London Metropolitan University
Turkish Airlines Marketing Plan (Portfolio) Summer/Winter 2010/11 UK
By Nikola Georgiev Student ID: 07059973
CA3002C Aviation Commercial Planning and Marketing
Tutor: Nicholas Coleman
London Metropolitan University
Table of Contents:
1. Introduction 2. Business Strategy 2.1. Airline Overview 2.2. Existing Market 2.3. Competitors Overview and Situation analysis 2.4. The Competitors 2.4.1. British Airways 2.4.2. Pegasus Airlines 2.4.3. Easyjet 2.4.4. Competitors products 2.4.5. Competitive advantage of Turkish Airlines. 3. Strategic Marketing Focus. 3.1. Mission 3.2. Goals and Objectives 3.3. Values 3.4. Core competencies 3.5. External Environment -PEST Analysis 3.6. Internal Environment –
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In 2008, Turkish Airlines has kept its position ranked as one of the fastest-growing airlines among European Carriers in terms of capacity and traffic growth. When considering the economical crisis affecting many European Carriers and leading them to decrease their operations; Turkish Airlines has increased its annual passenger and the Available Seat Kilometer (ASK) by 15% and 11,3% respectively. With its fleet of 127 aircraft, in 2009 Turkish Airlines carried 22, 5 million passengers and the number of transit passengers have increased by 41, 3 % across a network comprised of 145 International and 36 domestic destinations From Istanbul, Turkish Airlines operate various onward connections throughout the Middle East and Central Asia. Turkish Airlines also have an extensive network of domestic flights, with the shuttle service between Istanbul and the Turkish capital Ankara being particularly well used. Since April 2008, Turkish Airlines became a Star Alliance member enabling the company to offer even more destination through the code share flights of its partners. CA3002C Aviation Commercial Planning and Marketing Tutor: Nicholas Coleman
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