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Subject category: Marketing
Authors: Zeenat Jabbar ((NIMS) NUST Institute of Management Sciences)
Published in: 2006
Length: 12 pages
Data source: Published sources

Abstract

The case discusses the competitive scenario in the Pakistani airline industry and how the national flag carrier Pakistan International Airlines Corporation (PIA) is devising its strategies to counter its resourceful competitors. The case, while discussing the consumer behaviour of an average Pakistani flyer, also profiles the major competition. The case focuses on the influence of brand elements in the consumer decision-making process and highlights the different strategic marketing issues that the major players face when executing their strategies. The case also analyses the actions PIA has taken to revamp itself and asks: as a state-owned organisation, has it been successful in competing with private airlines and what steps has PIA taken to gain back its market share?
Location:
Size:
Approx 20,000 employees, 48 aircraft
Other setting(s):
2004-2005

About

Abstract

The case discusses the competitive scenario in the Pakistani airline industry and how the national flag carrier Pakistan International Airlines Corporation (PIA) is devising its strategies to counter its resourceful competitors. The case, while discussing the consumer behaviour of an average Pakistani flyer, also profiles the major competition. The case focuses on the influence of brand elements in the consumer decision-making process and highlights the different strategic marketing issues that the major players face when executing their strategies. The case also analyses the actions PIA has taken to revamp itself and asks: as a state-owned organisation, has it been successful in competing with private airlines and what steps has PIA taken to gain back its market share?

Settings

Location:
Size:
Approx 20,000 employees, 48 aircraft
Other setting(s):
2004-2005

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