The Shillong Connection
market entry
India-specific
Set in India; the figures and context are India’s.What this case is about
Your client is a domestic Indian airline considering a direct Delhi to Shillong route. The CEO wants to know whether the airline should launch it and, if so, how it should structure and market the service.
Objective
Establish whether the route creates positive incremental profit after accounting for passenger switching, displaced network contribution, fixed costs and seasonal capacity needs, then recommend a launch and marketing plan.
Skills this case tests
Structuring the problem
Working the numbers
Judgement and recommendation
Communicating clearly
This is an interview practice scenario. Figures in the brief are case inputs, not current market research.