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PORTERS GENERIC MODEL:

On an analysis of Jet Airways of strategic advantage using Porters Generic Strategy model, it is found that Jet Airways possess overall cost leadership in its operations. However, such cost leadership does not serve the organization to be a competitive advantage as its major rival Kingfisher and Spicejet too falls in the same quadrant. Another, increasingly growing competitor in the Indian Aviation industry is Indigo with a differentiation positioning. Indigo also enjoys cost advantage but relatively less as compared to the two Industry giants which benefit from economies of large scale. Further on, in order to indentify which of the above three mentioned organizations can actually be able to bank huge lump sum in its operating profits; Bowmans Strategy clock would be able to help, by plotting theses organizations in regards to their product pricing and value.

On the Bowmans Strategy Clock alongside it is found that Jet Airways is placed on the third arrow indicating hybrid attribute of its product price and value. Hybrid positioning indicates that the products are perceived by customers to be of better value even though its actual cost may be higher than. Organizations that fall in this area largely adopt moderate price moderate value concept however, intense efforts are implemented in order to promote the product as better in quality and value as compared to competitors and other substitutes. The hybrid positioning is also occupied by Jet Airways close rival Kingfisher. However, the advantage for Jet Airways here is that it is relatively better capable to move to the next level. Considering the operating profits of Jet Airways, Kingfisher, Indigo and Spicejet in reference to Porters Generic Strategy positioning and Bowmans Strategic Clock it can be logically derived that Indigo that is placed on the differentiation segment of the clock is better capable of generating huge operating profit. The reason being, Indigo enjoys huge sales, along with cost benefit to a certain extent and in addition a premium sales price of its product compared to Jet Airways and Kingfisher. In light of such a market orientation and Jet Airways own strategic options and capabilities a likely shift on the Bowmans Strategic Clock for Jet Airways would be Differentiation. Moving to differentiation Jet Airways can competitive air fare with quality service either at higher prices to compensate for likely low volumes or instead at low prices which is likely to generate huge volumes which in return can compensate for low profit margins. ANSOFFS MATRIX: Following the facts and findings from strategic analysis, Ansoffs Matrix model can further help in the decision making for Jet Airwayss strategic path.

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Considering the turmoil in carbonated drinks sector due to health concerns and Jet Airwayss one of the major markets which is North America, a solution can be to focus on Product Development. Nonetheless, in present economic conditions, emerging markets like India, China & Latin America hold strong promising opportunities for growth, with increasing demand in the beverage sector. However, captivating on emerging markets requires huge investments, extensive research & development and accurate demographic analysis. Considering the fact that Jet Airways is a huge brand with over 70% of market share and a considerably stronger financial status as compared to its competitors, the organization falls in relatively much better position to diversify as well as have product development. While, diversification enables the organization to ensure that such captivating opportunities are not left solely for its competitors to invade, Product development would strengthen the organizations positioning in its current huge market. Thus Jet Airways would have to primarily focus on Product Development in order to build strong leadership position in the beverage sector along with entering new markets with new and innovative products in addition to its existing products. The worldwide graphical representation on the left hand side indicates Coca Cola vs. Jet Airwayss main carbonated soft drinks (Pepsi, Diet Pepsi, Coke & Diet Coke) market share determined by volume of sales through stores and not restaurants. This clearly indicates that coke as a competitor is capable of acquiring huge market share.
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In order to display a measuring graphical representation of the Ansoffs Matrix model, alongside a graph incorporating the model is placed which indicates that Jet Airways can opt for Product Development however, not ignoring its ongoing efforts towards diversification which would enable Jet Airways to acquire and captivate on new market share and
with a diversified product portfolio it would be better able to develop new healthier products as per the changing needs of consumers. Thus Jet Airways has to bring new products in its existing as well as new markets.