Lahore School of Aviation

The University of Lahore

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Program: BS Aviation Management Semester: 6

Course: AAM Code:70078533
Instructor: Sir Rizwan Section A
Assign. No: 3 Date: 27– 05- 2022
Name: M Ali Abbas Reg. No: 70078533
M Hamza
Sarmad Sanan
Humaira Din
Ujala Batool

Remarks:__________________________________________________________________________________

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Marks: / 10

Instructor’s Signature
 SWOT ANALYSIS OF SERENE AIR
INTRODUCTION:
The Pakistan Civil Aviation Authority granted a license in March 2016 that permitted the establishment of
Serene Air. Serene Air is a privately owned airline headquarter in Islamabad. IATA code for Serene Air is ER
while ICAO is SEP. Serene Air have 7 aircrafts in their fleet it includes B737 (4) and A330 (3). Which are
operated both domestic and international flight operations. It is operated to 11 destinations (domestic and
international). International operation includes Jeddah and Riyadh in Saudia, Sharjah and Dubai in UAE,
Chengdu in China (not operational yet). There are total 11 offices, 8 offices are located in Pakistan (Islamabad,
Peshawar, Faisalabad, Quetta, Lahore, Rawalpindi, Karachi).
Serene Air is planning to start direct flights from Chengdu, China, to Karachi in the near future. The Chinese
Civil Aviation Administration recently approved the opening of a direct aircraft route between Chengdu and
Karachi. This will be a combined passenger and cargo route. The passenger air route will be converted to a
cargo route at the start of its operation to address the demand for international logistics air freight. In addition,
two flights are scheduled each week.

Swot analysis for Serene Air

Following points summarizes the Strengths, Weaknesses, Opportunities and Threats of the Serene Air that they
have faced in their period of ale nest 2 years.
Strengths
1. Rapid Technological Adoption: Serene Air in a very less tire adopted a technological innovation by
launching online reservations and E-ticketing on their websites.
2. Fleet of Bering 737 & 800: Serene Air contains fleet of famous aircrafts that are famous for their efficiency,
safety record and good interior and exterior structure.
Among top 3 Domestic Share; In a very less time due to their strong focus job high standards and customer
needs, Serene Air have become successful in achieving a good domestic market share more than their target
Professional Staff: From start, Serene Air has always hired professional trained and skillful staff (from Pilots
to workers) that have help them. in reaching their target and giving, value to their Customers.
Opportunities
•Can gain a High Revenue through domestic flight operations
• Increased Competition among its rivals LIKE AIR SIAL. AIR BLUE ,PIA etc.
• Access to International Market
• Entertainment system
• Timing slot wisely.
Weakness
Having fleet of Boeing & 800 wide body aircraft Slow Market growth Up skilled highly experience cabin crew
Dependence on Fuel Prices flight delay controls offering 98% on time performance Limited International
Routes New menu meals every day in every flight Difficulties in promoting Use of rapid technological
innovation Advance technological Aircraft system Marketing activities is very low in terms of ATL
advertisement Choice of stars
Threats:
• Increased Competition among its rivals
• LIKE AIR SIAL. AIR BLUE ,PIA etc.
• Continuous Rise in Fuel Prices
• Accidents
• Terrorism attack
• Weather
• Government interventions can result in
• new costly rules