厦门航空战略分析ppt课件

XiamenAirGroup4WilliamSophieJaniceChristineZaynContentsProblemPESTFiveforcesStrategyResourcesandcapabilitiesManagementpreferencesEvaluationandconclusionRecommendationsWhatistheproblem?StakeholdersandshareholderswantXiamenAirtoexpandasrapidlyaspossible:DeveloptheairlineindustryPromotetheregionasaninternationalhubManagement’sinterestsaretoexpandsustainably:MaintainqualityControlcostsComplicatingthesituationareotherinterests:XiamenAir’sparent,ChinaSouthernisaprimarycompetitorChinaSouthernisstateownedandthestatehasaninterestindevelopingtheindustryThestateownsvariousairlinesmakingitamajorplayer,butasthestateitisalsotheindustryregulatorHowdoesXiamenAirbalancetheabove—expandsustainably,satisfystakeholdersandfulfillsocietalobligations?EnvironmentalanalysisWilliam&sophiePestPOLITICALEconomicreformIndustrypromotionbyCAACPricingpolicyderegulationTaxchangetoVAT“EasyAccess/RestrictedExit”AnticorruptionmovementECONOMICSustainableGDPgrowthbydoubledigitsIncreasingperdisposalincomeFuelpricingfluctuationAppreciationofRMBUncertaintyeconomicperformanceinthefutureSOCIALPricesensitiveconsumersStrongRMBencouragespersonalinternationaltravelDiseaseSARSBirdflueThreatbyterrorismTECHNOLOGICALFuelsavingtechnologyspreadsAircraftisbiggerwithmoreseatsHighspeedrailwaypopularizesPestanalysismatrixPositivefactorsNegativefactorsImportantfactorsTaxchangetoVATIncreasingperdisposalincomeAppreciationofRMBEaseentrybarrierPricingpolicyderegulationAnticorruptionmovementFuelpricingfluctuationUncertaintyeconomicperformanceinthefutureFuelsavingtechnologyspreadsHighspeedrailwaypopularizesUnimportantfactorsEconomicreformIndustrypromotionbyCADDAircraftisbiggerwithmoreseatsFuelsavingtechnologyspreadsThreatbyterrorismPricesensitiveDiseaseSARSBirdflueThreatbyterrorismPricesensitivenessFiveforcesSixforcesPowerofgovernmenthigh(X-factor)PoliciesSupplyXiamenAirChinaSouthern(51%)ChineseGovernmentSOECNAFSASCNDRCCAACStrategyAnalysisJaniceExpansionviadifferentiationContinuingtoinnovateitsproductsHigh-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%ontimearrivalrateResources—vrioPowerfulparentSCAValuable(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?LikeStarbucksmaybetheyneedtoleveragetheirnamemoreSummaryofR&CXiamenAir’scorecompetenciesareits:EfficientbusinessprocessAbilitytodeliverconsistentlyhighqualityserviceIthasacompetitiveadvantagein:ItspowerfulparentExcellentmanagementteamBrandandreputationButtobefullyexploitedtheteamneedsmorefreedomandresourcesand(likeStarbucks)thebrandcouldbeleveragedmore.ManagementPreferencesChristineManagementpreferencesTopManagementTeam(CEO,CFO)ShareholdersCorporateparent-ChinaSouthernAirlines(51%)GovernmentManagementpreferencesTopManagementTeam(CEO,CFO)ShareholdersCorporateparent-ChinaSouthernAirlines(51%)GovernmentWillingtosacrificeshort-termprofitforabiggervisionandbiggerstrategicbenefitsinthelongterm.Maximizeshareholder’swealthMaximizeshareholder’swealthDevelopmentofairlineindustry;DevelopmentofFujianandChina.Arestakeholderpreferencesalignedwithstrategy?TopManagementTeamGovernmentShareholdersCorporateparentManagementpreferenceNO/YESYESYESYESEvaluationDoallaspectsalign?DiamondEframeworkStrategyalignswithenvironmentalforces(PEST)ManagementpreferencesalignwithstrategytodifferentiateandexpandStrategyandR&ChaveweakeralignmentRapidexpansionvs.QCneededtomaintaindifferentiationParentalstrategyistoexpandfastbutrestrictionsonfundingandoperationsManagementteamwillbecrucialandbrandwillbevaluableforsuccessfulint.expansionManagementpreferencesalignwithR&CforslowexpansionbutmisalignforrapidexpansionLackoffundsParentalcontrolOrganizationdesignisnotexplicitlyaddressedMacrolevelFitsfromanindustry,provincialandcentralgovernment,perspectiveMajorstakeholdersaresatisfiedsincetheirbroadermacroeconomicgoalsareachievedMicrolevelIntheshorttermneithersustainablenorprofitableQCandcostswithfastexpansion?DreamlinermovewilldecreaseprofitabilityBUTitdiversifiesbusinessawayfromdomesticmarketANDfitsitsmissiontocontributetosociety ChineseFeatureCleverManagement’sconcernspage11WouldtheDreamlinerdecisionenableXiamenAirtogrowtomorethan200aircraftby2020?Possibly.Wouldthisgrowthbeprofitable?Notintheshortterm,butpossiblyinthelongterm.WouldthedecisionassistthecityofXiamenandFujianProvinceinmorequicklybecomingestablishedastheregionalhubforSoutheastAsia,NortheastAsia,andcross-straittransportation?Definitelywithadedicatedcarriernowservingtheregioninternationally.WouldtheDreamlinerdecisionandXiamenAir’smembershipintheSkyTeamAllianceboosttheWesternTaiwanStraitseconomy?Yes—moreaircraftandairroutesmeansmoretraffic,whichmeansmoretradeandcommerceintheregion.Management’sconcernspage11WouldbeingamemberoftheSkyTeamAllianceandtheDreamlinerdecisionhelpspeedupChina’spushtointernationalizeitspassengerairlines?Possibly—ifXiamenAirbecomesapioneerandnotjustaoneoff.FinallywhatwouldbetheimpactonXiamenAir’svision,missionandcorevalues?Wouldtheyneedtoberevised?Mostprobablytheywillbecompromised—itwillbenexttoimpossibletodoublethefleetwithinfiveyearsandstillmaintainhighcontroloveroperatingcosts,service,qualityandsafety.WouldXiamenAirbeabletoprofitablypursuedifferentiation?Perhapsinthelongrun,butitmayendupbeingaguineapigorsacrificiallambforthegovernment’sdevelopmentgoalsintheshortrun.RecommendationsExpandslowly(ifpossible)Controlcostsandmaintainquality,expandsustainablyDonotcompromisevaluesandcorecompetenciesLeveragebrandtodevelopFujianprovinceas‘officialambassador’IdentifycommonalitiesbetweenFujianprovince’sdevelopmentgoalsandXiamenAir’sexpansionstrategyFormallyalignstrategiesLeveragebrandandreputationtocommercializearrangementAchievesynergieswithChinaSouthernBiggestairlineANDbestairline(notbiggestairlinevs.bestairline)Sharelearning,technology,assetsCo-developbusinessprojectstodominatedomesticandinternationalmarketsManagestakeholderinterestsasbestaspossible!此 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