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THY CASE
THY CASE
THY CASE
THY CASE
THY CASE
THY CASE
THY CASE
THY CASE
THY CASE
THY CASE
THY CASE
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THY CASE

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Marketing Presentation

Marketing Presentation

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  • 1.  
  • 2. STRUCTURE OF PRESENTATION
  • 3. HISTORY OF TURKISH AIRLINES
    • Turkish Airlines was founded in Ankara in 1933
    • First international flight was Ankara-Istanbul-Athens in 1947
    • It was renamed Türk Hava Yolları A.O with a capital of 60 TL in 1956
    • The company was reclassified as a “State Economic Enterprise” in 1984
  • 4.
    • Singapore flight was the first far east flight in June,1986
    • The capital of Turkish Airlines was 700.000 TL in March,1990
    • First class service started . THT (Turkish Air Transportation) incorporated company merged with Turkish Airlines in September ,1993
    • Turkish Airlines decided to join Star Alliance in 4th August,2006
  • 5.
    • First commercial flight to Sydney was commit ted for the Olympic Games . New Frequent Flyer Program ‘‘Miles & Smiles’’ was launched in October ,2000
    • Electronic ticketing (Ticketless Travel) implementation has begun for THY flight crew in 2003
  • 6. ...cont’d
    • Turkish Airlines decided to raise the number of flying points from 131 to 231 as part of agreement with Lufthansa in 2006
    • Turkish Airlines decided to join “Star Alliance” in 2006
  • 7.  
  • 8. PEST ANALYSIS
  • 9. POLITICAL FACTORS
    • THY is a government-owned, national flag carrier
    • Labor agreement has powerful (Turkish Civil Union of Aviation)
    • D iscounters suit themselves and make money from receipts thanks to regulations of government
  • 10. ...cont’d
    • In 2002, the new Turkish Government announced, it would no t be subsidization for THY
    • The S tate P rivatization Administration launched a public share offering
    • Trust of financial markets without the need for government guarantees
  • 11. ECONOMICAL FACTORS
    • Ticket prices have risen because of the increasing in fuel costs
    • Air travel in Turkey will be the biggest growth market
    • THY sells tickets via the
    • Internet so that sales costs
    • can be minimized
  • 12. ...cont’d
    • T he number of airline companies will be diminished and the condition of market will change because airline firms in Europe fortifica t es
    • The number of travelling tourist from Europe to Turkey cut down due to the terrorism
    • International economic situation,or global crisis
  • 13. SOCIAL FACTORS
    • In international area, competitors use service culture enough to make their customers comfortable about the airline
    • They ha ve always been transaction- oriented, not customer oriented
    • Swine flu,climate conditions and crash in Amsterdam
  • 14. ...cont’d
    • People ’s lifestyle of transportation is changed by development in aircrafts
    • Service culture problem , It will take time
    • Special days
  • 15. TECHNOLOGICAL FACTORS
    • Satellite programming, wireless internet access, satellite monitors at every seat and seat –back personal video screens in mod ish aircrafts
    • Reservation on telephone and on the I nternet
    • THY uses IBM computers
  • 16. ...cont’d
    • The IT system of THY is the Tryon which is for reservation system. Turkish Airlines makes all procedures in th at
    • Sophisticated information system and infrastructure to optimize complex operations
    • Availibility of pay phones on the plane
  • 17.  
  • 18. SWOT ANALYSIS
  • 19.
    • THY has new fleets
    • Strong financial statement
    • Qualified staffs
    • Member of the Star Alliance
  • 20. WEAKNESSES
    • Poor promotion activities
    • Advertising problems
    • Brand loyalty is low
    • Higher prices
  • 21. OPPORTUNITIES
    • Cheap airline companies have limited international flights
    • THY is one of the fastest growing airline in Europe
    • Turkey is a preferable tourism country
    • Close to the Europe
  • 22. THREATS
    • Terrorist attacks
    • Discount airline companies
    • New entrants in domestic market
    • Increasing costs
  • 23.  
  • 24. INDUSTRY ANALYSIS
  • 25. COMPETITOR ANALYSIS
    • DOMESTIC COMPETITORS INTERNATIONAL COMPETITORS
  • 26. ...cont’d
  • 27. ...cont’d Domestic Competitors THY Pegasus Onur Air Atlas Jet Pricing - + + + Service Quality + - - - Number of Flying Points + - - - Age & Width of Aircrafts + - - - Financial Ability + - - -
  • 28. PRODUCT LIFECYCLE T.H.Y
  • 29. ...cont’d
    • It operates a network of scheduled services to 120 international and 37 domestic airports
    • Its fl eet consists of 133 aircraft s & also 25 aircrafts were ordered
    • In 2008, its total revenue was US$ 4.5 billion
  • 30. PORTER’S GENERIC STRATEGIES
  • 31. ...cont’d
    • Low-cost Airline Subsidiaries
    • Star Alliance
    • Other Subsidiaries such as; Do & Co and Tgs Ground Services
  • 32. Low-cost leadership strategy Differentiation strategy
    • Low-cost airline subsidiaries
    • Partnership with Opet
    • Using secondary airports in main cities
    • Star Alliance
    • Miles & Smiles
    • E-ticket
    • Direct flights from Russia to Antalya
    • Reservation Call Center
  • 33. THY
  • 34. STRATEGIC PARTNERSHIP & ALTERNATIVES
  • 35.
    • Increase in revenues
    • Decrease in costs
    • Market development
    • More flight points
    • Ability to use lounges of member airlines
    • Higher frequencies
    • One ticket
    • Ability to connect baggages to destination point
    BENEFITS OF STAR ALLIANCE MEMBERSHIP For Turkish Airlines; For Customers;
  • 36. SPONSORSHIP http://www.youtube.com/watch?v=nxgPx4TWMWg
  • 37.  
  • 38.
    • Low prices of Discount Carriers
    • Do not implement a Customer-oriented Strategy
    Main Problems
  • 39. Related Problems
    • The price structure has a big space in the consumers’ minds
    • High price tickets comparing with the competitors
    • High expenditures of Turkish Airlines
    • The economic crises
    • Lack of customer services
  • 40. RECOMMENDATION
    • They should focus on the east side of Turkey
    • They should improve their services about the flyers’ satisfaction
    • For attracting the clients, Turkish Airlines may give importance to Customer Service Culture
  • 41.  
  • 42. CONCLUSION
    • Today, you can fly with Turkish Airlines’ aircrafts to 74 countries with 120 airports
    • In order to flight safety, reliability, product line, service quality and competitiveness ,Thy is the 4th rank in Star Alliance
    • You can fly to 36 cities in Turkey
  • 43.  

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