Published on January 30, 2014
Should SOUTHWEST AIRLINES Enter india
Southwest Airlines should enter Indian Market by 2015. SHOULD SOUTHWEST AIRLINES ENTER INDIA BY 2015? YES NO Company Market Potential Potential Operational Uniform Fleet Low turn around time Bargaining Power On time arrivals Financial Demographic Fuel Hedging Expanding middle income group Single Booking Platform Rising Urban Population Economic High Cost Untapped market potential Fuel cost Price Wars Multiple taxation Rising GDP Rupee depreciation Aviation Fuel Significant increase in LCC market High crude oil prices Political Issues High Govt. Intervention Government service fees Growth in tourism sector tax High Level of Corruption Airport Development fees KEY Factors: Rise in domestic passengers, urban population and cities with more than million population. Untapped market Potential, SWA’s expertise in Operational and Financial departments. Indian aviation market includes 64% of LCC airlines.
Joint Venture with established Indian players, Operating in Tier I & II cities, Operating in states with lower ATFs will help SWA enter Indian Market What strategies should SWA adopt enter India by 2015 Existing Strategies Operating Strategies Point to Point Tier I and Tier II cities Skilled Labor for Lower turn around time New Strategies J.V with 2 or more partners Low Cost Operating Cost MRO outsourcing Ticket Cost Single online Booking Platform Single Fleet Smaller Aircrafts Get into Cargo Business Industry Experts National Established players with understandi ng of Indian Market International Begin with operations in states with lower AFTs Better customer Connect Social Media Engage with Corporate Rewards and Bonus during festivals To Customers To Employees No price hike during festive season Fuel and Currency Hedging Key Insight : States like Orissa and Bengal have decrease AFTs by 50% 81% of Passengers fly from Tier I & II Cities
Threat Of Substitutes Railways – 9billion passengers annually Focus on busiest routes Roadways- over 1.1 billion passengers Bargaining Power Of Buyers Loyalty reward programs to attract customers Deals and packages Price Elasticity of demand Bargaining Power Of Suppliers 12 times increase in ATF from 2011 India pays 60% more fuel tax than its international counterparts. Fuel hedging and currency hedging Threat Of New Entrants Upcoming Tata-Air Asia JV targeting LCC segment Aggressive marketing strategies. Competitors High competition from IndiGo and jet airways which contribute to majority market share. Targeting minor airline players like jetlite
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