Ivey Publishing

Product Details

Air Deccan (B): From Creating Change to Changing Creatively
Product Number:
9B07A015
Publication Date:
10/09/2007
Length:
10 pages (4 pages of text)
Product Type:
Supplement
Source:
Ivey
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.
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
Issues:
Disciplines:
Entrepreneurship,  International,  Marketing
Industries:
Transportation and Warehousing
Setting:
India, Medium, 2005
Intended Audience:
Undergraduate/MBA
Price:
$3.15 CAD / $3.10 USD Printed Copy
$2.65 CAD / $2.62 USD Permissions
$2.65 CAD / $2.62 USD Digital Download
Associated Materials
Use With: 7B07A015 (41 min) , 9B07A001 (10 pages)
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