ANALYSIS OF THE AIRLINE'S SERVICE COMPLEX POTENTIAL FOR DIVERSIFICATION
Abstract
The paper considers theoretical and practical approaches to analysing the potential of the airline's service complex diversification in the context of increased competition. It is emphasised that the main characteristics of aviation services and methods of their improvement and diversification should be developed in accordance with the needs of the target audience, ensuring customer satisfaction and loyalty to a particular airline. It is concluded that by understanding and taking into account the specific needs and expectations of their passengers, airlines can effectively stand out in a competitive market, gaining new opportunities and channels for generating additional income. The paper analyses regional distribution of revenues from passenger and freight transportations of the "Turkish Airlines". It is argued that diversification of services is a strategic step to strengthen the market position of the airline, its financial stability and long-term sustainability. On the basis of a study of secondary sources of information and the use of the author's survey, practical recommendations on ways to diversify the range of services of Turkish Airlines have been proposed.
References
Kniazieva T. V., Polous O. V. (2022) Faktory vplyvu na konkurentospromozhnist aviatransportnykh posluh v svitohospodarskii systemi. [Factors affecting the competitiveness of air transport services in the world economic system]. Scientific Perspectives. Series "Economics", vol. 10(28), pp. 128–141. DOI: https://doi.org/10.52058/2708-7530-2022-10(28)-128-141
Mykhalchenko O. (2023) Dilova aktyvnist pasazhyrskykh aviakompanii Ukrainy ta shliakhy zrostannia yikh instytutsionalnoi konkurentospromozhnosti [Business activity of Ukrainian passenger airlines and ways of increasing their institutional competitiveness]. Economy and society, no. 52. DOI: https://doi.org/10.32782/2524-0072/2023-52-79
Polous O. V., Bohomol K. S. (2022) Antykryzovyi marketynh v systemi formuvannia konkurentnoi stratehii aeroportu [Anti-crisis marketing in the system of forming airport`s competitive strategy]. Review of transport economics and management, vol. 7(23), pp. 81–89. DOI: https://doi.org/10.15802/rtem2022/258297
Polous O. V., Mykhalchenko I. H. (2023) Konkurentni stratehii pidpryiemstv v kryzovyi period: marketynhovyi aspekt aviakompanii [Competitive strategies of enterprises in crisis period: the marketing aspect of airlines]. Review of transport economics and management, vol. 9(25), pp. 50–56. DOI: https://doi.org/10.15802/rtem2023/278427
Radchenko O., Sabirova I., Khaidarova T. (2023) Marketynhove tsinoutvorennia na rynku aviatsiinykh posluh [Marketing pricing in the aviation services market]. Economy and society, no. 56. DOI: https://doi.org/10.32782/2524-0072/2023-56-23
Kharazishvili Yu. M., Buhaiko D. O., Liashenko V. I. (2022) Stalyi rozvytok aviatsiinoho transportu Ukrainy: stratehichni stsenarii ta instytutsiinyi suprovid [Sustainable development of air transport in Ukraine: strategic scenarios and institutional support]. Kyiv: National Academy of Sciences of Ukraine, Institute of Industrial Economics. (in Ukrainian).
Independent auditor’s report of Turkish Airlines in December 2023. Available at: https://investor.turkishairlines.com/documents/financial-results/31_12_2023-usd-ifrs-rapor_mzasiz.pdf (accessed July 10, 2024).
Jennings Ch. I. (2021) Take off: How air travel will shape our future.
Mols J. (2022) Turkish Airlines. The Istanbul superconnector. Key Publishing Limited.
O’Connell J. F., Williams G. (2020) Airline economics: An empirical analysis of market structures and financial performance.
Polous O., Heiets I., Mykhalchenko I., Krapko O. (2022) Personnel Marketing in the System of Airline Anti-Crisis Management. Marketing and Management of Innovations, vol. 4, pp. 20–29. DOI: https://doi.org/10.21272/mmi.2022.4-03
Shaw S. (2020) Airline marketing and management. Taylor & Francis Group.
