397231 aviation project
TRANSCRIPT
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DEPARTUREDEPARTURE
AVIATION
AVIATION
DEPARTURE-29AUGUST2006
ITM Business School
Global Leadership Centre
Masters In International Business
Navi Mumbai
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Pilot CrewPilot Crew
Air one ³Empower Every Indian To Fly´Air one ³Empower Every Indian To Fly´
Mr. Ganesh Kumar (9)
Mr. Gyanesh Thakur (46)
Ms. Pushpinder Kaur Bhullar(38)
Mr. Shishir Paliwal(51)
Mr. Saurabh Sharma (28)
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Table of contentsTable of contents
IntroductionIntroduction
Global overviewGlobal overview
Current/future statusCurrent/future status
India aviation industryIndia aviation industry
Company descriptionCompany description Strategy, Target, PositioningStrategy, Target, Positioning
ProductProduct
SWOTSWOT
Market analysisMarket analysis
CompetitorsCompetitors
Environment analysisEnvironment analysis Consumer behaviour Consumer behaviour
organizationorganization
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AVIATION CONSISTS?AVIATION CONSISTS? The aviation industry can be broadly The aviation industry can be broadly
classified intoclassified into military aviation military aviation andandcivil aviation civil aviation ..
The term The term ' civil aviation ' civil aviation ' covers all' covers allaviation related activities except foraviation related activities except forthose undertaken by the military those undertaken by the military
and the government.and the government. The airlines segment can be broadly The airlines segment can be broadly
classified into international airlinesclassified into international airlines
and domestic airlines.and domestic airlines.
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Cont.Cont.An airline with one or both terminalsAn airline with one or both terminals
in the territory of a country, otherin the territory of a country, other
than the country in which it isthan the country in which it is
registered, is classified as anregistered, is classified as anI nternational airline I nternational airline ..
D omestic airlines D omestic airlines refers to thoserefers to those
airlines whose flights fly only withinairlines whose flights fly only within
the domestic boundaries of athe domestic boundaries of a
particular country.particular country.
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Mr Giovanni BisignaniMr Giovanni Bisignani
Director General & CEODirector General & CEO --
IATAIATA
IATA Global Press BriefingIATA Global Press Briefing
THERE ARE 36 BILLION REASONS FOR CHANGE IN THISTHERE ARE 36 BILLION REASONS FOR CHANGE IN THIS
INDUSTRY.INDUSTRY.
AIRLINES HAVE CHANGEDAIRLINES HAVE CHANGED RADICALLYRADICALLY..
WE ARE MAKING SOME PROGRESS WITHWE ARE MAKING SOME PROGRESS WITH
STAKEHOLDERS.STAKEHOLDERS.
CHANGE REMAINSCHANGE REMAINS CRITICALCRITICAL..
GREATER EFFICIENCY AND THE FREEDOM TO DOGREATER EFFICIENCY AND THE FREEDOM TO DO
BUSINESS ON A LEVEL PLAYING FIELD AREBUSINESS ON A LEVEL PLAYING FIELD ARE ESSENTIALESSENTIAL..
THERE ARE 36 BILLION REASONS FOR CHANGE IN THISTHERE ARE 36 BILLION REASONS FOR CHANGE IN THIS
INDUSTRY.INDUSTRY.
AIRLINES HAVE CHANGEDAIRLINES HAVE CHANGED RADICALLYRADICALLY..
WE ARE MAKING SOME PROGRESS WITHWE ARE MAKING SOME PROGRESS WITH
STAKEHOLDERS.STAKEHOLDERS.
CHANGE REMAINSCHANGE REMAINS CRITICALCRITICAL..
GREATER EFFICIENCY AND THE FREEDOM TO DOGREATER EFFICIENCY AND THE FREEDOM TO DO
BUSINESS ON A LEVEL PLAYING FIELD AREBUSINESS ON A LEVEL PLAYING FIELD ARE ESSENTIALESSENTIAL..
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Current State of IndustryCurrent State of Industry
In 2005, the air transport industry marked its fourthIn 2005, the air transport industry marked its fourth
consecutive year of financial aggregate loss, bringingconsecutive year of financial aggregate loss, bringing
total posttotal post--9/11 industry losses to over US$36 billion9/11 industry losses to over US$36 billion
since 2001.since 2001.
