1. B Y S H I VAN G I P U R O H I T
Corporate Governance &
Strategic Management
2. Strategic Intent
It refers to the purpose of what organisation aims for.
Organisation must define “WHAT THEY WANT TO DO”
and ,“ WHY THEY WANT TO DO”.
This “WHY THEY WANT TO DO” in management terms
known as Strategic Intent.
Hierarchy of Strategic
Intent
3. Strategic Intent
Vision:
Vision implies the blueprint of the company’s future position. It describes
where the organization wants to land. It is the dream of the business
and an inspiration, base for the planning process. It depicts the
company’s aspirations for the business.
Mission:
It explains the reason for the existence of business. A mission statement
helps to identify, ‘what business the company undertakes.’ It defines
the present capabilities, activities, customer focus and business
makeup.
4. Strategic Intent
Example-
A space agency that exists to advance
human knowledge and exploration
of the universe.
HCL - to be the world class competitor.
Goals:
These are the end results, that the organization attempts to achieve.
Objective:
On the other hand, objectives are time-based measurable actions,
which help in the accomplishment of goals. These are the end results
which are to be attained with the help of an overall plan, over the
particular period.
5. Content
Basics about Airlines in India
Top 5 Company and there Vision & Mission
News related to these top 5 companies
Strategies of top 5 companies
Summary
6. Indian Airlines
Indian airlines started in India on 1st August 1953.
In 1960, Indian airlines started his first flight domestically.
The contribution of Indian airlines in GDP is 1.5%.
There are 26 total airlines in India are currently operating.
The top five Indian airlines are:
1. Air India
2. Spice jet
3. Jet airways
4. Indigo
5. Goair
7. Indian Airlines
Air India
It is founded in 16th October 1932.
It is public limited company.
The market share of air India internationally is 18.6% and domestically is
13.5%.
The total destination of air India is 94.
Spice Jet
It is founded in 23rd may 2005.
It is private company.
The total market share of spice jet is 13.1% which is covered domestically
The total destination which spice jet covered is 51.
The slogan of spice jet is “ RED.HOT.SPICY”
8. Indian Airlines
Jet Airways
It is founded in 1st April 1992.
It is public company.
The market share is 21.2% (domestic).
jet airways it slogan is “FLYING SUN”
IndiGo
It is founded in 4th august 2006.
It is a public company.
The market share of Indigo is 41.3% (Domestic)
The Parent company of Indigo is Inter Glove aviation Limited
IndiGo offer only economic class seating. The slogan of INDIO is "GO
INDIGO”
9. Indian Airlines
GoAir
It is founded in 4th November 2005.
The total destination covered by GoAir is 25
The market share of GoAir is 8.4%.
The airline planning for IPO in 2016.
The slogan of GoAir is “FLY SMART”.
10. Air India
D.O.B - 15 OCTOBER 1932
VISION - “To create an eco-system to enable 30 crore domestic ticketing by
2022 and 50 crore by 2027.”
MISSION - “Provide safe, secure, affordable and sustainable air travel with
access to various parts of India and the world.”
12. Jet Airways
D.O.B - 1 APRIL 1992
VISION - To be amongst the most innovative and admired brands,
renowned for service excellence.
MISSION - Jet Airways will be renowned for reaching out to all our
guests with a heart-warming spirit that is our unique Indian hospitality.
13. • We will delight our guests with genuine care and personalized
quality service, along with consistent, reliable and efficient
operations.
• We will innovate and deliver service excellence, setting
standards for competition to emulate.
• Jet Airways will be the most sought after place to work.
• Jet Airways will achieve these objectives whilst simultaneously
ensuring sustainable profitability for all stakeholders.
14. Spice Jet
D.O.B - 2004
VISION - “With India's economic and business growth, the percentage
of traveling population is burgeoning. More and more Indians are
traveling for both business and pleasure and everyone needs to save
both time and money. Spice Jet's vision is to address that and ensure
that flying is for everyone.”
