THY SWOT ANALYSIS

Turkish Airlines Swot Analysis

History of Turkish Airlines2

1933

195820032013

Turkish Airlines mission is;

To become the preferred leading European air carrier with a global network of coverage thanks to its strict compliance with flight safety, reliability, product line, service quality and competitiveness, whilst maintaining its identity as the flag carrier of the Republic of Turkey in the civil air transportation industry.Mission3

To become an air carrier with;

a continued growth trend over industry averagezero major accidents/crashesmost envied service levels worldwideunit costs equating with low cost carrierssales and distribution costs below industry averagesa personnel constantly developing their qualifications with the awareness of the close relationship between the benefits for the company and the added value that they contributean entrepreneurship that creates business opportunities for fellow members in the Star Alliance and takes advantage of the business potential provided by thema staff well adapted to modern governance principles by observing the best interests of not only shareholders but also stakeholders

Vision4

Values of Turkish Airlines;

Honesty and Fair DealingCustomer SatisfactionDemonstrating Respect to IndividualsInnovationTeam WorkLeadershipProductivityConfidentialityOpen Door Policy

Values5

Has large fleet sizeMember of Star Alliance which is the global airline networksHigh quality flying experience Direct flights to many destinationsCustomer loyaltyFirst airline company in TurkeyServes DO&CO products which is the best gourmet restaurant Has 67% share in Turkish marketHuge profit and growth even though European firms made smaller profitHas experienced staffHas a strong financial structure with the support of the GovernmentGood advertising strategies by using famous sports teams(Barcelona and Manchester United footbal teams) and Hollywood celebritiesHas profitable subsidiaries such as Anadolujet,Sunexpress, Bosnian Airlines,Turkish Airlines Technic, Turkish Engine Co., TGS ,Turkish Airlines Flight AcademyIs the leader at cargo transportation

Strengths6

Higher prices than its competitorsMost of the flights are only from Ataturk Airport which is not preferred by people located in Asia side of IstanbulHas limited participation on social responsibility projectsEven though Ataturk Airports capacity provides 58 flights per hour, it is handling 67 per hour at peak times.Has limited cold beverages (limited sources to satisfy the passenger demands)The company website causes bad user experience for their customersWeaknesses7

Turkeys geopolitical location Its local competitors have limited international flightsThird airport opening at IstanbulTurkeys touristic attractionsTurkeys high populationDue to demand increases for abroad, international flights are getting more importantAfter recent political decisions, there will be no visa required for some countriesIncreasing number of travel agencies

Opportunities8

New entrants in domestic marketChange in fuel prices which leads to increased ticket cost to customersRisk of international players entering Turkish marketTerror attacksPromotions by competitorsThreats9

Thank you for attendance!10

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