Abstract

Within the Worldwide Aviation Industry, there are three major alliances that share %58 of the total revenue passenger per kilometeres and the total revenue of %62, which are Star Alliance, Sky Team and Oneworld. In Turkish Air Transportation, Turkish Airlines holds the membership of Star Alliance, while the second biggest airline Pegasus carrying on the business with no membership on any. In other respects, there are also other big airlines, that have not been in of any memberships, where beside there are others which have carried such memberships, then resigned afterwards. This study research has been worked out as to provide with a perspective to the airlines for those who may evaluate of becoming a member of any alliances within the aviation, in respect of the option to grow within the market, opportunities and the outcomes of being in an alliance, and the coercion and the risks on the other side. This study has been carried out by using content analysis out of empirical methods, while contenting the research of structure of the airline alliances, imrovement process, experience of airlines in alliances, their performence within alliances, analysis of cases within, survey reports, shapes of the alliances, by literature research, and carried out an “Swot” analysis in order for those airlines for their research for alliance membership. As a result of this study it was seen that the strategic alliances are considered as an important alternative as a way to grow in the market but they have also many negative effects that they can occur or bring about some adverse impacts existed in the reality thereby the subjet must be deal with in strategic marketing framework and alliance evalutaion process has to be established as smiliar to proposed model structure which are seeking whether or not airline bussiness’ objectives and targets are determined very clearly, the type and degree of the alliance decission is correctly defined, the appropriate alliance partner is suitably selected , obligations of the alliance are fullfilled, the system's performances are systematically controlled and followed and airline companies are performed a situation analysis in accordance with obtained data, companies are decided to keep on tor qutting from the alliances if required, so it has been proposed that if the alliance evaluation process managed as based on a certain model, it shall create many contributions to the airlines bussiness

Keywords

• Airline Alliances,Growth in the Market,Globalization,Integration

PAZARDA BÜYÜMENİN BİR SEÇENEĞİ OLARAK HAVAYOLU İTTİFAKLARI

Öz

Dünya havacılık sektöründe, kilometre başına düşen yolcu gelirinin % 58’ini, toplam gelirin ise %62’sini Star Alliance, SkyTeam ve Oneworld olmak üzere üç ana havayolu ittifakı paylaşmaktadır. Türkiye’de hava ulaştırma sektöründeki şirketlerden Türk Hava Yolları, bu ittifaklardan Star Alliance üyesi olarak faaliyet gösterirken; ikinci en büyük havayolu şirketi olan Pegasus Havayolları herhangi bir ittifaka üye değildir. Bunun yanı sıra Dünya’da henüz herhangi bir ittifaka girmemiş büyük havayolu şirketleri olmakla beraber bu ittifaklara girmiş ancak bir süre sonra bu ittifaklardan ayrılmış birçok havayolu şirketi de bulunmaktadır. Bu çalışma, pazarda büyümenin bir seçeneği olarak havayolu ittifaklarının oluşturduğu fırsat ve faydaların neler olduğunu, bununla birlikte oluşturacağı tehdit ve risklerin neler olabileceğini ortaya koymak; küreselleşmenin ve pazarlama stratejilerinin ışığında, böyle bir ittifaka girme konusunda değerlendirme yapmak isteyen havayolu şirketlerine bir perspektif sunulması amacıyla hazırlanmıştır. Yapılan çalışma ampirik yöntemlerden içerik analizi kullanılarak gerçekleştirilmiş olup, çalışmada geçmişten günümüze ittifak yapıları, gelişme seyirleri, havayolu şirketlerinin ittifak tecrübeleri, ittifak performansları, vaka analizleri, inceleme raporları, havayolu ittifak biçimleri ve dereceleri, bu kapsamda literatürde yapılan araştırmalar incelenmiş ve nihayetinde havayolu şirketlerinin yapacakları ittifaklara yönelik bir “Swot” analizi yapılmıştır. Çalışma sonucunda, ittifakların pazarda büyümenin önemli bir alternatifi olduğu görülmüş olmakla birlikte, getirdiği ya da getirebileceği birçok olumsuz etkilerin de bulunduğu, bu ittifaklar nedeniyle zarar gören birçok havayolu şirketinin olduğu da tesbit edilmiştir. Bu nedenle havayolu şirketleri açısından işbirliğinden ne elde edilmek istenildiğinin net bir şekilde belirlenmesi, bu amaçlar doğrultusunda sistemin performansının sistematik bir şekilde takibi ve kontrol edilmesinin gerekliliği, elde edilen bilgiler doğrultusunda mali durumun gözden geçirilerek mevcut işbirliğinin devam ettirilmesinin uygun olacağı görüşü ortaya çıkmıştır

Anahtar Kelimeler

• Havayolu İttifakları,Pazarda Büyüme,Küreselleşme,Entegrasyon

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