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DELTA WAYS

AIRLINE
INTRODUCTION:
Delta ways airline started as a domestic airline
company in the Pakistan. During the first year the
airline became very popular, which allowed the
airline to compete
directly with the flag
carrier Pakistan
International Airlines and
the two other private
carriers, flying more than
400,000 passengers in
the first year with a load
factor of over 90%. This
allowed the airline to expand into more cities in
Pakistan including Peshawar, Quetta and
Nawabshah. But now stepping towards the
international market and providing services to the
international users.

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On 22 October 2005, Delta Ways Airline
launched its first international flight from Karachi
to Dubai. On 4 June 2007, Delta ways launched its
inaugural flight to Manchester. There were plans to
launch flights from Lahore to London in 2014. Delta
ways still progressing and the shares of the
company are leading toward boom.

MISSION STATEMENT:
Delta airline offers quality
customer services and innovative
products, participating in global
alliances, using state-of-the-art
technologies, ensuring cost-effective measures in
operations.
We will be recognized as the most progressive
enterprise in the transportation. We will offer our
customers cost effective transportation service
within geographical areas and market segments
that can benefit from our services and will insure a
return on investment and growth rate consistent
with current management guide lines.

OUR VISION:

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Delta ways vision is to be the world
best airline company providing services
greater than expectations to the
customers.
Our vision is to make our airline the most
admired airline in the world. Ensuring safety comes
first, Providing Service Straight from the Heart,
Encouraging product leadership, Delivering
superior financial returns, providing rewarding
career opportunities.

REGULAR SERVICES AND


FEATURES:

CABIN
All aircraft have a 3-by-3 layout, with
an all economy cabin and have
overhead video screens.

E-Ticketing
Delta ways is the first airline in Pakistan to
introduce e-ticketing, wireless check-in and self
check-in kiosk facilities. The airline also uses Sabre,
a ticket distribution system.

Frequent flyer program


The Delta ways frequent flyer program.
Passengers are able to initially start on the base
level where sign up is free. Once passengers earn

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enough miles, there are upgrades to the green
Card followed by the Platinum Card.

Lounges
Delta ways inaugurated its
own premium lounge. The
lounge offered Internet
facilities, cable television,
newspapers and magazines, massage chairs and a
snack bar. It was located in the international
terminal of the airport.

Cost-cutting measures
To deal with the fuel price hike worldwide, Delta
ways converted their fleet to all economy class,
and all new aircraft will also be in a single-class
configuration. They also ended full meal services
and replaced it with snacks on domestic flights.

Ground services
Passengers may check-in 2 hours prior to flight
departure at latest or as early as 48 hours prior to
flight departure. This may be done in person or at
self-service kiosks. Currently self-service kiosks are
available at Jinnah International Airport and Allama
Iqbal International Airport. Delta ways handles
ground and passenger handling for the airline at all
of the airports the airline operates from. Gate
Gourmet provides food and beverage services to
the airline.

Cargo operations
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Delta ways have launched e-Cargo service to
cater to air freight markets of Pakistan, UAE and
UK. According to a press release, e-Cargo will
broaden the base of cargo and permit certified
agents to book freight directly online opening the
inventory through Web.

ADDITIONAL SERVICES AND


FEATURES:
Scout Service
Many of the customers finds
inconvenience while travelling due to
unavailability of representatives and
guiders on the jet. So now we are
providing Scout service on the plane
that will help customer in the hours of
inconvenience.

Going Green.
Utilizing natural resources as energy. We have
etched the solar panels to the plane that helps in
providing energy source and consumption of fuel
become less.

Convertible seats.
We are providing comfortable seats that can be
converted to the bed for the convenience of
customers.

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Providing iPads.
Customer often found bored during leisure time
on the plane. Now we are providing pads and free
wi-fi to our customers in their boredom.

Taking first class to new level.


We have taken the first class to the
whole new level. We are providing
extra level services to them and
providing environment that have not
provided by any other before.

Providing holographic display to


business class.
We are providing new techniques and innovatory
technologies to the business class for the
discussion of their projects. One of the largest is
holographic display. It helps them to review their
presentations on plane in a new way.

MARKET SEGMENTATION AND


TARGET MARKET:
As we have segmented the market as;

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Economy Elite

Traveller Business

But we are targeting the Elite and Business class.


As;

Elite
Economy

Traveller
Business

DIFFERENTIATION AND
POSITIONING STRATEGY:

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We are positioning and differentiating our services
by fulfilling the following;
Customer expectation:
Convenience, Caring, and Competitive
Tariff
Service:
Personalized and Courteous
Innovation:
Cherishing New Ideas, Translated Into
Action
Cohesiveness:
Respect for Individuals, Teamwork, and
Effective Communication
Integrity:
Business Ethics and Accountability
Reliability:
Loyalty and Consistency
Safety:
Passengers, Employees, Environment, and
Health

SWOT ANALYSIS:

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After the complete analysis of
internal and external
environment, we have found
that;
Strengths:

Multilingual staff on
board.
Booking offices in all major cities both at
domestic and international.
Subsidized fares.
Electronic ticketing by web and through
SMS.
Highly professional staff.
Having GOVERMENTS protection.

Weaknesses:

Higher operating cost.


Huge burden of employee.
Inadequate space on the aircraft.
Charging of higher fare as compared to
competitors.
Lack of marketing activities as
compared to competitors.

OPPORTUNITIES:

Largest domestic network and have


proper routs planning.
We can generate huge amount of
revenue with higher profit.

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Favorable market for domestic as well
as international.

THREATS:

Negative rising perception about the


country, regarding terrorism.
Political instability and law and order
situation.
Rising fuel prices.
Over staffing at all level.
Frequently rising Airlines fare.

Our Competitor Firms:


Our competitor firms are;
Air Blue.
Aircraft Sales and
Services Limited
(ASSL).
Air Indus.
Askari Aviation.
Pakistan aviators and
aviation.
Pakistan International
Airlines (PIA).
Princely Jets.
Royal Airline.
Shaheen Air.
Star Air Aviation.
Aero Asia.

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PRICING STRATEGY:
There are two types of Marketing Strategies
which are;
1. Marketing Skimming
Pricing.
2. Marketing Penetrated
Pricing.
Firstly, we will use
Skimming pricing strategy
as we are providing
something new and
innovatory but after that we
use penetrated pricing strategy due to immense
competitive environment.

PROMOTION STRATEGY:
We are promoting our airlines through;
Advertising on
internet.
Starting new
campaigns.
Organizing seminars.
Providing free tour
tickets to the
customers.
Using traveling
agents and tour
operators.
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