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Air France KLM Strategy

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par PIZZONI Nicolas - ZAPPULLA Damien NGUYEN Kim - MARTOT Cédric - PALLIN Olivier
ESCT -  2008
  

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KLM Royal Dutch Airline: Background

On 7 October 1919, KLM was founded for the Netherlands and colonies by Albert Plesman, with the consent of Queen Wilhelmina. The airline then bore the royal seal and was called the Royal Dutch Airlines. This makes KLM the oldest carrier in the world still operating under its original name.

During that first year, 1920, KLM carried 345 passengers and 25 tons of mail and cargo. In 1921 KLM started regularly scheduled services. By 1926, KLM offered flights to Amsterdam, Rotterdam, Brussels, Paris, London, Bremen, Copenhagen, and Malmo.

In 1945, KLM resumes services after World War II, initially only on domestic routes. On 21 May 1946, KLM was the first continental European airlines to launch scheduled service to New-York.

On 1 November 1958, KLM opened its first flight via the polar route to Japan. This new polar route avoided the former route via India and saved 14 hours in flight time. The flight distance was also reduced from 15,815 kms to 13,565 kms.

In February 1971, KLM was the first airline to put the Boeing 747 into service, as the start of «wide-body age».

In 1990, KLM carried 16,000,000 passengers. In 1991, KLM founds new strong regional airline: KLM Cityhopper. In the same year, KLM extends its share in Transavia from 40% to 80%. As part of a joint venture, all KLM and Northwest Airlines flights between Europe and the USA are operated in 1993. Then, in March 1994, both KLM and Northwest introduced World Business Class on intercontinental routes.

After 5 years, KLM-Northwest Airlines alliance has been honored with `Airline of the Year Award' by influential US trade magazine Air Transport World. With the repurchase of all regular shares from the Dutch state, KLM became completely private owned.

In 2004, KLM and Air France decided to join forces. More than seven months later, the countdown ended and May 5 stands as the official birthday of the Air France-KLM Group. In 2005, Air France-KLM introduced its new frequent flyer programme, Flying Blue. It is the first example in history of two major European airlines combining their loyalty programmes.

Air France - KLM Group: `Highways To Success'

As a world leader in the air transport industry, Air France-KLM is pursuing long-term profitable growth. By capitalizing on the complementary assets of Air France and KLM, the Group has built a balanced network, organized around its hub airports at Paris-Charles de Gaulle and Amsterdam Schiphol, two of Europe's largest hubs.

Air France and KLM play key roles in the SkyTeam alliance, the world's second largest alliance in terms of market share, together with ten European, American and Asian partners.

The Air France corporate headquarters was located at Roissy-Charles de Gaulle to the North of Paris. This is where the headquarters of Air France-KLM is now located.

Air France and KLM are also accredited by IATA with the IATA Operations Safety Audit (IOSA) for its safety practices.

» Key Figures:

· 103,000 employees throughout the world

· 569 aircrafts in operation

· 73.5 million passengers carried

· 240 destinations worldwide

» In Brief:

The Group is the world leader in terms of international passenger traffic. Then, it ranks second worldwide for its cargo activities and is one of the world's major maintenance service provider.

Rank

Airline

Turnover 20061(*)&2(*)

1

Air France-KLM

30.81

2

Lufthansa Swiss

26.51

3

American Airlines Inc.

22.37

4

FedEx Express Corp.

22.07

5

Japan Airline Corp.

19.35

6

United Airlines

18.85

7

Delta Airlines Inc.

17.13

8

British Airways

16.73

9

Continental

13.13

10

ANA Group

12.67

» TOP TEN AIRLINES BY TURNOVER (USD BILLION)

Face to face with competition and other transports

Source : IATA World Air Transport Statistics and Financial Reports from the industry 2006

In its long-haul business, the Group has to cope with the traditional competition from European airlines, with the international redeployment of United States airlines, as well as the emergence of fast-growing newcomers such as the Gulf airlines and those based in Asia's emerging countries.

Rank

Airline

RPK 2006

1

American Airlines

224,330

2

Air France-KLM

195,227

3

United Airlines

188,684

4

Delta Airlines

158,952

5

Lufthansa Swiss

136,748

6

Continental Airlines

122,712

7

Northwest Airlines

116,845

8

British Airways

114,896

9

Southwest Airlines Co.

108,935

10

Japan Airlines International

89,314

TOP TEN AIRLINES BY PASSENGER TRAFFIC in million Revenue Passenger Km (RPK)

In Europe, Air France-KLM also has to confront competition from low-cost airlines and TGV high speed trains on its short- and medium-haul routes and medium-distance journeys and from road and maritime transport in the cargo sector.

Source : IATA World Air Transport Statistics and Financial Reports from the industry 2006

» Air France - KLM Group: Two airlines, Three businesses

Rank

Airline

RFTK 2006

1

FedEx Express Corporation

15,145

2

Air France-KLM

10,571

3

United Parcel Service

9,341

4

Lufthansa Swiss

9,130

5

Korean Airlines Co. Ltd

8,764

6

Singapore Airlines

7,991

7

Cathay Pacific

6,914

8

China Airlines

6,099

9

Cargloux

5,237

10

EVA Air

5,160

The Group has leadership positions in each of its three businesses:

· Passenger Transport

· TOP TEN AIRLINES BY CARGO TRAFFIC in million Revenue Freight Tonne Km (RFTK)

Cargo Transport

· Aircraft Maintenance Services

Source : IATA World Air Transport Statistics and Financial Reports from the industry 2006

It is noticed that passenger transport is the Group's main business, accounting for 80% of turnover (2006-07 financial year). Then, cargo transport and aircraft maintenance services represent 14% and 4%, respectively of total revenues, with other activities - including transavia.com and Servair - contributing 2%.

· Passenger

Passenger transport is both the biggest and most visible of the Group's business operations, with a consolidated turnover of 16.9 billion euros. In addition, the Group has developed innovative fare structures, termed fare combinability, enabling passengers to combine an outbound flight on Air France with an inbound flight with KLM - or vice versa - and to benefit from the most convenient schedule and/or the most attractive fares.

In 2005, the two airlines combined their customer loyalty programs in a sole one - Flying Blue - with over 11 million members.

· Cargo

With a consolidated turnover of 2.9 billion euros, Air France-KLM is one of the world's leading company in air freight. Besides, cargo activity is growing at 5% a year over the long term.

The Joint Cargo Team allows the Group to offer customer companies a single point of contact for its integrated services, with flights out of both its hubs. This is intended to strengthen its international positioning and to comply with its customers' needs.

· Maintenance

Air France Industries and KLM Engineering & Maintenance provide the entire spectrum of aircraft MRO - Maintenance, Repair, Overhaul - services for selected aircraft types. Some 150 third-party airline customers, representing over 950 aircrafts, are customers of the Group, which is aiming to be a significant player in the global maintenance market.

* Source: IATA World Air Transport Statistics and Financial Reports from the industry 2006

1 For financial year ending 31/12/2006 except for Air France-KLM, ANA Group and British Airways at 31/03/2007

* 2 Exchange rate : 1 USD=€1.33547

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