1. 1. TURKISH AIRLINES SWOT ANALYSIS
2. 2. History of Turkish Airlines *Turkish Airlines has been created on the 20th of May 1933 *Capital increased to 60 billion and moved state- owned status *As a result of making a deal with Lufthansa,destinati ons increased to 231 from 131 *Became a member of StarAlliance *It operates scheduled services to 128 international and 39 domestic cities,serving a total of 167 airports,in Europe,Asia,Africa and Americas 1933 1958 2003 2013 2
3. 3. Mission Turkish Airlines mission is; To become the preferred leading European air carrier with a global network of coverage thanks to its strict compliance with flight safety, reliability, product line, service quality and competitiveness, whilst maintaining its identity as the flag carrier of the Republic of Turkey in the civil air transportation industry. 3
4. 4. Vision To become an air carrier with; a continued growth trend over industry average zero major accidents/crashes most envied service levels worldwide unit costs equating with low cost carriers sales and distribution costs below industry averages a personnel constantly developing their qualifications with the awareness of the close relationship between the benefits for the company and the added value that they contribute an entrepreneurship that creates business opportunities for fellow members in the Star Alliance and takes advantage of the business potential provided by them a staff well adapted to modern governance principles by observing the best interests of not only shareholders but also stakeholders 4
5. 5. Values Values of Turkish Airlines; Honesty and Fair Dealing Customer Satisfaction Demonstrating Respect to Individuals Innovation Team Work Leadership Productivity Confidentiality Open Door Policy 5
6. 6. Strengths Has large fleet size Member of Star Alliance which is the global airline networks High quality flying experience Direct flights to many destinations Customer loyalty First airline company in Turkey Serves DO&CO products which is the best gourmet restaurant Has 67% share in Turkish market Huge profit and growth even though European firms made smaller profit Has experienced staff Has a strong financial structure with the support of the Government Good advertising strategies by using famous sports teams(Barcelona and Manchester United footbal teams) and Hollywood celebrities Has profitable subsidiaries such as Anadolujet,Sunexpress, Bosnian Airlines,Turkish Airlines Technic, Turkish Engine Co., TGS ,Turkish Airlines Flight Academy Is the leader at cargo transportation 6
7. 7. Weaknesses Higher prices than its competitors Most of the flights are only from Ataturk Airport which is not preferred by people located in Asia side of Istanbul Has limited participation on social responsibility projects Even though Ataturk Airports capacity provides 58 flights per hour, it is handling 67 per hour at peak times. Has limited cold beverages (limited sources to satisfy the passenger demands) The company website causes bad user experience for their customers 7
8. 8. Opportunities Turkeys geopolitical location Its local competitors have limited international flights Third airport opening at Istanbul Turkeys touristic attractions Turkeys high population Due to demand increases for abroad, international flights are getting more important After recent political decisions, there will be no visa required for some countries Increasing number of travel agencies 8
9. 9. Threats New entrants in domestic market Change in fuel prices which leads to increased ticket cost to customers Risk of international players entering Turkish market Terror attacks Promotions by competitors 9
10. 10. Thank you for attendance! 10