Turkish Airlines: Evaluating Entrepreneurship and Key Business Factors

This case study examines the entrepreneurial strategies and key business factors influencing Turkish Airlines. It identifies geography, brand strength, competition, and airport expansion as critical elements. The airline leverages its strategic location in Istanbul to attract international transfer traffic and maintains a strong brand through quality service and awards. Competition from established airlines necessitates social responsibility initiatives. The upcoming airport expansion in Istanbul presents an opportunity to increase capacity and accommodate more passengers. Desklib provides access to similar case studies and solved assignments for students.

Running Head: ENTERPRENEURSHIP 1
Entrepreneurship
Name:
Institution

Entrepreneurship 2
Name of
business
Turkish Airline
Nature of
business
Air travel
factor Internal or
external
Impact on
business
response
Geography
location
Internal Turkish
airline is strategically
located at the heart of
Istanbul. This prime
location is important
to the business as it
offers the advantage
of attracting global
transfer traffic.
Istanbul is within the
range of 40 percent of
international traffic
and is connected to
more than 55 national
capital cities. It
impacts the business
Turkish
airline can respond to
this strategic
advantage by
strengthening their
advertisement
campaigns to increase
public awareness of
the services offered
by the airline.

Entrepreneurship 3
by offering more
customers to the
airline
Strong brand internal Turkish
Airline is considered
to be among the top
airline globally. The
airline has won
multiple awards and
is also a member of
star alliance, the
largest global airline
alliance (Gures,
Arslan, & Tun,
2014). This strong
brand attract more
customers as it is a
measure of quality
services.
Turkish
Airline has responded
to the strong brand by
offering higher
pricing than their
competitors therefore
increasing their profit
margins
competition external Turkish
airline experience
strong competition
from other
The airline
can position itself in
the market by
engaging in social

Entrepreneurship 4
established airlines
such as Emirates
airways and British
airways (Acar, &
Karabulak, 2015).
This means that the
airline has to strive to
gain customers and
adapt to competition
responsibility
activities to attract
more customers
Airport
extension
external The Turkish
government is
opening a third
airport in Istanbul.
This will address
capacity problems
and give the airline
the opportunity to
accommodate more
passengers and goods
The airline
should acquire
additional airplanes
to manage the
increase demand for
air transport.
References

Entrepreneurship 5
Acar, A. Z., & Karabulak, S. (2015). Competition between full service network carriers
and low cost carriers in Turkish airline market. Procedia-Social and Behavioral Sciences, 207,
642-651.
Gures, N., Arslan, S., & Tun, S. Y. (2014). Customer expectation, satisfaction and loyalty
relationship in Turkish airline industry. International Journal of Marketing Studies, 6(1), 66.