Market Analysis: Arik Air Based

Market Analysis: Arik Air Based in Lagos, Nigeria

Arik Airlines - Mission, Vision, Values, Objectives & Goals

Arik Airlines -- Safety Management System

Arik Air: Market & Strategic Analyses

Infrastructure and Associated Challenges Identified

Market Statistics

Competition

Government Investment in Nigerian Airlines Industry

MARKET ANALYSIS: ARIK AIR BASED IN LAGOS, NIGERIA

In a July 17th 2009 report published by 'The Guardian' in the 'Travels' section it is stated that "Nigerian airlines are bleeding, bleeding as a result of frittering away flight rights to foreign airlines and others under suspicious circumstances...The future looks bleak. It will take a miracle for them to wriggle out of the mess occasioned by the global economic down turn and other self inflicting injuries that is capable of driving them out of business." (The Guardian, 2009) This report claims that challenges include those posed "by the mega European carriers, which have muscled them out of the market, even in their own country, supported by the Ministry of Aviation's policy of frittering away route rights. " (The Guardian, 2009)

The Nigerian government, according to this report "Rather than assist Nigerian airlines on how to ameliorate their sufferings occasioned by the global meltdown and lack of unfavorable operating environment through rescheduling of their debts and reduction in custom duties..." (The Guardian, 2009) While the Nigerian government does not care to see the airlines collapse it is reported that both the American and British government "...quickly offered to help their airlines remain afloat in the face of the recession. The idea was to help the government avoid monumental social crisis that might likely break out should the airlines go under." (The Guardian, 2009)

Finally it is reported that "...airlines like Kenya Airways, Emirates, Ethiopian Airlines, and Qatar among others have increased their capacity. Apart from operating to Lagos Airport, Ethiopian Airlines, Delta operate to Abuja and Kano, thereby making life miserable for Arik, Bellview and Virgin Nigeria. As a result, Virgin Nigeria and Bellview have withdrawn from both the lucrative London and Johannesburg routes, as they could not compete with the likes of Emirates, South Africa Airways." (The Guardian, 2009) The report concludes by stating as follows: "Our carriers' continuous withdrawal on the international route is troubling and disturbing. I think we need to start a process of rebuilding our bilateral and commercial agreements while preparing a market bailout for them which should be heralded by a regulated consolidation." (The Guardian, 2009)

I. Arik Airlines - Mission, Vision, Values, Objectives & Goals

The stated vision of Arik Airlines is to "make Nigeria proud of its aviation industry." (ArikAir.com, 2009) The stated mission of Arik Airlines is: "To be safe and reliable airline by selecting and operating new, modern aircraft and by employing the most experienced and efficient staff." (ArikAir.com, 2009) Arik Airlines 'Values and Goals' are stated as follows:

(1) We take care of the safety of our guests, of our colleagues and our own by observing all safety precautions and regulations;

(2) We exceed our guests' expectations through the continuous pursuit of excellence;

(3) We are considerate and respectful of, and responsive to, the needs of our guests and fellow employees;

(4) We act with integrity at all times;

(5) We open our minds to new ideas and encourage innovation; and (6) We grow profitably and are financially responsible in all our dealings. (ArikAir.com, 2009)

The goals and objectives stated by Arik Airlines include those of:

(1) To operate within the highest standards of safety and security;

(2) To offer a superior level of customer service and to deliver on promises we make to our guests;

(3) To provide our shareholders with an attractive return on their investment;

(4) To be the most punctual airline in Nigeria;

5) To provide continuous quality training and development to all our employees; and (6) To conduct our business with the highest level of integrity, business ethics and moral values. (ArikAir.com, 2009)

II. Arik Airlines -- Safety Management System

Arik Airlines states that they are committed to "...the maintenance of a safe, healthy and sustainable working environment and to conducting their operations strictly within the requirements of law regarding safety." (ArikAir.com, 2009) Safety commitments stated by Arik Airlines include:

(1) To achieve the highest levels of aviation safety performance;

(2) To seek to achieve zero harm to people and minimal impact on the environment through our business operations;

