Airline Performance Review and Analysis TKL Air Lines will be an American Airline that will be operating in the multiple routes across North America in the United States, Canada and Mexico. TKL will provide the cargo and passenger services serving more than 30 destinations. The company will also be serving up to 10 million customers yearly, and more than 1,500 customers for the daily flight. TKL's major activities will include inbound logics, operations, outbound logistics, services, marketing and sales. Our company will focus on the underserved and unserved routes to the meet the needs of the unmet market demands. We will be serving the niche market where the market demand is generally unmet to meet the key traffic demand on some key seasonal, regional and variable routes. Moreover, we will integrate the latest information and electronic technologies to enhance maximum efficiency as well as cutting the marketing and operating costs.

Mission Statement

Our mission statement is as follows:

We will be filling up the niche markets in the cargo and travel market across North America in the United States, Canada, and Mexico. We intend to achieve profitable and high achievement by serving the key routes that are currently unserved or poorly served where a significant unmet passenger and cargo demand exist. We intend to enhance efficiency and enhance the quality control by delivering the highest level of operations, service and safety for all passengers.

General Strategy

The TKL Airline will use the latest aircraft to take the advantage of the regional route using the latest aviation technologies to improve efficiency as well as enhancing customer satisfaction. We will also use the latest navigation equipment to achieve a high level of punctuality, reliability, customer satisfaction and safety. Our start-up costs will be apportioned in the following areas:

First, we will lease three regional jet aircraft with middle-to-large-size having the 99-seat British-made jet. We will also buy additional two Avro jets that include RJX85 or RJX100. We will assure the timely payment of the aircraft based on our sufficient cash reserve, and we will finance our operating costs in the first six months. We will set aside the marketing costs, public relations and advertising costs. We will also set aside the costs to set up our website that will offer online sales, internet marketing and reservations. We will also set aside costs of training, recruiting and the costs of certifying the ground and flight operational crews. We will use our cash reserve to cover our operating costs within six of starting the operations. We will also use the cash to cover the legal and administrative costs for our business operations. Our start-up expenses are revealed in Table 1 below:

Table 1: START-UP EXPENSES ($000)

Start-up Expenses

Legal & consulting

$200

Route & market study

$100

Office supplies, stationery etc.

$10

Brochures & marketing materials

$30

Design consultants

$60

Corporate insurance

$20

Office rent

$50

Software & systems development

$100

Expensed equipment & office furniture

$150

Eight Expensed vehicles

$100

Public relations & advertising

$80

Crew, staff training & manuals

$60

Other

$30

TOTAL START-UP EXPENSES

$990

Start-up Assets

Cash Required

$10,400

Start-up Inventory

$150

Other Current Assets

$50

Long-term Assets

$200

TOTAL ASSETS

The state is selected based on its low-profit tax rate regime. Moreover, Delaware state regulatory environment is conducive to a newly aviation business. Our operation location is selected because of its sufficient parking and landing slots. The ability to interconnect multiple carriers is another criterion for selecting our business location. Our business location will be able to support a high number of cargo and passenger traffic. We also consider the availability of skilled workforce in the area.
Financial Analysis

We will use the market research through observation, economic segmentation, interview with airline professionals and future projections to identify our customers and the airfare to charge. We will use the industry average airfare to charge the customer. Our target customers will be as follows:

• Business travelers - 15%

• International Organizations and Government travelers - 10%

• Leisure and regional Resident Personal travelers - 20%

• Leisure and diaspora personal travelers - 10%

• Leisure and personal travelers - 5%

• Seasonal holiday travelers - 10%.

Table 2 provides our market analysis for the next five years:

Table 2: MARKET ANALYSIS

YEAR 1

YEAR 2

YEAR 3

YEAR 4

YEAR 5

Potential Customers

Growth

CAGR

Reg Res Pers & Leis

20%

130,000,000

156,000,000

187,200,000

224,640,000

269,568,000

20.00%

Business

15%

5,000,000

5,750,000

6,612,500

7,604,375

8,745,031

15.00%

Government & IO

10%

1,500,000

1,650,000

1,815,000

1,996,500

2,196,150

10.00%

Diaspora Pers & Leis

10%

10,000,000

11,000,000

12,100,000

13,310,000

14,641,000

10.00%

Seasonal Holiday Traveler

10%

20,000,000

22,000,000

24,200,000

26,620,000

29,282,000

10.00%

Personal & Leis

5%

260,000,000

273,000,000

286,650,000

300,982,500

316,031,625

5.00%

Other

20%

5,000,000

6,000,000

7,200,000

8,640,000

10,368,000

20.00%

Total

10.82%

431,500,000

475,400,000

525,777,500

583,793,375

650,831,806

10.82%

Our pricing strategy will be part of our marketing strategy. Our weekday and weekend airfare will focus on premium and value travelers willing to pay high prices. Moreover, we will offer low airfares for the economic class, and the discount rate for people paying…