Drukair Royal Bhutan Airways strategy marketing

Satisfactory Essays
ROYAL BUTHAN - DRUKAIR
Octavie Albert – Rémi Thiallier – Florent Delphis

SWOT
Opportunity














Democratic Election
The route network was expanded to include Delhi, •

Bangkok and Kathmandu
The coronation brought many guests and

journalists
Several aspects of this Himalayan Kingdom attracted tourists : exotic and new destination,

religious and cultural célébrations, treks
Tourism infrastructure was slowly being built up.
China was beginning to be another significant

source of tourists
The government had relaxed regulations for licensing and the number of tour operators had grown to nearly 500

It required nearly three days of travel to go in the east part
Drukair was in a unique position in that there was • no competitor airline with flights into the country presently. •
Accommodation and transportation in the country, • particularly the east, remained a challenge.

Threats
The Bhutan business tourism was seasonal
Landing in Paro was difficult
In 2007, over 30,000 tourists from India visited the country mostly by road and usually in the winter (low season)
As 2009 unfolded, the worldwide financial crisis was expected to have a dampening effect Accommodation and transportation in the country, particularly the east, remained a challenge. Tourist travel was restricted to small vehicles (such as cars) or small buses.
There was no online booking and no interlining between airline companies
Low density of population
Low incomes and low purchase power

SWOT
Strengths

Weaknesses

- Larger aircraft, two Airbus 319 aircrafts - The use of the airstrip to the east part would increase interest in travel to
Bhutan, and if run by Drukair would
- In order to break even, load make use of economies of scale. factors had to approach 80 per
- Its pricing and service policies could cent due to fuel and other costs. not be compared to other airlines with
For Drukair, the cabin factor was similar routes
65 per cent in 2006, 66 per cent in
- In late 2008,

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