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TABLE OF CONTENTS
1. Executive Summary
2.. Business summary
Nowadays, we cannot imagine the world without the airline industry, because
of its fast services and huge benefits, which offers for many other industries
and societies. Also, its role is critical in term of the creation of the new global
economy. According to the U.S. department of transport, this industry is
divided into four categories:
1. International: Airlines which provide services from continent to
another.
2. National: within a country
3. Regional: within the geographical region. They focus on short
hauls flights.
4. Cargo: airlines that provides goods transportation
Today, airline industry is one of the most important industries, because it is
supporting the internationalization and globalization objectives for many
industries and businesses around the globe. This need creates big pressure of
this industry by increasing investments and driving invention and innovation
forward in order to create the competitive advantages. I have chosen Vietnam
airlines, because it is a major competitor for many global companies.
- Vietnam Airlines (Vietnamese: Hãng Hàng không Quốc gia Việt Nam) is
the flag carrier of Vietnam. The airline was founded in 1956 and later
established as a state-owned enterprise in April 1989.
- History:
As of December 2016, Vietnam Airlines' PSA and BSP agents are 10,240
ticket offices. In addition, Vietnam Airlines' distribution channel also focuses
on applying the technology to its ticketing process to provide the best
experience to its customers. The company has opened sales on the Website
with the interface and the easiest way to buy tickets for customers.
Furthermore, it also links well-known travel websites with millions of users
like Traveloka or Booking ... to make it easy for customers to access their
flights, as well as to buy tickets easily.
Advertising via the Internet plays an important role in the overall strategy of
VNA today. Through its official website, in addition to the purpose of
introducing products, it also helps provide customers with information about
the entire process of using the service, steps to implement and regulations.
3.1. Macro-environment:
3.1.1 Political:
As the expensive transportation requiring the high security and safety,
Vietnam Airlines must abide to civil aviation law not only in Vietnam but also
international rules. It requires a complex combination about huge political
documents, human resources, safe machinary systems, which is very costly.
3.1.2 Economical:
3.1.3 Social:
Vietnam people have a trend to choose a good service, Vietnam airline is
always the first priority choice for high income people. However, because
Vietnam is a small country, travel by cars is commonly chosen for local
people, which is also a big challenge for airplane sector in domestic market.
3.1.4 Technology:
Airplane is an important sector which endless require technology
innovation. Recently, Vietnam airlines and FPT had signed agreement that
FPT will provide Vietnam airlines with its best IT products, services and
solution meeting Vietnam airlines’ requirement. In 2018, Vietnam Airlines
upgrade new airplane group with 20 new airplane module A321.
2. Micro-environment:
2.1 External:
Supplier: Boeing and Airbus are big suppliers providing airplanes for
Vietnam Airlines. Airbus always tries to use the new technology as their
competitive advantages, meanwhile, Boeing pursues to high productivity such
as material saving, reducing maintenance cost,…
Food and drink in Vietnam Airlines is monopolical provided by Noibai
Catering with the avarage selling price is 62.350 VND per meal.
3. Target market:
In local market, there are two main groups. Firstly, Vietnam Airlines develops
the brand as the only one 4 stars airlines in Vietnam providing good services
for customers with high requirements. Sedconly, conducting dual-brand
between VNA and Jetstar Pacific offers for every customer segmentations,
which hepls VNA groups( including VNA, Jetstar Pacific and Vasco) hold
around 60% market share in 2020.
4. SWOT
5. Marketing objectives
6. Target market(s) and Positioning strategy
6.1 Segmentation :
Mass market ( focus on economy class ) : For all customers who have no
high requirements on the flight . The price of economy class is lower than
business class so the majority tend to choose this kind of class for travelling .
They just want to travel by plane just simply because of time-saving , not for
enjoying the vip perks . Therefore , the percentage of selling economy class is
higher than that of business class as always .
6.3. Positioning
Domestic position: VNA are the operator of the most extensive route
network in Vietnam. The three main competitors in the domestic market are
Vietnam Airlines, Jetstar Pacific and Vietjet Air and now Bamboo Airways is a
new airlines which joined in domestic market in 2019. Besides, Jetstar is our
subsidiary which operates under low cost carrier model. Therefore, it should be
able to tap growth from the low yield passenger segment by operating in
domestic and regional routes. In 2018, the market share of Vietnam Airlines and
Jetstar Pacific held an overwhelming majority of the domestic market,
accounting for 56% of total passenger volume (including VASCO 2%).
High Quality
High Price