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  • Market Share and Swot Analysis of King

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    Himani Gupta
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    Kingfisher Red, formerly known as Air Deccan, is an Indian low-cost airline owned by United Breweries Group. It positions itself as the lowest price airline targeting cost-conscious passengers from the lower and middle classes. While it has strengths such as strong backing from promoters and being the only low-cost carrier providing meals on board, it faces weaknesses like high debt levels. Opportunities for growth include the expanding middle class taking to air travel, though threats include strong competition in the low-cost carrier segment and rising fuel and labor costs.

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    Kingfisher Red, formerly known as Air Deccan, is an Indian low-cost airline owned by United Breweries Group. It positions itself as the lowest price airline targeting cost-conscious passengers from the lower and middle classes. While it has strengths such as strong backing from promoters and being the only low-cost carrier providing meals on board, it faces weaknesses like high debt levels. Opportunities for growth include the expanding middle class taking to air travel, though threats include strong competition in the low-cost carrier segment and rising fuel and labor costs.

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    32 views3 pages

    Market Share and Swot Analysis of King

    Uploaded by

    Himani Gupta
    Kingfisher Red, formerly known as Air Deccan, is an Indian low-cost airline owned by United Breweries Group. It positions itself as the lowest price airline targeting cost-conscious passengers from the lower and middle classes. While it has strengths such as strong backing from promoters and being the only low-cost carrier providing meals on board, it faces weaknesses like high debt levels. Opportunities for growth include the expanding middle class taking to air travel, though threats include strong competition in the low-cost carrier segment and rising fuel and labor costs.

    Copyright:

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    Download as DOC, PDF, TXT or read online from Scribd
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    Download as doc, pdf, or txt
    of 3

    Swot analysis:

    Kingfisher Red (Air Deccan)

    Logo

    Parent Company

    United Breweries Group

    Category

    Indian domestic sector

    Sector

    Airlines

    Tagline/ Slogan

    The Choice is Simple

    USP

    Lowest Price

    STP

    Segment

    Cost Conscious Passengers

    Target Group

    Lower Middle Class / Middle Class

    Positioning

    Low Cost No Frills

    SWOT Analysis

    1. Strong backing by the Promoters 2. LCC segment is ever growing in the country Strength 3. Only LCC providing meals on board

    Weakness

    1. Heavy Debt

    Opportunity

    1. Middle Class taking to the skies

    1. Strong competition in LCC segment 2. Rising Fuel Costs Threats 3. Rising Labour Costs

    Competition

    1.Indigo 2.Spicejet 3.Go Air Competitors 4.JetKonnect

    1. STRENGTHS Strong brand value and reputation in the minds of the consumer

    UB group as the parent company First Indian airline to have a new fleet of planes Quality service and innovation More than 80 destinations Less than 100 people (employees) per aircraft Still in RED (still to Break Even) (An outstanding of 950crs only to oil marketing cos till may end ) High ticket pricing (KF First & Class) Tough competition from Indian as well as international players

    2. WEAKNESSES

    3. OPPORTUNITIES If able to survive for a couple of years, then can have a big market share

    Untapped International Markets Untapped cargo market Expanding tourism business

    4. THREATS Falling demand

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