INTRODUCTION

 With a growth rate of 18 per cent per annum, the Indian aviation industry is one of the fastest growing aviation industries in the world.  India has jumped to 9th position in world's aviation market from 12th in 2006. The scheduled domestic air services are now available from 87 airports as against 75 in 2006.  By 2020, Indian airports are expected to handle more than 100 million passengers including 60 million domestic passengers and around 3.4 million tones of cargo per annum.

How it started .

Birth of Indian Aviation .

The private carriers accounted for around 7 5 % share of the domestic aviation market .THE TRANSFORMATION 200 6 .

PRESENT SCENARIO .

STRATEGIC GROUPS .

‡ Jet Airways in its typically 'trendsetter attitude' created India's first domestic full service and low cost model by announcing the launch of Jetlite. . It is India's third largest airline after Air India and Kingfisher Airlines.JET AIRWAYS MARKET LEADERS ‡ 31% OF MARKET SHARE AFTER ACQUISITION OF AIR SAHARA ‡ Jet Airways is an airline based in Mumbai. India. which will be positioned between low cost and full-service.

STRATEGIES .

the airline was previously operated by Deccan Aviation ‡ It was known popularly as the common man's airline ‡ After the merger. ‡ Air Deccan is positioning itself as a Low Cost Carrier.AIR DECCAN COST LEADER ‡ Formerly known as Air Deccan. ‡ Target market : Upper middle class in short term and lower middle class aggressively in long term. Air Deccan is known as Kingfisher Red run by Kingfisher Airlines. .

Offering non-trunk short-haul routes and attracting high-end railway traffic through comparable fares . Internet booking and cheap fares 8. ICICI-Travel agent purchase card 5.Tie-up with Café Coffee Day 4.Advertisement through print. Single class aircraft configuration 7. Offers no in-flight service 6.STRATEGIES 1. In flight shopping scheme called Brand for less 3. radio and billboards 2.

‡ SpiceJet marked its entry in service with Rs. with 9. it was India's second-largest low-cost airline in terms of market share.000 seats available at this rate. . 99 fares for the first 99 days. It began service in May 2005 and by 2008.SPICEJET FLYING FOR EVERYBODY ‡ SpiceJet was earlier known as Royal Airways ‡ SpiceJet is a low-cost airline based in New Delhi.

Aims at future fleet expansion to increase market share 4. 99 fares for first 99 days offering low everyday spicey fares 2. 3. Concessional fares for students . Offering free tickets 5.STRATEGIES 1. Aims to compete with Indian Railway s AC segment. Corporate deal offers 6. Entered with Rs.

Malaysia Airlines. with regional and long-haul international services. . Qatar Airways. ‡ Kingfisher Airlines is one of six airlines in the world to have a five-star rating from Skytrax.KINGFISHER MARKET CHALLENGERS ‡ Kingfisher Airlines Limited. is a major Indian airline. along with Asiana Airlines. Kingfisher operates more than 400 flights a day and has a network of 69 destinations. Singapore Airlines and Cathay Pacific Airways.

IT LAYS STRESS UPON ‡ ‡ ‡ ‡ Medium-cost operation One single Kingfisher Class for all Full Service at True Value Short flights and fast turnaround times (allowing maximum utilization of aircraft) .

The company has also launched Kingfisher First. 4.STRATEGIES 1. 5. Co-branding/Strategic partnerships with like-minded brands is an aggressive strategy of Kingfisher to promote its guest loyalty program. The company is also planning a series of online promos to boost traffic in certain sectors such as Mumbai-Kolkata. which is a print campaign to promote its first class service. They are running online contests to boost traffic on these sectors and are also looking at partnering with premium hotels. . spouses and dependent children are also eligible for these reduced and special fares. 2.parents. 3. The company is used to spend close to Rs 40 crore on various media and below-the line marketing activities every year. The immediate families of these personnel .

6.Currently domestic passenger market is growing at 50% 6.High operational cost for airlines. India's civil aviation passenger growth. at 20 per cent. 5. Tourism in India 4. Fleet expansion by state owned carriers WEAKNESS 1. Rising income levels 3. 1. The number of air travelers is about 0. Rising share of low cost carriers 7.STRENGTH 1.8 per cent of the population 3. is making changes in the regulations. Government Regulations. Growing outbound travel in India 5. Shortage of trained Pilots 2. Under penetrated Market 2. Untapped Air Cargo Market 3. Acute shortage of trained pilots and technicians.Economic Growth 5. Infrastructural constraints 4. Acute shortage of Pilots and maintenance engineers. 4.Currently domestic passenger market is growing at 50% 7. it needs to move at a much faster pace on this. 3. Economies improving after recession. High security threats in the subcontinent. 5. Training infrastructure incompatible both in terms of quality and quantity. SWOT OPPORTUNITIES 1. High prices 4. Modernization of non metro airports 6. Though the govt. 7. Lower air fares 2. . Expecting investments ANALYSIS THREATS 2. Low profit margins and high operating costs. is among the highest in the world.

CONCLUSION .

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