A Competitive Analysis Of Kingfisher Airlines Tourism Essay Essay Example

A Competitive Analysis Of Kingfisher Airlines Tourism Essay Essay Example A Competitive Analysis Of Kingfisher Airlines Tourism Essay Paper A Competitive Analysis Of Kingfisher Airlines Tourism Essay Paper To research and analyse how kingfisher air hoses has retained one of the top place in a extremely competitory market like India. To happen out what makes them particular from all other air hoses in India. To happen out how kingfisher airlines compete with taking air hoses like Air Indian and Jet. To happen out what client tactics they used to convey more clients to the organisation. Content sum-up To near by making SWOT and PEST analysis of the company by looking through the magazines and web sites available on company. In order to analyse the company s scheme I will be making 7p analysis. In order to do my aims a true I will be transporting out an interview with male parent s friend who is working in kingfisher air hoses. I will be making a instance survey on how kingfisher air hose is different from and India Airlines. I will be besides suggesting some new schemes which can assist the organisation to better their public presentation more Table of contents Page Table of Content 3 A ; 4 Objective 2 Content drumhead 2 Introduction 3 About the Company 5 History 5 Accomplishments 6 Marketing scheme 7 PESTEL Analysis 8 Political 8 Economic 8 Social 8 Technological 8 Environmental 9 Local 9 7 P s Analysis 9 Merchandise 9 Promotions 10 Monetary value 10 Peoples 10 Topographic point 10 Physical grounds 11 Procedure 11 SWOT Analysis 11 Strengths 11 Weakness 12 Opportunities 12 Menaces 12 Comparison Kingfisher VS Indian Airlines 12 A ; 13 Suggestion and recommendation 14 Appendix 14 Questionnaire Mentions 15 Introduction Kingfisher Airlines Limited is a majorA IndianA air hose. Kingfisher operates more than 400 flights a twenty-four hours and has a web of 72 finishs, with regional and long-haul international services. Kingfisher Airlines, through one of its keeping companiesA United Breweries Group, has a 50 per centum interest inA low-priced carrierA Kingfisher Red, once known as Air Deccan. Kingfisher Airlines is one of six air hoses in the universe to hold a five-star evaluation fromA Skytrax, along withA Asian Airlines, A Malaysia Airlines, A Qatar Airways, A Singapore AirlinesA andA Cathay Pacific Airways. In May 2009, Kingfisher Airlines carried more than a million riders, giving it the highest market portion among air hoses in India. Kingfisher has its registered office in theA UB TowerA inA BangaloreA and its caput office in the Kingfisher House inA Mumbai. History The air hose started operations on 9 May 2005, following theA dry leaseA of four trade name newA Airbus A320-200A aircraft. Its first flight was from MumbaiA toA Delhi. At the launch of the air hose, Dr. Mallya said that he is committed to accomplishing our aspiration of doing Kingfisher Airlines India s largest private air hose both in capacity and market portion by 2010. The air hose ushered in a new epoch of luxury in India s domestic air power sector with its trade name new aircraft with fashionable ruddy insides, and cleverly dressed crew and land staff. Kingfisher was the first Indian air hose to haveA in-flight entertainmentA ( IFE ) systems on every place even on domestic flights. All riders were given a welcome kit dwelling dainties such as a pen, facial tissue and earphones to utilize with the IFE system. Initially, riders were able to watch merely recorded Television scheduling on the IFE system, but subsequently an confederation was formed withA Dish TVA to supply unrecorded Television in-flight. And in a pronounced going from tradition, Kingfisher Airlines decided to hold an on-screenA safety demonstrationA utilizing the IFE system. On 14 July 2008, Kingfisher unveiled its first everA Widebody aircraft aircraft, aA Airbus A330-200A at the 46thA Farnborough Air showA held in July 2008. Kingfisher s first Airbus A330-200 was widely billed as the best A330-200 of all time built byA Airbus. On 3 September 2008, Kingfisher started its international operations by connectingA BangaloreA withA London. Accomplishments Kingfisher Airlines has received three planetary awards at the SKYTRAX World Airline AwardsA Named Best Airline In India / Central Asia ; Best Cabin Crew Cardinal Asia Kingfisher RED named Best Low Cost Airline in India / Central Asia NDTV Profit Business Leadership Award for AviationA awarded to