厦门航空战略分析PPT格式课件下载.pptx
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厦门航空战略分析PPT格式课件下载.pptx
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XIAMENAIRGROUP4WILLIAMSOPHIEJANICECHRISTINEZAYNCONTENTS1.Problem2.PEST3.Fiveforces4.Strategy5.Resourcesandcapabilities6.Managementpreferences7.Evaluationandconclusion8.RecommendationsWHATISTHEPROBLEM?
@#@StakeholdersandshareholderswantXiamenAirtoexpandasrapidlyaspossible:
@#@DeveloptheairlineindustryPromotetheregionasaninternationalhubManagementsinterestsaretoexpandsustainably:
@#@MaintainqualityControlcostsComplicatingthesituationareotherinterests:
@#@XiamenAirsparent,ChinaSouthernisaprimarycompetitorChinaSouthernisstateownedandthestatehasaninterestindevelopingtheindustryThestateownsvariousairlinesmakingitamajorplayer,butasthestateitisalsotheindustryregulatorHowdoesXiamenAirbalancetheaboveexpandsustainably,satisfystakeholdersandfulfillsocietalobligations?
@#@ENVIRONMENTALANALYSISWILLIAM&@#@SOPHIEPESTPOLITICALEconomicreformIndustrypromotionbyCAACPricingpolicyderegulationTaxchangetoVAT“EasyAccess/RestrictedExit”AnticorruptionmovementECONOMICSustainableGDPgrowthbydoubledigitsIncreasingperdisposalincomeFuelpricingfluctuationAppreciationofRMBUncertaintyeconomicperformanceinthefutureSOCIALPricesensitiveconsumersStrongRMBencouragespersonalinternationaltravelDiseaseSARSBirdflueThreatbyterrorismTECHNOLOGICALFuelsavingtechnologyspreadsAircraftisbiggerwithmoreseatsHighspeedrailwaypopularizesPESTANALYSISMATRIXPositivefactorsNegativefactorsImportantfactorsTaxchangetoVATIncreasingperdisposalincomeAppreciationofRMBEaseentrybarrierPricingpolicyderegulationAnticorruptionmovementFuelpricingfluctuationUncertaintyeconomicperformanceinthefutureFuelsavingtechnologyspreadsHighspeedrailwaypopularizesUnimportantfactorsEconomicreformIndustrypromotionbyCADDAircraftisbiggerwithmoreseatsFuelsavingtechnologyspreadsThreatbyterrorismPricesensitiveDiseaseSARSBirdflueThreatbyterrorismPricesensitivenessFIVEFORCESInternalrivalry46aircarriers(2013)Low-costcarriersHighSubstitutesHighspeedrailMediumEntryLCCnewairlinesEasyAccess/RestrictedExitMedium?
@#@SuppliersFuel:
@#@CNAF(Monopoly)Aircraft:
@#@BoeingAirbusPurchase:
@#@NDRC&@#@CAAC,CASCHighBuyersManyoptionsSubstitutes(train,bus)HighSIXFORCESInternalrivalry46aircarriers(2013)Low-costcarriersHighSubstitutesHighspeedrailMediumEntryLCCnewairlinesEasyAccess/RestrictedExitMediumChinesegovernmentSuppliersFuel:
@#@CNAF(Monopoly)Aircraft:
@#@BoeingAirbusPurchase:
@#@NDRC&@#@CAAC,CASCHighBuyersManyoptionsSubstitutes(train,bus)HighPOWEROFGOVERNMENTHIGH(X-FACTOR)XiamenAirChinaSouthern(51%)ChineseGovernmentSOECNAFSASCNDRCCAACPoliciesSupplySTRATEGYANALYSISJANICEEXPANSIONVIADIFFERENTIATIONBrandServiceProductContinuingtoinnovateitsproductsHigh-hotaircrafttooperateinhigh-altitudeareasDreamlinerstoservicenon-stopmarketsProvidingnewroutesbothathomeandabroadEstablishinga“unique,preferential,andleading”airlinebrandGoodreputationcustomer-orientedsociallyresponsiblereliableOn-timearrivalNumerousawardsSixconsecutivequartersof“TheBestAirlineinMainlandChina”in“AirlinesServiceSurvey”High-qualityaircateringserviceISO9002qualitysystemcertificationRESOURCESANDCAPABILITIESWILSAN&@#@ZAYNRESOURCESANDCAPABILITIESRESOURCESPowerfulparentSkyTeamAlliancemembershipManagementteamBrandandreputationFleetsixthlargest,youngCAPABILITIESEfficientbusinessprocess27consecutiveyearsofprofitabilityConsistenthighqualityserviceSafe,punctual,reliable,2.6millionsafeflighthours,ISO9002,five-starcertification,top-tenbrandsinChina,78.57%ontimearrivalrateRESOURCESVRIOPowerfulparentSCAValuable(SOEinfluence,codesharing)Rare(biggestairlineinChina)Notimitable(impossibleunlessChinaSouthernacquires)Organizedtoexploit(cooperateoninternationalmarketing,loyaltyprograms,andpilottraining)SkyTeamAlliancemembershipCPValuableandorganizedtoexploitBUTNotrare(19members)anddefinitelyimitableManagementteamUCAValuable(highlyprofitable,efficientandvisionary)Rare(thereisonlyoneXiamenAirmanagementteam)Notimitable(unlesstheyarepoached)Organizedtoexploit(notquiteiflessconstrainedandgivenmoreresourcescouldpotentiallydomore)BrandandreputationUCAValuable,definitelyrareinChina,andnoteasilyimitableOrganizedtoexploit?
@#@LikeStarbucksmaybetheyneedtoleveragetheirnamemoreSUMMARYOFR&@#@CXiamenAirscorecompetenciesareits:
@#@EfficientbusinessprocessAbilitytodeliverconsistentlyhighqualityserviceIthasacompetitiveadvantagein:
@#@ItspowerfulparentExcellentmanagementteamBrandandreputationButtobefullyexploitedtheteamneedsmorefreedomandresourcesand(likeStarbucks)thebrandcouldbeleveragedmore.MANAGEMENTPREFERENCESCHRISTINEMANAGEMENTPREFERENCESTopManagementTeam(CEO,CFO)ShareholdersCorporateparent-ChinaSouthernAirlines(51%)GovernmentMANAGEMENTPREFERENCESTopManagementTeam(CEO,CFO)ShareholdersCorporateparent-ChinaSouthernAir
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