A Marketing Research

around different aspects of

the Global Airlines Companies
to assist in the deal procurement process of
NIIT Technologies (Bangalore)
Submitted by
Koustav Ghosh

Registration No:
13010121172

Under the Guidance of Prof. Prasanna Mohanraj

In partial fulfilment of the Cthese- Industry Internship Programme
in Semester II of the Masters in Business Administrations (2013-15)

Declaration

This is to declare that the Report titled A Marketing Research around different aspects of the Global Airlines
Companies to assist in the deal procurement process of NIIT Technologies has been made for the partial fulfilment of
the Cthese: Industry Internship Programme (IIP) in Semester II by me at NIIT Technologies Ltd under the guidance of
Professor Prasanna Mohanraj.

I confirm that this Report truly represents my work undertaken as a part of my Industry Internship Programme (IIP).
This work is not a replication of work done previously by any other person and the portions which may have been used
have been mentioned in the references. I also confirm that the contents of the report and the views contained therein
have been my own discretion, approved by my esteemed faculty guide and my professional mentors.

Signature of the Student

Name of the Student (in Capital Letters): KOUSTAV GHOSH

Registration No : 13010121172

Certificate
This is to certify that Mr. Koustav Ghosh with Registration No. 13010121172 has completed the report titled A
Marketing Research around different aspects of the Global Airlines Companies to assist in the deal procurement
process of NIIT Technologies under my guidance for the partial fulfilment of the Cthese: Industry Internship
Programme (IIP) in Semester II of the Masters in Business Administrations
.

Signature of Faculty Guide:

Name of the Faculty Guide: Prof. Prasanna Mohanraj

Contents
Title
Executive Summary
Introduction
-Industry Overview
=Company Overview
Project Profile
- Objectives of Study
=Methodology
Observations and Analysis

Page
5

6
10
18
19
23

Findings

26

Recommendations
Conclusion
References

27
28
29

Executive Summary
Global Aviation Companies had been exciting for the consumers, since the invention of
Aircrafts as it was a new to the world thing. From then till now different trends have been
noticed at different phases of the history of aeroplanes and the contemporary situation is
quite serious and quite interesting in terms of: performances of the companies, the market
trends, world economy, buying behavithe etc.
The economy of the world, both local and global scenario, affects the aviation sector which is
growing at a better pace than it was during the recessions. The debts have been a key factor
incorporated in the strategies of most of the players in the market and some has been
successful, some may have not, yet are in an ongoing process of transformation of repaying
those. But interestingly they all are trying to capture the market at different levels, studying
which has been a part of this programme.
NIIT Technologies come in the picture as a premium IT Corporation, strictly restricted to the
domain of : Services and Solutions having franchisee of a few leading end-to-end solutions
and thereby targeting the leading aviation companies as prospects or accounts.
The research that was conducted was aimed in assisting the deal procurement procedures
and from an NIIT approach the research has been done so as to find out a lot of things inside
the companies by doing secondary research on them.
The process was involved with and restricted to a lot of templates and as mentioned earlier,
an NIIT approach of analysing accounts which were segmented and targeted earlier and
some of them were yet to be captured by the sales team. Whatever material was produced
during the tenure had been forbidden to use outside the Corp. So, a qualitative research of
the work has been done, even the data from the domain of Finance has been analysed from
a marketing point of view.

Introduction
The company worked with :

Industry Overview
Information technology (IT) is the application of computers and telecommunications equipment to store, retrieve,
transmit and manipulate data, often in the context of a business or other enterprise.The term is commonly used as a
synonym for computers and computer networks, but it also encompasses other information distribution technologies
such as television and telephones. Several industries are associated with information technology, including computer
hardware, electronics, and anything related to that.

Human
have
been
storing,
retrieving,
manipulating
and
communicating
information
since
the Sumerians in Mesopotamia developed writing in about 3000 BC, but the term information technology in its
modern sense first appeared in a 1958 article published in the Harvard Business Review; authors Harold J. Leavitt and
Thomas L. Whisler commented that "the new technology does not yet have a single established name. We shall call it
information technology (IT)."
Their definition consists of three categories:

Techniques for processing,

The application of different methods to decision-making,
And the simulation of higher-order thinking through computer programs.
Based on the storage and processing technologies employed, it is possible to distinguish fthe distinct phases of IT
development: pre-mechanical (3000 BC 1450 AD), mechanical (14501840), electromechanical (18401940) and
electronic (1940present).

In a business context, the Information Technology, Association of America has defined Information Technology as "the
study,
design,
development,
application,
implementation, support or management of
computer-based
information
systems". The
responsibilities of those working in the field
include network administration, software
development and installation, and the planning
and management of an organization's technology
life cycle, by which hardware and software are
maintained, upgraded and replaced.

Worldwide IT spending forecast (billions of U.S. dollars)

Category

2012 spending

2013 spending

Devices

627

666

Data center systems

141

147

Enterprise software

278

296

IT services

881

927

Telecom services

1,661

1,701

Total

3,588

3,737

Global IT Scenario

IT Industry in India :
The Information Technology Industry of India dates back to 1967 when the Tata Group in collaboration with Burroughs
set up the first software zone, SEEPZ in Mumbai. In 1973 SEEPZ became the first software export zone which saw 80%
of the software export in the 1980s. Since then, the IT sector of India has grown by leaps and bounds and has acquired
India a brand name in the IT and ITES (Information Technology Enabled Services) sector in the global scenario. The
major hubs for the IT export sector are Bangalore, Chennai, Hyderabad, Delhi, Mumbai and Kolkata. Bangalore has
earned the sobriquet, The Silicon Valley of India owing to the maximum IT export (generating 77% of the net IT
export revenue of India). The IT- ITES sector can be broadly classified into two categories (i) Business Process
Outsthecing (BPO) and (ii) Domestic and IT export. The growth in the BPO sector under the supervision of the IT-ITES
sector has been phenomenal. According to NASSCOM, The IT-BPO sector in India aggregated revenue of US$ 100
billion in FY 2012, where export and domestic revenue stood at US$ 69.1 billion and US $31.7 billion respectively.
The industry is also an employment intensive sector. The estimated employment generation in the FY 2012 was an
expected 230,000 thus providing direct employment to 2.8 million and indirect employment 88.9 million people all
over the country. According to a report prepared by Gartner, the top five outsthecing companies of India are TCS,
Cognizant, Infosys, Wipro and HCL Technologies.
An
overview
of
the
top
five
IT
companies
of
India
The top five IT companies of India had a golden time during 2012 when the collective revenue growth of these
companies was 13.3% (6 times faster than the global market). However, not all the top five companies are on the
same page as Cognizant overtook Infosys (2nd ranking supplier of the industry). Cognizants revenue growth of 20% as
compared to Infosyss 6% compelled the latter to break the retirement of Narayan Murthi (founder of Infosys and
former CEO) to envisage some strategic moves to stay at par in the competition. According to Sid Pai, partner and
president of outsthecing advisory, ISGs Asia Pacific Division, The Indian firms are going to need to mimic the global
firms. And that of cthese means a margin dilution, so there is a rough patch ahead for these guys. This in short means
that these companies have to entirely revamp their existing model of service providing, change the old model of
charging for services. Besides a fundamental change has come over the customers interested in buying IT services and
a local proximity to the customers is essential.
8

The information technology in India is looking towards a bleak future in general in the current year. However, small
sparks of enctheagement are there. As per the statement of BVR Mohan Reddy, chairman and managing director,
Infotech Enterprises Limited, a global technology solution provider, Such periods of uncertainty in the past have
provided a great platform for organizations to refine strategy and execute initiates that increase competitive
advantage and accelerate growth. The Indian IT sector will witness a predictable slump of growth from that of 16%
last year to a disctheaging 11% this year. However, growth in the allied sectors like health care and insurance is a small
ray of hope. Andhra Pradesh, ranking as the ftheth largest IT exporter of the country is being severely affected by
power supply shortage which is naturally slowing down the development of the states IT sector. It is to be mentioned
here that Andhra Pradesh accounts for 12% of the total IT export of India and the turnover for 2012 was RS53, 246
crore. Hyderabad is in a little better position as it has been proactive in changing its infrastructure to keep pace with
the changing face of the global IT export scenario.
The Recession period, the free fall of rupees against dollar compounded with other factors has resulted in a severe
decline in the hiring process of the IT sector. The employment generation capacity of this sector has shrunk
considerably. IT professionals including ex- IT sector employees are now seeking employment in financial services,
telecommunications and manufacturing industries which have recently witnessed a phenomenal growth.
Challenges faced by the IT sector in India
The IT sector of India needs to discard its old model of service providing and operations. The old model popularly
known as the ADM (Application, Development and Maintenance) is obsolete. It is imperative that the IT sector resorts
to the new model of outcome based billing and fixed contract based services
The maturity of the offshore models has created a demand among the customers for a close proximity of the service
providers which may even involve setting up of near shore stations for support.
There is a stiff competition from China, Philippines and Eastern Europe which are also proving to be low cost and
competitive countries. It is estimated that by 2020 they will be a 20% stakeholder in the global IT export scenario.
A shrinking talent pool in the country is also largely affecting the IT sector. The number of employable graduates in
the business sector is as low as 10% to 15% while that of qualified and employable engineers is 26% only.
IT giants like IBM and Accenture have now opened up their own centers in India with the same target audience as
that of the Indian IT Sector.
The proposed development of the tier 2 and 3 cities has not gone as planned so the entire IT sector is stagnated in
the 9 major cities.
It is imperative that the IT sector of India should focus on the new emerging trends like Social media, Mobility,
Analytics and Cloud (SMAC)
There is a need for a total revamping of the infrastructure of the IT sector which unfortunately is pending due to
fund unavailability. Fund shortage is also affecting the medium and small IT enterprises which need a basic financial
injection for their start-up.
Conclusion
Though 2013 has left the US$ 108 billion IT and ITES sector of India standing at the crossroads, Software Services
Industry Body NASSCOM is absolutely positive about the growth of Indias IT sector. According to NASSCOM, newer
geographies are set to double their contribution to India to 20% by 2020. As per the estimation of NASSCOM purely
domestic and export services of the Indian IT sector is expected to generate US$ 225 billion by 2020. The landscape of
the global IT and ITES market is changing rapidly and it is totally up to the Indian IT sector now to adapt to this
changing landscape. After all India is still a major brand name in the global IT and ITES sector.

