S.W.O.

T ANALYSIS

STRENGHTS
• Large Fleets
• Experienced Staff
• Dedicated Departure terminal at Delhi
• Connectivity with the reservation centers and agents are good
• Adequate infrastructure and large network
• People are loyal towards the national carrier
• Kingfisher Airlines has a modern and complete in – house training facility

WEAKNESSES
• High overheads and huge workforce resulting in lower output
• Preconceived image of PSU’s
• Attitude of the staff
• Ageing workforce ( cabin crew )
• Kingfisher Airlines has its socio – economic responsibility of catering to the
inaccessibility areas at subsidized rate affecting operational expenses
• Being a dedicated terminal all services rendered at the airport is presumed by passengers
to be done by Kingfisher Airlines
• Inaccessibility of the staff over phone

OPPORTUNITIES

• The expanding tourism industry.

• The non penetrated domestic market.

• International market.

• Untapped air cargo market.

THREATS

• Competitors

• Infrastructure issues.

• Fuel price hike.

• Tourism saturation

• Economic slowdown.

• Promotions and sponsorship declining.

PESTEL ANALYSIS

POLITICAL FACTORS

• 1) Open sky policy

• 2) FDI limits: 100% for Greenfield airports

• 74% for the existing airports

• 100% through special permission

• 49% for airlines.

ECONOMICAL FACTORS

• 1) Contribution to the Indian economy.

• 2) Rising cost of fuel.

• 3) Investment in the sector of aviation.

• 4) The growth of the middle income group family affects the aviation sector
 SOCIAL FACTORS

• 1) Development of cities leads to better services and airports.

• 2) Employment opportunities.

• 3) Safety regulations.

• 4) The status symbol attached to a plane travel.

TECHNOLOGICAL FACTORS

• 1) The growth of e-commerce and e-ticketing.

• 2) Satellite based navigation system.

• 3) Modernisation and privatisation of the airports.

• 4) Developing green field airports with private sector for example in Bangalore the
airport corporation limited.

ENVIRONMENTAL FACTORS

• 1) The increase in the global warming.

• 2) The sudden and unexpected behavior of the atmosphere and the dependency on
whether.

• 3)Shortage of the infrastructural capacity

• 4) Tourism saturation .

LEGAL FACTORS

• 1) FDI limits

• 2) Bilateral treaties
 • 3) Airlines acquisitions and the leasing cost.
• SOME FUTURE STRATEGIES FOR KINGFISHER AIRLINES
 Market Penetration
 Strategy Product Development
 Market Development
 Strategy Diversification

Market Penetration Strategy (1st Quarter)

• Encouraging existing Customer to buy more Showing benefits for using more
(associating freebies/extra service/membership with primary offering).
• Try to look for foreign entrant's weakness (Virgin Atlantic is lacking in Indian values &
tastes).
Product Development (2nd Quarter)
• Seek additional distribution channels (More tie ups & collaboration: Try seeking
collaboration with international carriers, Bilateral discussions over seats and code-sharing
between the carriers).
• New product development.
Market Development Strategy (3rd Quarter)
• Try to find out new customer group (Old-retired persons).
• Special offering for first time fliers.
Diversification (4th Quarter)
• May go for other services like international flights etc. (concentric diversification).
• May go for arrangement fashion shows (horizontal diversification).
• May go for other things, which can lure the youth.
CONCLUSION & SUGGESTIONS
After doing a study of this project representing on Kingfisher Airlines, we have come to a
conclusion that Kingfisher Airlines is one of the largest and most widespread airlines of the
country providing its services not only in India as well as outside India also. It has alliance with
many other airlines in this sector.
Kingfisher Airlines offers world class services to the customer at a nominal rate. The national
carrier takes immense pride in having successfully played a pivotal role in making various facets
of India popular with the people of the world and acting as the country’s cultural ambassador.
The airline uses the services of one of the advanced plans been operated in the world.
To sum up I would like to say that Kingfisher Airlines is serving its customer in an appreciated
way and going to be in the list of best services providers in coming years.
Suggestions
• In this extremely competitive environment suggestions are extreme importance.
Kingfisher Airlines with rich Human Resource should look forward to such suggestion
and reward individual whose suggestion were actually beneficial for the organization
• Kingfisher Airlines can introduce Late bird / Night bird flights between metros
• Kingfisher Airlines should schedule more number of flights to and from station like
Delhi, Mumbai, Chennai, Collate, Bangalore as these sectors account for high payload
• Kingfisher Airlines needs to undertake aggressive Marketing
• Kingfisher Airlines should undertake customers satisfaction survey
• Kingfisher Airlines should make provisions to add up more financial benefits for its
passenger
• Flight status should be made available through SMS
• New approaches should be identified and rewarded so that it serves as example for others