Jet Airways Mdeepg

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• Jinnendra Patil

•Ritushree Saha

( 010107063)

•Abhishek Basak ( 010107030 ) • Monideep Gupta ( 010107159 )

• Aindrila Buxy

( 010107112 )•Subhadeep Mitra

( 010107164 )

Flight No. - 14

WEL COME TO JET

HISTORY

CURRENT STATUS

OPERATIONS

SERVICE MARKETING MIX

PROCESS FLOW DIAGRAM

POSITIONING STRATEGIES

FOCUS STRATEGIES

EVALUATION OF COMPETITION

SWOT ANALYSIS

RECOMMENDATIONS

CONTENTS

Swagath, Welcome to Jet

Welcome to Jet Airways Limited

Based in Mumbai, India.

It operates in domestic and international services.

Over 400 daily flights to 45 destinations across the

country and 6 overseas.

Its main base is Chhatrapati Shivaji International

Airport, Mumbai, with hubs

Indira Gandhi International Airport, Delhi,

Netaji Subhash Chandra Bose International

Airport, Kolkata,

Anna International Airport, Chennai,

Bangalore International Airport and

Jet Airways is currently India’s largest Domestic

Carrier.

It’s the second largest International Carrier in the

Country

Swagath, Welcome to Jet

Management

About the Founder

Naresh Goyal (57), the founder Chairman of Jet

Airways.

Mr. Goyal served on the Board of Governors of the

International Air Transport Association (IATA), from

2004-2006.

In 1991, Mr. Naresh Goyal took advantage of the

opening of the Indian economy and the enunciation of

the Open Skies Policy by the Government of India to

set up Jet Airways for the operation of scheduled air

services on domestic sectors in India.

Current Status

In Jan- 2006, Jet Airways announced that it would buy Air

Sahara

The deal fell through in June 2006, with court-room

battle

A modified deal did go through eventually in January

2007

With this, Jet-Sahara merger became the 2nd most

glamorous merger of Indian Civil Aviation

Post Merger, Air Sahara was renamed as Jetlite, the

nation’ 2nd full value service

Performance

In 13 years, Jet Airways has emerged as India’s largest

private domestic airline

Jet Airways currently operates a fleet of 83 New and Next-

Generation Boeing 737s, 3 Airbus 340-300E, 2 Airbus

A330-200 aircraft and eight ATR72-500s turbo-prop

aircraft

Jet Airways has been voted India’s “Best Domestic

Airline” by several organizations of world-class repute

In August 2003, the airline was awarded the ‘Super brand’

The current market share of jet airways in the aviation

industry is about 17.8% of the domestic market

As of today, Jet (17.8%) and Air-Sahara (7.4%) has a

combined share of 25.2%

Operations

The airline operates over 400 flights to 45

destinations across the country and 6 premium

overseas, with the majority of flights operated from

Chhatrapati Shivaji International Airport, Mumbai

and Indira Gandhi International Airport, New Delhi

Jet has 45 destinations and includes most of the

big cities in India

The 6 overseas destinations, forms the next big

market for Jet

Services

Check in Options

Airport Lounges

Bus services

Cuisines

Entertainment

Product and Services

Jet Mobile

Jet Kid

Jet Escape

Jet Mall

Jet Boutique

Special Services

Infant and Child Care

Wheel Chair Assistance

Unaccompanied Minors

Medical Emergencies

Traveling with Animals

In flight services

Special offers

Corporate deal

Edu jetter

Golden jet escapes

Jet privilege

Sun city resort (Goa)

Price

Economy & Club Premiere Fare

Discounted fare for senior citizens & defense personnel

Advance Passenger Excursion/ APEX Fares

One Fare

Night Saver Fares

Check Fares

• Competitive Pressure

Service

Price

• Low cost Carriers changing the game

Place

Various Destinations

Promotion

Offers - offering free ticketCompanion Free Offer, One Fare, Concessional fares, Jet Privilege OffersJet Airways Citibank Credit Cards, Corporate Deal OffersSpecials, Camp Rock contest, Festival specials, Student specials, Surprises etc.

