Qatar Airways Route Planning: A Detailed Feasibility Study Report

This report presents a route planning feasibility study for Qatar Airways, examining three potential new routes in the lead-up to the 2022 FIFA World Cup. The study begins by introducing Qatar Airways, including its history, hub location, and current route approach. It then evaluates three potential destinations: Mexico City, Montevideo, and Cardiff, using data from the WEF Travel & Tourism Competitiveness Report 2019. For each route, the report selects an appropriate aircraft type from Qatar Airways' fleet, considering factors like range, capacity, and operating costs, and also suggests suitable service offerings based on the social and economic status of the destination countries, using the Country Navigator Tool. The report also touches upon the frequency of flights per week based on flight times and fleet availability, and audit of the different cabins that Qatar Airways currently offer on their long haul product. Finally, it briefly touches upon the importance of service approaches such as system based, process quality, service delivery approach, and contingency approach.

1927 Flight Route Planning Toolkit
Task
You are required to complete a Route Planning study to propose one new route, based on a feasibility study of 3 proposed routes for an airline. This is
based on the case study of QATAR AIRWAYS and potential routes they may implement in the lead up to the 2022 FIFA WORLD CUP.
The task is split into 5 different areas that you will be required to complete on a week-by-week basis throughout the module using a toolkit given to you in
the first week of the module. You will be required to:
o Introduce the airline and the three routes being studied within the report
o Choose an aircraft type for each of the given routes, as well as the service offering that will be provided on board for customers
o Discuss legal requirements for flying each of the routes in the departure country, arrival country and any airspaces flown
o Create a draft marketing plan for the promotion and sale of these three routes
o Choose a route - giving justification as to why this route has been chosen - and investigate how to the performance of the route will be
monitored
Learning Outcomes
1. Explain the process involved in route planning.
2. Investigate the feasibility of new routes for an airline.
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1927 Flight Route Planning Toolkit
3. Justify the selected new route for an airline.
Task 1: Introduce the airline and the three routes being studied within the report (5%)
1.1 To help contextualise your report, it is beneficial to research the airline QATAR AIRWAYS and basic information around the airline such as history, hub
location and current route approach [100 words]
Airline QATAR AIRWAYS is the state-owned flag carrier of Qatar that is operating a hub-and-spoke network, flying to over 150. The international
destinations which is serving by organization are across Africa, Asia, Europe, the Americas, and Oceania from its base at Hamad International
Airport, using a fleet of more than 200 aircraft. In this, more than 43,000 people working continuously. The carrier has been a
member of Oneworld alliance since October 2013. Qatar Airways was established on November 22, 1993. Amman was first
served in May 1994. Services to Athens, Istanbul, Madras and Tunis were suspended in late 1996, whereas Calcutta and Muscat
were removed from the route network in January and September 1997, respectively. In initially, company took delivery of two
second-hand 231 seater Airbus A300-600R. The company is adopting current route approach such as building a resilient global
brand by selecting highly publicized events and sponsorship opportunities. Further, the current assignment comprises of a
discussion about the airline and the three routes that are tend to being studied within the report. Along with this, within the
current project a discussion about the o aircraft type for each of the discussed routes as well as the service offering that will be
provided on board for customers has been also provided. Apart from this, a discussion about the legal requirements for flying
each of the routes in the departure country, arrival country and any airspaces flown is also made together with the discussion
about the marketing plan for the promotion and sale of these three routes.
1.2 Using the WEF Travel & Tourism Competitiveness Report 2019, complete the following table to give the scores and rankings of the different countries
that Qatar Airways could fly to as a result of this study
Mexico (Mexico City) Uruguay (Montevideo) United Kingdom (Cardiff)
Prioritization of Travel & Tourism 10 8 10
Air transport infrastructure 8 9 10
Tourist service infrastructure 7 8 9
International Openness 9 9 9
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1927 Flight Route Planning Toolkit
See the link (https://www3.weforum.org/docs/WEF_TTCR_2019.pdf)
1.3 Using the following world map, locate the three potential destinations that Qatar Airways could fly to as a result of the report:
1.) Lusaka,Zambia
2.) San Francisco in United States
3.) Khartoum, Sudanudan
Sudan
Zambia
Zambia
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Task 2: Choose an aircraft type for each of the given routes, as well as the service offering that will be provided on board for customers (30%)
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2.1 Firstly, we need to make the decision as to which aircraft type is the most suitable within Qatar Airways’ fleet to operate the three proposed routes.
