Preview

Turkish Airlines

Powerful Essays
Open Document
Open Document
6222 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Turkish Airlines
London Metropolitan University

Turkish Airlines Marketing Plan (Portfolio) Summer/Winter 2010/11 UK

By Nikola Georgiev Student ID: 07059973

CA3002C Aviation Commercial Planning and Marketing

Tutor: Nicholas Coleman

London Metropolitan University

Table of Contents:
1. Introduction 2. Business Strategy 2.1. Airline Overview 2.2. Existing Market 2.3. Competitors Overview and Situation analysis 2.4. The Competitors 2.4.1. British Airways 2.4.2. Pegasus Airlines 2.4.3. Easyjet 2.4.4. Competitors products 2.4.5. Competitive advantage of Turkish Airlines. 3. Strategic Marketing Focus. 3.1. Mission 3.2. Goals and Objectives 3.3. Values 3.4. Core competencies 3.5. External Environment -PEST Analysis 3.6. Internal Environment – SWOT Analysis 4. Marketing Plan 4.1. Target Market 4.1.1. Market Share Estimates by Class 4.1.2. Load Factor 4.1.3. Turkish Tourism and Business segments 4.1.4. Expatriates in Turkey 4.1.5. Transit Passengers of Istanbul 4.2. Intended Strategies 4.2.1. Market Penetration (Improving In-flight services) 4.2.2. Market Development (Extending new routes) 4.2.3. Product Development (First class private suite) 4.2.4.Cost reductions 4.3. Marketing programmes 4.3.1. Product 4.3.2. Price 4.3.3. Promotion 4.3.4. Place 4.3.5. Customer Service 5. Conclusion 6. Appendices (Tables and Charts) 7. References

CA3002C Aviation Commercial Planning and Marketing

Tutor: Nicholas Coleman

London Metropolitan University 1. Introduction A comprehensive marketing plan for Turkish Airlines, particularly focusing on its services, product differentiation, target markets and customer segments is vital to ensure its survival against the existing services provided by its competitors - British Airways, Pegasus Airlines and Easyjet. The objective of this marketing plan is to further develop Turkish Airlines market share in summer 2010 and winter 2010/11 period through marketing programs and initiatives. The task undertaken begins with overview of the


References: Textbooks: Shaw S. (2004), “Airline Marketing and Management”, 5 th edition, Ashgate Publishing Ltd., UK Doganis R. (2006), “The Airline Business”, 2 nd edition, Routledge Publishing, USA Doganis R. (2009), “Flying off course – Airline economics and marketing”, 4 th edition, HarperCollins Academic, USA Web sites: Turkish Airlines: www.turkishairlines.com (Accessed on 12 Apr 2010) Pegasus Airlines: www.flypegasus.com (Accessed on 12 Apr 2010) EasyJet: www.easyjet.com (Accessed on 12 Apr 2010) Emirates Airline Strategies: www.emirates.com (Accessed on 13 Apr 2010) (1) www.skytrax.com (Accessed on 12 Apr 2010) (2) www.skyscanner.net (Accessed on 18 Apr 2010) (3) www.ba.com (Accessed on 18 Apr 2010) (4) www.chewonthis.org.uk (Accessed on 10 Apr 2010) http://uk.reuters.com/article/idUKLDE63D176201004 (Accessed on 14 Apr 2010) Istanbul – Ataturk Airport: www.ataturkairport.com (Accessed on 12 Apr 2010) Centre for Aviation: http://www.centreforaviation.com/ (Accessed on 21 Apr 2010) Turkey Tourism Authority: www.tourismturkey.org (Accessed on 13 Apr 2010) Turkey Visitors site: www.goturkey.com (Accessed on 13 Apr 2010) European Culture Capital: www.en.istanbul2010.org (Accessed on 13 Apr 2010) Turk Statistic Institute: www.turkstat.gov.tr (Accessed on 17 Apr 2010) CA3002C Aviation Commercial Planning and Marketing Tutor: Nicholas Coleman
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Mkt 571 Week One Individual Assignment
    • 662 Words
    • 3 Pages

    Mkt 571 Week One Individual Assignment

    The purpose of this paper is to review the marketing issues identified in a fictional Airline called Classic Airlines. I was presented with a scenario in which I will attempt to identify several things about the company and its situation as presented in the scenario. I will first discuss the nature of the product that Classic is offering. Next I will analyze the types of challenges the company is facing and discuss the corporate culture within the company. Last I will attempt to apply some market concepts to the presented scenario that I believe may improve the situation for the airline.…

