•SAIF-UR-REHMAN

•BASIM SARWAR
•WAQAS ABBASI
•SADIA
•HUMAYUN TAHIR
 C OMPANY P ROFILE
 Pakistan international airlines corporation is a
Pakistan-based company that is principally
engaged in provision of air transport services.
Other activities of the company include provision
of engineering and other allied services. The
company operates in two business segments:
airline operation and hotel operation. The
airlines operation segment provides air transport
and other allied services. Hotel operation
segment provides accommodation and related
services in Pakistan, United States and Europe.
 BRAND EVALUATION

Fleets
o PIA’s fleet of modern aircraft is spacious,
comfortable, and deigned to get you to your
destination safely.
o PIA operates a range of advanced aircraft,
ranging from the world’s preferred Boeing 777
airplane to the super-quiet Air-310.
o currently PIA has 42 aircraft in its fleet.
 BRAND EVALUATION

Business class services

 PIA’s Business class offers a range of exclusive
services, from the time you leave your home till
you land at your destination. It’s the only Business
Class service that feels like First Class.

In Fleet Dining
 You’re in For a Special Treat!
 PIA’S NETWORK

oDomestic Network
 PIA’S NETWORK

oInternational Network
SWOT ANALYSIS
PEST ANALYSIS
 TARGETING S TRATEGY
O F PIA

 Demographic Segmentation
 Income segmentation

 Occupation segmentation

 Geographic Segmentation
All audience from domestic and International
regions are included . In domestic people within the
country are included and people residing outside
Pakistan.
TARGETING S TRATEGY O F PIA

 Behavioral Segmentation Categories

 Hajj’s occasion
 Eid’s occasion
 New year occasion
 Loyalty status
TARGETING S TRATEGY O F PIA

 Psychographic Segmentation
 Social class
 Tourists
 Religious Travels
 Pakistani expatriates
 POSITIONING
STRATEGY

 Positioning By Attributes
 In this strategy PIA positions itself in the mind of
the consumers as a reliable because of safety
attached with the PIA.
 Attributes of safety associated with PIA
 European Aviation Safety Agency (EASA)
 IATA operational Safety Audit (IOSA)
 Civil Aviation Authority Of Pakistan
 POSITIONING
STRATEGY

 Positioning By Price And Quality

 In the positioning strategy. PIA paints the image of
being the less price taker and providing high
quality to the customer as compare to the
customers as compare to the competitors.
 POSITIONING
STRATEGY

 Positioning By Product User

 PIA positions itself as an ambassador of Pakistan
in the world. Pakistani expatriates residing
outside the country feels proud when they see an
airline of their own home country carrying the
national flag. This arises the loyalty factor in the
hearts of the expatriates and they prefer to travel
by PIA.
CONSUMER BEHAVIOR

 After conducting the research, the following

results have found which follows as bellow:
 SELECTION OF AIRLINE
 According to the research in, 60% people utilize
the services of PIA.
 30% utilize the services of airblue.
 10% people utilize the services of shaheen
International Airline.
CONSUMER BEHAVIOR

 Reason For Selection Of Airline

 According to the research, 50% people selected
the services of airline taking into consideration the
price.
 30%people selected the services of airline taking
into consideration the service.
 And 20% people selected the services of airline
taking into consideration on many grounds which
are related to their desired destination.
 CONSUMER BEHAVIOR

ATTRIBUTES PIA AIRBLUE SHAHEEN

Destination 6 5 4
Punctuality 5 6 4
Quality of Food 5 6 5
Customer Service 6 5 5
Economical 5 5 5
Technological Advancement 5 5 5
Service 5 5 4
Corporate Image 6 3 4
Total 43 40 36
 COMPETITOR

 Domestic competitor
 Within the country PIA has Air blue as a
competitor. Air blue is a private airline based in
Karachi. It is scheduled domestic and
international airline operating 30 daily services
linking seven domestic destination and
international services to Dubai and Manchester.
 COMPETITOR

 International Competitors
 PIA is having market share of 48% in the
international market and having tough competition
from its international competitors of PIA.
 Thai Airline
 Ethad Airways
 Qatar Airways
 Singapore Airline
 Emirates Airline
 COMPETITOR
ANALYSIS

 Competitive Advantages Of PIA

 Reliability and safety.
 Has best engineering facilities .
 Has best trained pilots.
 National flag carrier.
 High linkage to the remote areas of Pakistan.
 Using state of art technologies and highly equipped
engineering.
 COMPETITOR
ANALYSIS
 Competitive Moves
 PAI is having 48.4%market share internationally
and 65% domestically, and PIA has the Market
Leader Competitive Move in Pakistan.
 Competitors Attack Of PIA
 The attack of PIA against its competitors Air Blue
is Flanking Attack Strategy. Air Blue has not that
much access to the remote areas of Pakistan than
PIA has. Due to this weak point of Air Blue, PIA is
attaining the flanking the flanking attack strategy
against the Air Blue.
 RECOMMENDATIONS

 DECENTERLIZATION
 Decentralize structure would lead to the easy
management, Increased motivation, easy to
information access and resolution of conflicts.

 Strategic Business Unit

 Every SBU should have defined Business Strategy
and a manager with sales an profits.
 RECOMMENDATIONS

 Employees Empowerment
 PIA should make efforts towards the employees that
is going to lead to more employees participation in
the decision making process and also result in more
employee satisfaction and enhanced motivation.

 Overhead Costs
 PIA should reduce its overhead costs that are it
should manage its resource.
 RECOMMENDATIONS

 Two-Way communication
 The suggestions of the employees can prove to be
very effective in in improving the operations.

 Maintenance

 Campaigns
QUESTION AND ANSWERS
SESSION