Using the manufacturers websites, fill out the following details regarding each of Qatar’s Long Haul fleet.
Airbus A330-300 Airbus A350-900 Airbus A350-1000 Boeing 777-300 Boeing 787-8 Boeing 787-9
Maximum Range 11750 km 15,000 km / 8,100
nautical miles
16,100 km 251,290 kg 7,305 nmi (13,530
km)
14,140 km (7,635
nmi)
Max. take-off
weight
242.00 tonnes 280.00 tonnes 319 tonnes 774,600 pounds 227,930 kg
(502,500 lb)
254,011 kg
(560,000 lb)
Max. ZFW 175.00 tonnes 195.70 tonnes 223 tonnes 237.682 Kg 161,000 kg
(355,000 lb)
181,000 kg
(400,000 lb)
Max. fuel capacity 139 090 litres 141 000 litres 159 000 litres 171175 33528 14,140 km
No. in Qatar fleet 8 34 19 48 30 7
Further, on the basis of above discussion an analysis can be made out that in most common form of the term basically there are two main types of
and forms for classifications of the types for aircrafts. The one main type of Aircraft comprises and includes of the lighter than air aircrafts, known as
aerostats, and the other is heavier than air aircrafts, called aerodynes. Aerostats (Lighter Than Air): Aerostats or lighter than air aircrafts are very more
lightweight in weigh.
2.2 Now using FlightRadar24 or SkyVector, fill out the following details regarding the three potential airports we may fly to as a result of this report
SkyVector
Mexico (MEX/MMMX) Montevideo (MVD/SUMU) Cardiff (CWL/EGFF)
Elevation 1263 174.0 feet MSL. 205
Runway Lengths 144° 324° 119°
Distance from DOH/OTHH 2,412 km 13,121 km 6,862.1 km or 70 hour
Flight time from DOH/OTHH 24 hours 20 minutes 22 hours 30 minutes 7 hours 25 minutes.
Significant features nearby plateaus, mountains, and
coastal lowlands
littorals of the Río de la Plata
and the Río Uruguay are
somewhat broader and merge
more gradually into the hilly
City's Victorian Arcades,
Cardiff Bay, Wales
Millennium Centre,
National Museum
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interior. Cardiff
2.3 Based on the above data, decide on an aircraft type for each route and discuss why you have chosen each of these routes [300 words].
The aircraft is providing different types of services to their customers which can help to develop the business performance.
There are different types of aircraft Airbus A330-300, Airbus A350-900, Airbus A350-1000, Boeing 777-300, Boeing 787-8,
and Boeing 787-9 which are started by Airline industry for the purpose of providing travelling and tourism services to their
customers. The reason of choosing such aircraft is Crew availability, drastic change in booking that is managing properly,
maximum range to fly, Fuel capacity, and zero fuel weight that can help to provide the safe journey to their potential
customers or guests. Whenever people decides to go outside and in other country then they make the use of flight services
that can help to reach their desired destination or place in less period of time. The routes which is using by airline industry
to get reach them should be appropriate and shorter that can help people to get services and manage the higher
performance. Airbus A350-1000 is having good capacity to fly, giving seats to their customers, and zero take off weight.
16,100 km is the range, 319 tonnes is the maximum take off weight, 223 tonnes is ZFW that influenced people and make
buying decisions. The management of airline industry uses new technology and digital services for the purpose of making
their customers happy and proper satisfaction that supports to develop organizational productivity and profitability
(Tymochko, Timochko, Trystan, Matiushchenko, and Berezhnyi, 2020).
2.4 Following on from this, how many times per week will you operate this route considering flight time to and from the destinations and the number of
that type of aircraft that Qatar Airways are currently operating [150 words]
The flights has capacity to reach from one destination to other in less period of time that can help to attracts the number of customers and maintain
higher performance. From the above, it will operate 3 times one way, this route where flight time from United Kingdom to Mexico will be 24 hours 20
minutes. In second route, from UK to Montevideo it will take 3 times one way as it consume one day to reach their destination. Moreover, the another
route is from UK to Cardiff it will take 7 times one way to reach the particular destination. The people who wants to reach their destination by selection
best airline services. Qatar Airways airline operates a fleet of Airbus and Boeing aircraft. Currently, 234 aircraft are in service and 158 are on
order. This understand the needs of their guests and provides airline services which can help to maintain higher performance by increase
number of customers (Miao, Zhou and Luo, 2019).
