Balance Scorecard for Air India

Balance Scorecard for Air India Introduction Air India is the prime and oldest Airline of India. It is the State carrier which currently connects to rest of the world such as the Americas, Asia, Europe, etc. It is headquartered at Nariman Point, Mumbai in the Air India Building. It is the 16th largest Airline in Asia & serves out of two major Domestic hubs in India at the Indira Gandhi International Airport, Delhi & CST Terminal, Mumbai. The airline started its journey with the Maiden flight from Karachi Airport to Mumbai Airport via Ahmedabad in July 1932. It was founded by JRD Tata and later on acquired by the State. Air India has two subsidiaries and two affiliated carries. Together Air India, Air India Cargo, Air India Express, Indian and Air India Regional form the National Aviation Company of India Limited. It currently serves 11 countries across the globe apart from the various domestic destinations. Air India Cargo It serves as the cargo operator for the airline serving in conjunction with on ground truck- transportation systems and achieving synergies to increase returns. The carrier also is allowed to carry dangerous (hazardous cargo) & animals under IATA rules. Air India Regional The airline previously known as alliance air serves the interior small airports domestically to serve the needs of such regions with smaller aircrafts. The hub for this is at the IGI airport in Delhi. Indian It focuses on the domestic touch points for the airline. It serves various destinations in the country with two major hubs at Delhi & Mumbai. Air India Express The airline subsidiary was formed in 2005 to serve the low cost space in the South east Asia and the Gulf region. This is a no frills airline which focuses on the low cost travel mind space for its consumers. Tangible Assets Fleet and Material Resources Air India has continuously being trying to improve its Aircraft fleets. It has recently added 17 new aircrafts which include B777’s- Long range aircrafts and it has also procured some 15 n ew airbus aircrafts to serve its domestic destinations. Currently the Air India fleet stands at a strong 136 aircrafts. Air India serves various international destinations such as in the USA which includes Newark, JFK & Chicago with its non-stop Boeing Long range aircrafts. The detailed aircraft distribution is as given in the table below: Network Air India operates from various cities across India like Ahmedabad, Amritsar, Bangalore, Chennai, Delhi, Goa, Hyderabad, Kochi, Kolkata, Kozhikode, Lucknow, Jaipur, Varanasi, Tiruchirapalli, Gaya and Thiruvananthapuram in totality 16 cities for its international location flights. The need of boarding flights from metros for international locations has thus ceased thus providing better opportunities to other cities to develop economically and aid in the country’s growth story. The various requirements in terms of customs, etc. are directly done in these cities. Air India also has code sharing agreements with various airlines across t he world providing better accessibility to other locations. International Hub: Air India has established its international hub at Frankfurt for better transfers and code shares across the world. It has forged partnerships with Lufthansa and is currently vying for being a part of the Star Alliance. These alliances has strengthened AI’s network in the US and Europe to a large extent.

Describe the theories, arguments and evidence used in your four Essay

Describe the theories, arguments and evidence used in your four subject readings. What do the readings tell you about the study - Essay Example In the fourteenth century the Roman law gave the above mentioned privileges whereas a century later English authorities granted the similar rights to the parents. Yet the intellectual evolution kicked in and by seventeenth century scholars initiated to view children as an important part of the society and supported the notion of facility settlement for their training (Peck 2008). Based on the above paragraph, it can be assumed that the tendency and the power of evolution are embedded within the fabric of humanity and humans are gifted with an unexplainable energy to overcome resistance to change. Historically the females were not considered humans and in the present they are recognized as equals to the male population. All of the instances demonstrate the fact that humans kept on growing intellectually in the past and therefore their behavior also became better with the passage of time. In the process of intellectual growth old concepts were challenged and replaced with new and more practical ones. Corporate professionals in the past were only concerned with the maximization of the profit. However nowadays businessmen are getting more and more attached to the concepts of job autonomy, modern training and prevention of environmental degradation. Literature Review Modern thinking started to be accepted and praised when it challenged the concept of capitalism. The state socialism evolved around the premise of accumulation of wealth within few hands and therefore causing serious financial inequalities in the West as it is mentioned in the book that â€Å"State socialism attempts as far as possible to substitute central planning for the working of economic market† (Hall 1992 pp 54). However, the neo-classic economic experts stated that the country should and must use its natural and human resources efficiently in order to maximize their utility to the society. The Marxism, an important economic theory holds on to the point that there are no notable difference s in social classes regarding their needs and wants. Nevertheless the true message of the theory is that all humans should be treated equally in the eyes of economics and there should be negligible impact of social boundaries on the commitment of the resources it is written in the book â€Å"State power could caretaker of the existence (Hall 1992 pp 32). Thus, the state will have the ultimate responsibility of fulfilling the needs and wants of the citizens. According to Marx’s viewpoint â€Å"the presence of politics in the society is a representation of classes and their goals and objectives† (Hall 1992 pp 31) and the above mentioned economic authority is having an unconstructive view of politics in general. But in a more practical sense the model of politics presented by Marx is supporting dictatorship as there is no provision for public opinion. Furthermore the Marxist ideas about political activities were implemented by the Soviet Union in the form of State govern ed Socialism The profound failure of the above mentioned political system supports that democracy has a tendency to prevail under adverse situation because it is more accommodating towards the human nature as it supports freedom of speech and choice. However socialism thrives on the idea of protecting the capital so that it can be used for the greater good of the society. But in this kind of system people starve by the millions because the state never

Services Marketing Master Case Study Example | Topics and Well Written Essays - 1500 words

Services Marketing Master - Case Study Example Thus, companies should focus on establishing and implementing an efficient marketing needs which considers the needs of its various customers. Companies provide either tangible or intangible products to their clientele. Tangible offerings are often classified as goods while intangible ones are services. In coming up with an efficient marketing mix, the nature of a company's products should be taken into account. Goods require the identification of four Ps which go into the marketing mix. These essential elements are product, price, place, and promotion. Services, however, are very much different from tangible products as they have four special characteristics: intangibility, inseparability, variability, and perishability. Thus, these also necessitate the application of an extended marketing mix which further incorporates people, physical evidence, and process to the four Ps (The Services Marketing Mix n.d.). This section will briefly outline and define these essential concepts is developing a marketing mix. For further clarification, the discussed elements will be applied to the operation and marketing activities of Cutting Edge Hair and Beauty Salon. Product. ... Instead of looking at the capabilities of a business organisation, it first opts to deeply consider its target market, locating their unsatisfied needs and preferences. From here, the company develops solutions and offer them to the customers as their products. As competition heats up in the global market, companies are further differentiating their products to their competitors. Nowadays, it is notable how market players differentiate their products from the common offering. In the hospitality industry, Ritz-Carlton Hotel Company is not just giving customers a place to stay but the Ritz-Carlton experience which "enlivens the senses, instills well being, and fulfills even the unexpressed wishes and needs of our guests." The service offered by the Cutting Edge Hair and Beauty Salon is fully and directly expressed in its mission statement: "It is our goal to provide superior hairdressing in an efficient, profitable manner within the confines of a caring, quality environment." However, we can see that the company is far from a typical player in the same industry as it continuously tries to impart excellent service. The saloon can be seen to offer high-end luxurious service. These efforts, which will be discussed below, help the company in improving its overall product image. Price. The price of a company's product is often dependent on its chosen pricing strategy as well as the image that it wants to project in the industry. As companies incur costs from their operations, it is important that they also charge their customers an amount for their services. Prices often determine whether the company pursues more for less or more for more strategies. High prices may enhance the image of a service offered to the