CASE STUDY ANALYSISair deccan-the first low cost carrier of india—year 2006<br />SUBMITTED BY:<br />SHUBHADIP BISWAS<br />
OPPORTUNITY ANALYSISMARKET ATTRACTIVENESS    MACRO and MICRO LEVEL<br />MACRO LEVEL<br /><ul><li>Repealing restrictive air...
Escalating disposable income of bargaining middle class
Indian customer-values his money
Growing GDP of India
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Case study analysis air deccan-by sdb

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Case study analysis air deccan-by sdb

  1. 1. CASE STUDY ANALYSISair deccan-the first low cost carrier of india—year 2006<br />SUBMITTED BY:<br />SHUBHADIP BISWAS<br />
  2. 2. OPPORTUNITY ANALYSISMARKET ATTRACTIVENESS MACRO and MICRO LEVEL<br />MACRO LEVEL<br /><ul><li>Repealing restrictive air corporation act & liberalization of air customer
  3. 3. Escalating disposable income of bargaining middle class
  4. 4. Indian customer-values his money
  5. 5. Growing GDP of India
  6. 6. Change in technology-underground fiber optic and networking via hubs</li></ul>MICRO LEVEL<br /><ul><li>Need of affordable air fare for Indian traveler-which Air Deccan is offering
  7. 7. Getting 5% of 15 million long distance traveler would be great achieve-targeting AC1,AC2 tier travelers
  8. 8. People of smaller town have the capacity but not have choice</li></li></ul><li>OPPORTUNITY ANALYSISINDUSTRY DOMAINSMACRO LEVEL and MICRO LEVEL<br />MACRO LEVEL<br /><ul><li>New entrants- Spicejet, Kingfisher, Indigo
  9. 9. Substitutes-traveling in AC1,AC2 tier
  10. 10. Rivalry-presence of big players- AirIndia, Jet, Sahara—better brand image and luxurious travel and new players—lowest airfare with highest consumer value
  11. 11. Bargaining power of buyer-lower air price
  12. 12. Bargaining power of suppliers- low; manufacture of aircrafts- Avions de transport</li></ul>MICRO LEVEL<br /><ul><li>Cost leadership
  13. 13. Wide network coverage-38 destinations
  14. 14. Fast movers advantage and implementation of “Dyna fare”
  15. 15. Tie up with HCL-convenient network through E-ticketing
  16. 16. Ticket distribution structure-HP outlets, Reliance web world
  17. 17. Image-”people’s airlines”
  18. 18. Team of experts from the world’s best low cost carriers.</li></li></ul><li>OPPORTUNITY ANALYSISTEAM DOMAINS<br />
  19. 19. SEGMENTATION<br /><ul><li>Demographic—common people of India— who does fly? Who can fly?
  20. 20. Geographic- market of India specially smaller towns</li></ul>TARGETING<br /> Rising middle class—targeting LCC market<br />POSITIONING<br /><ul><li>Cost leadership strategy-niche marketing strategy & growth marketing strategy
  21. 21. As a “people’s airlines”</li></ul>How is air deccan able to create value for its customers?<br /><ul><li>By cost leadership-offering lowest air fare— “Dyna fare”
  22. 22. Prospector-expanding in new market
  23. 23. Image as “people’s airlines”—movie "old man in de sky”
  24. 24. Brand ambassador-Mr. citizen
  25. 25. Unreserved seating . encouraging customer to board easily and quickly
  26. 26. Wide network coverage—connectivity
  27. 27. Convenience-convenient network of ticket distribution
  28. 28. Air Deccan Gold Card- travel agent card</li></ul>What are possible challenges that Air Deccan fears?<br /><ul><li>Threat of new entrants—kingfisher, Spicejet, Indigo
  29. 29. Lack of government support
  30. 30. Weak economical condition of company-Looming price war waged by big operators
  31. 31. Total market share in air service sector was only-17%
  32. 32. Lack of brand awareness
  33. 33. Need of investment-future scenario after IPO</li></ul>STP ANALYSIS<br />

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