    • 662 Words
    • 3 Pages
    Good Essays
    Read More
  • Best Essays

    Marketing Research - EasyJet PLC
    • 3136 Words
    • 12 Pages

    Marketing Research - EasyJet PLC

    This market research report is based on EasyJet founded in 1995 by Stelios Haji-Ioannou. One of the largest airlines in the United Kingdom and Europe’s leading airline operating on over 600 routes across more than 32 counties. The company offer a number of services from package holidays to car hires bookable via the easyjet.com website, the 3rd most searched for airline on a global scale (Google Analytics). With number 1 and 2 market share positions in key airports across Europe, this year EasyJet have been voted one of the best for budget flight in a Skyscanner survery. Having seen a rise of 10.5% in revenues between FY2012 and FY2013 and with over 370 million visits per annum to easyjet.com attributing to 85% of sales, EasyJet are now looking at ways in which the company can have a stronger understanding of their customers and their needs/preferences in order to balance keeping costs down with a strong customer experience increasing customer satisfaction and loyalty.…

    • 3136 Words
    • 12 Pages
    Best Essays
    Read More
  • Powerful Essays

    air canada vs west jet
    • 2334 Words
    • 10 Pages

    air canada vs west jet

    These report focuses on comparing the strategies between air Canada and WestJet. It does this by first discussing a brief background of the airlines together with their objectives. In addition, the paper goes a mile further to discuss how the two airlines carry out their market research and also the marketing tools they apply. Furthermore, it also gives an opinion on whether their strategies are in line with their objectives. Moreover, it also discusses the similarities and differences between the airlines’ strategies not forgetting the influence of the national or local government on their strategies. The conclusion gives a brief summary of the entire report.…

    • 2334 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Best Essays

    Easyjet Marketing Analysis
    • 2108 Words
    • 9 Pages

    Easyjet Marketing Analysis

    With the demand on transportation and advancements on technologies, airline industry became one of the fastest developing industries on the world. These developments, high leveled competitive market and the never-ending demand on faster transportation reduced the plane ticket prices. As a result the low-cost airlines (LCA) are flourished. Undoubtedly one of the key players in this progression was easyJet. They are widely known with their cheaper tickets however their marketing strategy had never been that simple. Their market segmentation, different researches on customer habits, satisfaction and their diversified services depending on these factors leaded easyJet’s marketing activities.…

    • 2108 Words
    • 9 Pages
    Best Essays
    Read More
  • Best Essays

    Easyjet Market Analysis
    • 5043 Words
    • 21 Pages

    Easyjet Market Analysis

    “Impact of Low Cost Airline” Mercer Management Consultancy 2002 (cited in Kupka and Jamart, 2009).…

    • 5043 Words
    • 21 Pages
    Best Essays
    Read More
  • Best Essays

    Marketing Plan for United Airlines
    • 2778 Words
    • 12 Pages

    Marketing Plan for United Airlines

    Airline companies are becoming more and more competitive as the low budget discount airlines are becoming popular. It is key for airlines to differentiate themselves among the various airlines to choose from, and United Airlines wanted to ensure that it offered products and services for all marketing segments. “United realized that it needed to develop a customer-centric future strategy and galvanize its organization to improve the customer experience for its most valued customers” (Prophet, 2012, para. 1). This paper discusses the marketing plan for the newly merged United Airlines. It will cover all elements of a marketing plan such as the company overview, executive summary, target market, competitors, product and services, and location. It will also go into detail of the marketing budget, pricing strategy, and the summary and implementation plan for the company.…

    • 2778 Words
    • 12 Pages
    Best Essays
    Read More
  • Best Essays

    British Airways
    • 3116 Words
    • 13 Pages

    British Airways

    This report will be based upon a promotional plan for revenue enhancement, consisting of a marketing audit of British Airways (BA). It is essential to gather and explore most recent published company information, in order to examine the overall marketing performance of the company. This would further permit a detailed and applicable marketing review of British Airways marketing performance for a given period of time, in relation to internal examination covering a Marketing Mix of their performance and undertaking a SWOT analysis. The external audit will scrutinize the PEST factors of the general business environment. In order to fully comprehend the position of British Airways within the market, a Competitive Analysis (Porter’s 5 Forces) will be taken into account in two ways; one being in a traditional sense and two the competitive structure of the industry.…

    • 3116 Words
    • 13 Pages
    Best Essays
    Read More
  • Good Essays

    Delta Airlines
    • 2028 Words
    • 6 Pages

    Delta Airlines

    Deregulation of airline industry in US brought many changes to the way the industry operated, which automatically resulted in increase in the number of carriers which specialized in services which were limited to regions and non-stop operations round the clock. These low cost carriers strategy was to purchase older cheaper aircraft and sometimes also operated outside the boundaries of industry wide online reservation systems which many of the larger carriers have implemented effectively. Against the inconvenience caused to the passengers, low fares as compared to the industry standards were offered to the passengers and every now and then new marketing strategies were implemented in order to lure more passengers to use their services on the basis of cost based competitive strategy. This paper also focuses on one of the low cost airline i.e. Delta Airlines and its oligopolistic position in the airline industry. By investigating Delta Airlines, a better analysis of price vs service impact in the airline industry as a whole can be understood and the impacts on travelers and people investing in the organization. Till late 1070s, much of the prices were setup by the government which resulted in price not being a factor of competitive…

