FINAL PROJECT OF STRATEGIC MANAGEMENT

“Serene Airline ”

SUBMITTED TO: Sir ATIF AZIZ

SUBMITTED BY:
AMAN (61500)
JUNAID (62883)
HUDAN 62304
FARHIA 62305
SYED FAHEEM ALI

..

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 ACKNOWLEDGEMENT

Thanks to ALLAH Almighty Who enabled us to research on this topic.

We submit our heartiest gratitude to our respected teacher SIR ATIF AZIZ his sincere

guidance and help for completion of this project. Our joys knows no bounds in expressing our

cordial gratitude to our friends. Their support and encouragement was a great help throughout

this course. We humbly extend thanks to all concerned person who cooperated with us in this

regards.

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Table of Contents
Introduction of company ........................................................................................................................4
Mission and vission ..............................................................................................................................5-6
History .................................................................................................................................................6-7
Company strategy ...................................................................................................................................8
Recommended strategy ......................................................................................................................8-9
conclusion ...............................................................................................................................................9
References .............................................................................................................................................9

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Introduction

Serene Airline is a privately owned Pakistani airline that began operating services in January

2017. Serene Air operates scheduled domestic flights within Pakistan using a fleet of 4 Boeing
737-800 aircraft. Serene Air is Pakistan's premium airline on a mission to rejuvenate domestic
flying experience. With its avant-garde technology, expansive destinations, eclectic cuisine and
top notch service, Serene Air aims to provide an aviation experience like never before. Serene
Air makes bold promises with its fleet of Boeing 737-800s which are famous for their efficiency
and superb safety record. We aspire to provide travelers with a timeless journey, owing to our
skilled and professional crew. A blend of excellence, ambition and customer care is what will
God willing propel Serene Air as one of the leading names in the industry and inspire travelers
to experience serenity like never before.

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Mission

Rejuvenate domestic flying experience. With its avant-garde technology, expansive destinations,
eclectic cuisine and top notch service

Vision
Provide an aviation experience like never before.

History
The Pakistan Civil Aviation Authority granted a license in March 2016 that permitted the
establishment of Serene Air. The airline received its first aircraft, a Boeing 737-800, in
November 2016. The airline started operations on 29 January 2017, a week after obtaining its air
operator's certificate. The inaugural flight departed Islamabad for Karachi. Serene Air became
the fourth airline to offer domestic flights in Pakistan, after air blue, Pakistan International
Airlines His CEO's Message Serene Air is pleased to launch its operations with the arrival of our
'Boeing 737-800 Next Generation' aircraft with state of the art inflight services making your air
travel an unmatched experience. Catering to the growing travel needs of the country and rising
passenger expectations, we aim to achieve high standards by giving priority to our customers and
their needs. Serene Air will initiate its operations with 8 local destinations and plans to further
expand its services internationally in the near future. 

Sky Interior
Serene Air is pushing the boundaries of interior design to recapture the magic of a serene inflight
experience. A spacious, comfortable look with soft LED lighting, thoughtfully balanced for
leisure, work or rest. Known as the Boeing Sky Interior, it introduces new pivoting overhead bins
which itself is a first for a Boeing narrow body aircraft, new sidewalls, new passenger service
units, and LED mood lighting all combined to deliver an unprecedented inflight experience.

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Different Menu Every Day
Bored of having the same meal on your flight every
time? We understand that a meal no matter how
good it was the first time, just doesn't taste the same
after that. Hence Serene Air offers a different menu
every day to pleasantly surprise its flyers on every
flight. Each better than last.

More Leg Space

If you've ever been on a plane, it's likely that
you've come to the conclusion that one of the
biggest contributors to a comfortable flight is how
much space you have. At a time when seat sizes are
shrinking more and more, it has become more
challenging to find comfort at 30,000 feet, Serene
Air offers its travelers a spacious and comfortable
seat to ensure a sound journey.

Full Meal On-board

Being a Pakistani service at heart, we fully
understand that as hosts, not offering a full meal
on board to our guests is against our culture and
simply unacceptable. Serene Air ensures that
every single passenger is treated to a fulfilling
meal that combines all the right herbs and spices
to make you want to travel with us again for the
food alone.

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Preallocation of Seats
A "Pre-reserved Seat" option allows you to reserve your preferred seat(s) during the booking
process. With Serene Air, you can experience a complete freedom of choice by opting for any
seat you like.

Airline industry Pakistan

The Pakistan domestic market has been in decline since the start of the decade with connectivity
last winter at its lowest level since 2009 and summer capacity in 2016 down -1.1 per cent on
summer 2015 and considerably below the high recorded in 2012. However, the arrival of Serene
Air will help boost domestic capacity in Pakistan by 15.3 per cent, supported also by a
resurgence of Pakistan International Airlines in the local market.
The local aviation sector is set to develop to mirror the growth of the country’s economy with
demand rising thanks to increasing middle classes, and lower fuel costs translating into cheaper
air travel and local industry experts PAK Aviation tell Routes online that both Bhoja Air and Air
Indus are planning to Relaunch flights after halting services because of a lack of aircraft and
safety concerns.

Position of Serene Airline

Serene Air will bring more capacity into what are already major city pairs within Pakistan. Flights within
the triangle of Islamabad, Karachi and Lahore account for two thirds of the available domestic capacity
and the new arrival will compete with all three incumbent carriers on routes from Karachi to Islamabad,
Lahore and its proposed Multan operation. It will compete will just PIA between Karachi and Faisalabad,
Peshawar and Quetta.