The principal cause of the loss in 2005 was theThe principal cause of the loss in 2005 was the
industry's US$61 billion fuel bill, US$17 billion more thanindustry's US$61 billion fuel bill, US$17 billion more than
in 2004.in 2004.
And the situation is getting worse.And the situation is getting worse.
This overwhelmed the success of considerable costThis overwhelmed the success of considerable cost--
cutting initiatives in other areas.cutting initiatives in other areas.
CURRENT STATE OF INDUSTRY
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Outlook 2005 +Outlook 2005 + ASIA AND CEN TRAL EUROPE ~ASIA AND CEN TRAL EUROPE ~
GREA TEST REVENUE POTEN TIAL GREA TEST REVENUE POTEN TIAL
International scheduled passenger trafficInternational scheduled passenger trafficin 2005 increased 15.3% over 2004in 2005 increased 15.3% over 2004levels, and cargo traffic rose 13.4%levels, and cargo traffic rose 13.4%
Traffic growth in 2004 was exceptional Traffic growth in 2004 was exceptional
for two reasons:for two reasons:oneone--off rebound from the adverseoff rebound from the adverse
affects in 2003 of the SARS epidemicaffects in 2003 of the SARS epidemicand the war in Iraq on air traffic levels.and the war in Iraq on air traffic levels.
OUTLOOK 2005+
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Cont.Cont.2004 ~ strongest world economic2004 ~ strongest world economic
growth in 3 decades.growth in 3 decades.
Economic environment less favorable inEconomic environment less favorable in
next 2 years.next 2 years. Strongest potential lies whereStrongest potential lies where
liberalization is taking placeliberalization is taking place
Economic liberalization continue toEconomic liberalization continue toboost growth in Chinaboost growth in China
Increasing trade integration of centralIncreasing trade integration of centralEuropean countries within the EU willEuropean countries within the EU will
lead to expansion in central Europe.lead to expansion in central Europe.
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NEED OF THE HOUR NEED OF THE HOUR-- CUT COSTSCUT COSTS
6% annually Industry growth for 20046% annually Industry growth for 2004--2008 period.2008 period.
Regulatory burdens + high price of oil to contendRegulatory burdens + high price of oil to contend
with.with.
Significant improvement their nonSignificant improvement their non--fuel unit costfuel unit cost
performances performances -- down 3% in 2004 and 2.5% in 2003.down 3% in 2004 and 2.5% in 2003.
It is therefore more critical than ever that air transportIt is therefore more critical than ever that air transport
becomes a low becomes a low--cost industry.cost industry.
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Deregulating India·s Civil AviationDeregulating India·s Civil Aviation
Prior to 1991, aviation, much like other major sectors of thePrior to 1991, aviation, much like other major sectors of the
Indian economy, was nationalized and heavily regulatedIndian economy, was nationalized and heavily regulated
In 1953, theIn 1953, the Air Corporation Act, 1953 Air Corporation Act, 1953, changed the, changed thelandscape of the airline industry in India.landscape of the airline industry in India.
It was in 1994 that the Air Corporation Act was repealedIt was in 1994 that the Air Corporation Act was repealed
and thus this allowed privateand thus this allowed privateoperators to operate in theoperators to operate in the
domestic airline and aviation industrydomestic airline and aviation industry
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ABOUT AIR ONE ABOUT AIR ONE
�� TheThe AIR AIR ONEONE airlineairline isis aa lowlow costcost airlineairline withwithfour four BoeingBoeing 737737 planes planes atat anan investmentinvestment of of $$300300millionmillion..
�� AIR AIR ONEONE believes believes inin dedicationdedication toto thethe highesthighestqualityquality of of Customer Customer ServiceService delivereddelivered withwith aa
sensesense of of warmth,warmth, friendliness,friendliness, individualindividual pride, pride,andand CompanyCompany SpiritSpirit withwith returnsreturns toto thetheshareholdersshareholders..
