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A Study on Aviation Industry in India

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AVIATION INDUSTRY ANALYSIS 2011 A STUDY ON AVIATION INDUSTRY IN INDIA UNDER THE GUIDANCE OF PROF.SAMIK SHOME SUBMITTED BY: GROUP-8, MARKETING A MBA (2010-2012) GROUP MEMBERS: KOMAL R.HIREMATH SOURABH AGARVAL GAURAV CHOUDARY GYANPRAKASH PODALI SHRUTI PATEL NASARAIAH BHEEMA 2011 ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 ACKNOWLEDGEMENT At the successful Completion of our project, we the students of Marketing µA¶ would like to express our sincere gratitude to all the people without whose support this project would not be completed. At the onset, we would like to thank the Management of ³School of Business, Alliance University´ for giving us the opportunity to undergo this research project. We would also like to acknowledge the constant help and encouragement of our project guide Prof SAMIK SHOME, who has given his valuable suggestion, expert guidance and support throughout. We would also like to thank all those who have directly or indirectly helped us in the preparation of this report. Group-08 Marketing A ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 DECLARATION We, the members of Group 8, Marketing A, MBA (2010-2012), would like to declare that the project on ³THE AVIATION INDUSTRY´ is an exclusive and detailed analysis carried out by us. The information, facts and figures in the report have been taken from reliable sources such as Capitaline, annual reports of companies and corporate websites. SERIAL NO NAME OF THE STUDENT REGISTRATION NO, SIGNATURE 1 KOMAL R HIREMATH 10SBCM0452 2 SOURABH AGARVAL 10SBCM0202 3 GAURAV CHOUDHARY 10SBCM0507 4 GYANPRAKASH PODALI 10SBCM0324 5 SHRUTI PATEL 10SBCM0417 6 NASARAIAH BHEEMA 10SBCM0156 ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 CERTIFICATE This is to certify that the members of group 8, Marketing A, MBA (2010-2012), have completed the analysis on ³AVIATION INDUSTRY´ under my guidance for the partial completion of the course: Industry Analytics, term III, MBA (2010-2012). NAME OF THE FACULTY GUIDE: PROF.SAMIK SHOME SIGNATURE: DATE: ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 TABLE OF CONTENTS: CONTENTS PAGE NO. Executive Summary 01 1. Introduction 02 1.1Introduction 03 1.2 Genesis of Airlines in India 03 1.3 Origin of Airlines in India 05 1.4 Objectives 05 1.5 Conclusion 06 2. Literature Survey 07 3. Industry Analysis 12 3.1 Introduction 13 3.2 Classification of Indian Aviation 13 3.3 Major Players in the Market 15 3.4 Market Shares 20 3.5 Market Segmentation 21 3.6 Nature of Competition 22 3.7 Analysis of Industry 23 3.7.1 PESTLE Analysis 23 3.7.2 Porters Five Forces Analysis 29 3.7.3 SWOT Analysis 31 3.8 Business Diversification 33 3.9 Mergers and Acquisition 36 3.10 Marketing Initiatives 38 3.11 Technology Intensity 40 ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 3.12 Current Scenario 42 3.13 Future Outlook 43 3.14 Future Outlook on Global Scenario 43 3.15 Comparison with U.S and Other Countries 45 4. Conclusion 54 5. References 55 LIST OF TABLES Table 3.1 Status of Various Airlines Prevalent In India 34 Table 3.2 Passenger Miles as A Proportion of Available Seat Miles 47 Table 3.3 Number of Passenger Travelling Through U.S Airspace 47 Table 3.4 Load Factor of European Aviation 48 Table 3.5 African Aviation Statistic 49 Table 3.6 Regional Traffic Performance 50 Table 3.7 Statistic across the Continent 51 LIST OF FIGURES Figure 1 Comparison of Market Share in the years 2010 and Feb. 2011 20 ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 EXECUTIVE SUMMARY: The global airline industry consists of over 2000 airlines operating more than 23,000 aircrafts, providing service to over 3700 airports. The global aviation industry is growing at an average rate of 5% per year over the past 30 years, with substantial variations due to changing economic conditions and different economic growth in different regions. The annual growth in air travel is twice the GDP growth. This airline industry provides service to virtually every corner of the globe and is an integral part of the global economy. Deregulation and Liberalization worldwide: Since the deregulation of the US airlines in 1978, the pressure on the governments to reduce their involvement in the economics of airline competition has spread to most of the world. This US airline deregulation is perceived to be a success by other countries as it benefits a vast majority of travelers. This deregulation saw the entry of many successful new entrants and low-fare airlines which had a great impact on the airline pricing practices and public¶s expectations of a low-priced air travel. But this deregulation also had some negative impacts. The pressure to cut down costs, combined with increasing profit volatility, mergers and bankruptcies of several airlines led to periodic job losses, reduced wages and airline labor unions with less power than they previously enjoyed. Also all travelers did not enjoy the benefit of deregulation equally. ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 CHAPTER 1 INTRODUCTION ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 1.1. INTRODUCTION: The aviation industry in India is one of those sectors that saw a constant pace of growth among other industries in the world over the past many years. The Indian aviation industry has witnessed an impressive growth of around 19%, with major contribution from the civil aviation segment. The government open sky policy has led to many overseas players entering the market and the industry has been growing both in terms of players and aircraft. From being primarily a government owned industry, the Indian aviation industry is now dominated by privately owned full service airlines and low cost carriers. Earlier air travel was a privilege, only few can afford but today air travel has became much cheaper and can be afforded by many people. The Aviation industry in India encompasses a wide range of services related to air transport such as passenger airlines which are scheduled, cargo airlines and unscheduled air operators like private jets and helicopters. This regulation of air transport services to/from/within India and for enforcement of civil air regulations, air safety and airworthiness standards is done by the Directorate General of Civil Aviation (DGCA). The DGCA is the regulatory body in the field of Civil Aviation primarily dealing with safety issues and also co-ordinates all regulatory functions with International Civil Aviation Organization. 1.2. GENESIS OF AIRLINES IN INDIA: 1910: The first Indian to have an airplane was the young Maharaja of Patiala, Bhupinder Singh, who sent his Chief Engineer to Europe for a study with orders to buy three planes, including a Bleriot monoplane and Farman biplanes, which arrive in the Punjab later that year. 1912: The first domestic air route between Karachi and Delhi was opened by Indian State Air Service in collaboration with Imperial Airways. 1932: JRD Tata launches first scheduled airline, Tata Airlines, by piloting the first flight himself from Karachi to Mumbai via Ahmadabad on a single-engine. ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 1933: In its first year of operation. Tata Airlines flies 160,000 miles, carries 155 passengers and 10.71 tones of mail. Tata Airlines launches its longest domestic flight: Mumbai to Trivandrum with a six-seater Miles Merlin. 1945: Second domestic airline, Deccan Airways, is founded. Deccan Airways is the first of a bunch of new airlines to serve domestically in India. The first services began in July 1946. 1946: Tata Airlines changes its name to Air India. 1947: Air India signs an agreement with the government of India to operate international services with a weekly flight from Bombay to London via Cairo and Geneva. 1953: Indian Airlines formed by merging eight independent domestic airlines; Deccan Airways, Airways India, Bharat Airways, Himalayan Aviation, Kalinga Air Lines, Indian National Airways, Air India, Air Services of India,. Air India International takes over the international routes. 1960: India enters the jet age with an Air India B707; USA and India are connected for the first time with an Indian airline. 1990: East West Airlines becomes the first private airline after the government decided to end Indian Airlines monopoly over domestic civil aviation. 2003: Air Deccan, India¶s first ever budget airline begins operations on 25th August from Bangalore to Mangalore. 2004: On August 26, Air Deccan launched its A320 flights on the Delhi- Bangalore route. ALLIANCE UNIVERSITY- SCHOOL OF BUSINESS AVIATION INDUSTRY ANALYSIS 2011 1.3. ORIGIN OF AIRLINES IN INDIA: The concept of Airline came in mid 19th century when Rufus Porter and Frederick Marriott, an American started an airline in the form of airship. However, their attempt was floundered due to mishap in the airship catching fire. Later in 1909, with the assistance from the government, German based DELAG was the first one to operate airline successfully. India was also one of the first countries to embrace civil aviation. One of the first West Asian airline companies was Air India, which had its beginning as Tata Airlines in 1932, a division of Tata Sons Ltd. (now Tata Group). The airline was founded by India's leading industrialist, JRD Tata. On October 15, 1932, J. R. D. Tata himself flew a single engine De Havilland Puss Moth carrying air mail (postal mail of Imperial Airways) from Karachi to Mumbai via Ahmadabad. The aircraft continued to Madras via Bellary piloted by Royal Air Force .Tata Airlines was also one of the world's first major airlines which began its operations without any support from the Government.
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