厦门航空战略分析PPT课件.pptx

XiamenAir Group4WilliamSophieJaniceChristineZayn 2 7 2020 1 Contents ProblemPESTFiveforcesStrategyResourcesandcapabilitiesManagementpreferencesEvaluationandconclusionRecommendations 2 7 2020 2 Whatistheproblem StakeholdersandshareholderswantXiamenAirtoexpandasrapidlyaspossible DeveloptheairlineindustryPromotetheregionasaninternationalhubManagement sinterestsaretoexpandsustainably MaintainqualityControlcostsComplicatingthesituationareotherinterests XiamenAir sparent ChinaSouthernisaprimarycompetitorChinaSouthernisstateownedandthestatehasaninterestindevelopingtheindustryThestateownsvariousairlinesmakingitamajorplayer butasthestateitisalsotheindustryregulatorHowdoesXiamenAirbalancetheabove expandsustainably satisfystakeholdersandfulfillsocietalobligations 2 7 2020 3 Environmentalanalysis William sophie 2 7 2020 4 Pest 2 7 2020 5 Pestanalysismatrix 2 7 2020 6 Fiveforces 2 7 2020 7 Sixforces 2 7 2020 8 Powerofgovernmenthigh X factor Policies Supply 2 7 2020 9 StrategyAnalysis Janice 2 7 2020 10 Expansionviadifferentiation ContinuingtoinnovateitsproductsHigh hotaircrafttooperateinhigh altitudeareasDreamlinerstoservicenon stopmarketsProvidingnewroutesbothathomeandabroad Establishinga unique preferential andleading airlinebrandGoodreputationcustomer orientedsociallyresponsiblereliableOn timearrivalNumerousawards Sixconsecutivequartersof TheBestAirlineinMainlandChina in AirlinesServiceSurvey High qualityaircateringserviceISO9002qualitysystemcertification 2 7 2020 11 ResourcesandCapabilities Wilsan zayn 2 7 2020 12 Resourcesandcapabilities resources PowerfulparentSkyTeamAlliancemembershipManagementteamBrandandreputationFleetsixthlargest young capabilities Efficientbusinessprocess27consecutiveyearsofprofitabilityConsistenthighqualityserviceSafe punctual reliable 2 6millionsafeflighthours ISO9002 five starcertification top tenbrandsinChina 78 57 ontimearrivalrate 2 7 2020 13 Resources vrio PowerfulparentSCAValuable SOEinfluence codesharing Rare biggestairlineinChina Notimitable impossibleunlessChinaSouthernacquires Organizedtoexploit cooperateoninternationalmarketing loyaltyprograms andpilottraining SkyTeamAlliancemembershipCPValuableandorganizedtoexploitBUTNotrare 19members anddefinitelyimitableManagementteamUCAValuable highlyprofitable efficientandvisionary Rare thereisonlyoneXiamenAirmanagementteam Notimitable unlesstheyarepoached Organizedtoexploit notquite iflessconstrainedandgivenmoreresourcescouldpotentiallydomore BrandandreputationUCAValuable definitelyrareinChina andnoteasilyimitableOrganizedtoexploit LikeStarbucksmaybetheyneedtoleveragetheirnamemore 2 7 2020 14 2020 2 7 15 SummaryofR C XiamenAir scorecompetenciesareits EfficientbusinessprocessAbilitytodeliverconsistentlyhighqualityserviceIthasacompetitiveadvantagein ItspowerfulparentExcellentmanagementteamBrandandreputationButtobefullyexploitedtheteamneedsmorefreedomandresourcesand likeStarbucks thebrandcouldbeleveragedmore 2 7 2020 16 ManagementPreferences Christine 2 7 2020 17 Managementpreferences TopManagementTeam CEO CFO Shareholders Corporateparent ChinaSouthernAirlines 51 Government 2 7 2020 18 Managementpreferences TopManagementTeam CEO CFO Shareholders Corporateparent ChinaSouthernAirlines 51 Government Willingtosacrificeshort termprofitforabiggervisionandbiggerstrategicbenefitsinthelongterm Maximizeshareholder swealth Maximizeshareholder swealth Developmentofairlineindustry DevelopmentofFujianandChina 2 7 2020 19 Arestakeholderpreferencesalignedwithstrategy TopManagementTeam Government Shareholders Corporateparent Managementpreference NO YES YES YES YES 2 7 2020 20 Evaluation Doallaspectsalign 2 7 2020 21 DiamondEframework Strategyalignswithenvironmentalforces PEST Managementpreferencesalignwithstrategytodifferentiateandexpand StrategyandR ChaveweakeralignmentRapidexpansionvs QCneededtomaintaindifferentiationParentalstrategyistoexpandfastbutrestrictionsonfundingandoperationsManagementteamwillbecrucialandbrandwillbevaluableforsuccessfulint expansion ManagementpreferencesalignwithR CforslowexpansionbutmisalignforrapidexpansionLackoffundsParentalcontrol Organizationdesignisnotexplicitlyaddressed 2 7 2020 22 Macrolevel Fitsfromanindustry provincialandcentralgovernment perspectiveMajorstakeholdersaresatisfiedsincetheirbroadermacroeconomicgoalsareachieved Microlevel IntheshorttermneithersustainablenorprofitableQCandcostswithfastexpansion DreamlinermovewilldecreaseprofitabilityBUTitdiversifiesbusinessawayfromdomesticmarketANDfitsitsmissiontocontributetosociety 2 7 2020 23 ChineseFeatureClever 2 7 2020 24 Management sconcernspage11 WouldtheDreamlinerdecisionenableXiamenAirtogrowtomorethan200aircraftby2020 Possibly Wouldthisgrowthbeprofitable Notintheshortterm butpossiblyinthelongterm WouldthedecisionassistthecityofXiamenandFujianProvinceinmorequicklybecomingestablishedastheregionalhubforSoutheastAsia NortheastAsia andcross straittransportation Definitelywithadedicatedcarriernowservingtheregioninternationally WouldtheDreamlinerdecisionandXiamenAir smembershipintheSkyTeamAllianceboosttheWesternTaiwanStraitseconomy Yes moreaircraftandairroutesmeansmoretraffic whichmeansmoretradeandcommerceintheregion 2 7 2020 25 Management sconcernspage11 WouldbeingamemberoftheSkyTeamAllianceandtheDreamlinerdecisionhelpspeedupChina spushtointernationalizeitspassengerairlines Possibly ifXiamenAirbecomesapioneerandnotjustaoneoff FinallywhatwouldbetheimpactonXiamenAir svision missionandcorevalues Wouldtheyneedtoberevised Mostprobablytheywillbecompromised itwillbenexttoimpossibletodoublethefleetwithinfiveyearsandstillmaintainhighcontroloveroperatingcosts service qualityandsafety WouldXiamenAirbeabletoprofitablypursuedifferentiation Perhapsinthelongrun butitmayendupbeingaguineapigorsacrificiallambforthegovernment sdevelopmentg