A Secondary Research Study on Indian Airline Industry 2013-14
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See discussions, stats, and author profiles for this publication at: http://www.researchgate.net/publication/263651757 A secondary research study on Indian Airline Industry 2013-14 TECHNICAL REPORT · JULY 2014 READS 1,011 1 AUTHOR: Akhil Mohan Pillai Alliance University 4 PUBLICATIONS 0 CITATIONS SEE PROFILE Available from: Akhil Mohan Pillai Retrieved on: 01 October 2015 A STUDY ON INDIAN AIRLINES INDUSTRY SUBMITTED TO: DR.SAMIK SHOME SUBMITTED BY: GROUP NUMBER: 1 MARKETING B PILLAI AKHIL MOHAN DEEPANJANA GHOSH KOMAL AGARWAL ROHIT SINHA MBA JULY (2013-15) 1 2 MBA JULY (2013-15) DECLARATION This is to declare that the Report titled “Industry Analysis of Indian Airlines Industry” has been made for the partial fulfillment of the Course Research Methodology in Semester II by Group 1 of Marketing Section B, MBA July (2013-15) under the guidance of Dr.SamikShome. We confirm that this Report truly represents our work undertaken as a part of our Course. This work is not a replication of work done previously by any other person/group. We also confirm that the contents of the report and the views contained therein have been discussed and deliberated with the faculty. PILLAI AKHIL MOHAN ………………………. DEEPANJANA GHOSH ………………………. KOMAL AGARWAL ………………………. ROHIT SINHA ………………………. 3 MBA JULY (2013-15) CERTIFICATE This is to certify that Group 1, of Marketing Section B, MBA July (2013-15) has completed the report titled “Industry Analysis of Indian Airlines Industry” under my guidance for the partial fulfillment of the Course: Research Methodology in Semester II of the Master of Business Administration. SIGN: NAME: DATE: 4 ACKNOWLEDGEMENT It gives us great pleasure to thank Alliance University’s Alliance School of Business for providing us with an opportunity to study this subject and to improve our understanding on the same. At Alliance School of Business, we would like to thank Dr. Samik Shome for his guidance throughout the process and for his extensive support and cooperation for making this Industry Analysis happen. His experience, industry expertise and knowledge has helped our group greatly, he has not only guided the entire group but has also helped us in understanding the different aspects of Research analysis of an Industry, particularly the Aviation sector in India. He has instilled confidence in the entire group to be able to conduct the research. 5 LIST OF TABLES NUMBER NAME PAGE 1.1 Evolution of Airlines industry in INDIA 5-6 1.2 Trend of Foreign Tourist Arrivals during the 7 period 1995-2010 1.3 Estimated Gross revenue earned by sub-sectors 8 of Indian Civil Aviation sector 3.1 Market share of various airlines 16 3.2 Business Diversification 30 3.3 Fleets: Apr-07 32 3.4 Passenger/Cargo forecast till 2016-17 46 3.5 Market share of International Passengers 47 Carried by Scheduled Domestic Carriers from India & Foreign Carriers (%) 3.6 Comparison with USA and Other Countries 49 3.7 Foreign Carrier’s Pax market shares in 49 International Routes (FY10 DATA) 3.8 Key operating indicators and valuations for the 50 Global Airline Industry- Full Service Carrier 3.9 Key operating indicators and valuations for the 51 Global Airline Industry- Low Cost Carrier 6 LIST OF FIGURES NUMBER NAME PAGE 1.1 Global commercial airline profitability 3 1.2 2012 worldwide airline financial results per 4 departing passenger 3.1 Market Share representation 17 3.2 Porter’s Five Forces of Competition 20 3.3 Classification of Passengers 24 3.4 Segmentation of Indian Airline Industry 25 3.5 PESTEL Model 27 3.6 Pre and post merger profit and loss 34 3.7 Benefits of Cloud Computing 40 3.8 Benefits of Outsourcing 41 3.9 Expected Profits in 2014 47 3.10 India’s Current and expected future fleet 48 3.11 Unites States Current and expected future fleet 48 7 EXECUTIVE SUMMARY Following report has been made on the “Indian Aviation Industry”. All the data has been collected from the internet, research papers and surveys. Indian aviation industry has changed to a more open and investment friendly sector. It plays a greater role in the development of the Indian economy. The increase in the income of people, entry of low cost carriers (LCC), FDI, new government policies, growth in other businesses, globalization etc. are reasons for the growth of the Indian aviation industry. The aviation sector in India is expected to have a bright future. The report gives information on different aspects of the Indian aviation industry. For simplicity it is divided into various parts and information. Some of the key points are: (i) Introduction to the Indian aviation industry and defines its importance to the economy. (ii) The industry analysis. Under this the following objectives are studied. Market share and nature of competition Market segmentation PEST analysis Business diversification Mergers and acquisitions International exposure Technology intensity Marketing initiatives Future outlook and Comparison with US and other countries The whole project gives us detail information about the Indian aviation industry. In the end of the study we have given up certain recommendations which we think are important from the point of view of the Indian Aviation Industry. 