MISSION - “Spice Jet’s mission is to become India’s preferred low-cost
airline, delivering the lowest air fares with the highest consumer value,
to price sensitive consumers. We hope to fulfill everyone’s dream of
flying!”
15. GoAir
D.O.B - 2005
VISION - “Go airlines strives to maintain and enhance passenger’s
perception of its services, and in doing so, will consistently endeavor to
improve the quality and reliability of its operations.”
MISSION - “To provide Safe, Secure and Efficient transportation at all
times with attention to essential details that lead to creating a unique
service differentiation and further strengthening and maintaining our
position in the market”
16. IndiGo Airline
D.O.B - 2005
VISION- “To be India's largest and fastest growing airline through three
things- affordable fares, on time performance and hassle free travel
experience”
MISSION- “To provide quality and reliable air travel facilities to the
young, price conscious, first time travelers”
18. Top News
News related to these top 5 companies.
As news tells a lot about the changing scenario and also
about strategies.
Top 5 companies:
1. Air India
2. Spice Jet
3. Jet Airways
4. IndiGo
5. GoAir
24. Indian aviation companies
using Strategies to become
MARKET LEADER
1. AIR INDIA
2. SPICE JET
3. JET AIRWAYS
4. INDIGO
5. GO AIR
25. • The Maharajah has completed 56 years and has become the
most recognizable mascot in the world.
• He has won numerous national and international awards for AIR
INDIA for humour and originality in publicity.
Air India
THE MAHARAJAH STARTEGY
26. • In 2014-15 with a loss of ₹687Cr. Spice Jet also had a debt
₹1240Cr. as of march 2015.
• Delays were addressed more recently.
• Spice Jet started working on ON-TIME Performance from
January which improved from 49.6% in January to 75% in
February.
Spice Jet
SPICE JET`S FAIRYTALE TURNAROUND TO BECOME
WORLD`S BEST AVIATION STOCK (share market)
27. Spice Jet
In Q3 2016 Spice Jet registered its higher over profit of ₹280Cr.
In 2017 the stock prices of Spice Jet touched ₹50 per share from that of
₹15 a piece in 2014-15.
Today`s Spice Jet`s shares are hovering around ₹125 each.
It has the world`s best aviation stock this year with a 124% gain.
Spice jet ad.
28. Jet Airways
REMOVING A ROW TO GAIN PASSENGER SPACE
• Jet Airways is using an innovative, three-dimensional billboard
campaign to sell the concept.
• Removal of rows to create space for cramped passenger is a new
idea.
• US have used similar tactics to message this differentiation to
their rivals.
30. IndiGo
5 STARTEGIES USED BY INDIGO TO BECOME
MARKET LEADER
• Indigo stuck to its low-cost methods.
• Selling and leasing back planes helps to improve its balance sheet.
• Quality and Details key to good service.
• It`s all about customer focus.
• Using technology smartly.
31. GoAir
STARTEGIES ADOPTED BY GOAIR
• Go Air step up for people centric methods.
• Aircrafts as physical evidence.
• Enhancing customer experience.
32. GO AIR ad. (FlySmart to Mumbai, Pune and Nagpur)
34. Domestic Market data for July
2017
On the basis of
PASSENGER CARRIED
12.9
13.58
15.12
36.99
7.42
Passenger Carried (in lakh)
AIR INDIA
SPICE JET
JET AIRWAYS
INDIGO
GOAIR
35. On the basis of MARKET SHARE
13.5
14.2
15.8
38.7
7.8
Market Share(in %)
AIR INDIA
SPICE JET
JET AIRWAYS
INDIGO
GO AIR
36. Summary
We have so far seen how a vision shapes the ideology of
the founders
How mission provides the foundation to the idea
& how goals objectives and ultimately strategies together
formulate the business model.
This is all together how the Hierarchy of Strategic Intend
functions.
but when if even in one of the levels decisions are taken
wrong the entire business has to pay the price by shutting
down. Eg. Kingfisher Airlines.
37. W E H O P E Y O U F I N D T H E C O N T E N T
E D U C A T I O N A L .
Thank you
