Mission of Air India
Creating an inclusive international marketing strategy is one of the most significant things interfering with the organization competing on an international scale. It has been identified that making strategic internal marketing policies helps in increasing effectiveness of the services and products of the company (Sanchez-Hernandez and Grayson, 2018). On the other hand, as the organization develops and learns, the more efficient the company become at attracting consumers according to their preferences and needs. This way, an organization could be able to share developments with a border customer base. Another important aspect of making international marketing strategy is successful involvement of stakeholders. Developing stakeholders’ value will help an organization as an important step in value creation as the financial role of companies as institutions (hbr.org, 2018). Therefore, it could be said that concomitant increase of stakeholder engagement, value creation is one of the evolutionary procedures in increasing overall company performance. This study will indulge in evaluating possible international marketing strategy for Air India that is targeting to expand business in Myanmar by evaluating objectives, mission and vison and examining initiatives.
Mission of Air India
“Provide safe, secure, affordable and sustainable air travel with access to various parts of India and the world (airindia.in, 2018).”
Vision of Air India
“To create an eco-system to enable 30 crore domestic ticketing by 2022 and 50 crores by 2027 (airindia.in, 2018).”
In a balanced score card measurement, for each objective one performance measurement tool need to identify in order to track progress and ways to achieve the objectives. In this regard, 360-degree feedback would be appropriate tool for tracking progress of the organization (scribd.com, 2018). Here the senior project management team needs to formulate a strategic question paper and provide them to the supervisors, employees and managers in Air India. This tool will help in identify individual progress and outlook of the current operations of the human resource team. According to the current objectives, the project management team should ask questions to the supervisors about the compensation policy as well as employee status in the company.
On the other hand, this performance management technique will help in portraying loopholes in the current performance of the HR department and confidentiality should be maintained in evaluating all the responses (rediff.com, 2018). This way the project management team could be able to recognize possible targets and important initiatives to achieve the objective.
According to the objective identified here, different targets have been developed by the project management team. The different targets are developing the compensation structure for the employees. In this regard, it should be remembered that new compensation policies should mitigate all the employee preferences and needs. On the other hand, a flexible Union contract should be form as part of the new international business operation. Additionally, the project management team should develop their training and development programs and train employees with new sustainable strategies so that they could be able to work with cross-functional teams. This way, employee empowerment could be managed partially.
Important initiatives for achieving employee empowerment in Air India in their business in Myanmar are ensuring that workers are effectively accessing organizational resources to become more productive. Consultation with employees on a regular basis is also helpful in this matter. Encouraging open communication and flexible working environment would be helpful. Company should investigate the available compensation structure in the industry and analyze capability of the organization to provide the same compensation for their employees (economictimes.indiatimes.com, 2018).
Vision of Air India
The effective performance measurement tool for increasing business efficiency and operational efficiency in Air India, Key performance indicator would be appropriate. According to the objectives identified in this regard, the project management should measure the progress according to specific, attainable, measurable, relevancy and time allocated for the individua; tasks (airindia.in, 2018). Operational efficiency of Air India could be enhanced by analyzing the desired results, relevancy and importance of the results to the organization and its employees, responsible individual’s skills and working processes, specific strategies for achieving the goals and others. On the other hand, the project management team should apply the KPI method to identify the business growth statistics and profits of the organization to achieve a cost-effective structure for new innovations and technological advancements. Specific time should be allocated for the tasks and responsible person with their duties should be produced briefly. Regular checking of the progress should be implemented tactfully.
All the important targets for achieving these objectives are aiming a fast ground turnover for the company, facilitating direct routes, effective utilization of the current trends in the technological development in aviation industry.
Initiatives for implementing innovative technology in the company will be applying blockchain technology, which is significantly offers a secure digital ledger of agreements, transactions, it possesses potential in any project, which includes the sharing of information (economictimes.indiatimes.com, 2018). On the other hand, internet of things would be an effective initiative in this regard. This organization should invest in loT, which could tie together a series of important technologies and assist in creating simpler as well as more seamless end-to-end traveling experiences with them (economictimes.indiatimes.com, 2018). With these technological developments cost effectiveness could be achieved in the future operations. Additionally, understanding operational targets is an important thing, providing training and development to the employees is also an important initiative to achieve operational effectiveness as well as improving customer services also indirectly add operational effectiveness for Air India.
As per the stated objective for developing customer services in Air India, several performance measurements would be applying the CSAT tool, which is “customer satisfaction score”. With implementation of this measurement tool, organizational project management team should directly ask the consumers to rate their satisfaction level with the services, product and business operations (airindia.in, 2018). The score acquired will be the average of all consumer responses. On the other hand, implementation of the NPS “Net promoter score” technique would be helpful here. In this process, measurements of how likely the consumers are preferring this organization compared to others in the same market (airindia.in, 2018). This process provide advantage over the previously mentioned measurement tool by aiming at a purpose, not an emotion. As an effective outcome, the replies are less influenced by the mood of the moment.