Advertising and Branding

HoardingsBrand AmbassadorsSponsorshipsEvent Organization

Process

People ProcessingPeople physically enter the service system to receive the service Aircraft is the service factory where service is deliveredPossession Processing Cargo Luggage & Courier

Physical Evidence

Services capeServices cape usage - InterpersonalComplexity of Services cape FlightOffices - Org. & Ticket Booking Agents ,Virtual Services cape

Check Out

Parking

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Process Flow Diagram

Primary Segments (Geographic) - Domestic & International

Customer Segments First class, Premiere(Business) class &

Economy class Target Segments Premiere(Business) class

Business travelers, contribute 48% of passengers & 66% of revenues,

ready to pay higher prices, last time booking, don’t like transit

Economy classLeisure travelers, prefer low cost airlines,

ready for transit if there is costadvantage, large % of passengers

Seat Allocation – Yield Management Technique

Positioning – High value for High price Unique Selling Proposition – Customer relationship

and Punctuality

STP Analysis

FOCUS STRATEGIES

Kingfisher Vs Jet Airways

Kingfisher is one of the latest Airlines in INDIA

Overall growth in year 2006-07 is 37%

Kingfisher acquired 46% share in Air Deccan

Domestic airlines poised to go international flights.

Jet Airways is the experienced airline in INDIA

Overall growth in year 2006-07 is 16%

Jet airways acquired Air Sahara in 2006

Jet Airways already has domestic as well as international flights

Evaluation of competition

Kingfisher Vs Jet Airways

In a short span of 2 years its market share has become 27% including Air Deccan

Personal in-flight entertainment in every seat It was awarded the ‘Best New Airline Of the Year’ award

Already have training academy

Jet Airways has its market share 25% including Air Sahara

Average entertainment services

Jet Airways won Double Honour Travel Trade Gazette Travel award

They are plan to start training academy

Evaluation of competition

Second most experienced group

Jet Airways market share

Made Jet Airways as a biggest airline

Decent facilities

India’s First LCC

Targeting Upper Middle Class Segment

Increased Kingfishers Flying Experience

Increasing Fleet Capacity to sustain load

Delays and Breakdowns and Bad Service

Deccan Vs Jet Lite

Evaluation of competition

PEST Analysis

Political Issue License issue for international operation

Infrastructural constraint

ATF price policy Economic Effects

Rising income level

Reduced fare but yet not enough

Social Effects

Sound Pollution

Plane hijacking

9/11 Incident

 Technology Effects

Modernization of aircrafts

Modern technology like CAT3 and ILS

S.W.O.T. Analysis

Market driver Experience exceeding

14 year Only private airline with

international operation Market leader Largest fleet size

Losing domestic market share

Old fleet with average age around 4.79 years

Scope for improvement in in-flight service

Weak brand promotion

Untapped air cargo market

Scope in international service and tourism

Strong competitors Fuel price hike Overseas market

competition

Key Attraction Key Problem

Opportunities Threats

Performance evaluation

The company has come up with 'check fares' to sell spare capacity to low-budget travelers. These tickets are priced slightly higher than those being offered by Air Deccan. Jet's yield management system (YMS) allocates the low-fare seats according to the demand in a sector. It is a flexible system that ensures maximum utilization of capacity

It's using an automated rostering system to increase the utilization of pilots. As the system improves, it could actually cut down on the number of pilots and lower the cost of operation

Planning and Scheduling Systems

•

Strategies to manage Capacity

and Demand

The company is outsourcing ramp handling, passenger handling, ticket checking, cargo, and loading and unloading in Delhi and Mumbai, and plans to do so in other cities as well

Jet relies on automation to drive efficiency and improve response time

Jet Airways focuses on faster page and application download times for its site

Over the next three years, Jet Airways would add 12 Boeing 737-800/900 and 22 wide bodied aircraft to its existing fleet of 84

Strategies to manage Capacity

and Demand

Sustaining leadership in domestic market

•13 additional B-737s (through to Oct 2007)•Locking in our loyal customer base•Deployment on high density routes

Expanding international operations

•12 additional A-330s•10 additional B-777s•Consolidating on UK / ASEAN markets•Stepwise expansion into other markets (USA /Europe / China / Africa, etc.)

Combining a strong domestic with a growing international network

Strengthening infrastructure and human resources build-up

Major Expansion Program Ahead

Recommendations

Concentrate domestic Hire big brand ambassadorsFrequency of TV advertisementVibrant damageTie upOffer more transparent pricingStop chasing market shareA new model for premium pricingFocus on other collateral revenue streamsIncreased focus on cargo revenue potential

We would firstly like to thank Globsyn Business School for providing us this opportunity.

A very special thanks to Prof. Kaveri Narang for giving us her moral support and technical guidance during the class and in due course of my project.

Yeah !! The Joy of Flying….