Air Deccan (B): From Creating Change to Changing Creatively
Supplement to Air Deccan (A): Changing the Face of Indian Aviation, product #9B07A001. By November 2005 Air Deccan, India's first low cost airline, had been in business for two years. During this time, the airline had grown rapidly, adding both planes and passengers at breakneck speed. Using low fares as its central strength, it had caused huge, unconventional changes in the Indian domestic airline industry. Not satisfied, however, the founder and chief executive officer wondered how to adapt to the future and sustain Air Deccan's tremendous initial success.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B07A015-E
Format: PDF
Number of pages: 10
Publication Date: Oct 9, 2007
Language: English
Description
Supplement to Air Deccan (A): Changing the Face of Indian Aviation, product #9B07A001. By November 2005 Air Deccan, India's first low cost airline, had been in business for two years. During this time, the airline had grown rapidly, adding both planes and passengers at breakneck speed. Using low fares as its central strength, it had caused huge, unconventional changes in the Indian domestic airline industry. Not satisfied, however, the founder and chief executive officer wondered how to adapt to the future and sustain Air Deccan's tremendous initial success.
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Year: 2005
Geographic Setting: India
Industry Setting: Transportation and Warehousing;
Learning Objective
The case can be used to engage students in the following issues: ·the entry and positioning of a new brand in a somewhat oligopolistic industry ·targeting low income and under-served segments ·low-cost, low-price strategies ·entrepreneurial start-ups in emerging markets and marketing strategy in high growth SMEs
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