Even today, almost every airline in india is suffering. Air deccan s basic strategy is to make air travel accessible to every indian by pricing their services at 3040 percent of regular airline services. Air deccan b kingfisher and the king of good times case study help air deccan b kingfisher and the king of good times is currently one of the greatest food cycle worldwide. Available as a working paper on the web site of cisr, this case study primarily focuses on how information technology it has been playing an important role in the business of air deccan. Introduction air india limited is the national flag carrier airline of india. Simplifying air travel in india case solution,air deccan a. Simplifying air travel in india case solution, captain gorur ramaswamy gopinath started his journey with a dream a dream inspired by a simple statement. Kingfisher air deccan merger free download as powerpoint presentation. Management course, here is a case analysis of air deccan indias first low cost carrier. Marketing management1 course outline course objective the course focuses on formulating and implementing marketing management strategies and policies, a task undertaken in most companies at the strategic business unit level. A case study of indian airlines, jet airways, air sahara and air deccan. Gopinath, the managing director of air deccan, came across the headline air deccan files draft prospectus for ipo. The study finds that there is a homogenous set of flight products required by. Case study analysis air deccangroupbysdb airlines economies.
A case study of indian airlines, jet airways, air sahara and air deccan author links open overlay panel john f. Simplifying air travel in india case study solution, captain gorur ramaswamy gopinath began his journey with a vision a dream inspired by one simple statement. The following year, the vijay mallya lead ub group purchased a strategic 26 per cent stake in deccan aviation. A case study of indian airlines, jet airways, air sahara and air deccan, journal of air transport management on deepdyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips. The new firm will operate two separate brands deccan and kingfisher. Imd377 pdf eng captain gorur ramaswamy gopinath began his journey with a vision. Simplifying air travel in india case solution, captain gorur ramaswamy gopinath began its journey with a dream. We draw implications for realizing the aspirations of an entrepreneurial start up. May 06, 2011 air deccan requiresworking capital to fund its payments for fuel, airport charges, personnel, aircraftlease payment finance and some maintenance operations. Ryan air and southwest airline decreased the airfare. Simplifying air travel in india case study solution, air deccan a. Pdf aspirations, enterprise strategy and sustenance of a startup. Gopinath, the managing director of air deccan, came across the headlineair deccan files draft prospectus for ipo.
A case study of kingfisher airlines abstract xxii annual. Finally, the case highlights the challenges facing air deccan and examines whether. If you have opted to buy the pdf version of the case study, you will receive a link to download the file, after. From creating change to changing creativity case solution, supplement to the air deccan a. A case study on air india free download as powerpoint presentation. Kingfisher airlines limited was an airline group based in india. Air deccan case study strategic management group no. The competition between lowcost and traditional airlines in framework of business industry is harsh. Bstr4 click on the button below, and select the case from the list of. Deccan will fly to west asian countries, while, kingfishers target will be to touch down at san francisco and new york from bangalore. Merger of kingfisher and air deccan intr free download as word doc. This paper has focused on one of these mergers air deccan and kingfisher airlines. Air india now a perfect case study on how not to handle stressed assets theres news that the government has postponed the sale of air india.
Airlines, spicejet, goair, air indigo, kingfisher, jagson airlines and jet air. Air deccan requiresworking capital to fund its payments for fuel, airport charges, personnel, aircraftlease payment finance and some maintenance operations. It discusses in detail the low cost business model of air deccan, its target market and the efforts made by the company to promote its services. The first low cost airline in india case study case code. Industrial economics environment, csr04salma ahmed, yasser mahfooz. He was aware that the demand for lcc increased when. Case study discussion on air deccan case would be given in the last class assignments conceptual exercises. Simplifying air travel in india case study solution, captain gorur ramaswamy gopinath started his journey with a dream a dream inspired by one simple statement. Changing the face of indian aviation xls file, air deccan a.
Center for massachusetts information institute of systems. Pdf this paper studies the developments in air deccan, a start up in the indian aviation industry and discusses. Journal of air transport management volume 12, issue 6, november 2006, pages 358374 transformation of indias domestic airlines. Airports charges fees for landing and parking, aircraft fuel frequently changes as per the international crude oil rates, the government collects huge taxes from the airline companies, there is a lot of competition between airline companies, all these high operational costs without good profit margin caused the kingfisher to downfall. Gorur ramaswamy iyengar gopinath is an indian entrepreneur, the founder of air deccan, a retired captain of the indian army, an author, and a politician. By november 2005 air deccan, indias first low cost airline, had been in business for two years. Revolutionising the indian skies air travel in india for decades, air travel in india was meant for the most elite and powerful in society. Changing the face of indian aviation case study analysis, subjects covered business growth emerging markets entrepreneurial management pricing strategy product positioning by ramasastry chandrasekhar, srinivas sri. Changing the face of indian aviation case analysis, air deccan a. This case study was prepared by jeffrey sampler for the mit sloan center for information systems research. Simplifying air travel in india case analysis, air deccan a. The course will provide with a systematic framework for understanding marketing management and strategy. If we come to seek examples there are many, yet here we have picked up 3 known names, kingfisher, kodak and nokia, whose stories are mere enough to let you know the failure reasons.
