Indian Aviation: Price Wars & More
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
'Everyone Can Fly' Through 'Steal A Seat' Contd...
They could bid for their destination online at a leading portal, www.indiatimes.com, or through phone, fax or e-mail. The 'Steal a Seat' scheme followed the already popular 'Sixer', 'Bid 'n' Win' marketing campaigns of the carrier.
Background: The Indian Aviation Industry
The history of Indian aviation industry's dates back to the early 1930s, when one of the leading Indian business houses, the Tatas set up the Tata Airlines. There was limited activity in the field over the next two decades despite eight more private companies entering the fray.
In 1986, private airlines were allowed to operate chartered and non-scheduled services under an 'Air Taxi'scheme. The scheme was introduced to boost tourism and augment domestic air services. The carriers were however, not allowed to publish time schedules or issue tickets to passengers...
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