Situational Analysis Assignment - WAA airlines
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Added on 2020-11-12
Situational Analysis Assignment - WAA airlines
Added on 2020-11-12
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AIRLINES OPERATION
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1WAA (West Australian Airlines) Situational Analysis...................................................................1Strategic Objective......................................................................................................................1Fleet & Network..........................................................................................................................1Competition on routes.................................................................................................................1Future Route Opportunities.........................................................................................................2Trends in market and products....................................................................................................3The Choice.......................................................................................................................................4Characteristics of Aircraft...........................................................................................................4Configurations of Flight seat.......................................................................................................5Requirement of Crew..................................................................................................................6Maintenance of Aircraft..............................................................................................................6Flight Planning.................................................................................................................................7Route Map and Network Schedule.............................................................................................7Revenue Prediction and Structures of Airfares...........................................................................9Product Offerings...........................................................................................................................10Frequent Flyer Program............................................................................................................10Pre-Flight Services....................................................................................................................10In-flight Services.......................................................................................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
INTRODUCTIONAirlines business is highly competitive as organisations implements new ways forgrabbing attention of passengers towards them. Present report deals with WAA airlinesheadquartered in Perth, West Australia which is planning to expand to newer routes by acquiringBoeing B787-8 or Boeing B787-9 aircraft suitable for increased number of passengers and load.It uses 10 Airbus A330-200 aircraft. Situational analysis and current trend in markets areanalysed. Moreover, characteristics, flight configurations and maintenance of planes. Newproduct offerings to customers through better services will be given for enhancing level ofsatisfaction. Flight planning and new routes are provided. WAA (West Australian Airlines) Situational AnalysisStrategic ObjectiveWAA is a low-cost carrier operating on limited basis which limits its maximumprofitability. The main strategic of WAA is to become Full-Service Network Carrier (FSNC) andfocusing on elevated passenger flights in comparison to only scheduled flights. Moreover, it isplanning to new routes and product offering for increasing profits. In relation to this, acquisitionof new fleet of 20 Boeing B787-8 or Boeing B787-9 aircraft are required for increasing routesand transition to become FSNC. Fleet & NetworkWAA provides passenger services by using 10 leased Airbus A330-200 aircraft in an all-economy cabin configuration with total capacity of 260 seats. The domestic and internationalroutes are Perth – Sydney, Perth – Melbourne, Perth – Auckland, Perth – Johannesburg, Perth –Bali, Perth – Singapore, Perth – Hong Kong etc. These are scheduled passenger services onlyand as per strategic objective, WAA has to increase fleet number for meeting demand and higherprofits (Belobaba, Odoni and Barnhart, 2015). This will have better opportunities for expansionto more number of flights. Competition on routesThe aviation industry is highly competitive which creates urgent need for WAA toimplement unique business model and value proposition so that better product offerings mayincrease customer base and good quantum of profits. The competition on given routes be itdomestic or international is quite fierce as key players are providing better deals. In relation to1
this, it is required that WAA should adopt product differentiation strategy and quality of servicein order to attain stated strategic objectives. For differentiating products, it can offer pre-flightand in-flight services to passengers for enhancing level of satisfaction. In present scenario,passengers are offered with additional services to induce them to travel again in their airlines.Thus, entertainment in flight, seat configuration and menu's could also be introduced forenhancing customer satisfaction. WAA operates on competitive routes which creates need for making market surveybefore establishing new routes for maximising revenue (Mintah and Schmidgall, 2013). Thestrategic objective is to acquire fleet of 20 Boeing B787-8 or Boeing B787-9 aircraft which arehigh class aircraft being used by rival businesses. By increasing 20 new fleets, WAA will be ableto enhance its existing load and number of passengers which will be new product offering byorganisation. This provides with achievement of higher revenue along with more routes anddestinations in effectual manner.Future Route OpportunitiesThe future route opportunities are available to WAA by which it may be able to attainmore number of routes to various destinations in the best way possible. The increase in numberof fleet will provide with newer travelling destinations to customers and scheduled passengerswill be increased. Some of the future route opportunities that will help company for achievingstrategic objectives include Perth-Kuala Lumpur (4176 km), Perth-Singapore (7720 km), Perth-Dubai (9039 km) which would be accomplished getting into partnerships with domestic andregional airlines. The key opportunities for the future course of action in more flights also includes andPerth-Jakarta (3014.3 km), Perth-Auckland (5343 km) which will be beneficial for company inattaining large number of passengers and load capacity would be increased because ofacquisition of 20 new fleet of model Boeing B787-8 or Boeing B787-9 aircraft in effectualmanner. This will have better impact on sales of organisation and good quantum of profits willbe garnered with much ease. But it is also required that widespread partnerships with airlinescompany is to be made leading to increase in destinations to fly (Schleich and et.al., 2013). Theoperational costs would also be increased but it will have greater amount of profits which wouldoffset costs.2
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