assignment strategic management

1. KINGFISHER AIRLINES
Prepared By
Sumit
Vishal
Yuan
kunal

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

3. SERVICES
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Domestic
• Kingfisher first
• Kingfisher class
• Kingfisher red
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International
• Kingfisher first
• Kingfisher class
• Kingfisher red
• Kingfisher Lounge.

4. FINANCE STRATEGY
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Key initiative to enhance performance.
• New frequent flyer program launch with unique feature non –air rewards , family club
etc….
• Improve internet booking engine.
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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
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Non poaching alliance with Air Deccan
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Flying models – selection procedure through national level model contest.
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Hand picked staff by Mr. Vijay malya.
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Bank on buddy programme.
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HR connect magazine .

6. 4 P ‟S
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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.
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PRICE
• Target higher income group
• SEC A-1 , A-2 , B-1.
• Business class.

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

8. PROMOTION STRATEGY
•
Personal selling
• Travel agency
• Offers
• Frontline staff
• King club
• Brand Ambassador
• Hoardings
• Personal feedback

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

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

11. SWOT ANALYSIS
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STRENGTH
• Strong brand value and reputation
• Regional connectivity
• Efficient staff
• Capitalization
• Visionor
• Quality and continuous innovation
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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…
Bangalore 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
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HugeDomains.com - FlyKingfishers.com is for Sale (Fly Kingfishers)Intext: (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].
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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-faceprosecution-for-not-paying-service-tax-arrears-403297 [Accessed: 26 Jan 2014].
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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-550crore-by-selling-shares-325710 [Accessed: 26 Jan 2014].
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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].
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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-torestricted-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=83666
2920#q=kingfisher+club&tbm=isch&imgdii=_ [Accessed: 26 Jan 2014].

17. Thank you