Kingfisher Airline

Swot analysis MADE BY SUNNY CHADHA HITESH MANIK

SWOT -An Overview
A SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture or in any other situation of an organization or individual requiring a decision in pursuit of an objective.
It involves monitoring the marketing environment internal and external to the organization or individual.
The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from the Fortune 500 companies.

SWOT- Aim
The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective.
SWOT analysis groups key pieces of information into two main categories: •Internal factors - The 'strengths' and 'weaknesses' internal to the organization. •External factors - The 'opportunities' and 'threats' presented by the external environment.

SWOT
STRENGTHS
INTERNAL
WEAKNESSES
OPPORTUNITIES
EXTERNAL
THREATS

Strengths & Weaknesses
Some Examples -
Resources: financial, intellectual, location Customer service
Efficiency
Competitive advantages
Infrastructure
Quality
Staff

Management
Price
Delivery time
Cost •Capacity
Strong relationships with key industry customers
Strong Brand and Reputation in the Market

Opportunity & Threats
Some Examples -
Opportunities and Threats
Political / Legal / Economic condition
Expectations of stakeholders
Technology
Public expectations
Competitors and competitive actions

INTRODUCTION
KINGFISHER IS ONE OF THE LATEST AIRLINE IN INDIA
KINGFISHER ACQUIRED 46% OF THE SHARE IN AIR DECCAN
DOMESTIC AIRLINE POISED TO GO INTERNATIONAL

In a short span of 2 years its market share has become 28% including Air Deccan.
Personal in-flight entertainment in every seat.
It was awarded the ‘Best New Airline Of the Year’ award.
Already have training academy

S.W.O.T. Analysis
First airline with full new fleet of aircraft
Brand image with Flamboyant Personality of Vijay Mallya
Unmatched in flight service
Exclusive Terminal Share Deal
Route rationalization
Service delivery to metros and other big cities
Yet not in profit
High ticket pricing
High attrition in top brass
Under penetrated domestic market
International market
Untapped air cargo market
Expanding tourism industry
Fleet size expansion
Existing Operators
Infrastructure issue
Fuel price hike
- Key Attraction - Key Problem - Opportunities - Threats

Advertising and Branding
Hoardings
Brand Ambassadors
Sponsorships
Event Organization

Kingfisher Airline

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