Abstract

The case describes the entry and expansion strategies of Air Deccan, the first low cost airlines in India. It discusses in detail the low cost business model of Air Deccan, its target market and the efforts made by the company to promote its services. Finally, the case highlights the challenges facing Air Deccan and examines whether the company's business model would be successful in India or not. The case includes a detailed note on the Indian civil aviation industry covering the profile of major players, India's civil aviation policy and the statutory requirements to be fulfilled by a company to enter and operate in the industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study and analyze the structure of the Indian civil aviation industry
• Develop an understanding on the operations of low cost carriers in India
• Examine the viability of low cost business model in the Indian aviation industry.

Keywords

Air Deccan, Indian Civil Aviation Industry, Low Cost Airlines in India, Low Cost Business Model, Target Market, Positioning, Statutory Requirements of Scheduled Airline Services, Jet Airways, Full Services Airlines in India, Aviation Policy of India