Business Case Studies, Growth Strategies Case Study, Kingfisher Airlines

print page
Tell A Friend

Case Categories

Growth Strategies Case Study

Case Title:

Kingfisher Airlines International Route Expansion Plans : Will it Succeed?

Publication Year : 2008

Authors:  Sanjay Sakariya, Joel Sarosh Thadamalla

Industry: Transportation


Case Code: GRS0191A

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study

With its takeover of Air Deccan, Kingfisher has pre-planned its strategy for overseas operations, anticipating Deccan’s eligibility to fly on international routes by August 2008. But as per Indian government regulations for international operations, it would need to increase its ownership stake to 51% from the current 46% to qualify to fly on overseas routes, or it should sport Deccan’s colours to its tail. For its overseas operation, Kingfisher planned to adopt a game-changing model, offering nonstop flights on long-haul route, first among Indian overseas flights. Kingfisher planned to position itself as a first class (one first class seat equals between eight and ten economy seats) and business class (one business class seat equals between six and eight economy seats) airline in outbound category. It also planned to revolutionise international air travel by extending some of the services offered to first class and business class in outbound category to economy class passengers with all new aircraft. Initially, Kingfisher intended to target the key US-India route, which is already occupied by other international rivals like Air India, Delta Air Lines, and Continental Airlines. Analysts pointed out that, Kingfisher’s plans might be right for overseas operations but were skeptical in the wake of its domestic losses. Whether, Kingfisher would be able to succeed in the highly competitive international airline market needs to be seen

Pedagogical Objectives:

  • To understand the competition and consolidation in Indian aviation industry
  • Analyse the dynamic business expansion strategy of Kingfisher Airlines
  • To understand the positioning strategy of Kingfisher Airlines on international route – the business model
  • Analyse the competition on international air travel route.

Keywords : Indian Aviation Market; Passenger Traffic Growth; International Route; Government Regulations; Business Model; Positioning; Full Cost Carriers; Low Costs Carriers; Growth Strategies Case Study; Overseas Operations; Competition; Kingfisher Airlines; Simplifly Deccan; Foreign Airlines In India; Long Haul Non-Stop Flights

Kingfisher - Deccan Airlines: A Brief Note
Highlights of International Air Transport Policy of Indian Aviation
Kingfisher - Deccan Overseas Operation Plans
India-New York Sector Air Fares
Overview of Kingfisher Airlines
Kingfisher Airline - Awards and Accolades
Worldwide Key International Routes

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap