Marketing Plan of Thy
“THY – TURKISH AIRLINES CASE
ININM”
[pic]
Wojciech Łaniecki Esat Murat Atalay Busra Akkulak Mamura Madalieva
I Stage Analysis of the internal and external situation.
1. Internal analysis.
1.1Expanding home market economy and favourable demographic:
Turkish Airlines has a unique growth opportunity. With a population of 75 million, a dynamic economy, a relatively large geographical area (780,000 sq km) and increasing disposable income among its population,Turkey’s air travel demand continues to grow, at a time when the majority of Europe is experiencing sharp reductions.
1.2 Strategic geographic position:
The country is attractively geographically positioned, located only three hours flight time from 50 different countries (according to Turkish Airlines) and its unique position.
1.3 Strong domestic presence:
Turkish Airlines currently operates to 37 domestic destinations.
1.4Star Alliance membership and close relationship with Lufthansa:
Most airlines will have to be part of an alliance in order to survive in the future because if you are not a member of an alliance it is very hard to compete with other alliances that offer incredible benefits
2. External analysis.
2.1 Political factor
THY is a government-owned, national flag carrier
Labor agreement has powerful(Turkish Civil Union of Aviation)
Discounters suit themselves and make money from receipts thanks to regulations of government
In 2002, the new Turkish Government announced, it would not be subsidization for THY
The State Privatization Administration launched a public share offering
Trust of financial markets without the need for government guarantees
2.2 Economical factor
Ticket prices have risen because of the increasing
ININM”
[pic]
Wojciech Łaniecki Esat Murat Atalay Busra Akkulak Mamura Madalieva
I Stage Analysis of the internal and external situation.
1. Internal analysis.
1.1Expanding home market economy and favourable demographic:
Turkish Airlines has a unique growth opportunity. With a population of 75 million, a dynamic economy, a relatively large geographical area (780,000 sq km) and increasing disposable income among its population,Turkey’s air travel demand continues to grow, at a time when the majority of Europe is experiencing sharp reductions.
1.2 Strategic geographic position:
The country is attractively geographically positioned, located only three hours flight time from 50 different countries (according to Turkish Airlines) and its unique position.
1.3 Strong domestic presence:
Turkish Airlines currently operates to 37 domestic destinations.
1.4Star Alliance membership and close relationship with Lufthansa:
Most airlines will have to be part of an alliance in order to survive in the future because if you are not a member of an alliance it is very hard to compete with other alliances that offer incredible benefits
2. External analysis.
2.1 Political factor
THY is a government-owned, national flag carrier
Labor agreement has powerful(Turkish Civil Union of Aviation)
Discounters suit themselves and make money from receipts thanks to regulations of government
In 2002, the new Turkish Government announced, it would not be subsidization for THY
The State Privatization Administration launched a public share offering
Trust of financial markets without the need for government guarantees
2.2 Economical factor
Ticket prices have risen because of the increasing