Understanding The Role Of General Sales Agent

In SriLankan Cargo
 INTRODUCTION

 Who is a General Sales Agent?

SHIPPER

FREIGHT FORWARDERS

GENERAL SALES AGENTS

AIRLINE

CONSIGNEE
 AIR CARGO INDUSTRY

 In India the air transport industry contributed about US$ 30 billion annually
to India's GDP
 Air freight or air cargo is the fastest mode of cross-continental goods
transport available. Speed to destination also makes it the most expensive
method
 The pharmaceutical industry heavily relies on air transport
 Air cargo transports 35% of global trade providing critical connectivity
 The main industries sourcing air cargo services are food, electronics,
telecoms, automobile parts, engineering, information technology,
pharmaceuticals and biotech and health.
 COMPANY PROFILE
Pelican Air Private Limited is 38-year-old GSSA Company having presence in 8 cities across India.
As a group they are diversified into :

 Passenger GSSA
 Cargo GSSA
 Tourism Board

Some of the Major Airline partners of Pelican Air –

 Air France Cargo
 SriLankan Cargo
 Malindo Air
 Air Niugini
 OBJECTIVES OF THE STUDY

 To understand the role Pelican Air plays in the export process of

SriLankan Cargo

 To understand the criteria of selection of a General Sales Agent by an

Airline
 RESEARCH METHODOLOGY

 I adopted a descriptive approach and is a phenomenological research which has

been conducted after personal interaction with individuals who have been in the
industry for 25 years

 Interacted with 15 people who have been working in this industry

 The research is conducted using secondary data source which is from internal
organization also data was taken from News Papers, Books & personal response
 EXPORT PROCESS FLOW

IATA license & Registration of Sharing sector Confirmation of Issue of Stock

CASS number Agent wise Rate booking by Agent (AWB number)

Capturing the
Booking Space in Arrange Unit Peparation of Giving Release
data into the
the Aircraft loading device Booking list order to GHA
system

Tally UWS with Re-verify rates Submit Export Submission of

the booking list given on Skychain General Manifest Accounting copy
and SkyChain system to Customs to HO
 SALES & MARKETING

 At Pelican Air details for research is obtained through WorldACD

 WorldACD has the world's largest air cargo market database. They provide information with regards to Cargo
volume, major Forwarders etc

 Agent Sales, Off-line Sales, Interline Sales, Consignee Sales, Telephone Sales, Advertisings and periodical visits
 REASONS FOR AIRLINES CHOOSING A GSA COMAPNY

 Cost
 Market Coverage
 Local knowledge
 Lack of in-house expertise
 Reliability
 Market share
 FINDINGS

 The multi-level agreements make it difficult for the GSAs to maintain smooth
functioning.
 There is limited access to the market as per the airline policy and destination
frequency
 The airline’s limited capability to provide more space in the flight
 Differences in the rates shared
 There is extensive pressure on the GSAs to maintain and improve the profit margin
 Airlines do prefer GSAs who have a strong market
 LIMITATIONS

 The Study was conducted on the working of only one Airline process operated
through a regional office in Andheri

 Monetary values were not shared by the organisation because of competition within
the market

 The research is conducted through secondary data and personal interviews

 Due to security reasons documents like Air Waybill green copies, manifest copies
could not be gained
 CONCLUSION

 Study found that GSAs should be unselfish by assisting the airlines in any possible
way, such as through regular communication, by providing updates of the market and
showing their willingness to handle all enquiries in relation to import and export
traffic.
 There needs to be a mutual understanding in respect to the expectations of the
airline
 The operations need to be transparent in terms of procedure and attitude to build
trustworthiness. The airline must provide GSAs access to unlimited market that can
help improvement in terms of sales and revenue.
THANK YOU!