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The company identifies the summer season as the peak season and raises the fair of its airline by nearly
six percent. This way the company enjoys a profit of six percent because, during the peak season, the
customers do not really have any option other then flying with Saudi Airlines as most of the seats to
different are pre‐booked by the offices that sponsor tickets for theirs employees.
The company has an impressive fleet which is shown in the table below.
This big fleet and the boast of punctuality is the strength of the company. The low prices offered are the
core competency of the company. The company provides values to its customers based on the different
segments identified as mentioned above.
The company also has a frequent flyer program, which provides the member of this program with
special advantages and attractions like relaxation of in‐cabin and off‐cabin weight of baggage.
The company also facilitates its customers with e‐ticketing which makes the purchasing process very fast
and hurdle free.
The company has been suffering from poor customer relation due to the following incidents:
* 19 August 1980: Saudia Flight 163 Karachi‐Riyadh‐Jeddah was completely destroyed by fire at Riyadh
airport with the loss of all people on board the L‐1011.
* On 23 December 1980, a tire on a Saudi Arabian L‐1011 exploded, penetrating the passenger cabin.
The hole sucked out two passengers and depressurized the cabin.
* 12 November 1996: Saudia Flight 763 collided with Air Kazakhstan Flight 1907, resulting in the 1996
Charkhi Dadri mid‐air collision
* On 8 September 2005, a Saudi Arabian Boeing 747 travelling from Colombo to Jeddah, carrying
mostly Sri Lankan nationals to take up employment in the Kingdom, received a false alarm claiming that
a bomb had been planted on board. The aircraft returned to Colombo and, during the evacuation, there
was a passenger stampede in the wake of which one Sri Lankan woman died, 62 were injured, and 17
were hospitalized. The aircraft had taken on a load of 420 passengers in Colombo.
* In 2007, a Saudi Arabian Boeing 747‐300 collided with Garuda Indonesia Flight 238, a Boeing 737‐
500 during the 737's pushback. No injuries or fatalities were reported on both aircraft, and the Garuda
was safe to take off
Despite of such happenings which led to poor customer relation and poor market reputation the
company is now able to come up with new strategies and make a new image in the market which still
attracts customers. The company still enjoys a big profit. The company needs to work a little on
marketing.
Saudi Arabian Airlines has codeshare agreements with the following airlines:
* Air France
* Air Jamaica
* Egypt Air
* Etihad Airways
* Gulf Air
* Iran Air
* Mahan Air
* Qatar Airways
* SriLankan Airlines
* Syrian Arab Airlines
As a conclusion I would like to say that adopting an effective marketing strategy would play a big role to manifold the
company's profit. So we can say that today most of the companies go for adopting different marketing techniques so
as to make the customers aware about their new products and also about the new features introduced by them in
their product or service so as to increase their sales.