MAN 209
(Management)
Group Project
Teammates:
Suttubayeva Kamilya, Turganbek Oelun, Mukhit Tolkyn,
Kalelova Aiganym, Bekturgan Nuray
2023
1. First of all, discuss (provide brief introductory information, data) about
your chosen purely Kazakhstani company
Air Astana is the largest airline in Kazakhstan, established in 2001 as a joint
venture between the National Welfare Fund “Samruk- Kazyna” and British
company BAE Systems. The airline operates passenger and cargo flights within
Kazakhstan and to more than 60 destinations in 30 countries worldwide. It is
committed to operating with high safety and environmental standards. It is one of
the few airlines to receive the IOSA (IATA Operational Safety Audit) safety
assessment from the International Air Transport Association (IATA) and the
ISAGO (IATA Safety Audit for Ground Operations) certification. Additionally,
Air Astana is the first airline in Central Asia to receive the ISO 14001:2015
certification for environmental management.
Air Astana collaborates actively with international aviation organizations and
institutes such as IATA and Airbus to enhance its service quality and implement
new technologies. The airline operates the latest Airbus A320neo, A321neo, and
A321LR aircraft, which consume less fuel and produce fewer harmful emissions.
Over the years, Air Astana has received several awards and recognitions for its
services, including the Skytrax World Airline Awards for Best Airline in Central
Asia and India from 2012 to 2019, and the CAPA Airline of the Year Award in
2015.
In addition to being an airline, Air Astana is also a socially responsible company. It
carries out numerous charitable events and programs to support education and
culture in Kazakhstan, and it supports initiatives to develop tourism in the regions
of Kazakhstan. The company also participates in a program to reduce child
mortality in the country.
They provide passengers with a wide range of services, including comfortable
seats, free Wi-Fi, various meal options, and in-flight entertainment. The airline
offers frequent flyer programs and corporate loyalty programs for regular
customers, as well as a range of additional services, such as car rental and travel
insurance. Overall, Air Astana is a reliable airline with high standards of service
and a commitment to safety and social responsibility.
2. According to “Part II. Strategy rests on unique activities” of the article. So
according Porter’s strategies identify which of the following strategies of: cost
leadership; differentiation; focused; focused cost leadership; focused
differentiation strategies your chosen KZ company adopted, justify why do
you think so, key characteristics? By doing so, clearly define your chosen
company’s “Strategic Positioning”.
First of all, we will consider the type of strategy, which is written by Porter
and adopted to our chosen company:
Focused differentiation strategy: Companies adopting this strategy aim to
differentiate their products or services within a specific target market segment. This
is achieved by tailoring their product or service offerings to meet the specific needs
and preferences of that market segment, such as offering personalized or customized
products.
Сonsidering them we can identify that our chosen KZ company “Air Astana”
has adopted the strategy of focused differentiation.
This company in Kazakhstan has adopted the strategy of focused differentiation
because it focuses on providing unique products and services that differentiate it
from competitors and satisfy the specific needs of its customers. This means that the
company has chosen to focus on providing unique, high-quality products and
services that meet the specific needs and preferences of a particular market segment.
In the case of the company, it has chosen to focus on providing luxury air travel to
its customers, with a focus on comfort, safety, and personalized service.
The key characteristics of the focused differentiation strategy include:
Unique products and services: our chosen company offers a range of unique services
that differ from those offered by its competitors. For example, the company offers a
wide selection of onboard meals, complimentary beverages, in-flight entertainment,
and other additional services that cater to the needs of various customer groups.
High quality: places great emphasis on the quality of its products and services
to ensure maximum customer satisfaction and enhance its reputation.
Customer orientation: This company always strives to satisfy the needs of its
customers and offers an individualized approach to each of them.
The strategic positioning of our chosen company is to become a leader in
providing unique and high-quality products and services in the aviation industry.
The company’s goal is to ensure maximum customer satisfaction and strengthen its
reputation in the market.
This company primarily focused on providing high-quality, luxury air travel
to its customers, including comfortable seats, gourmet meals, and top-notch in-flight
entertainment. This strategy allows to stand out in the crowded airline industry and
appeal to a specific market segment that values these unique features. In the case of
Air Astana, the company has chosen to focus on providing luxury air travel to its
customers, with a focus on comfort, safety, and personalized service.
This company focus on differentiation is reflected in their marketing strategy,
which emphasizes the airline’s premium service and attention to detail. This includes
promoting their brand as a luxury airline with a focus on comfort, safety, and
personalized service. Additionally partners with luxury hotels and resorts to offer
customers a seamless travel experience from start to finish.
Air Astana’s strategy is designed to differentiate itself from other airlines in
the market, by providing customers with a unique and differentiated experience that
they cannot get from other airlines. By doing this company aims to attract a specific
market segment of customers who value luxury and high-quality service.
