky policies • FDI limits :100% for green field airport • 74% for existing airport • 100% through special permission • 49% for airlines • ECONOMICAL FACTORS • Contribution to Indian economy. • Rising cost of fuel • Investment in sector of aviation • The growth of middle income group affect the aviation sectors

• SOCIAL FACTORS • Development of cities leads to better services and airports • Employment opportunities • Safety regulation • The status symbol attached to air travel • TECHNOLOGICAL FACTORS • The growth of e-commerce and e-ticketing • Satellite based navigation system. • Modernization and privatization in airport • Development of green field airport with private sectors e.g… Bangalore airport corporation limited.

• ENVIRONMENTAL FACTORS • The increase in global warming • The sudden and unexpected behavior of atmosphere and dependency on weather. • Shortage of infrastructural capacity. • Tourism saturation • LEGAL FACTORS • FDI limits • Bilateral treaties • Airlines acquisition and leasing cost

REFERENCES • - is for Sale (Fly Kingfishers)Intext: (, 2014)Bibliography: 2014. is for Sale (Fly Kingfishers). [online] Available at: [Accessed: 26 Jan 2014]. • In-text: (, 2014)Bibliography: 2014. Vijay Mallya may face prosecution for not paying service tax arrears. [online] Available at: [Accessed: 26 Jan 2014]. • Bibliography: 2014. Kingfisher Airlines' lenders get Rs 550 crore by selling shares. [online] Available at: [Accessed: 26 Jan 2014]. • In-text: (, 2014)Bibliography: 2014. Tejas Article : Brand management : The Kingfisher Airlines Saga. [online] Available at: [Accessed: 26 Jan 2014]. • In-text: (, 2014)Bibliography: 2014. NSE to shift 11 stocks to restricted trade segment. [online] Available at: [Accessed: 26 Jan 2014]. • Bibliography: 2014. kingfisher airlines interior - Google-Suche. [online] Available at: 2920#q=kingfisher+club&tbm=isch&imgdii=_ [Accessed: 26 Jan 2014].

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