Pia: Marketing and Pakistan International Airlines
Executive Summary
The report highlights the current marketing mix of Pakistan International Airlines. This information supplied in this report is based on an interview with the Assistant Marketing Manager of PIA.
Pakistan International Airlines is the national flag carrier and was established in 1955. It not only provides transportation services, but its operations extend to providing cargo services and courier services also.
The private Airlines operating in Pakistan including Emirates, Air Blue, and Royal Airways etc are performing very well as far as the international flights are concerned, but they fail to cater the domestic market. Here Pakistan International Airlines differentiates itself by providing direct flights to distant areas, where other airlines are unable to stretch their network due to high cost. A flip side of this is that it is a liability on Pakistan International Airlines to cater this loss making sector, where most of the flights are not packed.
Pakistan International Airlines serves two markets – Domestic and International. In the domestic sector, it has out performed itself by stretching its networks to areas where other airlines do not fly to. In the international market it faces severe competition, especially due to the fact that these international organizations are providing fares much lower than Pakistan International Airlines.
Pakistan International Airlines major strength is its wide domestic network and high employee knowledge. It weaknesses include high fares, centralized decision making and ageing fleet. Pakistan International Airlines still has the opportunity and potential to innovate itself. Only then it can counter the increasing competition. Other threats to Pakistan International Airlines are increasing fuel prices and unstable government policy.
The main objective of Pakistan International Airlines is to provide better service to retain its customers and hence increase its profitability. This objective is
The report highlights the current marketing mix of Pakistan International Airlines. This information supplied in this report is based on an interview with the Assistant Marketing Manager of PIA.
Pakistan International Airlines is the national flag carrier and was established in 1955. It not only provides transportation services, but its operations extend to providing cargo services and courier services also.
The private Airlines operating in Pakistan including Emirates, Air Blue, and Royal Airways etc are performing very well as far as the international flights are concerned, but they fail to cater the domestic market. Here Pakistan International Airlines differentiates itself by providing direct flights to distant areas, where other airlines are unable to stretch their network due to high cost. A flip side of this is that it is a liability on Pakistan International Airlines to cater this loss making sector, where most of the flights are not packed.
Pakistan International Airlines serves two markets – Domestic and International. In the domestic sector, it has out performed itself by stretching its networks to areas where other airlines do not fly to. In the international market it faces severe competition, especially due to the fact that these international organizations are providing fares much lower than Pakistan International Airlines.
Pakistan International Airlines major strength is its wide domestic network and high employee knowledge. It weaknesses include high fares, centralized decision making and ageing fleet. Pakistan International Airlines still has the opportunity and potential to innovate itself. Only then it can counter the increasing competition. Other threats to Pakistan International Airlines are increasing fuel prices and unstable government policy.
The main objective of Pakistan International Airlines is to provide better service to retain its customers and hence increase its profitability. This objective is