7/22/2019 bi tp c nhn Sia

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Tn:NguynThHng NhungNhm 7

MSSV: 31101023586

Di gc nhn Marketing, lithhintica SIAscn trong 2 nmti?

Trong sut 32 nm hot ng, SIA lun trung thnh vic tnh thng hiu (brand

attribute) ca mnh. SIA lun l ngii tin phong trong vic p dngnhng cch tn trong

cng tcphcv hnh khch trn cc chuyn bay v lunphnugithhngu.

Li th v qui m:SIA lun l hng hng khng lin tcsdngnhngloi my bay chuyn dng tin tinnht v

lun trung thnh vichtrng thay i cc loi my bay cvinhngloimihn v hin

ihn. Hng lun iu trong vicsdng cc loi my bay hininh Boeing 747, Boeing

777, v trong nm 2006, SIA s l hng u tin sdng Airbus A-380 v c th hin qua

thng s sau vi hn 100 mybay t A330-300 (19 my bay), A340-500 (5 my bay), A380-

800(19 my bay), Boing 777-200 (27 my bay), Boing 777-200ER (11 my bay), Boing 777-300

(12 my bay), Boing 777-300ER (19 my bay)Ngay c cc my bay cngct thng

hiunh 747-Megatop v 777-Jubilee nhmmcch gip phn bit SIA vi cc thnghiu

cnh tranh khc r rng hn

ng sau chtrng p dng cc tinb khoa hckthut chnh l mc tiu lm tnghiu

qu chi ph khi sdngnhng phi cti tn nht v ngthi l nhmmcchtipth.Chng

hnnh khi vic cho ra inhngchuyn bay thngn New York v Los Angles trong nm

2004 gip thu ht s ch tgii truyn thng ton cu v ngthigivng cam kti

mica hng. Cc phi csdng cho nhngtuyn bay thng ny ct l 777-Leadership,

gpphn phnbit tn tuica SIA cho vi cc hng khc.

SIA cngnhnthcrngtuithcanhng g gi l imithngrtngnngi, khi c mt

hng hng khng no p dngnhngkthut m hangsdng, lc kthut ny khng

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cn l mina. Do , SIA lun ch trngn cng tc nghin cu v pht trin, sng to v k

thutnhmtphncbn khng ththiu trong cng tc nhvthnghiu.

Li th v cht lng:SIA l hng hng khng trn th gii c cng nhn v cht lng , dch vhng u th gii.

N khng ch nhn c snh gi tt t pha khch hng m bn cnh cc i th cnh

tranh cng phi cng nhn.Tiu chun dch v, cht lng dch v - dch v khch hng gip duy

tr lng trung thnh ca khch hng v i mi sn phm v dch v lin tc nhm nng cao ro

cn. SIA l hng hng khng u tin cung cp ba n nng v cc loi thc ung cha cn

v khng cha cn, khn nng vi mi hng c trng v cc h thng gii tr, chiu phim theo

yu cu trong tt c cc khoang hnh khch.

SIA ci tin lin tc trong cuc cnh tranh ton cu ci thin cht lng dch v. Bng

cch lin tc pht trin, SIA ang to ra mt tiu chun m cc hng khc c thkh theo ui.

SIA c th phn bit thnh cng sn phm ca mnh bng cch lin tc p ng tt v chi tit

nhu cu ca khch hng. SIA s dng cc thit k tt nht trn th gii v la chn nhn vin

c cht lng hng u . Trong khi khch hng lun lun hi lng th SIA ang lm vic thc

hin chuyn bay tip theo ca h tt hn.

Vi nhng li thnh vy, trong 2 nm ti SIA dng nh skhng c thay i. Tuy nhin

trong qu trnh hot ng, c th cnh tranh vi cc hng hng khng gi rkhc SIA c

nhng bc tin sau:

Thnh lp SilkAir, mt hng hng khng c tr sti Singapore, l mt cng ty con c100% vn ca Singapore Airlines v cung cp cc chuyn bay theo lch trnh t

Singapore n 29 thnh phng Nam , Nam v Trung Quc. L mt hng hng

khng gi r ca Singapore Airlines, hng ny cung cp 29/100 im n c ly gn trongmng li ca Tp on Singapore Airlines, v vn chuyn 1,56 triu khch trong nm

2006. Hng kim c li nhun 30 triu dollar Singapore v doanh thu tng 20,4%

ln mc 415 triu USD.

http://vi.wikipedia.org/wiki/Singaporehttp://vi.wikipedia.org/wiki/Singapore_Airlineshttp://vi.wikipedia.org/wiki/%C4%90%C3%B4ng_Nam_%C3%81http://vi.wikipedia.org/wiki/%C4%90%C3%B4ng_Nam_%C3%81http://vi.wikipedia.org/wiki/%C4%90%C3%B4ng_Nam_%C3%81http://vi.wikipedia.org/wiki/Nam_%C3%81http://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/H%C3%A3ng_h%C3%A0ng_kh%C3%B4nghttp://vi.wikipedia.org/wiki/H%C3%A3ng_h%C3%A0ng_kh%C3%B4nghttp://vi.wikipedia.org/wiki/%C4%90%C3%B4_la_Singaporehttp://vi.wikipedia.org/wiki/%C4%90%C3%B4_la_Singaporehttp://vi.wikipedia.org/wiki/H%C3%A3ng_h%C3%A0ng_kh%C3%B4nghttp://vi.wikipedia.org/wiki/H%C3%A3ng_h%C3%A0ng_kh%C3%B4nghttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Nam_%C3%81http://vi.wikipedia.org/wiki/%C4%90%C3%B4ng_Nam_%C3%81http://vi.wikipedia.org/wiki/Singapore_Airlineshttp://vi.wikipedia.org/wiki/Singapore

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Singapore Airlines mua 10% c phn trong Virgin Australia khi s cnh tranhtrong th trng hng khng c nng ln. Singapore Airs chi tiu 105 triu USD

Australia trong mttha thun. Vic tht cht hot ng ny l do sau khi

hng Qantas cngbmt lin minh timnngvi Emirates ca Dubai. Cc hng hng

khng ton cutngcnghp tc v gi nhin liutng cao v cnh tranh tli

nhun. Cc nh phn tch ni rng Singapore Airangngh Virgin chnglimie

daca Qantas trong th trng hng khng hpdnca chu . "Chng ti thyng

thi ngy hm nay ca Singapore Airlines l mts thay ichinlcxung pha nam

chngli Qantas, i thcnh tranh chnh trong nc", nh phn tch Peter Esho ca

City Index chobit.

L mt c ng ln ca Tiger Airways (49%), hng hng khng gi r c tr s tiSingapore c trung tm chnh ca hng l sn bay Singapore Changi. y l hng hng

khng dn dng vi gi v my bay r ln nht Singapore, hng tp trung m hnh

tuyn bay t Singapore c bn knh 5 gibay. Nm 2006, tng cng s hnh khch ca

hng l 1,2 triu.

Hng hng khng Singapore Airlines (SIA) k vi China Eastern Airlines tha thunv vic SIA mua li c phn ca China Eastern Airlines. Theo t "Thng tin Chng

khon Thng Hi" ca Trung Quc, cuc m phn din ra sun s. Ch tch China

Eastern Airlines, Li Fenghua, cho bit h d nh bn ti 25% c phn cho nh u tnc ngoi chin lc l SIA.