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Turkish Airlines
London Metropolitan University

Turkish Airlines Marketing Plan (Portfolio) Summer/Winter 2010/11 UK

By Nikola Georgiev Student ID: 07059973

CA3002C Aviation Commercial Planning and Marketing

Tutor: Nicholas Coleman

London Metropolitan University

Table of Contents:
1. Introduction 2. Business Strategy 2.1. Airline Overview 2.2. Existing Market 2.3. Competitors Overview and Situation analysis 2.4. The Competitors 2.4.1. British Airways 2.4.2. Pegasus Airlines 2.4.3. Easyjet 2.4.4. Competitors products 2.4.5. Competitive advantage of Turkish Airlines. 3. Strategic Marketing Focus. 3.1. Mission 3.2. Goals and Objectives 3.3. Values 3.4. Core competencies 3.5. External Environment -PEST Analysis 3.6. Internal Environment – SWOT Analysis 4. Marketing Plan 4.1. Target Market 4.1.1. Market Share Estimates by Class 4.1.2. Load Factor 4.1.3. Turkish Tourism and Business segments 4.1.4. Expatriates in Turkey 4.1.5. Transit Passengers of Istanbul 4.2. Intended Strategies 4.2.1. Market Penetration (Improving In-flight services) 4.2.2. Market Development (Extending new routes) 4.2.3. Product Development (First class private suite) 4.2.4.Cost reductions 4.3. Marketing programmes 4.3.1. Product 4.3.2. Price 4.3.3. Promotion 4.3.4. Place 4.3.5. Customer Service 5. Conclusion 6. Appendices (Tables and Charts) 7. References

CA3002C Aviation Commercial Planning and Marketing

Tutor: Nicholas Coleman

London Metropolitan University 1. Introduction A comprehensive marketing plan for Turkish Airlines, particularly focusing on its services, product differentiation, target markets and customer segments is vital to ensure its survival against the existing services provided by its competitors - British Airways, Pegasus Airlines and Easyjet. The objective of this marketing plan is to further develop Turkish Airlines market share in summer 2010 and winter 2010/11 period through marketing programs and initiatives. The task undertaken begins with overview of the


References: Textbooks: Shaw S. (2004), “Airline Marketing and Management”, 5 th edition, Ashgate Publishing Ltd., UK Doganis R. (2006), “The Airline Business”, 2 nd edition, Routledge Publishing, USA Doganis R. (2009), “Flying off course – Airline economics and marketing”, 4 th edition, HarperCollins Academic, USA Web sites: Turkish Airlines: www.turkishairlines.com (Accessed on 12 Apr 2010) Pegasus Airlines: www.flypegasus.com (Accessed on 12 Apr 2010) EasyJet: www.easyjet.com (Accessed on 12 Apr 2010) Emirates Airline Strategies: www.emirates.com (Accessed on 13 Apr 2010) (1) www.skytrax.com (Accessed on 12 Apr 2010) (2) www.skyscanner.net (Accessed on 18 Apr 2010) (3) www.ba.com (Accessed on 18 Apr 2010) (4) www.chewonthis.org.uk (Accessed on 10 Apr 2010) http://uk.reuters.com/article/idUKLDE63D176201004 (Accessed on 14 Apr 2010) Istanbul – Ataturk Airport: www.ataturkairport.com (Accessed on 12 Apr 2010) Centre for Aviation: http://www.centreforaviation.com/ (Accessed on 21 Apr 2010) Turkey Tourism Authority: www.tourismturkey.org (Accessed on 13 Apr 2010) Turkey Visitors site: www.goturkey.com (Accessed on 13 Apr 2010) European Culture Capital: www.en.istanbul2010.org (Accessed on 13 Apr 2010) Turk Statistic Institute: www.turkstat.gov.tr (Accessed on 17 Apr 2010) CA3002C Aviation Commercial Planning and Marketing Tutor: Nicholas Coleman
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