Phân tích SWOT và định hướng chiến lược phát triển của hãng hàng không vietnam trong thời gian tới e

Until the end of 2011, the Corporation accounted for about 80% of share of Vietnam’s domestic aviation market and about 40% of travelers who are inbound and outbound from Vietnam.. The m

PHÂN TÍCH SWOT VÀ ĐỊNH HƯỚNG CHIẾN LƯỢC PHÁT TRIỂN CỦA HÃNG HÀNG KHÔNG VIETNAM TRONG THỜI GIAN

TỚI

TABLE OF CONTENT:

1 INTRODUCTION ABOUT VIETNAM AIRLINES

2 STATUS OF THIS ENTERPRISE

3 ANALYZE ENVIRONMENTAL FACTORS WHICH AFFECT VIETNAM AIRLINES

3.1 COMMON ENVIRONMENT – MODEL OF PEST

3.2 CHARACTERISTICS OF THE SECTOR IN CURRENT BUSINESS CONTEXT 3.2.1 Directly affecting environment

3.2.2 Indirectly affecting environment

3.2.3 Direct competitors

3.2.4 Replacing products

3.2.5 Developing trend of Vietnam Airlines in the next years

4 CONCLUSION

1 INTRODUCTION ABOUT VIETNAM AIRLINES

Vietnam National Airlines which has the head quarter in 200 Nguyen Son street, Long Bien district, Hanoi, Vietnam (English transaction name is Vietnam Airlines) is the national airlines of the Socialist Republic of Vietnam and is a core element of Vietnam Airlines Corporation It is managed by an Assembly including 7 members who are nominated by the Prime Minister It has routes in South East Asia, Eastern Asia, Europe, and Oceania with 46 destinations in 19 countries Its head quarter is put in the two largest airports of Vietnam that is Noi Bai National Airport and Tan Son Nhat National Airport

Vietnam Airlines is the biggest shareholder with the share of 69.93% of Jetstar Pacific Airlines It holds 49% of Cambodia Angkor Air, Cambodia National Airlines and 100% of VASCO – a small carrier in the South of Vietnam

It is appreciated as 3-star following standard of Skytrax On June 10th, 2010, the carrier officially joined in Sky Team and became the first carrier of South East Asia which join in this alliance

Until the end of 2011, the Corporation accounted for about 80% of share of Vietnam’s domestic aviation market and about 40% of travelers who are inbound and outbound from Vietnam

The main business sector of Vietnam Airlines Corporation

- Air transportation for passengers, luggage, goods, mail, parcels, letters, general aviation, flight service of political, economic, social, security and defense;

- Repair and maintenance of aircraft, engines, accessories, avionics equipment and other technical equipment, production of parts and supplies, aircraft parts, equipment and techniques in the field of aviation industry or providing technical services for domestic airlines and foreign import and export of aircraft, engines, spare parts, aviation equipment (rent, lease, hire purchase, purchase and sale) in accordance with State’s regulations

Industry directly related to service of the main business sector:

- Multimodal Transport; provision of technical services for the commercial land services, services in the passenger terminal, cargo terminal and apron services at the airport, the airport; freight forwarding services, production, processing, import and export of food to serve on aircraft

- Investment and exploitation of infrastructure at the airport: Terminal passengers, cargo, technical infrastructure, equipment and service lines and air transport services in synchronous line air transport;

- Export, import and supply of gasoline, oil, grease aviation, special fluids and other petroleum at the airport and airport locations;

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- Agent services for airlines, aircraft manufacturers, engine, equipment, aircraft spare parts, transport companies and tourism in foreign countries or providing commercial services, tourism, hotels, tax-free sales at airports, provinces, cities, and other aviation services

- Chart of the organization: ORGANIZATION OF VIETNAM AIRLINES CORPORATION (under 04-CP)

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BOARD OF DIRECTORS

Board of Supervisors

GENERAL DIRECTOR

Deputy General Directors

The Council:

- Council of fleet expansion

- Council of emergency executives

- Council of Science

- Council

Trainning Department Party Committee Quality Assurance The Youth Union

Market service Factory of commercial ground, NB

NB Supervisory Center Factory of commercial ground, DN

TSN Supervisory Center Factory of commercial ground, TSN

Technology Material Management Factory of aircraft A35 Factory of aircraft A76

Officer Organization Science & Technology Office - External Relations

Planning & Investment Finance & Accountancy Safety - Security

Statistics and Informatics Department of PM - CI

Air Service Company

Air Science Institute

Cargo Marketing Passengers

Market Northern Regional Office Branches &

Transaction offices in domestic and overseas countries

Central Regional Office Southern Regional Office

Flying Administration

Flight Team 919

Flight attendants

Flight training center

The independent accounting firm and the equity shares of

the Corporation Vietnam Airlines:

