Strategic planning of Air Astana Company

Abstract

This thesis was produced for the purpose of providing Air Astana with a strategic plan to implement over the upcoming years. Air Astana is the Kazakhstan and Central Asia’s market leader in airline operations, however has faced increasing competition from other low-cost airlines and global situations as Covid-19, Russia’s invasion over Ukraine resulting in loss of profit and network. The report begins by analysing the current internal and external environment of Air Astana. Through strategic evaluation, it has been recommended that Air Astana Group focus on promoting their low-cost service FlyArystan. To fulfil the chosen strategy a number of recommendations were provided.