Top IT Companies Worldwide

The top 10 companies in the 2013 list for the "Software & Programming" industry are: (Source: Forbes Magazine)

Company Overview

(Sthece: investorzclub.com)

NIIT Technologies is a leading IT solutions

organization, servicing customers in North America,
Europe, Asia and Australia. It offers services in
Application
Development
and
Maintenance,
Enterprise Solutions including Managed Services and
Business Process Outsthecing to enterprise in the
Financial Services, Travel & Transportation,
Manufacturing/Distribution,
and
Government
sectors. The domain strengths, new approaches to
customer experience management robust outsthecing
capabilities, and dual-shore delivery model, have
made it a preferred IT partner to over 220 clients
across 16 countries in these select verticals. With a
talent pool of about 8000 professionals, NIIT
Technologies follows global standards of software
development processes.
The vision is to be the First Choice of customers in its
chosen verticals. NIIT implement the philosophy of Focus and Differentiate that enables us to compete on the
strength of the specialization. The path breaking innovations and tailored made solutions help customers improve
time-to market and realize quick Return on Investment (ROI) from their IT implementations.
Awards and accolades have been an important part of the organizations success story. The company has bagged
several recognitions at the Indian and global levels. These are related to the company's industry performance, its
leadership in the area of outsthecing, its headway in specific industry verticals and its robust HR Practices.

10

NIIT Technologies adheres to major global benchmarks and standards, having secured the ISO 9001:2000 certifications
and the ISO: 27001 Information Security Management accreditation and follows global standards of development. It
has been assessed at Level 5 of SEI CMMi version 1.2. The Business Process Outsthecing arm conforms to the highest
quality standards such as COPC and Six Sigma. Its data center operations are assessed at the international ISO 20000 IT
management standards.
Company Values:
MISSION: Enable Enterprises Manage Information better
OBJECTIVE: Deliver Exceptional Value and Industry leading Growth
SERVICE VISION: New ideas, more values.
VISION: Be the first choice
Beliefs inside the organisation:
NIIT believes that their growth is the derivative of the growth of each one of the people. It is the duty of each one of
them to espouse and give active effect to the values, motives and beliefs NIIT state here. NIIT is people, NIIT has
positive regards for everyone.N0IIT will foster career-building by creating opportunities that demand learning, thinking
and innovation from everyone. NIIT expect each of us to contribute to the process of organisation building and thus
derive pride, loyalty and emotional ownership. NIIT recognise the necessity of making mistakes and risk-taking when it
contributes to the learning, innovation and
growth of everyone. NIIT is quality and
value. Everyone in NIIT will ensure that in
any association with society, society
benefits. NIIT will meet any and every
commitment made to society irrespective
of any cost that may have to be incurred.
NIIT will ensure the profitability, long-term
growth and financial stability, through the
process of delivering the best, being seen
as the best and being the best.
NIIT will be fair in all the dealings and promote high standards of business ethics.
NIIT is a mission.
NIIT will grow in the recognition and respect NIIT command, through pioneering and leading in the effective
deployment of technology and know-how.
NIIT will seek to play a key-role in the directions and deployment of technology and know-how for the benefit of
mankind.
Indian offices:
NIIT Technologies is headquartered at Noida, with offices in Gurgaon, Greater Noida, Bengaluru, Mumbai and Kolkata
and SEZ Campus in greater Noida, Uttar Pradesh. NIIT Technologies Ltd is developing a 25 acre SEZ Campus at Greater
Noida. This campus includes facilities for offshore development, training programs for employees, and recreation
facilities among others. This project is in 3 phases with the first phase catering to about 3000 people. A fully completed
stage of the campus is capable of housing 11,000 people in 25 acres. The purpose of the campus is to bring together
diverse people and their ideas in a potential environment for intellectual and social exchange. With this as the
11

