Biman trying to make a turnaround
Tuesday, 9 February 2010
THE annual growth rate of the country's air transport sector is said to be 8.0 per cent but Biman Bangladesh Airlines had become sick. There is no need to repeat the litany of the woes of Biman; its failings are public knowledge. The good news is that Biman is no longer licking its wounds and seems determined to improve its performance. It posted profit in the first two quarters of the current fiscal year, has already added two planes to its fleet and is poised to expand its network of service. The present government, on its part, is giving the Biman necessary support and encouragement.
Biman is now a public limited company. Prime Minister Sheikh Hasina inaugurated last Wednesday a new logo and livery of the airline. Its new journey started with the inclusion of two new-generation Boeing 777-200ER and Boeing 737-800NG airplanes in its fleet. Its new brand slogan is: 'Uniquely, warmly Bangladesh'. It has adopted a seven-point brand promise to 'become World Class as a trend-setter and achieve Five-Star quality through excellence.' Within three days of the inauguration of the new logo, Biman inaugurated its regular non-stop Dhaka-London flight last Saturday with its newly acquired Boeing airplane. This is a sign that Biman has started delivering on its promise of a new beginning.
Biman has, however, a long way to go before it can restore its image as an efficient airline and regain confidence of the air travelling public in its good service. The Prime Minister simply echoed public demand when she admonished Biman authorities: "You have to curb all sorts of corruption and irregularities with an iron hand." Biman's service has deteriorated so much that the UK-based Skytrax rates it as "very poor", giving it two-star ranking out of five.
Biman has service agreements with 42 countries but now flies to only 16 international destinations. In its heyday, however, Biman used to operate flights to 29 international destinations, including New York and Tokyo. Biman has now to recapture its old market share and venture into new destinations. The Prime Minister has advised Biman to re-open its old flights and especially the Dhaka-New York flight, which was suspended in 2006, on an urgent basis. Biman's Managing Director is on record that flights to Delhi, Bangkok, Mumbai and New York will be resumed by March. He has also spoken about their plan to introduce flights to Tripoli, Colombo and Guanagzhou in near future.
Biman is apparently fired with new enthusiasm. But inspiration is not all. Aviation industry is a keenly contested, sophisticated sector. It was sheer sense of pride of carrying the flag of Bangladesh around the world that was the driving force behind launching Biman within three weeks of independence, on January 04, 1972, and embarking on international flights within less than three months of independence, on March 05, 1972. And then Biman all but collapsed because of failures in management and business. Now, wiser by the bitter experience of the past, the new management of Biman will hopefully run the airline professionally and soar high in the sky.
Biman is now a public limited company. Prime Minister Sheikh Hasina inaugurated last Wednesday a new logo and livery of the airline. Its new journey started with the inclusion of two new-generation Boeing 777-200ER and Boeing 737-800NG airplanes in its fleet. Its new brand slogan is: 'Uniquely, warmly Bangladesh'. It has adopted a seven-point brand promise to 'become World Class as a trend-setter and achieve Five-Star quality through excellence.' Within three days of the inauguration of the new logo, Biman inaugurated its regular non-stop Dhaka-London flight last Saturday with its newly acquired Boeing airplane. This is a sign that Biman has started delivering on its promise of a new beginning.
Biman has, however, a long way to go before it can restore its image as an efficient airline and regain confidence of the air travelling public in its good service. The Prime Minister simply echoed public demand when she admonished Biman authorities: "You have to curb all sorts of corruption and irregularities with an iron hand." Biman's service has deteriorated so much that the UK-based Skytrax rates it as "very poor", giving it two-star ranking out of five.
Biman has service agreements with 42 countries but now flies to only 16 international destinations. In its heyday, however, Biman used to operate flights to 29 international destinations, including New York and Tokyo. Biman has now to recapture its old market share and venture into new destinations. The Prime Minister has advised Biman to re-open its old flights and especially the Dhaka-New York flight, which was suspended in 2006, on an urgent basis. Biman's Managing Director is on record that flights to Delhi, Bangkok, Mumbai and New York will be resumed by March. He has also spoken about their plan to introduce flights to Tripoli, Colombo and Guanagzhou in near future.
Biman is apparently fired with new enthusiasm. But inspiration is not all. Aviation industry is a keenly contested, sophisticated sector. It was sheer sense of pride of carrying the flag of Bangladesh around the world that was the driving force behind launching Biman within three weeks of independence, on January 04, 1972, and embarking on international flights within less than three months of independence, on March 05, 1972. And then Biman all but collapsed because of failures in management and business. Now, wiser by the bitter experience of the past, the new management of Biman will hopefully run the airline professionally and soar high in the sky.