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AIR ONE PRINCIPLES AIR ONE PRINCIPLES
Simple product Simple product ² ² which means no free meals,which means no free meals,
economy seating, online reservations, noeconomy seating, online reservations, no
frequent flier programmesfrequent flier programmes
PPositioning ositioning ² ² targeting business and pricetargeting business and price--
conscious passengersconscious passengers
Low operating costs Low operating costs..
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AIR ONE MISSIONAIR ONE MISSION
TheThe missionmission of of Air Air oneone isis dedicationdedication toto thethe highesthighest qualityquality of of Customer Customer ServiceService delivereddelivered withwith aa sensesense of of warmth,warmth, friendliness,friendliness,individualindividual pride, pride, andand CompanyCompany SpiritSpirit withwith returnsreturns toto thetheshareholdersshareholders..
To Our EmployeesTo Our Employees
WeWe areare committedcommitted toto provide provide our our EmployeesEmployees aa stablestable work work environmentenvironment withwith equalequal opportunityopportunity for for learninglearning andand personal personalgrowthgrowth.. CreativityCreativity andand innovationinnovation areare encouragedencouraged for for
improvingimproving thethe effectivenesseffectiveness of of Air Air oneone.. AboveAbove all,all, EmployeesEmployeeswillwill be be provided provided thethe samesame concern,concern, respect,respect, andand caringcaring attitudeattitudewithinwithin thethe organizationorganization thatthat theythey areare expectedexpected toto shareshareexternallyexternally withwith everyevery Air Air oneone Customer Customer..
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AIR ONE GOALS AIR ONE GOALS
Financial goalsFinancial goals
To have a public stock offering by the year To have a public stock offering by the year 20102010
To obtain a return on equity at least betweenTo obtain a return on equity at least between
1515--20%20% To be among the top three aviation companiesTo be among the top three aviation companies
in market revenue in nearly four yearsin market revenue in nearly four years
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AIR ONE GOALS AIR ONE GOALS
Non f inancial goalsNon f inancial goals
Customer satisfaction to the maximumCustomer satisfaction to the maximum To come up with new services from time toTo come up with new services from time to
timetime
To be among the top three domestic airlineTo be among the top three domestic airlinecompany in market share by 2011company in market share by 2011
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AIR ONE PLANEAIR ONE PLANE
BoeingBoeing 737737.. ToTo flyfly onlyonly oneone airplaneairplane modelmodel.. Thus,Thus, pilots pilots andand
mechanicsmechanics needneed toto be be trainedtrained onon onlyonly oneone kindkind of of airplaneairplane..
HavingHaving aa singlesingle airplaneairplane modelmodel inin aa fleetfleet alsoalso lowerslowers
inventory,inventory, recordrecord keepingkeeping andand maintenancemaintenance costs,costs, andand itit
minimizesminimizes thethe number number of of technicaltechnical manuals,manuals, toolstools andand sparespare
parts parts.. Also,Also, fleetfleet managementmanagement isis greatlygreatly simplifiedsimplified..
WeighWeigh lessless thanthan thethe AA320320 andand thereforetherefore requirerequire lower lower engineengine
thrust,thrust, lessless fuel,fuel, havehave lower lower engineengine maintenancemaintenance costs,costs, lower lower
navigationnavigation andand landinglanding feesfees..
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AIR ONE PLANEAIR ONE PLANE
EaseEase of of maintenance,maintenance, thethe airplaneairplane sitssits lowlow toto thethe
ground,ground, allowingallowing maintenancemaintenance crewscrews toto easilyeasily
perform perform routineroutine maintenancemaintenance onon thethe enginesengines..
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AIR ONE PLANEAIR ONE PLANE
GoodGood reliabilityreliability,, becausebecause thethe airplaneairplane cancan bebe turnedturned aroundaround atat thethegategate soso quickly,quickly, airlineairline cancan getget backback onon scheduleschedule if if itit fallsfalls behindbehind forforany any myriadmyriad of of reasonsreasons.. This This allowsallows ourour airlineairline toto deliverdeliver passengerpassengersatisfactionsatisfaction asas defineddefined byby thethe customerscustomers themselvesthemselves:: gettinggettingthemthem wherewhere theythey wantwant toto go,go, whenwhen theythey wantwant toto go,go, atat aa goodgoodvaluevalue.. GivingGiving passengerspassengers moremore departuredeparture timetime choiceschoices andand airlineairlinethethe opportunitiesopportunities forfor moremore revenuerevenue..