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2.5 It is now time to complete a brief audit on the different cabins that Qatar Airways currently offer on their long haul product, using the Qatar Airways’
website and any other relevant sources.
First Class Business Class Economy Class
Features of the seat
Qatar's first class seats are 23 inches
wide between armrests.
This offers relax in comfort with
reclining seats, enjoy direct aisle
access or rejuvenate with our
exclusive, Bric's amenity bags
seats is fitted with a 13.3-in inflight
entertainment interface with 4K
display resolution
Features in the airport This offers bag allowances,
boardings, and lounges in the
airport.
Experience unrivalled space and
comfort on board in our Business
Class cabin.
Fast charging USB outlets, personal
entertainment devices on board and
good structure.
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1927 Flight Route Planning Toolkit
2.6 Using the Country Navigator Tool, complete research on Qatar and the three potential destination countries to determine their social and economic
status.
Qatar Mexico Uruguay United Kingdom
GDP per Capita 50,805.46 USD 8,346.70 USD 15,438.41 USD 40,284.64 USD
Attitude to Money Pessimist Optimist Optimist Optimist
Lifestyle & Aspirations Moderate High Moderate High
2.7 Based on the information gathered in section 2.5 and 2.6 as well as information gathered in lectures, discuss which service approach is best suited to
each of these routes and why it is the most appropriate [300 words]
In relation to travel and tourism industry,to provide good quality of products and services could be opportunity for organization to grow their business
and maintain higher performance. Aircraft industry is providing kind of services in travelling and tourism that attracts the number of people and manage
the activities. A service approach is the way of becoming user centred and staying effectively. This is important for organization to bring the use of new
technology and innovation that can help to influence number of people and increase the customers base. In context to aircraft organization, different
types of services should be provided to customers which can help to reach the targeted customers and maintain effectiveness. The types of service
approaches are system based, process quality, service delivery approach, and contingency approach (Goncharenko, Lebedev and Mikhailin, 2019). The
system approach is suitable for Mexico route as it will help to create good relations between organization and customers to whom airline services is
providing. This can help to bring changes timely if needed and improve performance. Service delivery approach is used by MVD which identifies and
describes resources, processes, and interfaces that supports to offer and deliver airline services to their customers. This can help to manage the all
functions and activities properly by understanding people's demand to reach particular destination and improve the business performance. This is
important for each industry to analysis the market and introduce new services that can help to reach the potential customers, thus, such approach is
suitable for selected route and develop business productivity. Moreover, quality service approach is suitable for United Kingdom route that is applying by
Qatar for the purpose of providing better quality of airline of services to their customers and increase the customer base. It has been seen that people is
demanding different kind of services that could help to provide level of satisfaction and motivation to reach the targeted customers ( Stecz, and Gromada,
2020).
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1927 Flight Route Planning Toolkit
Task 3: Discuss legal requirements for flying each of the routes in the departure country, arrival country and any airspaces flown (15%)
3.1 Using SkyVector (this will be discussed in a Student Based Activity), identify all airspaces that will be overflown in the three potential new routes for
Qatar Airways
DOH-MEX DOH-MVD DOH-CWL
Airspaces Overflown 24 hours
Health and safety regulation,
consumer protection for airline
passengers, aviation law.
22 hours
National Transportation Safety
Board, Environmental Protection
Agency, CSR
7 hours
National Transportation Safety
Board, Environmental Protection
Agency, CSR
3.2 In order to operate to certain countries, we need to understand the Aviation Law that governs the area – using the relevant aviation authority websites
fill out what you feel are the key headlines of their governing law (This will also be a Student Based Activity).
Mexico Uruguay United Kingdom
Key relevant information from
aviation law in each potential new
route This can help to govern the
operations of aircraft and the
maintenance of aviation facilities.
