Air Deccan: The First Low Cost Airline in India

Air Deccan: The First Low Cost Airline in India
Case Code: BSTR134
Case Length: 20 Pages
Period: 2003 - 2004
Pub Date: 2004
Teaching Note: Not Available
Price: Rs.400
Organization: Air Deccan
Industry: Airlines
Countries: India
Themes: Advertising and Promotion
Air Deccan: The First Low Cost Airline in India
Abstract Case Intro 1 Case Intro 2 Excerpts

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.

Issues

The case is structured to achieve the following teaching 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
  • Understand the target market and the promotional strategy of a low cost airline in India and draw a comparison with that of full service airline
  • Study the challenges that a low-cost airline company might face in the Indian context

Contents

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

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