GoodGood flexibilityflexibility,, thethe 737737 comescomes inin fourfour differentdifferent sizessizes inin thethe 100100--toto 200200--seatseat marketmarket.. The The interiorsinteriors areare flexible,flexible, tootoo.. OptionalOptional flexflexseating,seating, capability capability of of changingchanging aa rowrow of of seatsseats fromfrom fivefive--abreastabreastbusinessbusiness--classclass seatingseating toto sixsix--abreastabreast touristtourist--classclass seatingseating inin lesslessthanthan oneone minuteminute.. AA moveablemoveable cabincabin dividerdivider alsoalso allowsallowsconfigurationconfiguration changeschanges betweenbetween flightsflights..
OnOn aa typicaltypical route,route, 737737 cashcash operatingoperating costscosts areare nearlynearly 44percentpercent lessless thanthan itsits closestclosest competitor,competitor, thethe AA320320 seriesseries,, ininpartpart duedue toto itsits superiorsuperior structuralstructural efficiency efficiency..
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AIR ONE STRATEGIES AIR ONE STRATEGIES
A single passenger class.A single passenger class. TargetingTargeting business business
and priceand price--conscious passengers.conscious passengers.
ShorthaulShorthaul and pointand point--toto--point approach point approach
No assigned seats, pay the crews best in No assigned seats, pay the crews best in
industry, and use of less congested airportsindustry, and use of less congested airports
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AIR ONE STRATEGIES AIR ONE STRATEGIES
EmployeesEmployees workingworking inin multiplemultiple roles,roles, for for instanceinstance flightflight
attendantsattendants alsoalso cleaningcleaning thethe aircraftaircraft or or workingworking asas gategate agentsagents
(limiting(limiting personnel personnel costs)costs)
RemovingRemoving seatseat--back back pockets pockets toto reducereduce weightweight andand cleaningcleaningexpenseexpense
ChargingCharging passengers passengers for for practically practically everyevery amenityamenity theythey mightmight
consumeconsume.. ThereThere areare nono freefree peanuts peanuts or or beverages beverages
UsingUsing thatthat traffictraffic asas aa marketingmarketing tooltool for for relatedrelated servicesservices;; eacheach
timetime aa passenger passenger books books aa rentalrental car car or or aa hotelhotel room,room, our our airlineairline
willwill earnearn aa percentage percentage of of thethe salesale..
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AIR ONE STRATEGIESAIR ONE STRATEGIES
PromotionPromotion StrategyStrategy
PromotionPromotion willwill be be throughthrough outdoor outdoor advertising,advertising, radioradio
andand print print mediamedia..
EmployingEmploying public public relationrelation firmfirm for for both both consumer consumer
andand financialfinancial purposes purposes..
CombinedCombined amountamount budgeted budgeted for for advertisingadvertising andand
public public relationsrelations willwill be be heldheld under under 1515%% of of salessales.. TieTie upup withwith CreamozaCreamoza CoffeeCoffee..
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AIR ONE STRATEGIES AIR ONE STRATEGIES
Distribution StrategyDistribution Strategy
Developing our own website containing theDeveloping our own website containing the
information about the company along with facilitiesinformation about the company along with facilities
of online reservation and payment.of online reservation and payment.
Hotels and Restaurants.Hotels and Restaurants.
Agencies giving cars on rent.Agencies giving cars on rent. Travel insurance agencies.Travel insurance agencies.
Tie up with Creamoza Coffee.Tie up with Creamoza Coffee.
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Breakdown of cost savingBreakdown of cost saving
0 5 10 15 20 25
Other operating costsFlight crew
Cabin crew
Aircraft fuel and oil
Airport and ANS charges
Sales and reservations costs
Advertising and promotions costs
Station costs
Commission
Aircraft related costs
Passenger services costs
Cost (Rs)
Full cost shorthaul airline
Low cost airline
Turning our planes into media and entertainmentTurning our planes into media and entertainment
plays, offering advertisers the opportunity to repaint the exteriors plays, offering advertisers the opportunity to repaint the exteriors
of our planes, effectively turning them into giant billboards.of our planes, effectively turning them into giant billboards.
