Turkish Airlines was founded in 1933 and has grown significantly, now operating flights to 167 airports in Europe, Asia, Africa and the Americas. It aims to be the preferred leading European carrier through strict adherence to safety, quality and competitiveness. Key strengths include its large fleet, membership in Star Alliance, frequent flyer loyalty program, and strong financial position backed by government support. Weaknesses include higher prices than competitors and overcapacity at its main Istanbul airport. Opportunities lie in Turkey's tourism and location, while threats include new entrants in the domestic market and risk of terror attacks.

1. Turkish Airlines Swot Analysis

2. *Turkish Airlines
has been created
on the 20th of
May 1933
*Capital increased
to 60 billion ₺ and
moved state-owned
status
*As a result of
making a deal with
Lufthansa,destination
s increased to 231
from 131
*Became a member
of StarAlliance
*It operates scheduled
services to 128 international
and 39 domestic cities,serving
a total of 167 airports,in
Europe,Asia,Africa and
Americas
History of Turkish
Airlines
2
1933
1958
2003
2013

3. Turkish Airlines’ mission is;
 To become the preferred leading
European air carrier with a global
network of coverage thanks to its
strict compliance with flight safety,
reliability, product line, service
quality and competitiveness, whilst
maintaining its identity as the flag
carrier of the Republic of Turkey in
the civil air transportation industry.
Mission
3

4. To become an air carrier with;
 a continued growth trend over
industry average
 zero major accidents/crashes
 most envied service levels worldwide
 unit costs equating with low cost
carriers
 sales and distribution costs below
industry averages
 a personnel constantly developing
their qualifications with the
awareness of the close relationship
between the benefits for the
company and the added value that
they contribute
 an entrepreneurship that creates
business opportunities for fellow
members in the Star Alliance and
takes advantage of the business
potential provided by them
 a staff well adapted to modern
governance principles by observing
the best interests of not only
shareholders but also stakeholders
Vision
4

5. Values of Turkish Airlines;
 Honesty and Fair Dealing
 Customer Satisfaction
 Demonstrating Respect to
Individuals
 Innovation
 Team Work
 Leadership
 Productivity
 Confidentiality
 “Open Door” Policy
Values
5

6.  Has large fleet size
 Member of Star Alliance which is the
global airline networks
 High quality flying experience
 Direct flights to many destinations
 Customer loyalty
 First airline company in Turkey
 Serves DO&CO products which is the
best gourmet restaurant
 Has 67% share in Turkish market
 Huge profit and growth even though
European firms made smaller profit
 Has experienced staff
 Has a strong financial structure with
the support of the Government
 Good advertising strategies by using
famous sports teams(Barcelona and
Manchester United footbal teams) and
Hollywood celebrities
 Has profitable subsidiaries such as
Anadolujet,Sunexpress, Bosnian
Airlines,Turkish Airlines Technic,
Turkish Engine Co., TGS ,Turkish
Airlines Flight Academy
 Is the leader at cargo transportation
Strengths
6

7.  Higher prices than its competitors
 Most of the flights are only from
Ataturk Airport which is not
preferred by people located in Asia
side of Istanbul
 Has limited participation on social
responsibility projects
 Even though Ataturk Airport’s
capacity provides 58 flights per
hour, it is handling 67 per hour at
peak times.
 Has limited cold beverages (limited
sources to satisfy the passenger
demands)
 The company website causes bad
user experience for their customers
Weaknesses
7

8.  Turkey’s geopolitical location
 Its local competitors have limited
international flights
 Third airport opening at Istanbul
 Turkey’s touristic attractions
 Turkey’s high population
 Due to demand increases for
abroad, international flights are
getting more important
 After recent political decisions,
there will be no visa required for
some countries
 Increasing number of travel
agencies
Opportunities
8

9.  New entrants in domestic market
 Change in fuel prices which leads
to increased ticket cost to
customers
 Risk of international players
entering Turkish market
 Terror attacks
 Promotions by competitors
Threats
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