    • 2028 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    American Reform Movements

    • 738 Words
    • 2 Pages

    American Reform Movements

    When the United States was founded, neither women nor African Americans had civil rights. This all began to change in 1800’s when people began to fight for equality. The Women’s Rights Movement and the Abolitionist Movement, although different in leadership and protest, were similar in their motivation and spread of ideas.…

    • 738 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing Situational Analysis Report
    • 5151 Words
    • 21 Pages

    Marketing Situational Analysis Report

    This report is divided into nine parts and the first part is a brief background of the Virgin Australia’s international airlines. From the second to the eighth part, the knowledge and theories of marketing management and planning will be used to analyze the international airlines of Virgin Australia in details. They are: clearly define the product line; through analyzing target market, market share, market size and its growth to achieve the result of market analysis; in-depth dissect the international airlines of Virgin Australia by applying marketing mix strategy; identify and compare the two major competitors; define the impact of macro environment on international airlines; summarize the key points of SWOT; use marketing theories to identify two emerging issues. Finally, the key points of this report will be provided in the conclusion part.…

    • 5151 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Best Essays

    Latin American Airline Industry
    • 4400 Words
    • 18 Pages

    Latin American Airline Industry

    TAM Airlines is the largest airline in Latin America in terms of number of annual passengers flown.[16]Along the first countries to have regular airlines in Latin America were Colombia with Avianca, Chile with LAN Chile (today LAN Airlines), Dominican Republic with Air Dominicana, Mexico with Mexicana de Aviación, Brazil with Varig, and TACA as a brand of several airlines of Central American countries (Honduras, El Salvador, Costa Rica, Guatemala and Nicaragua). All the previous airlines started regular operations before World War II.…

    • 4400 Words
    • 18 Pages
    Best Essays
    Read More
  • Powerful Essays

    Marketing plan for malaysian airlines
    • 3043 Words
    • 17 Pages

    Marketing plan for malaysian airlines

    In Malaysian airlines marketing plan, we have highlighted its key areas by examining its strength and weaknesses. According to Mr. Datuk Mohamed Nor Yusof "MAS is the national flag carrier". Hence we have tried to identify the opportunities that are their in MAS's way to success. In this process we had to look at the threats faced by them and give appropriate suggestions. We have also discussed about the airlines short term and long term objectives and various improvement plans. In this report we have discussed about the competition faced by them. The internal audit covers the organizational factors (7ps) and SWOT analysis. For the external audit analysation of STEP analysis is also done. By doing this we have come across various action plans and tactics to over come its weakness and meet the defined objectives.…

    • 3043 Words
    • 17 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Turkish Airlines Marketing Plan
    • 4950 Words
    • 20 Pages

    Turkish Airlines Marketing Plan

    Turkish airlines describes its mission to become the preferred leading European air carrier with a global network of coverage thanks to its strict compliance with flight safety, reliability, product line, service quality and competitiveness, whilst maintaining its identity as the flag carrier of the Republic of Turkey in the civil air transportation industry.…

    • 4950 Words
    • 20 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Strategy of Ethiad Airways
    • 5040 Words
    • 21 Pages

    Marketing Strategy of Ethiad Airways

    Etihad Airways, the national airline of the United Arab Emirates, has in just eight years established itself as the world’s leading airline. Set up by Royal Decree in July 2003, Etihad commenced commercial operations in November 2003 and became the fastest growing airline in the history of commercial aviation (Etihad, 2012). Abu Dhabi, the capital of the United Arab Emirates, is the airline’s hub. The airline seeks to reflect the best of Arabian hospitality – cultured, considerate, warm and generous – as well as enhance the prestige of Abu Dhabi as a centre of hospitality between East and West. However, nowadays it is very hard to maintain the business in such a competitive market in times of recovery from the recent recession. Therefore, it is crucial to understand that just providing a service is not enough. Firstly, this report overviews the external environment in which Etihad has to survive and compete, evaluating its main challenges and opportunities. Secondly, Etihad’s main marketing strategies will be identified and critically discussed. Thirdly, the extent to which adopted marketing strategies help to achieve and sustain the competitive advantage will be analysed. Finally, the conclusion will be drawn based on achieved knowledge and personal assumptions.…

    • 5040 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Good Essays

    Turkish Air
    • 590 Words
    • 3 Pages

    Turkish Air

    The report compares International Consolidated Airlines Group S.A is to Turkish Airlines because they both operate in the same industry: air transportation of passengers. They both serve similar geographic segments: Europe and US, 38% of International Consolidated came from other areas and 44% of Turkish Airline’s income comes from other geographic areas. Furthermore, taken from the 2012 financial statements, the total equity for both companies is similar (5.40 billion for Turkish, 4.75 billion for ICAG). Equity is a good indicator of size of the company. Both companies did not pay out dividends in the past year and both employ the same reporting standards (IFRS).…

    • 590 Words
    • 3 Pages
    Good Essays
    Read More

Related Topics