Important targets for achieving the objective about developing customer experience are operating frequent departures that are reliable. On the other hand, another target is that providing services that are comparable to other travel. Providing customers low priced tickets so that all types of customers could afford their services.
According to some previous researches, it has been identified that workers are the key resources to achieve an effective customer service process. Air India should train their employees and develop their understanding level regarding new customer service targets so that they could go on the process. Train all the customer-facing workers effectively could be helpful in this current target. On the other hand, developing self-service experiences by ensuring support information for them would be a great initiative for achieving the objective (airindia.in, 2018). Putting an emphasis of social media support for exhibiting a transparent business process and service information would help in gaining string customer support.
All the important recommendations are listed and discussed below.
- According to the objectives and targets for enhancing customer service efficiency in the company, it should put consumers determinedly back at the center of the company and developing operations of being a customer centric organization would be the main strategic business priority. This company should focus on developing consumer experience with the help of seamless as well as reliable delivery of effective consumer services.
- Overall business operation development in the future is another major concern for Air India. In this regard, the organizational management should follow some steps to increase the internal business management modification. Maintaining transparency in all the projects and implementation strategies with all the departments would be an effective recommendation in this case. On the other hand, relationship maintenance with the employees could be helpful for developing communication with them. As well as their employee engagement will also enhance. In this way, providing employee empowerment could be effectively achieved in the future.
- Developing efficiency of the human resource department would be achieved by constructing a strategic organizational vision. This would help to formulate specific strategies for attaining business objectives. On the other hand, transferring knowledge to departments will help in reducing minimal impact of new innovations on productivity and effectiveness of employees.
- In order to develop shareholder value, Air India should focus on selling more units. This process will exhibit the fact that organization is capable of retain fixed costs or at least develop fixed organizational costs at a rate, which is less than sales development. This process will efficiently help in reducing per-unit expenses along with as an outcome, contribute to shareholders’ value creation.
Conclusion
This study has analyzed the business strategies for Air India, which is targeting to expand its business in Myanmar with new international marketing strategies. This study has initially stated the mission and vision for the organization and formulate objectives according to their mission and vision. All the objectives have clarified the organization’s current concerns. On the other hand, as per the objectives, several performance measurement tools have been underlined that are helpful for achieving all the objectives. Apart from these facts, targets for individual objectives have been identified that have cleared out what specific areas of development in this company. On the flip side, this study has also developed several initiatives for achieving the objectives that are also helpful in managing a strategic vision for organizational growth. Recommendations for individual objectives and the business concerns of Air India have been vividly mentioned in this study. Additionally, this study has also mentioned recommendations for enhancing shareholders value in Air India. All the information is helpful in understanding value of performance management for an organization and how performance measurement tools are helpful in attaining future goals as well as adopting changing market situations. The entire study has expanded understanding and knowledge regarding importance of balance scorecard in aviation as well as in various other industries. Project management knowledge has been developed through this study.
Reference
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Harvard Business Review. (2018). Ten Ways to Create Shareholder Value. [online] Available at: https://hbr.org/2006/09/ten-ways-to-create-shareholder-value [Accessed 29 Nov. 2018].
Rediff. (2018). The rot inside Air India. [online] Available at: https://www.rediff.com/business/special/the-rot-inside-air-india/20170706.htm [Accessed 29 Nov. 2018].
Sanchez-Hernandez, I. and Grayson, D. (2018). Internal marketing for engaging employees on the corporate responsibility journey. [online] Intangiblecapital.org. Available at: https://www.intangiblecapital.org/index.php/ic/article/view/305/263 [Accessed 29 Nov. 2018].
Scribd. (2018). air india | Performance Appraisal | Recruitment. [online] Available at: https://www.scribd.com/document/326155222/air-india [Accessed 29 Nov. 2018].
The Economic Times. (2018). On-time performance: Air India chief Rajiv Bansal says will act on those who fail to act. [online] Available at: https://economictimes.indiatimes.com/industry/transportation/airlines-/-aviation/on-time-performance-air-india-chief-says-will-act-on-those-who-fail-to-act/articleshow/60347135.cms [Accessed 29 Nov. 2018].
The Economic Times. (2018). Perform or perish: Air India chief to employees. [online] Available at: https://economictimes.indiatimes.com/industry/transportation/airlines-/-aviation/perform-or-perish-air-india-chief-to-employees/articleshow/62316468.cms [Accessed 29 Nov. 2018].
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