Situational Analysis & Strategic Marketing Practice (PIA)

Abstract

If we talk about the history of this airline company then it is founded on October 23rd, 1946 means it started its operation before even Pakistan got their independence. It was firstly formed as “Orient Airways” before the partition of our country with the neighboring country. Its main office was at that time in Chanaye but you could avail its services from all over the world now which is incredible. On 10th January 1955, the government of Pakistan decided to re-name the name of the airline and chose “Pakistan International Airline´(PIA) as the new name as they relate with the name of our country too. The main hub and offices of this company is in Karachi which is known as the industrial area of Pakistan, whereas they have their offices in Lahore and Karachi too. Now if we look at the current scenarios and the situation of the company then we can easily say that though the company is running their operations but it is not in its best state. The competition is also increasing day by day and people are choosing the competitors to fly overseas than to fly from PIA. Market is also becoming saturated and customers got many choices to choose from.All the competitors are chasing the market share and every company is in the efforts to capture as much market share as possible. It is known as the largest airline of Pakistan with having more than 30 airplanes. According to a survey report, the company is operating 500 flights on daily basis and now days it is putting more emphasis on privatization and how can they better the services they currently offer. For this, the company operates In 22 local destinations and 28 international places that includes North America, Middle East, Asia, Europe etc.