Turkish Airlines: Widen Your World
This case tracks Turkish Airlines' transition from regional player to global powerhouse. With an order for 212 aircraft in the first half of 2013, the airline had moved to double its size and become one of the industry's top-ten players. Growing its fleet would allow Turkish Airlines to fly to many more destinations, boost revenues, increase aircraft utilization, and achieve higher cost efficiency. But it would also increase the already intense competition with European giants like Lufthansa, Air France, British Airways, and the fast-growth Gulf airlines Emirates, Etihad, and Qatar Airways. Critical questions faced CEO Temel Kotil and his team: How would Turkish Airlines keep growing without jeopardizing profitability? How would it manage the operational complexities and other external factors? Recruit the best people? Continue to differentiate itself in a fiercely competitive industry?
Keywords: strategy; corporate strategy; operational complexity; capacity constraints; profitable growth; competition; alliances; subsidiary management; externalities; emerging market; Globalized Firms and Management; Competition; Air Transportation; Alliances; Corporate Strategy; Emerging Markets; Growth and Development Strategy; Air Transportation Industry; Turkey;
Citation:
Alcácer, Juan, and Esel Çekin. "Turkish Airlines: Widen Your World." Harvard Business School Case 716-408, September 2015. (Revised July 2016.) View Details
