Presenting:Shumaila SiddiquiArsal AftabSohail AnwerHubaAgha ShoaibUnnas

“Business has only two functions - marketing and innovation”. Milan Kundera

“LOW MARKET SHARE OF SHAHEEN AIRLINES PAKISTAN”.

Contents• Descriptive Research

(Description of marketing problems, situations, market etc) :-

1) Time Schedule 2) Delay of the flights 3) Mishandling of lost baggage4) Standard of services

• Causal Research (Marketing research to test hypothesis about causes and effects) :-

1) Time punctuality 2) lack of motivated staff3)

Exploratory hypothesis:• Exploratory research is a type of research

conducted for a problem that has not been clearly defined.

• After the research is conducted we draw a hypothesis.

• Service not up to the standard

• Highly competitive market like PIA and AIR BLUE .

• Pricing strategy issues

• The aircrafts are too old and out of order

• Timings

Descriptive hypothesis

• A descriptive hypothesis can be defined as a hypothesis that cautiously describes a behavior in terms of its particular characteristics, and/or the situation in which it occurs.

1st Qtr2nd Qtr3rd Qtr4th Qtr

1st Qtr: 45% OF THE PEOPLE DON’T LIKE THE SERVICE

2and Qtr:15% THINK IT IS EXPENSIVE.(NOT WORTH IT)

3rd Qtr: 30% TIME PUNCTUALITY

4th Qtr: 10% COMPLAINS ABOUT CUSTOMER CARE SERVICE.

Questionnare1. Do you like the food served in Shaheen Airline?• Good • Moderate• Bad

2. Do you get the value for money?• Yes• No

3. Are you satisfied with the current service?• Yes• No

4. How often do you travel in airlines?• Once a year• Once a month• Once a week

5. Which domestic airline do you prefer the most?• Pakistan International Airlines (PIA)• Shaheen Airlines• Air Blue• Bhoja Airlines

6. Are there any other issues in Shaheen Airline?

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7. What changes would you like to see in Shaheen Airline in the future service?

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Causes of low market share:• Poor services• Lack of punctuality• Old fleets• Poor customer care• No TQM(total quality management)

department• Inability to cope up with the market trends

ANALYSIS:

• It is due to poor quality and inefficient and bad management that the market share is decreasing rapidly.

• Low level of motivation within the employees resulting in lower market share.

• Inability to get the latest technological changes resulting in lower sales hence lower market share.

Decision• In order to increase their market share and survive in the market

shaheen airlines has to bring some major changes and have some developments:

1. Revise the management

2. Technological advancements

3. Appropriate pricing and marketing.(below the line and above the line)

4. Conduct market research and ask what hold them back

5. Improve their services6. Either bounce back in the market(survive) or shut down!