The Strategy Through Analysis Gathered From Different Primary And Secondary Sources

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ABSTRACT Nowadays, there are a lot of Airlines companies and Turkish Airlines has recently became of the fast growing player in the industry. Being the voted Europe’s Best Airline at the 2014 Skytrax Passengers Choice Awards, they have built a very strong quality standard and gradually expending with over 200 destination worldwide. The main purpose of this report is to focus on the company strategy through analysis gathered from different primary and secondary sources, aiming to make recommendations for the company to reach excellence. TABLE OF CONTENTS I. BUSINESS OVERVIEW 3 II. MARKETS AND TRENDS 3 III. BUSINESS MODEL 4 A. COMPANY OBJECTIVES 4 B. COMPANY STRATEGY 4 C. POTENTIAL RISKS 5 IV. PERFORMANCE 6 V. RECOMMENDATIONS 7 REFERENCES: 8 I. BUSINESS OVERVIEW The company structure is organised as a pyramid with a Board of directors on top, which makes all the decisions, followed principally by the executive committee. Then, there is the senior management with the C.E.O who decentralised the different task into teams and by fields, leaded by other members of the senior management called Chief Officers. (See Fig 1) The company’s core values focus on two major points: (Company Website) - Customer satisfaction by its confidentiality, honesty, fair dealing and respect of individuals - Its internal culture based upon innovation, productivity, leadership and team work Turkish Airlines aims to become the leading European air carrier with a global network of coverage. The
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