Turkish Airlines’ has a strategic fit between target market, business model, operations strategy, and systems and implementation. Through an ambitious brand visibility strategy, prioritizing business class over first class, maintaining a cargo fleet, working from a hub and spoke system within a nexus of countries that comprises 66% of the world international air traffic, and establishing partnerships with jet fuel companies and service companies, Turkish Airlines has strategically buffeted the turbulence of the global financial crisis and made in-roads towards global prominence in the airline industry.
Brand visibility has increased due to several agreements with world renowned organization and famous celebrities. They are a sponsor of FIBA World Championship, and they’ve signed agreements with world famous soccer teams, Manchester United and Barcelona, making Turkish Airlines their “the official carrier.” They’ve also made agreements with celebrities, like LA Lakers basketball player Kobe Bryant, establishing world-famous faces as “global brand ambassadors.” They’ve even established certain celebrities as a “Business Class Faces,” like Danish professional tennis player Caroline Wozniacki.
While many airlines work to make their first class cabin attractive, Turkish Airlines has made the business class cabin a priority. In the territory Turkish Airlines’ covers, as prices go up at the gas pump, car drivers are more likely to seek business class air commuting. And instead of an inbuilt business class, they’ve installed a moving curtain so that the airline can have the flexibility to adjust the size of business class as needed. And they’ve made “first class” accommodations in business class, like reclining seats and larger space.
Along with their passenger operations, Turkish Airlines’ also operate a cargo division. With the addition of wide body