SUBMITTED BY: SHUBHADIP BISWAS

OPPORTUNITY ANALYSIS MARKET ATTRACTIVENESS MACRO and MICRO LEVEL

MACRO LEVEL Repealing restrictive air corporation act & liberalization of air customer Escalating disposable income of bargaining middle class Indian customer-values his money Growing GDP of India Change in technology-underground fiber optic and networking via hubs MICRO LEVEL Need of affordable air fare for Indian traveler-which Air Deccan is offering Getting 5% of 15 million long distance traveler would be great achieve-targeting AC1,AC2 tier travelers People of smaller town have the capacity but not have choice

OPPORTUNITY ANALYSIS INDUSTRY DOMAINS MACRO LEVEL and MICRO LEVEL

MACRO LEVEL New entrants- Spicejet, Kingfisher, Indigo Substitutes-traveling in AC1,AC2 tier Rivalry-presence of big players- AirIndia, Jet, Saharabetter brand image and luxurious travel and new playerslowest airfare with highest consumer value Bargaining power of buyer-lower air price Bargaining power of suppliers- low; manufacture of aircrafts- Avions de transport Cost leadership Wide network coverage-38 destinations Fast movers advantage and implementation of Dyna fare Tie up with HCL-convenient network through E-ticketing Ticket distribution structure-HP outlets, Reliance web world Image-peoples airlines Team of experts from the worlds best low cost carriers.

MICRO LEVEL

OPPORTUNITY ANALYSIS TEAM DOMAINS

MISSION, ASPIRATION, PROPENSITY OF RISK ABILITY TO EXECUTE CSFs CONNCTEDNESS UP,DOWN ACROSS VALUE CHAIN AIR DECCAN GOLD CARD-TRAVEL AGENT

DEMISTIFY AIR TRAVEL IN INDIA BY PROVIDING RELIABLE,LOW COST AIR TRAVEL TO THE COMMON MAN BY CONSTANTLY DRIVING DOWN AIR FARES AS AN ONGOING MISSION AIMED600 FLIGHTS EVERYDAY BY 2009

COST LEADERSHIP--EFFICIENT COST CUTTING STRATEGIES

WIDE NETWORK COVERAGE

TICKET DISRTIBUTIONE TICKETING,MOBILE TICKETING SPECIAL TRAINING FOR EMPLOYEES

TARGETED TO FLY 4.4 E-TICKETING STRATEGY MILLION PASSENGERS WITH REVENUE OF 1,150 CRORE IN FY 2005-06

How is air deccan able to create value for its customers?

SEGMENTATION Demographiccommon people of India who does fly? Who can fly? Geographic- market of India specially smaller towns TARGETING Rising middle classtargeting LCC market POSITIONING Cost leadership strategy-niche marketing strategy & growth marketing strategy As a peoples airlines

STP ANALYSIS

What are possible challenges that Air Deccan fears?

By cost leadership-offering lowest air fare Dyna fare Prospector-expanding in new market Image as peoples airlinesmovie "old man in de sky Brand ambassador-Mr. citizen Unreserved seating . encouraging customer to board easily and quickly Wide network coverageconnectivity Convenience-convenient network of ticket distribution Air Deccan Gold Card- travel agent card Threat of new entrantskingfisher, Spicejet, Indigo Lack of government support Weak economical condition of company-Looming price war waged by big operators Total market share in air service sector was only-17% Lack of brand awareness Need of investment-future scenario after IPO