concept, the physical character and quality of the campus have been defined by both the building and its open space.
Campus is LEED Certified with Platinum rating from IGBC (Indian green building Council).
NIIT Technologies has presence in Singapore, Bangkok, Manila, Dubai, Melbthene, Madrid, London, Amsterdam,
Frankfurt, Nuremberg, Atlanta, New Jersey and Augusta.
Acquisitions:
Germany based company Softech
UK-based company ROOM Solution in 2007.
Proyecta Sistemas in 2011
Sabre Holdings Philippines Development Centre in 2012.
Travel & Transportation
The Travel and Transportation industry has to be in perfect step with the dynamics of the travel market and
continuously enhance customer service and safety, while improving margins and reducing costs. Industry players are
facing specific challenges in ticketing, crew management, travel distribution, cargo, logistics and surface transport
areas to continuously innovate and cater to the real world demands.
NIIT Technologies proven track record, deep focus and expertise enable clients in the Travel & Transportation industry
leverage technology to innovatively and cost-effectively enhance business productivity. We focus on working
constantly and consistently to deliver superior IT solutions and services to Travel &Transportation organizations. We
have garnered extensive experience while working with leading carriers, airports, travel distribution and surface
transportation companies across the globe. These invaluable experiences, combined with domain knowledge, have
helped us become the First Choice for the clients. Major thrust of the solutions and services are focused on
addressing clients business challenges, improving customer responsiveness, minimizing operational costs and
maximizing efficiency through effective use of Information Technology.
The solutions cater to the entire value chain of the following industries:
Airlines, Travel Distribution, Surface Transport and Airports, Logistics.
Why Partner with NIIT Technologies?
NIIT Technologies puts travel and transportation organizations on cthese by: Being the second largest and fastest
growing organization among Indian IT Providers, Working with over 100 marquee clients across the globe, enabling
over 10% worldwide travel e-commerce business. Enabling more than 10 Cargo ground handlers including the worlds
busiest airport. Being flexible and adaptable IT partner aligned to ythe business needs. Ensuring proven dual-shore
execution providing considerable cost optimizations continually innovating and developing newer solutions for the
clients with the help of the industry partnerships and experience. Using quality focused processes and certifications
not limited to SEI CMMI level 5, PCMM level 5. Creating a team comprising of over 3000 dedicated travel domain
experts with extensive experience on diverse travel and transportation functions.
Business Benefits
Partnering with NIIT Technologies will result in the following benefits:
Helps clients in increasing customer intimacy, improving employee productivity, increasing operational efficiency,
reducing revenue leakage and reducing cost by leveraging the extensive industry experience and innovative offerings
Integrates IT, BPO and infrastructure services to deliver innovative IT solutions. Provides transformation services
12

Provides cloud based offerings to lower cost of ownership/reduce capital investment.

Developments in air transport impacts economies and increases globalization. Today, with increase in customer
expectations, fuel prices, asset prices and decrease in demand and profits the entire airline industry is under
tremendous pressure. Airlines need to rethink their business models, improve operational efficiencies, generate
additional revenue opportunities, reduce cost, make informed decisions, develop strong customer intimacy initiatives
and provide best-in-class services and solutions for business users and customers. In order to thrive airlines need
innovative solutions that address these challenges with deep insight and expertise. These technological solutions need
to sustain long term profitability.
NIIT Technologies brings together more than 20 years of specialized airline domain and technology experience in
understanding customers needs. We provide tailor made solutions to help airlines improve business processes and
profitability.
Today, more than 50 marquee airlines across the globe leverage NIIT Technologies IT services and solutions across
multiple business areas - Reservation, Inventory, Departure Control System (DCS), Airline website with specialization in
Computer Reservation Systems (CRS) and Supplier Integrations, Fares and Pricing, Revenue Management, Revenue
Accounting, Cargo, Crew Management and Loyalty. The flexible and innovative solutions in multiple business areas
have helped airline companies derive real business value and achieve assured customer satisfaction.
The Key Business solutions include QOSMOS, Route Profitability Analyzer, Analytics, Revenue, Fare Audit, Crew
Management and Flight Operations, Simplified Interline Settlement. We also provide Mobility solutions mCrew, TravelMate and CrewWings