This route can help to make feel to
their customers and increase the
number of customer base (Ma, and
Xiong, 2019).
This make sure people that Qatar is
providing safe journey and new
experience to their customers.
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1927 Flight Route Planning Toolkit
3.3 Using the information that you have gathered in Task 3.1 and 3.2, now analyse any potential legal risks there may be in launching the new routes from
DOH [450 words]
For an airline industry it is important to introduce new products and services to their customers which can help to influence and attract the people. If
organization is able to provide better quality of products then people make decision to place buying order and maintain higher performance. An airline
industry is providing air transport services for travelling passengers and freight that supports to organizational development. This make the use of aircraft
to supply services by following guidelines. In order to launch new routes there might be many risk that can arises such as:
Volatility in the geopolitical and economic environment – Many airlines have a global footprint where it offers airline services to their customers. These
footprint affected by political, social, economical, and environmental aspects. This is important for airline industry to formulate or design the new route
there is need to consider political and economical factor as it can affect the business. In selecting new route by Skyvector from DOH to China could be
risky due to changing in government legislation, and trade disputes (Kim, Briceno, Justin and Mavris, 2020).
Managing the supply chain – This is another issue which is running in business environment of airline industries while selecting the new routes. The
airline and aviation industries are pointing to managing the supplying chain as the second largest threat that can affect the business. In selecting the new
route in different country requires high amount of investment, ensuring time deliveries, and high quality of services that creates challenges for operation
and supplying airline services properly.
Competition in domestic and international market - Airbus and Boeing are the key player in aviation market that offers different kind of airline services to
their customers. In selecting new route in local market and international market could be risky for industry as there is need of new technology, proper
airport structure, and high quality of services as compare to other company which consume much time and money. Thus, it could be risky to select new
route from DOH to international country such as Sweden (Lytvyn, and et.al., 2019).
Foreign currency and commodity price fluctuations – Fluctuations in currency rates is the another risk which is facing by airline industry in selecting or
designing new routes for the purpose of expanding its business. The QATAR is operating its business globally where people comes from different country
and use other currency that could be risky for organization to get it as it is fluctuating. The currency fluctuation also affects the receivables, payables and
return on assets denominated in foreign currencies. This also create issue of late delivery and failure probability by smaller suppliers.
Thus, from the above discussion it can be explained airline industry can face different issue and risks while selecting the new
routes from DOH to another country and destination. This can create the challenge of high cost, trade regulation, political barrier,
and fluctuation of current rates that affected the business negatively (Zhang, Fan, Cao, Fang and Jia,2020).
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1927 Flight Route Planning Toolkit
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Task 4: Create a draft marketing plan for the promotion and sale of these three routes (20%)
4.1 Before we can put a route on sale, we need to decide how much to sell our tickets for. Using Skyscanner or a price comparison tool of your choice, find
three other airlines that operate this route (this will most likely be with connections) and find out how much they are marketing tickets for on this route.
DOH-MEX275 DOH-MVD DOH-CWL
Economy Option 1 5365 7715 10, 072
Economy Option 2 4275 6475 11, 999
Economy Option 3 4275 5865 15, 465
Business Option 1 15099 26425 17, 800
Business Option 2 18599 22095 20, 500,
Business Option 3 20777 22095 20, 700
First Option 1 25565 37095 21, 700
First Option 2 24585 35800 25, 500,
First Option 3 21399 30500 30, 485
4.2 Based on information gathered in Country Navigator as well as your own research, fill out the following table as to who you are going to target
marketing your new routes to. Remember that this is predominantly for the 2022 World Cup.
DOH-MEX DOH-MVD DOH-CWL
Key target market Mexico Montevideo CWL
Main marketing channel Digital marketing Content writing, and social media Websites, and Youtube
Marketing strapline Fell good and healthy Make your Journey Have a great experience
4.3 In order to attract a new audience to your flights, it is often the case to link up with a partner when starting a new route. Suggest a marketing partner
for each of these new routes and justify a reason as to why you have chosen each of these partners
DOH-MEX DOH-MVD DOH-CWL
Marketing partner and reason why
chosen
Google sponsored because it
provides all information that
customer is needed to select.
Online websites as it supports
customers to reach their destination
Other airline industry that has tieup
to provide new routes
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