- Petroleum Aviation Company

- In Aviation Joint Stock Company

- Export Joint Stock Company, Aviation

- Company shares Aviation Services at Noi Bai airport

- Company shares Aviation Services Danang airport

- Plastic Joint Stock Company senior aviation

- Consultant Joint Stock Company Design Airline Survey

- Construction Joint Stock Company, Aviation

- Company shares Automotive Aviation Transport

- Catering Company shares Noi Bai (NSC)

- Company shares Noi Bai Cargo Services

The Joint Venture company:

- Distribution Abacus VN Company JV (Abacus)

- Manufacturing meal on the plane company JV (VAC)

- HARDWARE TSN Cargo Services Company JV (TCS)

- HARDWARE freight Company JV(VINACO)

EXPLOITATION

TRADING

TECHNOLOGY SERVICES AND GROUND EXPLOITATION

2 STATUS OF THIS ENTERPRISE

Domestic route network of Vietnam Airline is designed from the center in the 3 largest cities of 3 regions such as Hanoi, Da Nang, and Ho Chi Minh to the local areas Until June,

2004, there are 24 routes to 18 cities and towns across the country, including the north-south route connecting 03 cities such as Hanoi – Danang - Ho Chi Minh City, accounting for more than 65% of the total volume of operators as well as domestic transportation Currently, the exploitation of these routes north-south is undertaken by Vietnam Airlines From the second quarter of 2004, the Vietnam Service Flight Company (Vasco-a member of the Vietnam Airlines Corporation) has launched flights from Ho Chi Minh City to 2 points as Ca Mau and Con Dao The airport system are assigned throughout the region, the potential tourism diverse network of domestic flights Vietnam Airlines has been uneven development, meet two basic objectives: Meeting the needs of traveling by road domestic airline serving economic development - the social, local, especially the remote areas and mountainous island, and ensuring competitiveness in the international market of airlines VN However, the economic effects of the current domestic routes is heterogeneous, some efficient routes with high-frequency exploitation such as the North-South route, fly to Hue, Nha Trang (Cam Ranh), Phu Quoc, a factor of 85% using the chair, while most of the remaining routes, especially routes to the underdeveloped economic areas and balance to offset losses from other routes If the aviation exploits routes with the short and inefficient distance, it is a market and strength for of other transport sectors to meet the needs of passengers

Until June, 2004, network of Vietnam Airlines’ international flights consisted of 40 routes (37 direct flights and 3 joint venture route (code-sharing) from 03 major cities (Hanoi, Da Nang, Ho Chi Minh City) to 25 cities around the world, including 11 points in North-East Asia, 07 points in Southeast Asia,, 02 points in Australia, in Europe 03 points, and 02 points

in North America For the international aviation market of Vietnam, Northeast Asian markets including Japan, Korea, Taiwan, Hong Kong and China hold a significant role, with an average growth rate of 12% per year from 1998 to 2003 In 2003, the Northeast Asian market accounted for 50% of total international passenger market with over 2 million customers, over 60% of total commodity markets with over 90 thousand tons Southeast Asia, including the ASEAN’s countries, the traditional market reached the 2nd position with nearly 1.3 million

visitors accounted for 31.8% of market share, nearly 28 thousand tons of goods accounted for over 20% market share (in 2003)

About the north-south route, it exploits with high frequency on routes connecting the centers of economy, politics and culture of the country such as Hanoi - Da Nang - Ho Chi Minh City, to expand exploitation of inter-regions between Hanoi and Ho Chi Minh City to Hai Phong, Son La, Quang Ninh, Lao Cai (Northern region), Vinh and Dong Hoi (Zone 4 and North Central Zone), Da Nang, Hue, Chu Lai (Central), Cam Ranh (South Central); Buon Ma Thuot, Lien Khuong (Highlands); Phu Quoc, Can Tho (economic zones, tourism key)

+ Increase the supply frequency and load on the local routes

+ In 2008-2010 these routes open internal area’s routes and new inter-regions such as Ho Chi Minh City Chu Lai Ha Noi, Ha Noi Da Nang Quy Nhon and Can Tho Danang -Hanoi -Hanoi - Buon Ma Thuot, and Ho Chi Minh City - Dong Hoi - -Hanoi, Hue - Da Lat; increase flight frequency on the route of Hanoi - Da Lat

The period of 2010-2015, it opens more inter-regional routes from Ho Chi Minh City – Na San, from Ha Noi - Da Nang - Phu Quoc, researches exploitation of the inter-area routes which are not connected to Hanoi, Ho Chi Minh City and Da Nang between the tourist centers such as Hai Phong, Vinh, Dong Hoi, Hue, Cam Ranh, Lien Khuong, Buon Me Thuot, Can Tho, Phu Quoc

