Kingfisher Airlines Limited CaseKingfisher Airlines Limited is an airline based in Bangalore, India. It is a major Indian airline that operates 218 flights per day and has an extensive network to 37 destinations, with plans for long-haul regional and international services. Its major bases are Bangalore International Airport, Bangalore, Chhatrapati Shivaji International Airport, Mumbai and Indira Gandhi International Airport, Delhi. Kingfisher Airlines, through one of its holding companies United Breweries Group, has acquired 26% stake in budget airline Air Deccan and has the option to purchase an additional 20% stake from the secondary market. Kingfisher is one of only 6 airlines in the world to have a 5-star rating from Skytrax, along with Asiana Airlines, Malaysia Airlines, Qatar Airways, Singapore Airlines and Cathay Pacific Airways.3. Situational analysis. Steeple AnalysisSociologicalToday's air traveler is like any other consumer looking for value for money. Disposable incomes are increasing and consumers are willing to spend more on quality and brands. Air travel is no longer about transporting passengers. It's more about the flying experience. People like to travel by plane. 'Kingfisher Airlines' has a very good social image. Being a five star airline, customers want to travel with Kingfisher. Furthermore, the brand charges a premium price, which is why only people of higher socioeconomic class prefer Kingfisher airlines. People's lifestyle is improving. Luxury is becoming necessary. They are ready to pay more for luxury services. Kingfisher has a strong advantage here. So, we can conclude that sociological conditions are favoring Kingfisher airlines. TechnologicalPeople are becoming more and more technologically savvy. Kingfisher provides a TV on the back of the seat. This means that every commuter has their own TV. Apart from this, Kingfisher also has services like e-booking. Now commuters can also book tickets via mobile. So, it can be said that Kingfisher's image and sales are also driven by technology. Economic data indicates that the purchasing power of Indians is increasing. People are now looking for more options, even luxury goods. Bank credit is easily available in case of travel. The economic slowdown is one of the main factors affecting the sales of the aviation industry. In INDIA there is a mixed economy, so private organizations easily carry out their tasks within a given economic system, obviously, organizations are affected by a variety of economic characteristics over which they have little independent control, such as inflation, interest rates and recession. Another important input to the business is the nature of the government's fiscal and political policies.