Air india is state owned and administered as a part of national aviation company of india limited nacil. With a passion for reaching out to the common man and a vision of making every indian fly, captain g. The most extensive network in india ran some 306 scheduled flights a day and managed a completely new fleet of 14 22 atr turboprops and airbus a320. Once you are comfortable with the details and objective of the business case study proceed forward to. Nov 01, 2006 read transformation of indias domestic airlines. That rivalry forces airlines to use certain price strategies, promotions in order to uphold existing customers and attract new. Air deccan management felt ready for the challenges. Aspirations, strategy and sustenance of an entrepreneurial. Download as docx, pdf, txt or read online from scribd. During this time, the airline had grown rapidly, adding both planes and passengers at breakneck speed. Case studyair deccan while going through the newspapers on a monday morning in early february 2006, captain g. In addition, the competition between airline companies of the same type is also severe and it continues to increase. Air deccan b kingfisher and the king of good times case. Kingfisher first, ai rcraft costs, acquisition costs of air deccan and what not.
It was founded by harvard in 1866, a german pharmacist who first introduced farinelactee. Simplifying air travel in india case solution, this case is about leadership publication date. Pdf a case study on the downfall of kingfisher airlines. An overwhelming majority of travellers who could not afford the prohibitive air travel fares, preferred to journey on trains and buses. Changing the face of indian aviation excel file, subjects covered business growth emerging markets entrepreneurial management pricing strategy product positioning by. This case also has important implications for enterprises. Changing the face of indian aviation case study solution, by november 2005, air deccan, the first lowcost airline in india, have been in business for two years. Inspired by a simple dream statement i want every indian to fly at least once in. Vijay mallya acquires air deccan, which was a lowcost airline, from owner capt. Changing the face of indian aviation case solution, air deccan a. Delhi school of internet marketing digital marketing blog a good marketing strategy is the most effective way to increase the brand awareness.
This case air deccan a, the captains cocktail focus on air deccan, a pioneer lowcost carrier lcc in the indian skies since 2003. During this time, the airline had grown rapidly, adding. Gr gopinath is founder, air deccan catch all the business news, breaking news events and latest news updates on the economic times. Using low fares as its central strength, it had caused huge, unconventional. Air india now a perfect case study on how not to handle. Jan 30, 2020 merger of kingfisher and air deccan intr free download as word doc. Evaluate each detail in the case study in light of the hbr case study analysis core ideas. Case study analysis air deccangroupbysdb free download as pdf file. This paper has focused on one of these mergers air deccan and kingfisher. A case study of indian airlines, jet airways, air sahara and air deccan by john f. The case of vijay mallya and kingfisher airlines seven. Founder naresh goyal is being investigated by the enforcement directorate ed and a large number of exemployees still remain jobless after the airline shut down its operations in april, 2019.
Through its parent company united breweries group, it had a 50% stake in lowcost carrier kingfisher red until december 2011, kingfisher airlines had the second largest share in indias domestic air travel market. The rise and fall of a castle in the air the hindu. The first low cost airline in india air deccan, the case describes the entry and expansion strategies of air deccan, the first low cost airlines in india. Reasons for the downfall of kingfisher airlines, an overview. Changing the face of indian aviation case study solution, air deccan a. To november 2005, air deccan, indias first low cost airline, had. The air deccan takeover was formalized and ub group paid up rs. Air deccan generallyreceives credit as a purchaser of goods and services for up to 1530 days, except inthe case of aircraft lease payments, which are payable in advance. Nov 12, 2011 jet airways was good and on time, but was for busy executives.
This case study is a sequel of the case titled, the first low cost carrier of india written by the present author in the year, when the homegrown airline air. Comparison between lowcost and traditional airlines. Air deccan a changing the face of indian aviation case. Case study strategic management evaluation ii air deccan.
A case study on the downfall of kingfisher airlines. Until december 2011, kingfisher airlines had the second largest share in indias domestic air travel market. Consolidation in the sky a case study on the quest today the indian aviation sector is dotted with new players like air deccan, indian. Jun 14, 2019 this case study is a sequel of the case titled, the first low cost carrier of india written by the present author in the year, when the homegrown airline air. At the time of purchase, air deccan connected sixty nine cities around india. Accenture favours a merger between air deccan and kingfisher airlines. Today it was a pleasant surprise for me to see a case study on air deccan coming from mit sloan center for information systems research cisr. The main objective of this paper is to analyze financial performance of. But after the company acquired air deccan in the year. From august 2008, the merged firm will have a right to fly overseas. Simplifying air travel in india case solution, air deccan a.
This case study talks about how fairly large marketing mistakes of big brands leaded to their devastation. Through its parent company united breweries group, it had a 50% stake in lowcost carrier kingfisher red. Nov 21, 2014 reasons for the downfall of kingfisher airlines frequent changes on focus kingfisher first launched all economy class with food and entertainment system, later on, they shifted focus to luxury business class on their aircraft, a lot of air travelers appreciated the hospitality, aircraft condition and its ambiance when kingfisher focus was on. Gopinath built air deccan blending his experience in aviation with an emotional connection to reach down into the society. This case also has important implications for enterprises which aspire to follow the same opportunity driven and aspiration driven model. Case study iimkcs89mm201804 may 2018 iim kozhikode. Kingfisher air deccan merger filetype pdf in the last decade, india initiated a modernisation and acquisition programme for its defence forces.
Simplifying air travel in india excel file, subjects covered leadership by benoit leleux, isabelle pigeaux source. Kingfisher and the king of good times case study analysis. Gopinath was born in melkote, mandya on th november 1951 and was brought up in gorur a remote village in karnataka s hassan district. Airline business has extremely long gestation periods. Case study air deccan while going through the newspapers on a monday morning in early february 2006, captain g. Presentations ppt, key, pdf logging in or signing up. Deccan aviation went public in may 2006, however by then the airline was losing money. Air deccan was for the aam aadmi, a sort of shuttle service, while the others either didnt matter or were too small. A case study of kingfisher airlines megha aggarwal shikha singh assistant professor, research associate. Simplifying air travel in india xls file, air deccan a. Scribd is the worlds largest social reading and publishing site.
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