Turkish Airlines: narrowing the strategic Gulf: Part 1
Turkish Airlines' mission statement includes the aims: "To become the preferred leading European air carrier with a global network of coverage,… whilst maintaining its identity as the flag carrier of the Republic of Turkey in the civil air transportation industry." It also has a vision statement with a number of additional aims, including being an air carrier with "a continued growth over industry average" and "unit costs equating with low cost carriers".
Turkish Airlines has the world's second largest network by number of international destinations, but is only eighth by number of international seats and Turkey itself is only the number 15 aviation market globally. Its considerable success in meeting the aims noted above owes much to its strategy of attracting global transfer traffic flows via its Istanbul hub, an approach that both involves competing with, and invites comparison with, the three fast-growing Gulf carriers.
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