____ __ ____ _____ ____ ______ _____ _____ ____ _____ _____ _____ ____ _____
•Click to edit Master text stylesSecond levelThird levelFourth levelFifth level
• 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
Tra
nsp
ort
atio
n t
o D
esti
nat
ion
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….
Recommended
