THY has some features that makes it strong in the sector. First of all, THY charges close to a discount-airline. Secondly, it offers a business class service on both overseas and domestic flights. Moreover, THY offers a frequent flyer program (an example to this is; Miles&Smiles) Fourthly, it competes with international and domestic airlines and long distance inter-city bus services (through price cuts). Finally, THY has the best landing slots (in Istanbul & Ankara) and it is the only Turkey based international carrier. Unfortunately, THY has some weaknesses such as; acting like a legacy airline, but does not qualifying as one . Furthermore, THY is not a name brand. Thirdly, there are no strategic partnerships (high point cost per…show more content… Also, the brand image of Turkish Airlines is not efficient in international scope.
Here are the Strategic Choices; Turkish Airlines joined Star Alliance in 2008,then; Turkish Airlines’ strategic network expanded into Central Asia and Middle East and nowadays the company is delivering all Star Alliance customer benefits. After these goals are achieved, Turkish Airlines and Air Malta signed the Code Share Agreement. Through this agreement both Air Malta and Turkish Airlines passengers can thus avail themselves of a broader choice of connections that will be developed via Istanbul to and from other destinations in Turkiye and Turkish Airlines’ network beyond.
An Implementation can be enlighten us; Turkey became only 3 hours flight from 50 different countries, Turkish Airlines increased its focus on transit flights since 2002; especially in 2006 on Business Class passengers. The company is now the official sponsor of F.C Barcelona, Manchester United F.C and they also got the substantial cost advantage over competitors. Lately, Turkish Airlines added one more achievement to the old ones by winning awards for the Best Airline in Southern Europe and World’s Best Economy Class Onboard Catering at the 2010 World Airline Awards.
A recommendation can include; the focusing on the east side of Turkey,
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