(3) To manage aviation safety matters in a system manner;

(4) To audit and review the safety implications of all our aviation activities rigorously;

(5) To consult with staff and encourage active participation at all levels within our businesses;

(6) To learn and benefit from our experiences and the experiences of others; and (7) To promote a culture in which all Arik Air staff share these commitments. (ArikAir.com, 2009)

Safety Management Systems of Arik Airlines includes constant review of safety management systems and processes in order to better enable Arik Airlines to:

(1) Identify, evaluate and manage hazards, impact and risks arising from our aviation activities;

(2) Meet, and where possible, exceed legislative and regulatory requirements imposed externally;

(3) Train and deploy competent people and allocate responsibilities and tasks commensurate with individuals' sets of skills;

(4) Set, achieve and report against objectives and targets to demonstrate continual performance improvement;

(5) Identify areas for improvement through comprehensive incident reporting and investigation; and (6) Maintain an open and honest internal business culture that encourages a blame-free process of reporting aviation safety issues. (ArikAir.com, 2009)

III. Arik Air: Market & Strategic Analyses

In a June 2009 report entitled: 'Arik Air: Pressing Ahead with International Plans" it is reported that while many carriers "are battening down the hatches and clawing capacity back during the economic crisis, managing director of ambitious Nigerian carrier Arik Air International, Michael Arumemi-Ikhide, says the airline is pressing ahead with its aggressive international expansion." (Dunn, 2009)

Arik is stated to have constructed a strong position in the Nigerian and African regional market over the last three years and in fact, Arik is stated to have launched its "move onto the international stage by launching on the Lagos-London Heathrow route in December 2008. It is related as well that London will following with flights from Lagos to Johannesburg in the second quarter and New York JFK flights in the third quarter as the third of its new Airbus A340-500s, an order it opportunistically took over from Indian carrier Kingfisher, arrive." (Dunn, 2009)

Having built a strong position in the Nigerian domestic and African regional market since launching three years ago, Arik in December launched its move onto the international stage by launching on the Lagos-London Heathrow route. London will be followed by flights from Lagos to Johannesburg in the second quarter and New York JFK flights in the third quarter as the third of its new Airbus A340-500s, an order it opportunistically took over from Indian carrier Kingfisher, arrive. (Dunn, 2009)

It is reported that Michael Arumemi-Ikhide, managing director for Arik Airlines international development plan that this will result in taking Arik Airlines to eleven destinations in the next five years including Asia and the Middle East. London-Lagos is described as "...an absolutely priority and Arumemi-Ikhide "believers the carrier can make its mark in service levels on a highly competitive market." (Dunn, 2009) The following points are made by Arumemi-Ikhide in the Flightglobal Airlines Business (2009) report:

(1) There are challenges in that we are going up against some well-established legacy carriers, but there is an opportunity to differentiate yourself…"

(2) We want to offer a world class product.

(3) We believe we have revolutionized the flying experience in Nigeria," he says, pointing to the carrier's introduction of new regional jets and Boeing narrowbodies on domestic and regional services. He says the carrier intends to bring this into the international market, providing a level of service not previously provided by Nigerian carriers and competitive with international carriers.

(4) For far too long, not just Nigerian carriers but foreign operators, would use older aircraft [on Nigerian routes]. The attitude of third world, second rate had prevailed for too long,,," (Dunn, 2009)

It is reported that the timing of Arik's international launch…coincides with the deepening economic crisis and Arik is stated to have failed in its accounting for the global situation but states the claim that the airlines has "come in terms of the recession. Nigeria has not been insulated from the problems but as a cash economy has not suffered in the same way as other credit-dependent economies." (Dunn, 2009)

Competition has increased and this had Virgin Nigeria suspending its long-haul operations due to several factors which included competition from Middle East operators. Arik had not accounted for the economic crisis at the time of its international launch. Because the population of Nigeria is underserved Arumemi-Ikhide believes that the Nigerian market is different from the transatlantic market "where there is over-capacity. It is a perfect scenario for growth. We are still going ahead with our growth." (Dunn, 2009)

Arik's fleet plans include the following:

(1) Bombardier CRJ900ERs;

(2) Boeing 737s

(3) Airbus A340-500

(4) Boeing 777-300s (5) order placed

(5) Boeing 787-8s. (Dunn, 2009)

Arumemi-Ikhide believes that Arik can succeed due to a combination of the opportunity -- helped by economic and air transport reforms in Nigeria -- and the capability to deliver a high quality product." (Dunn, 2009) Also stated by Arumemi-Ikhide is that this "will be a key in differentiating it in the international market and providing feeder traffic. That will be the lifeline for the international network. That's what sets up apart from our rivals." (Dunn, 2009)

Martin Russell states in the report entitled: "Arik Air: The Future of African Aviation" that both the "internal opinion of African air travel and that of onlookers overseas was bleak before the arrival of Nigeria's newest treasure, Arik Air." (2008) Russell states that the aviation industry is African is "hampered by somewhat less predictable weather and frequent storms" resulting in aviation in African being "far from predictable with temperamental skies that readily unleash the horrors of sheet lightening and torrential rains that would alarm even the most sophisticated of pilots. " (Russell, 2008) The report goes on to state:

"Just in time, as African aviation was almost going backwards in sophistication and progress, that exemplary airline did turn up. On Monday the 30th of October 2006, Arik Air launched commercial operations with their brand new fleet of gleaming Bombardier CRJ-900 aircraft. Arik immediately addressed the issues that were relentlessly obstructing aviation's safety standards on the continent -- the effectiveness of maintenance and aircraft engineering -- and made them a priority, unlike practically all other African airlines (according to the wealth of AIPB reports published in the last few years). (Russell, 2008)

Russell (2008) reports that Arik Airlines struck a deal with Lufthansa, "one of the most prestigious European airlines, Lufthansa, that ensured a sound, experienced body of engineers would be handling Arik's gleaming fleet. A five-year deal was signed with Lufthansa Technik that promised "total technical support" covering two 737-300's, three CRJ-200's and three CRJ-900 aircraft. Lufthansa Technik has also indicated that it intends to continue the existing servicing plan beyond its original five-year commitment."

The growth of Arik Air is stated to have been "...accelerated after the demise and liquidation of Nigeria's previous national carrier, Nigerian Airways. Arik Air took hold of internal operations in Nigeria, and offered high quality, efficient service throughout the nation. On December 4th 2007, Arik Air was even invited to become the national carrier of the Republic of Niger, an offer that was accepted.

Russell (2008) reports that Arik Air's growth has been both "rapid and consistent" and that Arik Airlines has "...proved to be the antidote to the events on May 4th 2002, and although the airline is still very much in its infancy, there are no signs of things slowing down -- in fact they are moving at a startling pace, with recent developments suggesting they are in need of more aircraft to aid their swelling operations"

It is reported that Arik is a prized customer of Boeing and that a delegation, recently and led by the Chairman of Arik Airlines "...flew to Seattle for the purchase of two Boeing 777-200LR, three Boeing 777-300LR, seven Boeing 737-900, and five Boeing 737-800/900 aircraft. Additionally, Arik Air signed for the acquisition of three Boeing 747-800 planes. A significant step for both Arik Air and Boeing, Mr. Scott Carson, CEO of Boeing Commercial Airplanes said, "The future is bright for aviation in Africa and Boeing is proud of its relationship with Arik." (Russell, 2008) Russell states that Arik Air has not only "...provided a high quality, safe and reliable series of far reaching operations across Africa, but it has also achieved great things on the ground for aviation. Arik Air is determined to reach as many destinations within Nigeria as they can, in order to ensure the steady socio-economic growth of Nigeria, and Arik also looks to build the biggest hangar in West Africa with the support of Boeing, Lufthansa Technik, and financial institutions affiliated with the airline, such as Zenith and Intercontinental Bank. These initiatives, combined with Arik's flight training school in Nigeria, have unending benefits for the progress of African aviation. Arik is also trying to upgrade the existing facilities (designed at for classic airliners), and make airports and the aviation infrastructure more hospitable to a new, safer, and more economical way of flying that Arik Air can most certainly pioneer." (Russell, 2008)

IV. Infrastructure and Associated Challenges Identified

There are presently 22 airports in Nigeria with paved runways and of these four are international airports. These airports are operated by the Federal Government through its regulatory body, the Federal Airports Authority of Nigeria. There are infrastructure challenges to the Nigerian airlines however it is reported that the Nigerian government is committed to bring about an improvement in the aviation infrastructure which is in a poor state of repair and which has been marked as the greatest challenge to the airlines industry in Nigeria second only to that of the high costs of fuel.