8 CHAPTER 1: INTRODUCTION 9 1.1 GLOBAL SCENARIO Recently, the International Air Transport Association (IATA) forecasted their profit to $11.7 billion1 of the airline industry, which is an 8% decrease as compared to previous estimates. They have pointed out that there is a weak growth in Asia and a huge drop in the demand for freight. As in July 2013, Global airline indus2try outlook was seen as a bright scenario for the remaining year because of North America’s recovery of the economy. IATA forecasted a profit of $12.7 billion to the airline industry and also total number of passengers to be 3.13 billion3. Figure 1.1 Global commercial airline profitability From the figure 1.1 it is clear that the profitability is improving where the 2000s peaks are below the margins and are above the peaks of 1990s. 1 http://www.businessvibes.com/blog/global-airline-market-analysis-2013 2 http://www.businessvibes.com/blog/global-airline-market-analysis-2013 3 http://www.businessvibes.com/blog/global-airline-market-analysis-2013 10 Figure 1.2 2012 worldwide airline financial results per departing passenger From the figure 1.2 it can be seen that there is an increase in the revenue per passenger by only $2.56. Also there is a lag in cost by $10 which excludes $12 ancillaries. Although there was decrease in the projection of 2013, still it is estimated that the industry will be successful with regard to the profits of the sector. While the United States, Middle East and much of the parts of Asia have contributed to the growth, Latin America and Europe are unstable markets. The airline companies all over the world have done a profitable task, but the forecast for 2014 will be decided as per the fuel prices. Fuel costs are an important factor as they were responsible for 31% of the 2013 costs of operating. A profit of $16.4 billion is forecasted by IATA in 2014 because of the oil prices situation. 1.2 INDIAN SCENARIO The Indian Aviation is now an open, friendly to the investor, and a liberalized one which is quite different what it was 10years ago. The entrance of LCCs has contributed to a growth of the sector, with an improvement in the infrastructure and an increase in the operating airlines. Following are some of the key points in reference to the Indian Airline industry: (i) 100% increase in the FDI limit has been given by the government for the airlines and Greenfield airports. (ii) Increase in the number of airlines including the LCCs, leading an increase in the competition and reduction of the fare resulting in growth of air traffic. 11 (iii) There had been a number of fleet acquisitions with 300 aircrafts. (iv) MRO facilities need to be set up because of the rise in the fleet size and also the modernization of the airports. The expansion of fleet of India has tempted many players across the globe such as Boeing, Airbus, SIA Engineering, ST Aerospace and Lufthansa Technik to come up with the same services in India. (v) There is a big pressure on airlines because of high tax structure, fuel costs and more user charges, which has raise the need and trend of mergers and acquisitions. 1.3 EVOLUTION OF AIRLINE INDUSTRY IN INDIA Table 1.1: Evolution of Airlines industry in INDIA YEAR MAJOR MILESTONES < 1953 Nine Airlines existed including Indian Airlines & Air India 1953 Nationalization of all private airlines through Air Corporations Act; 1986 Private players permitted to operate as air taxi operators 1994 Air Corporation act repealed; Private players can operate schedule services 1995 Jet, Sahara, Modiluft, Damania, East West granted scheduled carrier status 1997 4 out of 6 operators shut down; Jet & Sahara continue 2001 Aviation Turbine Fuel (ATF) prices decontrolled 2003 Air Deccan starts operations as India’s first LCC 2005 Kingfisher, Spice Jet, Indigo, Go Air, Paramount start operations 2007 Industry consolidates; Jet acquired Sahara; Kingfisher acquired Air Deccan 2010 Spice Jet starts international operations 2011 Indigo starts international operations, Kingfisher exits LCC segment 12 Government allows direct ATF imports, FDI proposal for allowing foreign 2012 carriers to pick up to 49% stake under consideration 2013 Signing of the Jet Airways-Etihad Airways deal. 2013 AirAsia and the Tata Group queuing up to start two new airlines in India. 2014 (yet to Commencement or expansion of commercial operations by four global airlines — happen) Etihad, AirAsia, Singapore Airlines and Tiger Airways.