2020

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Browsing 2020 by Author "Muhammad Jan"

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    Comparative Study of Marketing Strategies of National Flag Carrier (PIA) and Private Airlines of Pakistan
    (UMT, Lahore, 2020) Muhammad Jan
    Airline Industry is one of the world`s fastest growing industry for decades. In today`s era it is hard to imagine the life without air traveling. Pakistan`s airline industry is no different to any other of the world. This research paper focuses on the marketing strategies of the Pakistan private airlines, Air Blue and Serene Air in comparison with the national flag carrier of Pakistan International Airline. PIA is the first and only state owned airline of Pakistan, which is also one of the pioneers of the airline industry of South Asia. It came into existence in 1955 and has emerge as the most demanded airline of domestic flights. Air Blue is a private airline of Pakistan, which has been in business since 2004. It started its operations for three large cities with three leased Airbuses. Fifteen years down the line, Air Blue today is Pakistan's second largest airline with a growing share of the domestic market. Serene Air is comparatively a newer airline having commenced its flight operations in 2016. Following the international airline industry practices, all Pakistani airlines are engaged in the business of international and domestic flight services besides the cargo. In this research paper, a detailed review of the business strategies of marketing has discussed. It discusses the challenges that are face by the airline industry of Pakistan and how they cope up with the challenges and what market share these airlines have and how they target their consumers. What are the risks associated with their business and how do they mitigate the risk. What are the potential business areas which they need to focus to capture more market share. At the end, some recommendations have been given that need to be implemented by the airlines to increase their market shares in both, domestic as well as international flight operation.