NIIT Technologies key offerings include the following:

Custom Application Development and Maintenance services across all functional areas using modern technologies

ecommerce
Testing Services
Business Intelligence
Mobility Services
Business Process Outsthecing services
Infrastructure Management Services

Business Benefits
NIIT Technologies has achieved multiple business benefits across engagements. Invests several hundred person-years
in providing IT services to top airlines across the globe. Reduces time-to-market by leveraging more than 3000 skilled
reSources providing domain support across multiple airline business areas. Reduces cost by providing effective mix of
onshore/offshore ratio. Enhances quality of deliverables by implementing NIIT Technologies robust process framework
Innovative industry solutions provide airlines the opportunity to increase customer intimacy and take informed
decisions

13

Travel Distribution
The Travel Distribution industry is struggling to improve customer experience, provide business value to clients, and
handle multiple suppliers. In this competitive environment with multiple challenges travel companies are leveraging
mobile commerce to sell basic and ancillary services, and target clients with real-time location-specific offers.
Companies are not only monetizing mobile services, but also maximizing the opportunity to differentiate products,
drive incremental sales and increase brand loyalty.
The industry also needs to keep pace with social media and implement a comprehensive digital strategy to increase
brand reach and manage brand value. Business Intelligence solutions are another key driver that should enable realtime decisions based on up-to-date information about their customer segment, market intelligence and competition.
NIIT Technologies has significant expertise in providing innovative IT solutions and services to travel distribution
companies, online travel companies and travel management companies across the globe. We enable and support over
one third travel industrys transactions and have developed and implemented a suite of custom applications like point
of sales, mid and back office, and advisory services for varied needs.
The wealth of experience in the travel distribution domain has been acquired through projects in the following
business functions:
E-commerce
Distribution
Dynamic Packaging
Back & Mid Office Systems
Customer Relationship Management
Corporate Booking

Business Benefits
Helps improve sales through the e-commerce solutions for website, mobile and social channels
Provides implement once and use everywhere Responsive Web Design based solutions
Enhances inventory control through real-time inventory solutions
Improves customer satisfaction through intelligent agent solutions
Reduces operating cost and increases operational efficiency with a single end-to-end solution that removes small and
disintegrated applications
Enhances user experience by providing intelligent and advanced solutions like dynamic packaging
Intelligent middleware solution provides multi-GDS and multi-supplier connectivity in a plug and play mode
Logistics
The complex logistics ecosystem includes other smaller integrated ecosystems such as transportation, inventory,
warehousing & material handling, packaging, and security. Other factors such as competition, volatile world economy,
fuel price instability, just-in-time requirement of customers, huge data and information maintenance and pressure of
cost-effectiveness add to the complexity of the ecosystem.
14

Today, it is all about delivering the best value to customers cost effectively. Automation and technology dependence
has enabled many logistics company to reach closer to their goals with minimal scope for delays and errors.
In such a scenario, NIIT Technologies offers you strategic support with business intelligence to aid boardroom
decisions and frontline operations. We bank on the years of experience to bring the latest technology in Cargo
Operations and Ground Handling, E-freight, Truck Control System, Warehouse Operation System and related logistics
areas to deliver value for the customers. We have been providing execution excellence in the area of logistic domain
for more than two decades now.
The range of IT and ITES services are offered in the following practice areas:

Application Development & Management

Business Intelligence
Infrastructure Management Services
Enterprise Solutions
Business Process Outsthecing

Business Benefits
1.
2.
3.
4.
5.

