Strategic Analysis of Turkish Airlines

Nadir Huseyn-zada

Bachelor's thesis

Abstract:

The requirement for a strategic study of the selected organization has never been more important given the current environment's severe uncertainty and a high degree of unpredictability. The thesis's objective is to conduct a thorough assessment of the chosen company's internal and external environments and to offer recommendations for future growth. This is based on the examination and execution of the literature review of the tools currently in use. The study is carried out using Corporate Statements, Stakeholders, PEST, Porter Five Forces, Industry Lifecycle, VRIO, and Benchmarking studies, which are followed by the SWOT framework and Scenario Planning matrix where the key results are emphasized. Lastly, it is offered to add new routes to different regions in order to maintain dominant market position and purchase new type fuel saving aircrafts to overcome fuel price fluctuations and boost production in the current uncertain economy.

Abstract:

The requirement for a strategic study of the selected organization has never been more important given the current environment's severe uncertainty and a high degree of unpredictability. The thesis's objective is to conduct a thorough assessment of the chosen company's internal and external environments and to offer recommendations for future growth. This is based on the examination and execution of the literature review of the tools currently in use. The study is carried out using Corporate Statements, Stakeholders, PEST, Porter Five Forces, Industry Lifecycle, VRIO, and Benchmarking studies, which are followed by the SWOT framework and Scenario Planning matrix where the key results are emphasized. Lastly, it is offered to add new routes to different regions in order to maintain dominant market position and purchase new type fuel saving aircrafts to overcome fuel price fluctuations and boost production in the current uncertain economy.

Keywords

Turkish Airlines, Strategy, Strategic Analysis, SWOT

Keywords

Strategic Analysis, SWOT, Turkish Airlines, Strategy

Language used: English

Date on which the thesis was submitted / produced: 14. 12. 2022

Thesis defence

• Date of defence: 1. 2. 2023
• Supervisor: Václav Kupec
• Reader: Karel Pernica

Vysoká škola ekonomická v Praze

Bachelor programme:
Bachelor of Business Administration