Sushchenko O., Pohuda O. (2024) Analysis of the development factors of the passenger air transport market in the tourism sector. Scientific journal "Economy and Region", vol. (1 (92), pp. 168–173. DOI: https://doi.org/10.26906/EiR.2024.1(92).3325
Sustainability report of Turkish Airlines in 2022. Available at: https://cdn.turkishairlines.com/m/20e0f3e03ea0226/original/2022-Sustainability-Report.pdf (accessed July 10, 2024).
Tepeciklioglu A. O. (2021) Turkey in Africa. A new emerging power. Taylor&Francis.
Князєва Т.В., Полоус О.В. Фактори впливу на конкурентоспроможність авіатранспортних послуг в світогосподарській системі. Наукові перспективи. Серія «Економіка». 2022. Вип. № 10(28). С. 128–141. DOI: https://doi.org/10.52058/2708-7530-2022-10(28)-128-141
Михальченко О. Ділова активність пасажирських авіакомпаній України та шляхи зростання їх інституціональної конкурентоспроможності. Економіка та суспільство. 2023. № 52. DOI: https://doi.org/10.32782/2524-0072/2023-52-79
Полоус О.В., Богомол К.С. Антикризовий маркетинг в системі формування конкурентної стратегії аеропорту. Review of transport economics and management. 2022. Is. 7(23). С. 81–89. DOI: https://doi.org/10.15802/rtem2022/258297
Полоус О.В., Михальченко І.Г. Конкурентні стратегії підприємств в кризовий період: маркетинговий аспект авіакомпаній. Review of transport economics and management. 2023. Вип. 9(25). С. 50–56. DOI: https://doi.org/10.15802/rtem2023/278427
Радченко О., Сабірова І., Хайдарова Т. Маркетингове ціноутворення на ринку авіаційних послуг. Економіка та суспільство. 2023. №56. DOI: https://doi.org/10.32782/2524-0072/2023-56-23
Харазішвілі Ю.М., Бугайко Д.О., Ляшенко В.І. Сталий розвиток авіаційного транспорту України: стратегічні сценарії та інституційний супровід: монографія / за ред. Ю.М. Харазішвілі; НАН України, Ін-т економіки пром-сті. Київ, 2022. 276 с.
Independent auditor’s report of Turkish Airlines in December 2023. URL: https://investor.turkishairlines.com/documents/financial-results/31_12_2023-usd-ifrs-rapor_mzasiz.pdf (дата звернення: 10.07.2024).
Jennings Ch.I. Take off: How air travel will shape our future. 2021. 64 p.
Mols J. Turkish Airlines. The Istanbul superconnector. Key Publishing Limited. 2022. 22 p.
O’Connell J.F., Williams G. Airline economics: An empirical analysis of market structures and financial performance. 2020. 305 p.
Polous O., Heiets I., Mykhalchenko I., Krapko O. Personnel Marketing in the System of Airline Anti-Crisis Management. Marketing and Management of Innovations. 2022. Vol. 4. P. 20–29. DOI: https://doi.org/10.21272/mmi.2022.4-03
Shaw S. Airline marketing and management. Taylor & Francis Group. 2020. 39 p.
Sushchenko O., Pohuda O. Analysis of the development factors of the passenger air transport market in the tourism sector. Науковий журнал «Економіка і регіон». 2024. Т. (1 (92). С. 168–173. DOI: https://doi.org/10.26906/EiR.2024.1(92).3325
Sustainability report of Turkish Airlines in 2022. URL: https://cdn.turkishairlines.com/m/20e0f3e03ea0226/original/2022-Sustainability-Report.pdf (дата звернення: 10.07.2024).
Tepeciklioglu A.O. Turkey in Africa. A new emerging power. Taylor&Francis. 2021. 34 p.