SWOT ANALYSIS OF SERENE AIR

 Strength

 Cost leadership strategy

 Financial strength
 Huge distribution network
 Strong brand image
 Weakness

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  Mainly focused on online shopping

 Opportunities
 Expansion in to new market
 Developing new partnership with other firm

 Threats

 New entrants
 Government regulations

Competitor analysis
Analyzing an organization’s competitors helps it decide the strategies it will follow in both the short and
long term. By looking at competitors, a firm can determine the industry trends and make decisions on
crucial issues such as discounts to be offered, quality of services provided, channel of distribution and
promotion strategy. A firm can improve its operations and is in a better position to compete by taking
into account all these aspects. The airline industry in Pakistan currently has cut throat competition.
Passengers, today, are time conscious since time is the only rare commodity in today’s world. The
offering of the airlines are continuously changing with changing customer needs. The airlines are
deploying more efforts to meet customer requirements and provide superior quality of services. Every
organization faces competition and so does Air Blue. Its competitors include PIA, Aero Asia and Shaheen
Airways.

PAKISTAN INTERNATIONAL AIRLINES (PIA)

PIA is the flag carrier of Pakistan and the national airline operating passenger and cargo services
around the world. It is the oldest airline in Pakistan, (dating back to the Indo-Pak subcontinent)
and has the first mover’s advantage. Its main hubs include Jinnah International Airport, Karachi,
Allama Iqbal International Airport, Lahore and Islamabad International Airport, Islamabad. Its
current fleet size is 40 and it flies to 82 destinations. PIA has a rich history and made through
various ups and downs of the economy. It still claims --- percent market share and is the largest
airline in the country by all standards fleet size, number of passengers per month, income . In
December 2003, PIA introduced a revamped its corporate image from changing the outlook of its
planes to its logo. The new image was also applied to their first 777-200ER and another newly
leased A310- 300. Under the new style, the tail was painted beige and a flowing Pakistan flag
placed on it, PIA acronym was enlarged and moved onto the fuselage. In early 19 2006, PIA
unveiled four designs representing the four provinces of Pakistan to be applied throughout their
fleet, these will replace the present flag 6.

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SHAHEEN AIR
Shaheen Airways is the second national airline after PIA. It mainly covers Karachi, Lahore and
Islamabad and the Gulf. Its base is Jinnah International Airport, Karachi, with a hub at Islamabad
International Airport, Islamabad. Its fleet size is 10 and destinations are 11 which are further
divided into 5 domestic and 6 international. This depicts that it is mainly focusing international
customers. It currently operates in Islamabad, Karachi, Lahore, Peshawar, Quetta, Abu Dhabi,
UAE, Doha, UK, Kuwait and Oman.

CORPORATE IMAGE
For the purpose of positioning Serene Air and its competitors, corporate image means if the
brand advertises a corporate image. PIA, the national carrier of Pakistan was a favorite of
corporates before the introduction of Serene Air . PIA regularly sponsors sports such as a first-
class cricket team that plays in the ABN AMRO Patron’s Trophy in Pakistan. PIA is also
sponsoring the A1 Team Pakistan for the A1 Grand Prix, recently being introduced in over 25
nations around the world. The sport is very similar to the Formula One races and is held during
the Northern Hemisphere winter off-season of the FIA Formula 1 Grand Prix series. Aero Asia
sponsors cricket matches aired on TV. The cricket grounds are usually branded with Air Blue,
however, are not as active in sponsoring sports events.

Value chain analysis

 More destination domestically
 Digital marketing
 Technology driven operation
 Better customer service
 More advance aircraft and spacious seating
 Promotion and eals in pricing strategy
 On time boarding and arrival
 Food quality
 Excellent in flight service
 Recruitment of competent professional for all function of the company
 Curtail down loss making destination /routes

Generic strategy
 Diversification
 Introduce business class facilities
 Introduce cargo services

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  Differentiation
 Introduction of new flight destination
 Hajj flight
 Middle east

 Cost leadership
 Purchase of new aircraft on economic lease,wet lease

 Strategies should focus the core values described in its mission statement

Recommended strategy

Blue Ocean strategy

Serene Air should systematically create the “Blue Ocean strategy” of uncontested market space ripe for
growth .it include high product differentiation with low cost to make the competition irrelevant.

 Destination still not tapped by competitors or poor coverage like Europe, Thailand, USA
and central Region etc
 Innovate services to differentiate them from rivals i.e utilize its technology to create
differentiation
 Manage its low cost carrier (lcc) brand image and align value profit and people.
 Use different marketing and pricing strategies to develop new markets like emirates and
Turkish Airline

Conclusion
Serene air is newly developed airline in Pakistan and aviation industry in Pakistan is already very tough
as per data there is very low number of people can travel by air internationally as well as domestically
so over all completion between the airline in Pakistan can be more tough in upcoming future as new
airline is going to be start Serene Air should systematically create the “Blue Ocean strategy” of

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uncontested market space ripe for growth .it include high product differentiation with low cost to make
the competition irrelevant.

References

 https://www.sereneair.com/

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 https://www.sereneair.com/experience

 https://www.sereneair.com/experience

 https://historyofpia.com/forums/viewtopic.php?t=11693

 http://www.marketingmo.com/strategic-planning/marketing-campaigns/00

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