Sri Lankan Air Line

DILANI JEEWANTHI

CTH SM# 721001

THAMES COLLEGE/SRI LANKA

OCTOBER 2013

Introduction Sri Lankan Airlines is the national airline in Sri Lanka

managed by the government .

There are two hubs Bandaranaike International Airport at Katunayaka and the other is, Mattala RajapaksaInternational Airport at Hambantota .

Global route network of 64 destinations in 34 countries.

Story of SriLankan Airline

The First Flight is operated in September 1, 1979 as air Air Ceylon.

SWOT ANALYSIS OF SRI LANKAN

AIRLINES

STRENGTH

Sri Lankan Airline is a reputed Brand Name.

High standard Customer Service

Safety recorders and fast travelling.

Fixable traveling cost.

Good image of Sri Lankan hospitality service.

AITA training staff.

Attractive food and beverage services.


AIRLINES

OPPORTUNITY

•The government’s airport developing project.

•The government’s tourism developing project

•The government has decided to buy new aircraft next year.

•New air routes have been decided for flying

•Increase in business travelers in Sri Lanka


AIRLINES WEAKNESS

Flight is not well maintained.

Flights are delayed and cancelled.

Cabin crew’s uniform hasn’t changed in a long time.

Still the airline dose not get any profit.

Large number of employees works at Sri Lankan Airline

Most of flights operate in short haul.

Communication barriers


AIRLINES

THREATS

Increasing fuel cost

Increasing cost of employee’s salaries

Competition with other airline

Rising cost of sales and marketing

RecommendationsMarketing Mix

Product

Currently airline maintaining two categories. I recommend to increase for other two First class category for VIP Passengers and lower economy class .

New lounge for economic class

Computer lab for business class passengers


Price

Special prices air tickets in April, August and December .

Introduce holiday packages including

air ticket, hotel, and Taxi .


Price

Aim younger crowd leisure travelers and make specialpackagers for them , when there is music shows or beachparties at over sees at short flight destinations the airline canpromote it for reasonable price .


Place

Connecting the smaller aircrafts into the main terminal .

Higher level of customer service at ticketing counters such as advertising flight information on the TV at ticketing counters, available tickets , Weight of the luggage’s.


Promotion

Use very effective channels such as news papers, magazines radio , TV advertisement local& over sees must be used.

Advertisement must be very attractive .


People

Motivation and training programs .

Attractive uniform for the female staff

Recommend Uniforms

Segmentation

Aim for first class passengers, sport tourisms.

Targeting

Immigrants

Visiting Friends

Religious Travelers .

Positioning

For business class internet facilities at the cabin .

Personal Services.

Market Penetration

Introducing all inclusive packages for inbound and out bound .

Family packagers.

Link to small air craft and make special packages for honeymooners.

Promote the business opportunities in Sri Lanka at Serandib magazine .

Market Penetration

.Packagers

Market Development

Introduce more direct flights to new destinations.

Product Development

Develop airline facilities and Features .

Product Development

Promote the training school.

Conclusion The Sri Lankan airline is three star airline the aim of

them is to be five star airline and one of the best airlinein Asia therefore they always must watch theircompetitors and develop the airline passenger service afacilities and promote well at the market place.

Thank You !!!