3 ANALYZE ENVIRONMENTAL FACTORS WHICH AFFECT VIETNAM AIRLINES

3.1 COMMON ENVIRONMENT – MODEL OF PEST

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Model of Pest

In economic globalization background, with multilateral and diversification of international relationship, our nation has favorable opportunities to acquire knowledge of science, technology, resources and foreign advanced management experiences to strengthen aviation potential, satisfy requirement of economic-social development

To exploit achievement of science and technology revolution, with technology transfer manners, our nation can directly reach modern technology to shortening process of technologicalization and modernization and economic development gap in comparison with the other nations With knowledge potential, if Vietnam has a right developing strategy of human resource, we can achieve some aspects of knowledge economic early

Renovation process has created some new premises for development of our aviation industry

in the coming times Our economy has high developing speed, favorable political-social environment It is deemed to be one of our advantages in trend of regional and global competition In context of aggressive and unforeseeable development in quantity, quality and developing trend of international aviation, capability of opportunity grasp and external resources exploitation depends on capacity and absorption capability of Vietnam Aviation The largest challenge is the appearance of low price air route and airlines, and an addition of bilateral “resource market” between nations, in condition that our nation is still rich, tight

Politics, Law

Technology

investment capital, long distance of economic, science and technology in comparison with many nations in region and in the world, it is really a difficulty in the coming times

In process of economic integration in aviation, Vietnam has faced up with difficulties of conversion and construction of new economic institutions, commerce, banking finance and intellectual property…in conformity with international general rule If we can’t overcome this condition soon, it will be a barrier for the success of regional and international integration process

As above challenges and opportunities, if we do not have breakthrough policies and strong methods to develop aviation industry, our danger of lag behind economically is likely more and more and some influences are unavoidable

Politics and legislation in aviation development

- To complete legislation document system, to integrate with constantly administrative reform, management renovation, to manage in trend of strengthen, concentrate on state supervision and management in operations of civil aviation, especially in security assurance and aviation safety

- To create fair trading environment, to force fair competition between airlines, corporates that takes part in aviation operations

- To arrange, renovate, develop and increase effectives of corporates To encourage the foundation of new airlines based on market demand and to take part in aviation services of all corporates of different economic sectors

- To strengthen and foster international integration and competition To make a general policy, to cooperate with development of Aviation and Tourism

- To invest and develop in main points of aviation locally, especially to develop flight operations and to invest in infrastructure at airports in island regions, Western Highlands, Nothern West, Southern West, regions that have tourism development potential, assure to take large aircrafts all night and day

- To take priority in development of aviation industry To exploit effectively main points of science and technology applied research in order to serve for aviation development, to

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construct information infrastructure, software technology, system network, development investment should integrate with environment protection

- To gather all resources, to take priority in fleet, airport infrastructure (especially important role airports such as Noi Bai, Tan Son Nhat, Long Thanh, Chu Lai) in order to create drastic, fundamental changes in competence, service quality of the industry in the coming years

3.2 CHARACTERISTICS OF THE SECTOR IN CURRENT BUSINESS CONTEXT

Elements that influence to corporates

3.2.1 Directly affecting environment

Direct affected environment includes elements that have direct reciprocal influence on aviation operations, including:

COMPETITIVE FORCES

(MICHAEL E PORTER, 1980S)

Potential competitor s

Current competitors Suppliers

Replacing goods

Customers

Power of Suppliers

Threat of new competitors

Threat of replacing goods

Power of customers

- Consumer: Potential passengers, potential shop owner – persons who have demand of travelling or transportation by air In a point of view of a famous expert regarding to Peter Drucker’s managing opinion, the real unique target of a corporate is customer

- Competitors: Regarding to market mechanism and the theory “Open skies”, competition between airlines and different public transportation are more and more cutthroat Leaders

of an airline understand that if requirements of customers are not satisfied effectively as well as competitors do, the airline is no longer viable stably

- Suppliers: Regarding to view of system access, air transportation – is the mechanism that transfer output to input For general manufacturing and trading type, the main input includes: Materials, equipment, energy, capital of labor source For air transportation, it also includes complex air services, including airport services, air traffic services and services in complex air technology line

- Legislation and the State authorities: In legal documents of international aviation management, the main notice is the Government Agreement on aviation (bilateral and multilateral) These agreements are the legal basics to deploy international air transportation activities, regulations of rights of airlines that take part in market exploitation and these conditions (supplying transportation, frequency, applied transportation price…)

3.2.2 Indirectly affecting environment

- Indirect affected environment of an airline is more complicated than direct affected environment We have to imagine about this environment without full information The important elements of indirect affected environment are:

- Technology: Technology is internal and also external element of aviation, aviation technology renovation has affected on efficiency of air services, invisible attrition speed (technological backward) Aviation is economical-technical industry that has high level of science and technology, we should continuously renovate technology by transfer and grasp modern technology

- Economic status: World economic status has impacted on price of human resource and travelling demand by air (purchasing power of people) Economic status has also impacted

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