Turkish Airlines was founded in 1933 and has grown significantly, now operating flights to 167 airports in Europe, Asia, Africa and the Americas. It aims to be the preferred leading European carrier through strict adherence to safety, quality and competitiveness. Key strengths include its large fleet, membership in Star Alliance, frequent flyer loyalty program, and strong financial position backed by government support. Weaknesses include higher prices than competitors and overcapacity at its main Istanbul airport. Opportunities lie in Turkey's tourism and location, while threats include new entrants in the domestic market and risk of terror attacks.
2. *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,destination
s 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
History of Turkish
Airlines
2
1933
1958
2003
2013
3. 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.
Mission
3
4. 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
Vision
4
5. Values of Turkish Airlines;
Honesty and Fair Dealing
Customer Satisfaction
Demonstrating Respect to
Individuals
Innovation
Team Work
Leadership
Productivity
Confidentiality
“Open Door” Policy
Values
5
6. 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
Strengths
6
7. 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
Weaknesses
7
8. 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
Opportunities
8
9. 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
Threats
9