Kingfisher Airlines by NDTV twice in two old ages India s merely 5 Star air hose, rated by SkytraxA andA 6th air hose in the worldA to be certified asA 5 star air hose by Skytrax Ranked amongst India s Top Service Brands of 2008 ranking by PitchA magazine Voted asA India s Favourite Airline in a study conducted by an independent research house with 46 % ballots compared to others Rated as Asia Pacific s Top Airline Brand in a study conducted by TNS on Asia Pacific s Top 1,000 Trade names for 2008 Brand Leadership Award in the service and cordial reception section against several acclaimed hotels, taking Bankss and other air hoses Economic Times Avaya Award 2006 for Excellence inA Customer Responsiveness award is presented by the extremely acclaimed Business Daily, Economic Times India s No. 1 Airline in client satisfaction Business World Rated amongst India s most respected companies Business World Rated amongst India s 25 Advanced Companies in aA study conducted by Plan adult male Media in 2006 The Best Airline and India s FavouriteA Carrier in a Survey conducted by The Times of India Service Excellence 2005-2006 for a New Airline A by Skytrax, a UK based specializer planetary air conveyance adviser Graded Third in the study on India s Most Successful Brand launch of 2005 Under the Brand Derby Survey conducted by India s prima concern day-to-day Business Standard Busiest Trade names of 2005 ranked amongst the Top Ten busiest trade names of 2005A and 2006 across merchandise classs, in the study conducted by bureau FAQ and The Brand Reporter Best New Airline of the Year Award for 2005A Centre for Asia Pacific Aviation ( CAPA ) Award in the Asia-Pacific and Middle East part Selling schemes Kingfisher Airlines has a clearly defined mark audience- SEC A, SEC B+ ( socio-economic category ) in the age group of 25-45 old ages of age. Kingfisher Airlines offers trade name new aircraft, interior decorator insides, gourmet culinary art and in flight-entertainment ( there are five channels of FUN TV and 10 channels of Kingfisher Radio, which are personalized ) . Communicate with invitees at multiple touch points. They use all media of communicating telecasting, print, wireless, outdoor, promenades, multiplexes, nines, saloons, in-flight etc. The invitees are invariably informed of their new offers. A They offer tickets to theatre showings, manner shows, athleticss showings etc to their frequent travelers ( club members ) . Their Partners Program has been really successful. They have tied up with the best of trade names across industries. Tata Tetley, Pepsi, Microsoft, Inox, Kenzo, IFB, Taj, Park Hotels and Oxford book shops have been some of taking spouses. PESTEL Analysis Political Foreign air hoses are non allowed to purchase a interest in domestic air hoses. International path ordinances Closing down of domestic airdromes Open sky policy Economic Contribution to the Indian economic system Rising cost of fuel Investing in the sector of air power The growing of the in-between income group household affects the air power sector. Deficit of the substructure capacity Social Development of metropoliss leads to break services and airdromes Employment chances Safety ordinances The position symbol attached to a plane travel. Technological The growing of e-commerce and e-ticketing Satellite based pilotage system Modernization and denationalization of the airdromes Developing green filed airdromes with private sector for illustration in Bangalore the airdrome corporation limited. Environmental The addition in planetary heating The sudden and the unexpected behavior of the ambiance and the dependence on whether Deficit of the infrastructural capacity Tourism impregnation Legal Bilateral pacts Airlines acquisitions and the leasing cost In the United States, low-priced air hoses frequently operated from little airdromes that charge lower fees and that did non endure from the congestion at big airdromes In India, nevertheless, authorities policy did non let the creative activity of airdromes closer than 150KM from each other, and the old airdromes at Bangalore and Hyderabad were closed down when the new one started. 