Real time information enables fact-based decisions

Improve the operational process and implement remote invoicing, reducing cost
Optimal utilization of reSources with the help of track & trace
Enhance performance by managing and handling huge data
Increased customer satisfaction, market share and profitability

Surface Transport
With globalization and international economic integration, the need for faster and consistent means of transportation
is snowballing at a fast pace. Surface Transportation is gaining immense prominence and companies are looking to
provide improved safety, efficiency and convenience for both people and goods. There is an increasing need for using
the right IT solution to reduce costs, improve operational efficiencies and improve their customer experience.
At NIIT Technologies, we constantly work towards finding innovative IT solutions for the surface Transportation
industry. The breadth of the expertise is spread across Application Development and Maintenance, Testing, Migration,
Re-engineering, Business Process Outsthecing, Infrastructure Management and GIS Solutions.
We help you optimize operational costs, improve customer responsiveness, enhance business competitiveness and
maximize ythe efficiency by providing innovative Information Technology solutions to address core business problems.
We harness the knowledge of business processes to deliver unmatched value to some of the worlds largest and
leading surface transport companies in areas like:

Fleet Management
Train Delay monitoring
Duty Monitoring
Production Planning
ERP Implementation
Managing the IT infrastructure

15

Business Benefits

Achieve cost effectiveness

Improve customer satisfaction
Increase operational efficiency through applications like real time tracking tools

16

SWOT Analysis

Strengths
Partnership with reputed clients (e.g. British Airways)
Experience of Senior Management
Global Presence
Strong Ethics
Senior Managements focus on Clients

Weakness
Not very strong in product segment
Lower turnover than its competitors

Opportunity
Expansion of market share of client companies.
New emerging companies looking for expansion.
Companies looking for Top Management focus.
Cost-cutting decisions by Airlines.
Threats
Indian Market leaders in the field- TCS, Cognizant etc.
Global Market Leaders- Amadeus, LSG Sky Chefs Etc.
Bigger MNC's entering India and competing for global clients
Attrition and employee loyalty

17

Objectives of Study
NIIT Technology is a company which provides Information Technology support to clients. Its clients include companies
like British Airways, Virgin Australia, Sabre etc., mainly Airline companies. The Airline companies want passengers onboard and want to provide some services to generate satisfaction and loyalty. This is their main area of focus.
Objective of the study:
The primary objective was to study the performance of different companies of the Aviation sector, including Airlines,
Airports and other companies providing services relevant to the Aviation Industry.
The main objective of this study was to analyze and compare the components of the industry with each other.
The next part of the objective deals with analyzing the companies at an individual level, to find out its relationships,
partnerships, alliances, service chains, with various other companies and own company, provided a component of it
serves the purpose.
For example, Lufthansa AG has a subsidiary LSG Sky chef which provides world class services to its own company and
to various other client companies.
Now NIIT has its own services and solutions in this domain. So if we combine all the objectives, whatever its priorities
are, we get to understand the industry, find gaps of the company with its existing relations and assist in the
procurement of the deals by NIIT Technologies.

18

Methodology
Introduction:
The type of research conducted is of secondary nature. No primary data collection is done. So, there is no survey
which has been conducted and so, the methodology is a bit different.
NIIT has its own business plans and models. It has its own procedures and overtly for research they have either
adapted or created different templates for different purposes, using different components of Microsoft Office.
To be noted that while the initiation process in NIIT, the interns were made to sign non-disclosure agreement about
confidentiality with whatever NIIT poses as its Intellectual Property which one must not disclose elsewhere.
Below is a list of all such templates which they have instructed the interns to work with:
Name of the Template
Account based Large Deals Templates
Account Based Marketing Framework
Account based Profiling Template
Website Review Analysis

Application used
Microsoft PowerPoint
Microsoft Excel
Microsoft Excel
Microsoft Excel

Large Deals Template:

It was the first among all the templates and the most important of all. NIIT has a primarily selected 22 Airlines
Companies as their target market after a vigorous process of internal research. These are, ( generally called as and
henceforth in this report will be called as Accounts ) the companies which were to be analyzed and specific data has
to be searched, analyzed, incorporated in the template and interpretation of data has to be included based on the
account details and data.
Data Collection Method: Secondary Research, primarily using google to gain access to ongoing news and updates, the
website of respective account and its Investors Domain, providing the Financial Statements, Annual Reports, Traffic
Data, ongoing deals, existing deals, company strategies, business structure, operating and financial activities etc.
It has 4 major Components:
KYC or Know the Customer:
This section is about the data gathered regarding the following components:

Key Facts
Account overview
Account background
Knowledge about the holding company
Financial Statements and its analysis
Excerpts from Annual Reports
Business Strategies
Key Performance Indicators and their nature as compared to the industry
IT Landscapes
Key Triggers in the account (based on existing trends of standardization eg. SITA trends)
19

Relationships and Engagements

This section involved mapping of the management, advisory board and regarding relevant people who might be
important for NIIT during any phase in the deal procurement process.
It also contains a mapping segment where people are mapped based on their importance to the deal and how they are
important to the deal. This part of Deal template only involved interns to provide the data and not map it as not
enough reSource is available in the public domain regarding them.