V. Market Statistics

It was reported in March 2009 that Nigerian air traffic has increased approximately 31% "in spite of the economic slowdown." Statistics stated by the Federal Airports Authority of Nigeria (FAAN) include that 10,993,647 passengers passed through Nigerian airports in 2008 as compared to the 2007 total of 8,409,944. It is also reported that domestic passenger traffic for 2008 was 6,754,291 with the total number of international passengers standing at 4,239,356. (TradeInvest Nigeria, 2009) Also stated in the statistics are the following:

(1) Katsina airport received 4,665 passengers during 2008, up 280% from 1,228 in 2007.

(2) Passengers at Jos Airport increased 115% from 22,844 in 2007 to 49,057 in 2008.

(3) Abuja's international terminal received 517,049 passengers in 2008, a 96% increase from 263,953 during 2007.

(4) The domestic wing of Murtala Muhammed Airport, Lagos recorded a 40% increase while the international wing only received 8% more visitors during 2008. According to the statistics 2,794,919 passengers went through the airport on domestic routes in 2008, while 2,2341,778 international passengers passed through. (TradeInvest Nigeria, 2009)

VI. Competition

It was reported in the Nigeria Daily News on the 31st day of August 2009 that the Federal Government in Nigeria "continues to grapple with dwindling revenue, occasioned by the global economic meltdown..." And that Nigeria is "losing about N100 billion in revenue to foreign airlines annually." (Adekola, Nigeria Daily News, 2009) The reports states that the foreign carriers "have been capitalizing on the loopholes created by the negligence of the Ministry of Aviation to gain so much economic power through the many frequencies they enjoy, courtesy of the Bilateral Air Services Agreement (BASA) often granted to them to the disadvantage of the country." (Nigeria Daily News, 2009)

The report states that the airlines "have been found to be contributing heavily to the impoverishment of the country's economy through the yearly capital flight, largely due to the government's policy which has not been protecting the Nigerian carriers against the predatory operations of these foreign carriers." (Adekola, Nigeria Daily News, 2009) One airline chief who asked not to be named in the report stated that the Federal Government has been giving the foreign airlines "undue advantage by granting them more frequencies and multiple entries into the country's prime airports in Kagos, Kano, Abuja and Port Harcourt." (Adekola, Nigeria Daily News, 2009)

The airline chief stated: "This development has robbed us of passengers registered and revenues." (Adekola, Nigeria Daily News, 2009) The report states that the government of Nigeria "...has always hidden behind the excuse that the foreign carriers cannot be denied access to the frequencies based on the agreement it entered with the mega carriers' home countries." (Adekola, Nigeria Daily News, 2009) It is stated that the investigations of the Nigerian Tribune "...confirmed that the British carrier, British Airways, of all the foreign airlines operating in Nigeria, recorded the highest profit of N30,581,805,080, through the tickets sold in the country in 2008." (Adekola, Nigeria Daily News, 2009)

A report of the Central Bank of Nigeria in regards to the tickets sold by foreign airlines in Nigeria which included the three Nigerian carriers Bellview, Arik and Virgin Nigeria -- "...showed that the British Airways took away the lion share, closely followed by Dubai-based carrier, Emirates, with the sale of tickets worth N15,084,214,100." (Nigeria Daily News, 2009) The Dutch carrier, KLM is stated to have "...smiled to its home country with N9,261,354,045 and while Air France went away with N8,986,212,297, the German carrier, Lufthansa, recorded N7,561,417,320 in the same year." (Adekola, Nigeria Daily News, 2009)