Professional Documents
Culture Documents
Timeline
2006:
33
Sept-2011:
2012:
Moderate competition with two players 2006-07: Intensified competition with entry of low-cost carriers (LCCs); 9 players Higher fuel prices and manpower costs eroded profitability 2007-08: Industry losses of Rs.49 billion; deterioration of capital structure and liquidity crunch Consolidation phase (Air India+Indian; Jet+Sahara; Kingfisher+Air Deccan) Growing market share of LCCs
Increased
capacity utilisation aided efficient players post profits in 2010-11 Source: CRISILResearch
even in the bad years of 2008-2010 Net profit estimate of Rs.600 crore on revenues of Rs.3500 crore in 2010-11 Grown at a steady clip addition of eight planes every year Market leader 23.3% market share in 2011-12 Successful foray into the international markets
Cutting Costs
One
service one fleet (63 Airbus A320s) Higher fuel efficiency Alliance with Airbus for maintenance Asset light leasing model IndiGo has 96 employees per aircraft; lean-and-mean vis-vis to Air India's 250 a plane Only Indian airline to adopt RNP approach: Fuel and cost savings; Faster turnaround at airports Gradual expansion Lower flight to market ratio Competitors have only been low fare and not low cost
Differentiating Service
Cheap
Great Clean
tickets
on-time performance and fresh airline service a differentiator simple promises and KEEPING them too
Making
Trusted
Broad Differentiation
Focused Differentiation
Backbone
Meticulous
planning
Route selection For international foray - the network planning, marketing, training and product definition began even before completion of 5 years
Backbone.contd
Motivated
workforce
Among top 50 best work places in India Lowest attrition in the industry Face of the company in advertisements Employees working in multiple roles
Backbone.contd
Financial
prudence
Effective
communication
Competitive Advantage
Resources Aircraft HR Fuel Brand Equity Operations Valuable Y Y Y Y Y Rare N Y N Y Y Costly to Imitate N N N N Y
Risks
Domestic
competition set to intensify with FDI nod (AirAsia Tata JV) High competition in the international sector AirAsia, Air Arabia, and Air India Express Poaching of employees Availability of pilots and skilled personnel Point-to-point carrier Extensive government interference ATF fuel prices
Opportunities
Indian
Going
Extension
Thank you.Group O1