Marketing Led of Turkish Airlines

To Adrian Edwards From Guler kaya Date 03 November 2011 Report title The marketing plan of Turkish Airlines 1 Introduction / Terms of Reference The report volition be concluded with an overall summary of the company situation, market sh be and rating of its future marketing activities. The objective of this marketing plan is further growing Turkish respiratory tracts market consider in 2010/11 period by take to bes of marketing program and initiatives.Savoir of the Turkish landed estate and motherland, founder of the Republic on 16 February 1925 guidance of the Great Leader Ataturk Turkish Aeronautical familiarity was founded under the name of the Turkish Aeronautical Association, the Great Turkish nation living with the material and moral support, embrace and love of aviation is an governance working for . Turkish Aeronautical Association, not political activity, not whole is an organization working in argonas related to aviation. The Authority technical and administrative matters, shall cooperate with the Air Force, Air Force will ask the cerebration of the principle decisions before creating.Turkish Aeronautical Association, 5 August 1925 by the Council of Ministers was among the non-profit associations. The Authority is a member of the International Aeronautical confederation, Turkey, and Aeronautical Federation is the authority. The President and Cabinet, the spiritual guardians of the Turkish Aeronautical Association. The Agencys headquarters in Ankara. Turkish airlines celebrated 75th year in civil aviation in 2008, where they started with just 19 ass capacity, now making plans to be iodin(a) of the major players of the orbiculate market. Turkish Airlines Inc. or Turk Hava Yollari A. O. (THY), is the flag carrier of Turkish air transportation. Its 70 aircraft comprise one of the youngest fleets in Europe. More than disco biscuit million passengers a year fly THYs ne 2rk of 100 destinations, three-quarters of them internationalist. THY was make in 1933 as a municipal carrier. It built up an international network after World War II but lastly was hindered by mishaps and poor customer relations. The airline began a turnaround in the mid-1980s. It slowly began a privatization process in 1990, when 2 part of transport was floated.This was accelerated in late 2004 with the offering of an accessoryal 20 percent of shares. Profit of TL 107 trillion in 2004 to 12 million passengers, Turkish airline companies that serve technical e. g. KLM, SAS, FLY AIR, DELTA Airlines, Austrian Airlines, Olympic Airways, insolate Express, MNG Airway much like company plane maintenance of understructure(prenominal) and foreign repairs Turkey. Turkish airlines representation in the world will foreshadow the name of the biggest brand in the future growth around the orchis Turkish Airlines experienced and quality through the in the former has a superior power, and quality of all working team is growing.Class caters lift out to the world economy Turkish airline 1. 060 of the world arrive at the of as the number of passengers and the quality of Europes fastest growing, developing airway, they are a huge family of 15 thousand persons in the utility of the world. In addition 1 year in the city of the world in more than 160 humanitarian blew more than 25 million and a ternary of Europes best airline company. Turkish Airlines Industry THY had nearly features that makes it strong in the sector. First of all, THY charges close to a discount-airline.Secondly, it offers a business class service on both overseas and municipal charges. Moreover, THY offers a frequent invoice program (an role model to this is Miles&Smiles) Fourthly, it competes with international and domestic airlines and long outgo inter-city bus service (through price cuts). Finally, THY had the best landing slots (in Istanbul & Ankara) and it is the only Turkey based international carrier. Unfortunately, THY has some weaknesses such as playing like a legacy airline, but does not qualifying as one. Furthermore, THY is not a name brand.Thirdly, there are no strategic partnerships ( extravagantly point bell per redeemed flight) (weak frequent flyer program with high costs). Also there are pretermit of customer orientation and lack of service culture . Finally, its fleet size is small. There are some opportunities like THY sees itself as a competitive enterprise rather than a government agency. Secondly, THY has the confidence of financial markets , in addition, THY has a year or two before foreign discount airlines are allowed to fly to Istanbul and other Turkish markets . Finally, the expected rise in world airline passenger art can be an opportunity for THY.We can sum up the threats THY faces as 3 categories short-term threats, medium-term threats and long-term threats. To begin with, short-Term Threats are the intricacy of existing competitors and the entry of new competitors . Secondly, medium-term thr eat is Istanbul, Izmir, Antalya and Ankara destinations will be available for discount routes from major European centers. Finally, long-term threats are firstly, the European Unions adoption of a true bluff skies policy (which will lead all international carriers to enter domestic market of THY.Secondly, terorism and war fears (decrease in the amount of tourists). Lastly, low cost change of location to other destinations (from Europe) 2. Finding 2. 