Turkish Airlines swot analysis

1. TURKISH AIRLINES SWOT
ANALYSIS

2. History of Turkish Airlines
*Turkish
Airlines has
been created on
the 20th of May
1933
*Capital increased
to 60 billion ₺ and
moved state-
owned status
*As a result of
making a deal with
Lufthansa,destinati
ons increased to
231 from 131
*Became a member
of StarAlliance
*It operates scheduled
services to 128
international and 39
domestic cities,serving a
total of 167 airports,in
Europe,Asia,Africa and
Americas
1933
1958
2003
2013
2

3. Mission
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.
3

4. Vision
To become an air carrier with;
• a continued growth trend over industry average
• zero major accidents/crashes
• most envied service levels worldwide
• unit costs equating with low cost carriers
• sales and distribution costs below industry averages
• a personnel constantly developing their qualifications with the awareness of the
close relationship between the benefits for the company and the added value that
they contribute
• an entrepreneurship that creates business opportunities for fellow members in the
Star Alliance and takes advantage of the business potential provided by them
• a staff well adapted to modern governance principles by observing the best
interests of not only shareholders but also stakeholders
4

5. Values
Values of Turkish Airlines;
• Honesty and Fair Dealing
• Customer Satisfaction
• Demonstrating Respect to Individuals
• Innovation
• Team Work
• Leadership
• Productivity
• Confidentiality
• “Open Door” Policy
5

6. Strengths
• Has large fleet size
• Member of Star Alliance which is the global airline networks
• High quality flying experience
• Direct flights to many destinations
• Customer loyalty
• First airline company in Turkey
• Serves DO&CO products which is the best gourmet restaurant
• Has 67% share in Turkish market
• Huge profit and growth even though European firms made smaller profit
• Has experienced staff
• Has a strong financial structure with the support of the Government
• Good advertising strategies by using famous sports teams(Barcelona and
Manchester United footbal teams) and Hollywood celebrities
• Has profitable subsidiaries such as Anadolujet,Sunexpress, Bosnian Airlines,Turkish
Airlines Technic, Turkish Engine Co., TGS ,Turkish Airlines Flight Academy
• Is the leader at cargo transportation
6

7. Weaknesses
• Higher prices than its competitors
• Most of the flights are only from Ataturk Airport which is not preferred by people
located in Asia side of Istanbul
• Has limited participation on social responsibility projects
• Even though Ataturk Airport’s 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 customers
7

8. Opportunities
• Turkey’s geopolitical location
• Its local competitors have limited international flights
• Third airport opening at Istanbul
• Turkey’s touristic attractions
• Turkey’s high population
• Due to demand increases for abroad, international flights are getting more
important
• After recent political decisions, there will be no visa required for some countries
• Increasing number of travel agencies
8

9. Threats
• New entrants in domestic market
• Change in fuel prices which leads to increased ticket cost to customers
• Risk of international players entering Turkish market
• Terror attacks
• Promotions by competitors
9

10. Thank you for attendance!
10