Turkish Airlines

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Table of contents:
I. Introduction
II. Company’s Background
III. Company’s Memorandum
IV. Strategic Analysis:
 Mission, Vision and Values
 Marketing strategy, Aims and Objectives
 SWOT Analysis
 Market Research
V. Communication Campaign
VI. Recommendations
VII. Conclusion
VIII. Learning Experience
IX. Thanks
X. References
XI. Appendix
I. Introduction:
Marketing management is the act of choosing and targeting different markets and creating good relationships with them, regarding the resources of the company. The marketing managers are the responsible for directing and entering a company to different markets by setting a marketing plans and strategies based on information allocated by studying the markets and defining the needs and wants of customers and come up with products that satisfy the needs of customers and gain the market. According to Richard Branson, the founder and owner of Virgin Company, one of the richest and famous entrepreneurs in the United Kingdom and worldwide, “A business has to be involving, it has to be fun and it has to exercise your creative instinct”. In marketing we almost use the four P‘s, (product, price, promotion, place), these four P’s represent a convenient way to summarize the main factors involved in any marketing strategy. Often, marketing strategy will evaluate a marketing plan in order to implement the strategy decided and meet the business objectives. The purposes of marketing plan is to help you state your vision, mission and values, it needs to include your marketing budget, marketing strategy and the advertising plan you will use to market your business, and you need to keep it flexible to be sure you rich you goals and invest the money wisely. II. Company’s Background:

Turkish Airlines is a government company that was established on May 20, 1933 as Devlet Hava Yollari (DHY) (State Airlines Administration) and it is a department of Turkey's Ministry of Defence. Its fleet have been made up of a handful number of four to ten seat aircraft. The administration became part of the Ministry of Public Works in 1935, but three years after, it was renamed the "General Directorate of State Airlines" and was placed under the Ministry of Transportation. Due to the post-war U.S. assistance program to Turkey, the airline company has made many benefits, especially with the help of Pan American, the fleet has been upgraded with Douglas DC-3s, and Türk Hava Yollari became one of the largest airline companies in the Middle East. The first international flight was in 1947, and connected Ankara with Athens in Greece, via Istanbul. Later were added to the route network Nicosia in Cyprus, Beirut in Lebanon and Cairo in Egypt. However, until the 1960s, the domestic service remained the airline's focus. The airline company was reorganized by the Turkish government in 1956, and was renamed to Türk Hava Yollari A.O. (THY) since it was capitalized at TRL 60 million. The British Overseas Airways Corporation (BOAC) then began supplying technical support after acquiring a 6 percent shareholding, which it held for about 20 years. In November 1990, private investors took 1.8 percent of shares in a small public offering, but because of economic and political setbacks, the process leading to the greater privatization was delayed by several years. Despite the fact that the company was publicly traded, the government owned about 98 percent of shares, and the privatization program was revived in 2004 with a public offering of 20 percent of shares on the Istanbul Stock Exchange. 75 percent of shares were owned by the Turkish government after the offering, fact that raised $170 million and THY chose to divest its 50 percent holding in Cyprus Turkish Airlines (Kibris Turk Hava Yollari) in 2005. The principal division of Turkish airline is Turkish Technic, while their actual principal competitors are Fly Emirates and Qatar Airways after passing the competition of Azerbaijan Airlines, Cyprus Air, Fly Air,...
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