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SWOT ANALYSISSWOT ANALYSIS
FactorsFactors StrenghtsStrenghts WeaknessWeakness
ManagementManagement ExperienceExperience Small sizeSmall size
MarketingMarketing Operating in MetroOperating in Metro No national distribution No national distribution
OfferingOffering Unique, high quality, low priceUnique, high quality, low price Cost coveringCost covering
HR HR Small, good workforceSmall, good workforce AttritionAttrition
R&DR&D Continuing effort to ensureContinuing effort to ensure
qualityquality
Fund scarcityFund scarcity
EconomicEconomic Consumer income is growingConsumer income is growing Brand imageBrand image
CompetitvenesCompetitvenes
ss
Distinctive service and featuresDistinctive service and features New to the industry New to the industry
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SWOT ANALYSISSWOT ANALYSIS
OpportunitiesOpportunities
Huge potential to capture marketHuge potential to capture market
Growth rate of the industry is the highestGrowth rate of the industry is the highest FDI which will in turn can help us in growing rapidlyFDI which will in turn can help us in growing rapidly
Changing Consumer PreferencesChanging Consumer Preferences
Mergers and acquisitionsMergers and acquisitions
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SWOT ANALYSISSWOT ANALYSIS
ThreatsThreats
Existing competitorsExisting competitors
Unstable Government PoliciesUnstable Government Policies Changing dynamics of the industryChanging dynamics of the industry
Upcoming new airlinesUpcoming new airlines
Further rise in oil prices in the international mark etFurther rise in oil prices in the international mark et
International terroristInternational terrorist
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MARKET ANALYSISMARKET ANALYSIS
Market share of passenger traffic in major citiesMarket share of passenger traffic in major cities
1. Mumbai 26%1. Mumbai 26%
2. Delhi 17%2. Delhi 17%3. Chennai 7.5%3. Chennai 7.5%
4. Kolkata 8%4. Kolkata 8%
5. Bangalore 8%5. Bangalore 8%««««««.««««««.
66.5%66.5%
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DIRECT COMPETITORSDIRECT COMPETITORS
Air DeccanAir Deccan
Go air Go air
Spice jetSpice jet
Alliance air Alliance air
(add some more name)(add some more name)
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INDIRECT COMPETITORSINDIRECT COMPETITORS
RailwaysRailways
Road transportRoad transport
Ship transportShip transport
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ENVIORNMENTAL ANALYSISENVIORNMENTAL ANALYSIS
Government policiesGovernment policies
Technological EnvironmentTechnological Environment
Economic factorsEconomic factors Competitive EnvironmentCompetitive Environment
Social culturalSocial cultural
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CONSUMER BEHAVIOUR CONSUMER BEHAVIOUR
ReactionReaction-- WillWill needneed sometimesometime for for winningwinning
thethe trusttrust of of thethe potentialpotential costumerscostumers
ExpectationsExpectations-- Deliver Deliver whatwhat wewe havehave
promisedpromised for for
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ORGANIZATIONORGANIZATION
Board of DirectorsBoard of Directors
President and CEOPresident and CEO
Dire. Operator, V.C (Marketing.),Dire. Operator, V.C (Marketing.),Dire. Finance & admin.,Dire. Finance & admin.,
Director saleDirector sale
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DifferentiationDifferentiation Maintaining costumer data base.Maintaining costumer data base.
Tie up with Creamoza Coffee.Tie up with Creamoza Coffee.
Boeing specialized engineers for Boeing specialized engineers for
maintenance so that security is upgraded.maintenance so that security is upgraded.
Direct plight at NonDirect plight at Non--Metro airport.Metro airport.
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³As deregulation and privatization of the Indian Civil
Aviation and Airline Industry occurs, Air One is
prepared to meet the demands of the consumer and
deliver their expectations
while sustaining growth? ´
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THANK YOUTHANK YOU