Year : 2018 Volume : 3 Issue : 2

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Türkiye’deki Charter/Tarifesiz Havayollarının Rekabet Yaklaşımının Miles ve Snow’un Rekabet Tipolojisine Göre İncelenmesi

Open Access

Abstract

Hava taşımacılığı sektörü, ülkenin ekonomik (dış ticaret, yurt dışı gelir, vb.) açıdan yaşamsal ve özellikle turizm açısından en stratejik sektörlerinden biridir; dolayısıyla sektörün rekabetçi olması ve hem iç hem de küresel pazarda rekabetçi kalabilmesi kritik bir önem arz etmektedir. Buna rağmen, Türk havayolu işletmelerinin ulusal ve uluslararası rekabetle nasıl başa çıktığı ve rekabet stratejilerini nasıl belirlediği konusu bir belirsizlik taşımakta olup sektörel ya da akademik bağlamda yeterince ele alınmamıştır. Ayrıca bu konuda kapsamlı ve net bir alanyazın mevcut değildir. Bu çalışmada, Türkiye’de yolcu taşımacılığı yapmakta olan tarifesiz/charter havayollarının rekabet yaklaşımları araştırılmış, rekabet yaklaşımlarının Türkiye’deki havayolu yolcu taşımacılığı sektörünün mevcut durumu ve rekabet yapısı içerisinde nerede olduğu ortaya konulmuştur. Bu araştırma çerçevesinde Türkiye bağlamında yolcu taşımacılığı yapan, tüm charter uçuş yapan havayolları (Freebird, Corendon ve Tailwind) örnekleme dâhil edilmiştir. Araştırmada veriler, havayollarının üst düzey yöneticileri ile yapılandırılmış soruları içeren görüşmeler yapılmak suretiyle nitel araştırma kapsamında toplanmıştır. Havayollarının genel tanıtımı için kullanılan ikincil veriler, havayolu işletmelerinin internet sitelerinden elde edilmiştir. Yapılan görüşmeler sonucunda toplam 3 charter havayolunun Miles ve Snow’un Rekabet Tipolojisi kapsamında bir havayolu işletmesinin Analizci, diğer ikisinin ise Savunmacı bir rekabet anlayışı içerisinde olduğu sonucuna varılmıştır.

Keywords

Havayolu   Hava-Taşımacılığı   Havayolu-Rekabeti   Rekabet-Yaklaşımları  

Corresponding Author

Hüseyin Önder Aldemir

References

  • Aldemir, H.Ö. and Şengür, F., (2017). Academic foundations of air transportation research in an emerging country: A bibliometric analysis. International Journal of Aviation Systems, Operations and Training, 4 (1), 15-27.
  • Anwar, J., Shah, S., and Hasnu S., (2016). Business strategy and organizational performance: measures and relationships. Pakistan Economic and Social Review, 54 (1), 97-122.
  • Bustamam, U.S.A. and Pech, R., (2016). An examination of Malay business growth strategies using Miles and Snow’s strategic typology. Scientific Cooperations 2nd International Conference on Social Sciences, Istanbul-Turkey.
  • Gibcus, P. and Kemp, R.G.M. (2003). Strategy and small firm performance. Research Report H200208, SCALES Scientific Analysis of Entrepreneurship and SMEs, Zoetermeer.
  • Gimenez, F.A.P. , 1999. Miles and Snow's strategy model in the context of small firms.
  • Martins, T.S. and Kato, H.T., (2010). An analytical framework for Miles and Snow
Daha Fazla Göster

Details

DOI 10.26650/JTL.2018.03.02.01

Submission : 8 Eyl 2018

Published : 30 Eki 2018

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Analysis of Competition Approach of Charter Airlines In Turkey According to The Miles and Snow’s Competitive Typology

