Assignment :

2013
Strategy Formulation : “Kingfisher Airline”
“Strategies adopted by Kingfisher airlines & causes of its Failure”
Submitted by : Japkirat Singh Oberai
Submitted to : Dr. Supriti Mishra

Contents 1) [ ABSTRACT ] 2) [ INTRODUCTION ] 3) [ HISTORY ] 4) [ STARTING OF THE CRISES ] 5) [ DEBT RESTRUCTURING ] 6) [ CRISIS TILL CONTINUE ] 7) [ FUEL DUES ] a. HPCL: In Jul 2011, Hindustan Petroleum 8) [ AIRCRAFT LEASE RENTAL DUES ] 9) [ AAI REPORTS ] 10) [ THE CRISIS CONTINUE ] 11) [ FROZEN BANK ACCOUNTS ] 12) [ IATA SUSPENSION ] 13) [ SWOT ANALYSIS ] b. [ KINGFISHER’S STRENGTHS ] c. [ KINGFISHER’S WEAKNESSES ] d. [ KINGFISHER’S OPPORTUNITIES ] e. [ KINGFISHER’S THREATS ] 14) [ PEST ANALYSIS ] f. [ Political Factors ] g. [ Social Factors ] h. [ Technological Factors ] i. [ Economical Factors ] 15) [ STRATEGIC PARTNERS ] 16) [ Strategy’s of Kingfisher Airlines ] j. [ Functional strategies ] k. KFA’s Promotional Strategies & Marketing Strategies l. [ Financial strategies: ] m. [ Expansion strategy ] n. [ Human Resource Strategies ] 17) [ UNCERTAINTY AHEAD ]

Kingfisher Airlines – has a paradoxical situation faced by the airline industry in India which experienced exponential growth in passenger volumes; but with the exception of IndiGo Airlines, all the airlines failed to make profits. However, in general, the low-cost airlines did better than the full service airlines. Other than the government-owned Air India, Kingfisher Airlines, a full service airline, was in the worst possible shape and close to bankruptcy during that period. Lack of cash forced the airline to cancel about 35 flights in a day in November 2011, disappointing customers, the only