Kingfisher airlines

assignment strategic management

1. KINGFISHER AIRLINES Prepared By Sumit Vishal Yuan kunal

2. KINGFISHER AIRLINES kingfisher airline started its operation on 9th may 2005 A major Indian airline based in Mumbai. Kingfisher Airline is one of the only seven Airlines awarded 5 star rating by Skytrax. In may 2009 Kingfisher Airlines Carried more than 1 million passengers. Total connection of 70 cities and 7 international destinations. Flying over 350 flights a day. Current fleet size of 67 aircrafts and market share of 20.8% Recognized as one of the India ‘s most respected companies in 2006. India ‘s only five star airline.

3. services Domestic Kingfisher first Kingfisher class Kingfisher red International Kingfisher first Kingfisher class Kingfisher red Kingfisher Lounge.

4. Finance strategy Key initiative to enhance performance. New frequent flyer program launch with unique feature non –air rewards , family club etc…. Improve internet booking engine. Stringent actions planned and undertaken to keep cost under control. Redelivery of non-operational aircraft. Reduced engineering cost by 10-15 % by induction of new key vendors. “Fuel monitoring system” reduction in fuel consumptions Control on overheads ,e.g.… optimized offices and warehouse spaces.

5. HR strategy Non poaching alliance with Air Deccan Flying models – selection procedure through national level model contest. Hand picked staff by Mr. Vijay malya. Bank on buddy programme. HR connect magazine .

6. 4 p ’s PRODUCT Domestic and international air journeys Airbus A-320 , A-319-100 and ATC 72, ATR 72-500 and ATR 42-500 Merger with Air Deccan “KINGFISHER RED” Kingfisher Elite. PRICE Target higher income group SEC A-1 , A-2 , B-1. Business class.

7. Wide network –major focus metro cities. Flight bookings. Book in person Travel agents Online India ‘s first “Fly by SMS ” services. PLACE –NETWORKING

8. Promotion strategy Personal selling Travel agency Offers Frontline staff King club Brand Ambassador Hoardings Personal feedback

9. people Special luxurious services. Inflight entertainment System on every seats Kingfisher Elite Custom design Luxurious interiors. State of the art technology features Exclusive check-In counters. Experienced and highly trained professional crew. Special Assistance Guest with disabilities and reduced mobility Unaccompanied minors Expectant mothers and infant Other special needs , wheelchair /stretcher. Special meals

10. Strategic overview. KFA started its customer as GUEST rather then passengers. Appealing promotional line ” FLY THE GOOD TIMES ” and it reflected in the experience company offered to its passengers KFA gave best services to its customers like providing world class interiors and in-flight entertainment systems KFA came up with only one class airlines KFA created new category of Aviation hospitality thus making service and hospitality main focus.

11. Swot analysis STRENGTH Strong brand value and reputation Regional connectivity Efficient staff Capitalization Visionor Quality and continuous innovation WEAKNESSES Indian psychology Infrastructure constrains. Facing tough competition from competitors.

12. OPPORTUNITIES Expected huge investments Expanding tourism industry The non-penetrated domestic market Un-tapped air cargo market. THREATS Competitors Fuel price hike Economic shutdown.

13. Kingfisher airlines (factors) POLITICAL FACTORS. Open sky policies FDI limits :100% for green field airport 74% for existing airport 100% through special permission 49% for airlines ECONOMICAL FACTORS Contribution to Indian economy. Rising cost of fuel Investment in sector of aviation The growth of middle income group affect the aviation sectors

14. SOCIAL FACTORS Development of cities leads to better services and airports Employment opportunities Safety regulation The status symbol attached to air travel TECHNOLOGICAL FACTORS The growth of e-commerce and e-ticketing Satellite based navigation system. Modernization and privatization in airport Development of green field airport with private sectors e.g … B angalore airport corporation limited.

15. ENVIRONMENTAL FACTORS The increase in global warming The sudden and unexpected behavior of atmosphere and dependency on weather. Shortage of infrastructural capacity. Tourism saturation LEGAL FACTORS FDI limits Bilateral treaties Airlines acquisition and leasing cost

16. References HugeDomains.com - FlyKingfishers.com is for Sale (Fly Kingfishers) In-text :  (Flykingfishers.com, 2014) Bibliography :  Flykingfishers.com. 2014.  HugeDomains.com - FlyKingfishers.com is for Sale (Fly Kingfishers) . [ online ] Available at: http:// www.flykingfishers.com [Accessed: 26 Jan 2014 ]. In-text :  (NDTV.com, 2014) Bibliography :  NDTV.com. 2014.  Vijay Mallya may face prosecution for not paying service tax arrears . [ online ] Available at: http://www.ndtv.com/article/india/vijay-mallya-may-face-prosecution-for-not-paying-service-tax-arrears-403297 [Accessed: 26 Jan 2014]. Bibliography :  Profit.ndtv.com. 2014.  Kingfisher Airlines' lenders get Rs 550 crore by selling shares . [online] Available at: http://profit.ndtv.com/news/corporates/article-kingfisher-airlines-lenders-get-rs-550-crore-by-selling-shares-325710 [Accessed: 26 Jan 2014]. In-text :  (Tejas.iimb.ac.in, 2014) Bibliography :  Tejas.iimb.ac.in. 2014.  Tejas Article : Brand management : The Kingfisher Airlines Saga . [online] Available at: http://tejas.iimb.ac.in/articles/34.php [Accessed: 26 Jan 2014]. In-text :  (Profit.ndtv.com, 2014) Bibliography :  Profit.ndtv.com. 2014.  NSE to shift 11 stocks to restricted trade segment . [ online ] Available at: http://profit.ndtv.com/news/market/article-nse-to-shift-11-stocks-to-restricted-trade-segment-325086 [Accessed: 26 Jan 2014 ]. Bibliography :  Google.ch. 2014.  kingfisher airlines interior - Google- Suche . [ online ] Available at: https://www.google.ch/search?biw=1241&bih=606&tbm=isch&q=kingfisher+airlines+interior&revid=836662920#q=kingfisher+club&tbm=isch&imgdii=_ [Accessed: 26 Jan 2014 ].

17. Thank you