1 Social Factor On development, the international arena, competitors, customers on the airline does not always process-oriented, customer-focused pandemic disease, climate conditions, and transportation. for example if you have the swine flu in country after country, this does not mean other countries can not be bi, air field flood tide from each country, so people trying to cross the country without red out of control, must necessarily.Turkish Airlines passenger if it is the best example of the Turkish Airlines for the first sente nce to enter the country is doing, and it enters the body through the countries in check is also. . Airline companies, upping the ante to take bail measures due to late terrorist attacks, security measures have had a dramatic change. And security enhancement, in a sense, the pilot, passengers and their families to ease the minds, but also the terminal, the airport slating counter, the amount of time and effort bringed to get the gate increases the anxiety and frustration.Because, a fewer successful security breaches have occurred in the last decade, the luxury of be too loose for the safety of airlines will never again own. Turkish Airlines has received many awards because the security in terms of the number of disciplinary and experienced for example, once an institution, I have travelled to Istanbul, Turkish Airlines plane, and security all acted according to law and no one checked circumstance in a separate treatment did not. 2. 2 Economical factors THY ticket prices dro pped by half compared with 2003 dollars and euro terms.Worked 10 percent profit margin. The most definitive thing was for a long time to grow healthy. The number of passengers was 10 million to 35 million. The number of passengers increased by 6 generation with other airlines. Turnover increased by 5 times world. This is a good example in the same way. 12 thousand to 16 thousand in 2010, the number of employees currently gets 90 percent of the time. What does need to be first on this subject? increase its market share in the worlds largest airline. 7. billion dollars this year, 40 percent of which will remain in Turkey. 2. 3 Legal factor i. Turkish Airlines Website conditions of use ii. Privacy insurance statement iii. General conditions of Carriage(passenger and Baggage) iv. Legal Notice Passenger Rights v. Terms Conditions (web-Mobile) 2. 4 Political Factors THY was a government-owned, national flag carrier. Labour agreement has justly (Turkish Civil Union of Aviation). D iscounters suit themselves and make money from receipts give thanks to regulations of government.In 2002, the new Turkish Government announced, it would no t be subsidization for THY. The State privatization Administration launched a public share offering. place of financial markets without the need for government guarantees. 2. 5 Technological Factors Accordance with European standards of international quality certificates, high-tech centre of the worlds, Turkish Technical one of the centres of more than 30 airlines as much in many domestic and foreign offers. Plane, the trunk, and aims to become the number one engine regard * planet programming, wireless internet access, * satellite monitors at every seat and seat back personal video screens in mod ish aircrafts, * Reservation on telephone and on the internet. 3. Conclusions Turkish airlines (THY) has led to ease of airline analysis, flight computer programing and also provided a means for customers to access and book flights f rom their homes. It has also increased the speed with which information about customers are retrieved and handled and flight scheduling is tasked. 4. RecommendationsThey should focus on the east side of Turkey and they should improve their services about the flyers satisfaction. For attracting the clients, Turkish Airlines may give importance to Customer work Culture While performing the SWOT analysis, the several key issues are to be recommended to the management. These recommendations are intended to assist the Turkish Airlines in retentivity its pre-eminent position as it continue strives to be one of the best airline companies in the Todays airline industry.The Turkish Airlines needs to keep its superiority and stomach on top of the competition in the international market, despite the crowing times associated with a global economy or strategies implemented by main competitors. The Turkish Airlines needs to thoroughly understand the plans being prosecute by the British Airwa ys, Cathay Pacific, and Virgin Atlantic in better the comfort and quality of service it provides to its customers. The Turkish Airlines needs to continue contrast itself by examining the strengths/weaknesses, and key points of these and other competitive airlines.By dominating the global regions it will create a greater potential for foreign investments, allowing the Turkish Airlines to sustain their quality efforts. 5. References Attitude Travel (2005) Turkey low cost no frills airlines www. attitudetravel. com Accessed 26 June 2005. Buttle, F. B. (1996) Relationship Marketing Theory and Practice. London capital of Minnesota Chapma Cassani, B. and Kemp, K. (2003) go An Airline Adventure. London Time Warner Books. Turkish airline home page (1996-2011) http//www. turkishairlines. com/en-INT/corporate/contact_us/index. aspx