7 P s Merchandise Fleet size Aircrafts International raid Promotions Ads Magazines and newspaper ads Exposure at non-corporate events Engagement at international poses hows Backing famous persons like Katrina Kaif and Deepika padukone Monetary value Dynamic pricing theoretical account multiple menu degrees Uniform regulations No concealed limitations Pricing theoretical accounts eight different degrees Discounts provided from clip to clip Peoples Anchor of the trade name Extensive preparations Cordial reception industry and see their client as invitee Interpersonal accomplishments, aptitude, and service cognition Topographic point Online engagement ( official site ) Online booking Yatro.com, do my trip.com, ezeego1.com Recognition cards and debit cards payment SMS/call Mercantile establishments in every major metropolis and at every airdrome across the state Physical grounds Personal gentlemans Exclusive sofa infinite Hello! Blitz Gourmet culinary art World category cabin crew Kingfisher wireless Procedure Booking the ticket online engagement or telephone engagement or from any of the kingfisher mercantile establishments and private bureaus. SWOT Analysis Strength First air hose with full new fleet of aircraft Quality cordial reception provided to clients. Route rationalisation. Already holding developing academy. Failings Service bringing to tubes and other large metropoliss Yet non in a high net income. High ticket pricing Opportunities Under penetrated domestic market Opportunities International market Untapped air lading market Expanding touristry industry Menaces Existing operators Infrastructure issue Fuel monetary value hiking Economic lag Kingfisher VS Indian Airlines Areas Indian air hoses Kingfisher Airlines Reservation Ticket can be booked by pealing or sing the office. Equally shortly as waiting list ticket get confirmed they will name the clients on the given contact figure Passengers can do the engagement foremost and buy the ticket subsequently Ticket can be cancelled over phone or through fax 24hr before the journey By the aid of user friendly web sites Kingfisher air hose office Authorized agents Payment can be made by the debit card, recognition card, payment at kingfisher air hoses office, recognition note Kingfisher air hose provides the place bringing of tickets and maintains direct relation with the clients. Menus Particular menus offered for ground forces forces, war disabled officers, war widows, blind individuals, malignant neoplastic disease patients, individual enduring from 80 % and above locomotor disablement. Concessional menu to senior citizens, pupils etc. Fare apply merely for passenger car from airdrome at the point of beginning to the airdrome at the point of finish It has 30 to 40 % lower ticket seashore compared to other bearer runing in the state Meals Indicate the personal repast penchant at the clip of booking to guarantee right repast on board the flight Particular repasts: provided to riders Indian vegetarian, western vegetarian, Hindu non- vegetarian, kids nutrient points etc. On board Choose from the readymade nutrient Business category and economic category Order what you like newly made on board Equality in category, no distinction Low cost On land More waiting clip Satisfactory handling of holds Less waiting clip Efficient handling of holds Suggestions and recommendation Reduce labor cost Simplify the flight operations Offer more crystalline pricing Get smart on fuel The procedure of geting spice jet if complete would do kingfisher the larget participant in the air power industry Different manners of pricing should be taken attention of Needs to alter trade name perceptual experiences Gain optional efficiencies through confederations as with Jet Airways Fleet size enlargement Partnering with Jet Airways and some depending trade names. Appendix As portion of the study readying I visited my pa s friend who is working in kingfisher and I had an interview with him. I went through many magazines who wrote articles about kingfisher s and Dr. Mallya s success. I have talked with some of my friends who got opportunity to wing in kingfisher. They explained to me the installations they got and their evaluation to the flight travel. Questionnaire As a provider, what major tendencies have you witnessed in the mode consumers in India buy travel particularly air ticket? How would you depict your mark audience? How do you measure the current placement of Kingfisher Airlines? Companies are traveling about trade name activation at multiple consumer touch-points. How are you equilibrating your offline and on-line selling enterprises? How tough is it in the current environment to construct connect with consumers? How successful has been your Partners Program, a forum where like-minded trade names to Kingfisher Airlines can come on the same platform and achieve several selling aims?