Open Access

Abstract

The air transportation sector is one of the most strategic and vital sectors of the country in terms of economy (foreign trade, foreign-based income, etc.) and especially tourism; so it is critical that the industry be competitive and remain competitive both in the domestic and global markets. Nevertheless, the question of how Turkish airline companies deal with national and international competition and how they determine their competitive strategies is uncertain and has not been adequately addressed in the sectoral or academic context. There is also no clear and comprehensive literature in this regard. In this study, competitive approaches of the charter airlines making passenger transport were researched. By this means, charter airlines position in Turkish transportation present structure and competition of industry was also indirectly demonstrated. In the framework of this study, all charter airlines (Freebird, Corendon, and Tailwind) carrying passengers certified by Turkish General Directorate of Civil Aviation were included in the sample. In the survey, the data were gathered through qualitative research by interviewing senior executives of the airlines with structured questions. The secondary data used for the introduction of airlines were obtained from the internet sites of airlines. As a result of the interviews, it was concluded that an airline company appeared as Analyzer and the other two as Defenders in terms of competitive approaches according to the Miles and Snow Competitive Typology.

Abstract Extended

Research Problem: The air transportation sector is one of the most strategic and vital sectors of the country in terms of economy (foreign trade, foreign-based income, etc.) and especially tourism; so it is critical that the industry be competitive and remain competitive both in the domestic and global markets. Nevertheless, the question of how Turkish airline companies deal with national and international competition and how they determine their competitive strategies is uncertain and has not been adequately addressed in the sectoral or academic context. There is also no clear and comprehensive literature in this regard. Research Question: What are the competitive approaches of the charter/unscheduled airlines carrying passengers in Turkey? Methodology: In the framework of this study, all charter airlines (Freebird, Corendon, and Tailwind) carrying passengers certified by Turkish General Directorate of Civil Aviation were included in the sample. In the survey, the data were gathered through qualitative research by interviewing senior executives of the airlines with structured questions. The secondary data used for the introduction of airlines were obtained from the internet sites of airlines. Results and Conclusions: As a result of the interviews, it was concluded that an airline company appeared as Analyzer and the other two as Defenders in terms of competitive approaches according to the Miles and Snow Competitive Typology. Charter airlines operating in passenger transportation in the Turkish air transport sector do not follow the Prospector competition strategies and do not reflect the characteristics of leading strategies. The main reason of not having Prospector strategy in the sector might be Turkey’s geopolitical and geostrategic position. X charter airline has a target of 75% retail sales (seat only) in its 10-year vision of airline operations beyond being a charter airline in the aviation sector. At the same time, it has growth targets by increasing aircraft numbers every year. Because of these reasons, X airline company was revealed as Analyzer in the result of the research while the other two charter airlines show all aspects of the Defender competitive approach due to their determination to maintain their existing structure as a stable.

Keywords

Airline   Air-Transportation   Airline-Competition   Competitive   Approaches  

Corresponding Author

Hüseyin Önder Aldemir

References

  • Aldemir, H.Ö. and Şengür, F., (2017). Academic foundations of air transportation research in an emerging country: A bibliometric analysis. International Journal of Aviation Systems, Operations and Training, 4 (1), 15-27.
  • Anwar, J., Shah, S., and Hasnu S., (2016). Business strategy and organizational performance: measures and relationships. Pakistan Economic and Social Review, 54 (1), 97-122.
  • Bustamam, U.S.A. and Pech, R., (2016). An examination of Malay business growth strategies using Miles and Snow’s strategic typology. Scientific Cooperations 2nd International Conference on Social Sciences, Istanbul-Turkey.
  • Gibcus, P. and Kemp, R.G.M. (2003). Strategy and small firm performance. Research Report H200208, SCALES Scientific Analysis of Entrepreneurship and SMEs, Zoetermeer.
  • Gimenez, F.A.P. , 1999. Miles and Snow's strategy model in the context of small firms.
  • Martins, T.S. and Kato, H.T., (2010). An analytical framework for Miles and Snow
Daha Fazla Göster

Details

DOI 10.26650/JTL.2018.03.02.01

Submission : 8 Eyl 2018

Published : 30 Eki 2018

Full Text (PDF)