1. SYNOPSIS
I propose to undertake a project on “MARKETING PLAN FOR LAUNCHING A NEW AIRLINE
ROUTE” in partial fulfillment of the requirements for the award of the Degree of Master of
Business Administration by Annamalai University , Tamil Nadu.
This study is conducted on the very successful Middle Eastern Airline – Qatar Airways.
Qatar Airways is the first and largest national carrier of Qatar, born in 1993 & witnessed its first
flight on 20thJanuary,1994. Initially, they served a limited network of destinations Abadan, Beirut,
Damascus and Jerusalem . Originally owned by the Royal Family of Qatar, three years later the
government of Qatar took a 50% interest in the airline, subsequently doubling the company's
capital. The rest belongs to various private investors.
Qatar Airways Corporation has always proved its ability to be competitive and distinct in
rendering services to all its passengers. This was substantiated when QA became the first
airline in the world to pass IATA’s new stringent IOSA rules of safety audit.
In recent times, Qatar Airways has always been trying to focus on introducing flights to those
destinations which normally have no flights / few flights operating from the Gulf Region. As of
2012, Qatar Airways is ready to launch new flights to Kigali (Rwanda), Gassim (Saudi
Arabia), Zanzibar (Tanzania) & Bengaluru (India) . And as part of Social Responsibility, the
idea to launch these new destinations gave me the necessary encouragement to prepare this
project.
In this project, I will wish to take the reader through a detailed walkthrough of steps involved in
launching these new airline destinations in addition to the existing routes and presenting the
best industry practices of marketing new airline routes through the South-Indian city of
Bengaluru.
This project will be focusing on providing safe, cost-effective & value-based air-transport service
to all strata of society who wish to travel home which can only be offered by the vast and ever
growing national carrier of the Country- Qatar Airways
By its execution, the country would highlight its interest on potential residents / workers of the
country connecting to their media space and various rational triggers. In addition through this
project plan, we will see how Qatar Airways wishes to promote its launch through a campaign.