厦门航空战略分析.pptx

厦门航空战略分析.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