MKT610 Assignment No. 2
Saturday, January 08, 2011 Posted In Mkt Edit ThisAssignment No. 2 Marks:20
Customer Relationship Management MKT610
Airblue Limited
is a private airline with its head office on the 12th floor of the Islamabad Stock Exchange (ISE) Towers in Islamabad, Pakistan It is Pakistan's second largest airline with over 30% share of the domestic market. Airblue operates scheduled flights operating 30 daily services linking four domestic destinations and international services to Dubai, Abu Dhabi, Sharjah, Muscat and Manchester. It carried 1.4 million passengers on domestic flights in the 2006–07 fiscal years. Its main base is Jinnah International Airport, Karachi.
On 28 July, 2010,
Airblue Flight 202, an Airbus A321-231, crashed in Islamabad, the capital of Pakistan, killing all 146 passengers and 6 crew members. The airliner was flying from Jinnah International Airport, Karachi, to Benazir Bhutto International Airport Initial reports suggested. that the flight crew lost contact with air traffic controllers whilst attempting to land in dense fog and heavy monsoon rain; however eyewitnesses claim there was only a light drizzle at the time and no fog. The crash is the deadliest air accident to occur in Pakistan to date. (Source Wikipedia)
Being Customer Services Manager, Critically analyze the above situation.
Question 1:
In this dwindling situation, you have three big issues to communicate immediately ;
• To reposition your company’s repute
• To compensate passenger’s families
• To give the reasons of plain crash
What do you suggest in order to communicate with media, passenger’s family members and general public, which Public Relation tool would be preferred by you? Justify your answer-10
marks
Question 2:
You are announcing 20 million rupees per passenger as compensation to their families; prepare a single page press release for this purpose – 10 marks
...........
Solution:
Airbus Press Release: Airblue flight ED 202 accident in Islamabad
Wednesday, July 28, 2010
First Release
28 July 2010
Airbus regrets to confirm that an Airbus A321 operated by airblue was involved in an accident shortly after 9.45 am local time. The aircraft was operating a scheduled service, Flight ED 202, from Karachi to Islamabad, Pakistan.
The aircraft involved in the accident, registered under AP-BJB, was MSN (Manufacturer Serial Number) 1218, initially delivered from the production line in 2000. The aircraft is leased to airblue in January 2006. The aircraft had accumulated approximately 34,000 flight hours in some 13,500 flights. It was powered by IAE V2533 engines. At this time no further factual information is available.
In line with international convention, Airbus will provide full technical assistance to the Authorities of Pakistan, who will be responsible for the investigation into the accident.
The A321 is a twin-engine single-aisle seating 185 passengers in a standard two-class configuration. The first A321 entered service in January 1994. To date, some 610 A321’s are in service with nearly 70 operators. The entire fleet has accumulated some 10.6 million flight hours in some 5.8 million flights. The A321 is part of the A320 Family which has achieved over 50 million take offs and landings since the first model, the A320, entered commercial service in 1988. Today, more than 4,300 aircraft are in operations to some 310 customers and operators worldwide.
Airbus will make further factual information available as soon as the details have been confirmed.
The concerns and sympathy of the Airbus employees go to the families, friends and loved ones affected by the accident of Flight ED 202.
...........
Solution:
Airbus Press Release: Airblue flight ED 202 accident in Islamabad
Wednesday, July 28, 2010
First Release
28 July 2010
Airbus regrets to confirm that an Airbus A321 operated by airblue was involved in an accident shortly after 9.45 am local time. The aircraft was operating a scheduled service, Flight ED 202, from Karachi to Islamabad, Pakistan.
The aircraft involved in the accident, registered under AP-BJB, was MSN (Manufacturer Serial Number) 1218, initially delivered from the production line in 2000. The aircraft is leased to airblue in January 2006. The aircraft had accumulated approximately 34,000 flight hours in some 13,500 flights. It was powered by IAE V2533 engines. At this time no further factual information is available.
In line with international convention, Airbus will provide full technical assistance to the Authorities of Pakistan, who will be responsible for the investigation into the accident.
The A321 is a twin-engine single-aisle seating 185 passengers in a standard two-class configuration. The first A321 entered service in January 1994. To date, some 610 A321’s are in service with nearly 70 operators. The entire fleet has accumulated some 10.6 million flight hours in some 5.8 million flights. The A321 is part of the A320 Family which has achieved over 50 million take offs and landings since the first model, the A320, entered commercial service in 1988. Today, more than 4,300 aircraft are in operations to some 310 customers and operators worldwide.
Airbus will make further factual information available as soon as the details have been confirmed.
The concerns and sympathy of the Airbus employees go to the families, friends and loved ones affected by the accident of Flight ED 202.
