Turkish airlines: Fast growing star of skies

Abstract

Turkish Airlines was founded in 1933 as Turkey's first flight carrier under the Ministry of Defense. In 1956 it was reorganized and operated under special legislation and renamed Türk Hava Yollari{dotless} A.O. Since this time it has continuously expanded its fleet. Under successful growth strategies Turkish Airlines had added new flight destinations and aircrafts to enhance its values. Turkish Airlines decided to join the Star Alliance on 4 August. It had been nominated "The Best Airline" in its region and received the Aircraft Finance Journal's "2008 European Deal of the Year" award for the financing of aircraft. Turkish Airlines is known for its impeccable service flight safety and connectivity worldwide. With its global headquarters in Istanbul it is a gateway between east and west. In recent years Turkish Airlines had achieved 12% growth in its operating profits and 15% growth in its sales revenues. The number of aircraft grew by 4% from 127 to 132. International routes accounted for 79% and domestic routes 21% of revenues from scheduled services. Turkish Airlines had established the Anadolu Jet brand and transported 13.4 million passengers to 119 destinations in 5 continents. Turkish Airlines had kept growing even during the economic crisis. This case examines the vision and mission of Turkish Airlines and its growth strategies. It also examines the marketing strategies used to pursue growth. © 2014 World Scientific Publishing Co. © 2014 Elsevier B.V. All rights reserved.