Large Opportunities
This section involves designing of opportunities based on current gap. The interns were instructed to keep this blank if
data is not found or provided.
Investment and Action Plan
The final and the most important part of the deal template yet cant be filled by the interns only as they dont have in
depth knowledge regarding the ongoing situation in the global fields and also this data was too confidential.
Sometimes data was provided and interns were asked to fill this part of the template.

Account Based Marketing Framework:

Where Deal Template is information-centric, the Account Based Framework is very much data centric. It required
specific data and allows employee mapping along with categorizing the employees and providing information, not only
professional but thoroughly personal too (provided availability of data).

Account Based Profiling

This is focused purely on the employee mapping. The interns were asked to follow up the website of the accounts, and
other Sources like Bloomberg, etc. and especially LinkedIn to get at as many top and middle level employees and map
them in this format providing the following details:

Name and designation

Location and type of work
Previous Employment history
Education background and
Any special comments or links which might be important to understand the person and engage better

Website Analysis:
Websites of various Airline companies were analyzed and compared. It was done to measure and rate the convenience
of using the website, how they compare as far as their competitors website is concerned etc. The following features
were analyzed during the website analysis:

20

Home Page
Search Panel
Search Result Details
Passenger Review
Booking and Payment Options
Airline Catering Deal template:

This template is specific for working in the Product domain.

Qosmos is a premium in-flight catering management system, developed and created by a specialized team of Qatar
Airways. NIIT is a partner who has Intellectual Property Rights of selling this product.

This template deals with a product specific approach towards the client accounts data regarding catering and other
data relevant in this process.

Catering Prospect Template:

A specific template involving quick data of an airline relevant to the Catering domain and some generic data which
tells about the ongoing situation in the company.
Following is the structure of the mentioned template:
Airline Name
Version
Date
Prepared By

GENERAL STATSTICS
Number of Staff
Number of Aircrafts
Number of Type of Aircrafts

21

Number of Departures Per Day

Number of Destinations
Destination Types (regional, short, long haul)
% age of long haul (number of flights / passengers)
Number of Passengers Flown
Projected Growth - Passengers number

Catering Related
On-board sales as a percentage of total revenue
Projected Business Growth per annum [%]
Year on Year Growth in Staff number
Number of Outstation Caterers
Number of Airline In-flight Catering Staff at present
Catering Spend
Financials
Annual Revenue [US$]
Profits
IT Spend
Vendor and Suppliers spend (Catering related)
Average Cost of Staff per year [US$]
Total Outstation Caterer Invoice
Par Value of Holding Stock

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Observations and Analysis

The area of work done aviation sector. My research is based on the types of research
I have done with and the work has been assigned to me by the supervisors. The research was strictly limited to
companies from Europe but in a global scenario.
First let us look at the market share of the leading airlines companies.

The Market Share of the major Airline Companies. Source: Investors Report of Turkish Airlines, 2013
The graph depicts the current market situation of the topmost leading airlines companies. From that, United Airlines is
from U.S., Singapore Airlines from Asia and the rest are European Airline Companies. A very interesting market share
data shows that the leading one in U.S.A. has its market share slowly declining. And it is to be noted that the Eurasian
Airlines, Emirates, Qatar and Turkish are slowly increasing their market share.
Let us analyze the current situation in the industry through a major group, the IAG Group. ( Source : Its own website )
IAG Key Info:
Formed in January 2011, IAG is the parent company of

British Airways
Iberia and
Vueling

It is a Spanish registered company with shares traded on the London Stock Exchange and Spanish Stock Exchanges. The
corporate head office for IAG is in London, UK.
IAG combines the leading airlines in the UK and Spain, enabling them to enhance their presence in the aviation market
while retaining their individual brands and current operations across Europe and Globally

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The airlines' customers benefit from a larger combined network for both passengers and cargo and a greater ability to
invest in new products and services through improved financial robustness.
The airline industry is moving gradually towards consolidation though some regulatory restrictions still prevail. IAG's
mission is to play its full role in future industry consolidation both on a regional and global scale.
British Airways and Iberia are members of the oneworld alliance.
Mission and Business Model :
Airline consolidation is bringing the following advantages to airline shareholders and customers:
reduced exposure to single-region risk;
elimination of excess capacity, and the ability to adjust capacity to meet changing demand;
ability to streamline costs;
a wider choice of product for customers; and more integrated and higher quality
customer experience (e.g. lounges and customer loyalty programmes).

