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Aivation world Jet Airways History Products and Services Recent Dev Marketing strategies adopted Case Study Conclusion

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SWOT Analysis

SWOT Analysis

Strength

1. Has created a good image among the Indian fliers 2. Trusted Airline by the Corporates

3. One of the biggest Indian airline companies with over 13,000 employees

4. Operations in over 75 Indian cities and over 400 daily flights

5. Top of the mind brand due to excellent operations and marketing

6. It also has international destinations in nearly 20 countries

Weakness

1. Competition from the LCCs and other competitors means market share growth is tough

2. Presence of other airlines on international routes making it difficult to have significant market share

Opportunity

1. Strongly positioned in the International routes 2. Has presence in every segment

3. Increasing number of people opting to travel by airlines

Threats

1. LCCs eatiing up the marketshare 2. Rising Fuel Costs and Labour Costs

3. Unfavorable Govt policies and aviation regulations

Major Challenges of the Future Despite all the success Jet Airways has enjoyed, the coming years will bring with it some unique challenges. Jet Airways has to remain focused on its mission of being the most preferred airlines and on the consistent delivery of its brand promises if it has to stay ahead of the increasing competition. The emergence of low cost carriers. The biggest challenge will be the emergence of the low cost carrier which threatens to alter the very dynamics of the domestic airlines industry in India. Brand dilution because of a severe brand stretch. Jet Airways has responded to the threat from the lost cost carriers by coming out with various schemes to lure the budget travelers. Jet Airways is trying to be everything to everyone. Though it operates a business and an economy class with different prices, competing with a low cost carrier on price despite being a full service airline could prove challenging and very dangerous for the brand. Competing with international airlines. With Jet Airways being given the license to operate on international long haul routes, it will bring with it a lot of challenges. Even though Jet Airways has managed to have a very good customer perception and response to its services inside India, it will be a major challenge for

Jet Airways to offer the same levels of services on mediumand long-haul flights and keep the consistency which made it known in the first place. Like other Asian brands, Jet Airways has to find an optimum balance between the unique Indian tradition of hospitality and culture and the best practices of the airline industry to appeal to a global audience.

ecent D evelopments Jet Airways (India) has signed an agreement with Thai Airways to leaseout three of its Boeing aircraft. Going by industry sources, it stands to earnrent of over $3 million (about Rs 140 crore) per month from the deal.This is a positive development for the legacy carrier, which has four other Boeing aircraft on dry lease with Turkish Airlines.Improved demand/ supply scenario should lift yields (pricing) for Jet Airways and the industry at large, according to Sachin Gupta of HSBCGlobal Research.The carriers strategy to target the budget segment through Jet Konnecthas worked. For the half-year ended September, Jet Konnect helped thecompany improve its market share by 200 basis points (or two percentage

points) to 19% and thereby improve its load factor. Further, fixed costshave come down and that is expected to reflect in the numbers in the daysto come.Going forward, better than expected passenger traffic growth and earningssurprises could boost the stocks performance. On the flip side, higher thanexpected rise in jet fuel prices and capacity addition could affect itadversely.For the quarter ended December, Jet Airways posted a profit of Rs 106crore, helped by seasonal growth and cost cutting. At the current market price, Jet Airways trades at 38 times its estimatedearnings for 2011.Jet Airways stock has outperformed the broader markets in the last oneyear, gaining 174.2% to Rs 462.95 per share as against a 76.3% increasein the BSE Sensex.Our target FY12 EV/ Ebitdar multiple of 8.2 times (average

of Chineseairlines and regional international airlines multiples) implies a target priceof Rs 580 (was Rs 218), Gupta of HSBC wrote in a note to clients onMarch 22. EV stands for enterprise value, while Ebitdar refers to earningsbefore interest, tax, depreciation, amortisation and rent

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