Balance Score Card:

Air India Limited

Vision & Mission

Vision
To be the leader in Indian aviation and be Indias Ambassador to the world.
Mission
People
To be the employer of choice
Build
the
worlda highly motivated and professional
team
Maintain highest degree of transparency
and ethics
Processes
Be a responsible corporate citizen
Continuously improve standards of safety and efficiency
Operate and maintain a young and modern fleet
Indias Ambassador
Provide the best and most
Be Indias flag carrier in spirit and action
Provide seamless travel within India and
the world
Connect Indians worldwide
Customer
Provide safe, reliable and on-time services
Deliver the highest quality of service around
Be the epitome of Indian hospitality

SWOT Analysis
Strengths
Joint ventures with airport
terminal services (Total ground
handling revenues 4,966.6
million).
Largest fleet size in India
Government backing

Weaknesses
Fluctuating jet fuel prices
Stagnant cargo demand
Low accountability
Low capacity utilisation

Opportunities
Expected passenger demand
expansion 5 to 6 % due to:
increase in foreign tourists and
investor visits to India and
customers getting wealthier and
less price conscious.

Threats
Competition from private players
Railway has dramatically
improved speed & service in their
medium/long routes.
Shrinking customer loyalty
Non-cooperation of employee
union

Balance Scorecard
Perspectiv
es

Strategic
Objectives
Profitability Growth

Measures
Increase in ROCE

Initiatives

Reduction of contractual employees

Having profit centres for catering & ground
handling

Role

Target

Talent acquisition

manager(30%)
Line managers(catering and
ground handling) (40%)
Head of operations(30%)

Line manager Finance

(50%)
Operations Head (50%)

Aggressive sales & marketing

Separate cell for attracting Govt. traffic

Generate funds through new JVs for expansion

Sales Manager(30%)
Cargo Manager(30%)
Finance Manager (40%)

Operations Manager (40%)

Operations Staff (60%)

Ground Staff (50%)

Cabin Crew(50%)

Phasing out old fleet and consequent

reduction of maintenance cost
Change quality of paper used to print boarding
pass
Additional baggage allowance
Extra flying miles
Extend prioritised check-in services (currently
available in selected airports)
Increase code share agreements

Customising in-flight food menu

On-time flights
Appoint dedicated team in every airport

Operational efficiency Turnaround time

Reduce no. of layovers

On-time departure

Cabin Crew
Ground staff
Grievance Redressal
Committeee
Customer Support Team
Ground Staff
Operations Manager

Fuel efficiency

Reduction in consumption by setting up a Fuel

Council & Fuel Manager

Direct routing & maintenance

Green initiatives

Fuel Manager
Fuel Council Memeber
Technical Staff
CSRTeam
Technical Staff

Asset utilisation
FINANCIAL

40%
Passenger & cargo

yield
Cost leadership

Increase in ROA

Increase in revenues

Decrease in total cost

Customer loyalty

CUSTOMER Global presence

Customer delight
20%
Grievance redressal
system

PROCESS

20%

Weightag
e

Emission reduction

Increase no. of
memberships in
Flying Returns
Program
No. of countries
covered
Customer delight
index
Decrease in lead time
of grievance redressal

Quantity of fuel
consumption
Emission test result

Rationalisation of loss making routes

Return on leased aircrafts

CXOs

Balance Scorecard
Perspectiv
es

Strategic Objectives
Employee delight

KNOWLEDG
E&
GROWTH

20%

Measures
Employee delight index

Improvement in labour union Satisfaction of union

relations
members
Improve employee
Online tests
knowledge & capability
Employee retention

Attrition rate

Initiatives
Training

Improve work environment

Dropping charges against labour union members

Role

Publish ebook of knowledge

CXOs
HR
Labour Relations
Manager
HR manager
IT manager

Salary revision
Team bonding activities

HR team

Weightag
e

Target

Strategic Mapping
Vision: To be the leader in Indian aviation and
be Indias Ambassador to the world
Maximise
shareholder
value

Financial
Perspecti
ve
Custom
er

Exceed
customer
expectation

Process

Operationa
l efficiency

Learning
Growth

Inspire
loyalty

Fuel
Efficiency

Improving
labour
union
relations

Asset
utilization

Train
Employees