IAG is designed to lead the consolidation in the industry but also to create optimal value for shareholders and
customers in this changing environment:
central team focused on driving revenue and cost synergies between the operating companies;
dedicated management of core airlines;
direct management of areas of business which benefit strongly from scale effects, such as cargo and customer
loyalty programmes; and
a platform for further entities to join the
Group with immediate financial benefits.
The airline industry is
consolidating rapidly due to:
cost pressures, such as high oil prices, driving airlines to search for greater economies of scale;
marked reduction in access to cheap Sources of capital;
continued privatization;
changes in regulation; and increased potential for partnerships between airlines, such as alliance membership and
the establishment of joint businesses.
Corporate Strategy with respect to Iberia :

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Iberia simply cannot afford to continue losing cash at the current rate of 1.9 million a day. It needs to adjust its cost
base in a permanent and structural way it needs to be transformed.
They have instigated a restructuring plan at Iberia, the restructuring plan will reduce the airlines cost base, make it
more competitive and set the foundation for the future profitable growth.
The plan will transform Iberia into an efficient and competitive carrier making proper returns that will, in turn, allow to
invest for future growth
They confident that we remain firmly on track to achieve fully diluted earnings per share of 0.52c and operating
profits Of 1.6 billion by the 2015 target date.
Theyll need to invest in IT and maintenance to keep up the momentum, but theyre confident of making further
progress.

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Findings
The Global Arena in Aviation Sector has a lot of players.
The practical situation is that some of the players were indeed facing loss, yet legacy of the Carrier needs the brand to
be kept alive. So, another company in need of expansion decides to club in, get associated form a group under which
the Brands will be kept alive along with the introduction of some other brands, some old, some new, yet maintaining
individuality of each brand, and each brand having a set of individual governing bodies. For example, the IAG Group,
the individual brands are British Airways, Iberia, Vueling, IAG Cargo (recently up for sale), Amigos.
British Airways is the most revenue generating Brand of the Group, while Iberia is a total washout, where there was
indeed no hope as they declared norms of the company to be restricted by the law.
Vueling is their new Brand to re-generate the revenue.
Another example of such group formations is Air France-KLM Group.
While the players can be seem to club up into new alliances like the Star Alliances, the top board members are in
touch to revive the Aviation Sector after the economic down-turn in the last 5 years, notably the American and the
European Brands, while Asia has a home grown market, with different kind of strategies.
The Financials of the Groups have empowered the reviving element of the Brands being destroyed due to lack of profit
in all domains, of Aviation Sector.
Regarding Low Cost Carriers, so far, easyJet is one of the most successful brands. They mostly attract customers with
their low cost set up, yet providing premium features by reducing costs and increasing capacities.
British Airways has a very Europe Centric yet seeking growth in global domain kind of an approach.
Iberia is trying to generate revenue upon, with an aim to connect Spain with the rest of the world.
Amigos is their Loyalty Awards programme to engage with people providing a luxurious exclusive type feeling in the
Premium Categories in terms of services and the industry has proved that in the previous years, these efforts have
been fruitful and now the Low Cost Carriers are also aiming to introduce these features, incorporated in their
strategies in their own innovation.
As a future endeavthe, regarding debts and other financial expenses, the companies have all prepared a long term
plan with short term segments in them which can be altered based on on-going performance up to a limit keeping the
long term goals intact.
In terms of hedging each of them has their separate strategies, mostly directed towards decisions taken with certain
amount of risks, yet the techniques seem to be effective.
A very interesting fact, the total number of passengers are growing in a very steepy rate which shows clearly that
increasing number of people are economically growing and newer trends are always being introduced by governing
councils like IATA.

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Recommendation
NIIT should take into consideration that if not today, someday or the other, as a part of their growth plan and as they
dream of, they shall have their own products and end to end solution.
NIIT has proactive marketing but maybe they need more of a B2C environment.

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Conclusion
NIIT Technologies is a leading IT solutions organization, servicing customers in North America, Europe, Asia and
Australia. It does great background research in the industries they work in and the research done is fruitful. They
have British Airways, Gatwick Airport as their carried on accounts.
The Research shows enormous potential in the aviation sector, which is growing rapidly in terms of architecture
and technology has more room for IT.
Solutions offered by NIIT are upgraded as per the industrial standardizations and they keep on innovating.

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References

www.google.com
Different websites of Aviation Sector.
www.wikipedia.org
www.NIIT-tech.com
www.mapsofindia.com/

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