Angeles University FoundationCollege of Business and Accountancy

Tourism Management Department

BS Tourism Management Practicum Report onAsiana Airlines

Barn House Building, 2088 Cardinal Santos Avenue.,

CSEZ, Clarkfield PampangaApril 12, 2011- May 20, 2011

In partial fulfillment of the course requirements in INTR: Internship/ Practicum

For a degree inBachelor of Science in Tourism Management

Submitted to:

Ms. Ma. Nadja C. DizonPracticum Coordinator

Submitted by:

Christine Joy E. Esguerra08-216-696

May 30, 2011

Part I Company Profile

A. Name of the Company

Asiana Airlines GSA, Inc.

B. Mission

We are the best and most proactive partner of OZ (Asiana Airlines) which has capability to offer and expand its completing services relating to air transport by:

a. Ensuring its success in providing the highest standards and quality services;

b. Guaranteeing maximum attainable share of market through proactive marketing strategies;

c. Maintaining a competent core of highly motivated personnel

We commit to provide a rewarding professional career and long-term stable employment to all our employees.

We adhere to the preservation of an environment-friendly nation and community.

We guarantee a stable return of investment for our stockholders consistent and competitive with their other core business.

C. Vision

We are the prime joint venture partners of Asiana Airlines, completing its global strategy to become the world’s best airline by providing the strong link to the competitive and efficient resources of the Philippines.

We are the joint venture partners of the Kumho Asiana Group as it expands its core business in tourism and leisure on a global perspective.

D. History

Asiana was established on 17 February 1988 and started operations in December 1988 with flights to Busan. It was formed by the Kumho Asiana Group (formerly Kumho Group) as part of the South Korean government's policy to create a second flag carrier and was originally known as Seoul Air International. The South Korean government has given its approval for foreign ownership of the airline to increase from 20% to 50%. The airline is owned by private investors (30.53%), Kumho Industrial (29.51%), Kumho Petrochemical (15.05%), foreign investors (11.9%), Korea Development Bank (7.18%), and others (5.83%). It employs 7,799 staff (at March 2007).

Asiana Airlines has rapidly expanded since its establishment in 1988 to become a midsized, global carrier with a fleet of 69 aircraft providing international services to 66 cities in 21 countries on 82 routes, and domestic services to 12 cities on 15 routes. In 2007, the airline had net sales of some US$3 billion.

In February 2006, Asiana Airlines modernized its corporate identity to harmonies with those of other divisions of its parent company the Kumho Asiana Group. The names of the travel classes have changed from First Class, Business Class, and Economy Class to First, Business, and Travel classes respectively, and the colors of the travel classes have changed to yellow, blue and red for First, Business, and Travel Class, respectively. New uniforms are also planned for the crew.

On 18 April 2007, Skytrax awarded Asiana the prestigious five-star ranking, an accolade shared with Cathay Pacific, Malaysia Airlines, Qatar Airways, Singapore Airlines and Kingfisher Airlines. On 17 February 2009, Air Transport World awarded Asiana the "Airline of the

Year", which is considered one of the most honorable awards in the airline industry.

Notable Achievements

Asiana was awarded first in class certification by the International Organization for Standardization (ISO) for meeting criteria ISO 14001 in 1996.

In 2001 Asiana Airlines was designated as the first environmentally friendly company within the service industry by the Ministry of Environment Republic of Korea.

In 2009 Asiana was awarded the title Airline of the Year by Air Transport World (ATW).

In May 2010, Asiana Airlines has been named the best airline in the world by Skytrax at the 2010 World Airline Awards.

E. Background/ Nature of the Business

Air Transportation

Airline Code: OZ

Asiana Airlines- the company that comes closest its customers with a smile as beautiful as a wing with stripes of many colors, puts safety first with advanced equipment and a new fleet.

Asiana Airlines is the company that realizes customer satisfaction and a service that is based on the customer’s expectations. Asiana Airlines is always evolving to ensure enjoyable and comfortable travel.

Company Philosophy: “Take customers to their destination on time in the fastest, safest and most convenient way.”

Total no. of Fleet (as of Feb 2011): 68 aircrafts

Total Service RouteDomestic: 12 cities, 14 routes International: 21 countries, 67 cities, 85 routes

OZ Route

KOREA

USA

OCEANIA

SOUTHWEST ASIA

CENTRAL ASIA

SOUTHEAST ASIA

SOUTHEAST ASIA

JAPAN

CHINA

RUSSIA

CENTRAL ASIA

EUROPE

OZ FLEET

A320-200

– Seat Capacity: 143– No of aircraft: 11– Configuration:

Business class: 2-2 (8 seats)Economy class: 3-3 (135 seats)

A321-100/200

– Seat Capacity: 200/177– No of aircraft: 15– Configuration:

Business class: 2-2 (12 seats)Economy class: 3-3 (165 seats)

A330-300

– Seat Capacity: 290– No of aircraft: 9– Configuration:

Business class: 2-2-2 (30 seats) Economy class: 2-4-2 (260 seats)

B767-300 (B767-300ER)

– Seat Capacity: 260– No of aircraft: 7– Configuration:

Business class: 2-2-2 (18 seats) Economy class: 2-3-2 (242 seats)

B737-400

– Seat Capacity: 150– No of aircraft: 2– Configuration:

Business class: 0 Economy class: 3-3 (150 seats)

B777-200ER

– Seat Capacity: 262-303– No of aircraft: 11– Configuration:

• For 303 capacity Business class: 2-3-2 (32 seats) Economy class: 3-3-3 (271 seats)

• For 262 capacityFirst class: 1-2-1 (8 seats)

Business class: 2-3-2 (28 seats) Economy class: 3-3-3 (226 seats)

B747-400 (747-400 COMBI)

– Seat Capacity: 264– No of aircraft: 13– Configuration:

First class: 1-2-1 (10 seats)Business class: 2-2 (24 seats)

Economy class: 3-4-3 (230 seats

OZ SERVICES

FIRST CLASS

Can recline up to 180 Degrees

BUSINESS CLASS

Equipped with satellite phone and facsimile SMS service is available

PC Power outlet

ECONOMY CLASS

• Audio/Video Services• 6.5 inch LCD Monitor

OZ FOOD SERVICES

FIRST CLASS

BUSINESS CLASS

ECONOMY CLASS

OZ OTHER SERVICES

• Airport Lounge (Free for First Class, Business Class, Star Alliance Gold Member)

• Duty Free Shopping (you can order it advance)

• Provides UM Services for minors

• Check in, internet boarding pass issuance and seat request available 48H before departure flight.

• Family Service

• Passenger with Disabilities Support

OZ FARES

Gross fare (commissionable by 7%)– On line or offline route

(Out Korea to PH non-commissioned)– For Domestic Korea (commissionable by 5%)

Groups fare (CRKICNCRK)

Sea crew and POEA

GDS Partners– ABACUS (FAREX, for promos)– AMADEUS (NEGO FARES, for promos)– GALILEO

Ticketing Requirements:

1. Purchase Order

2. Payment (one currency policy/cash only) INTERBANK PAYMENT ACCEPTED

3. Copy of Passport

4. Copy of Visa and/or green card/cfo (if applicable)

5. Copy of Latest Arrival if PH tax exempted (CLEAR copy)

*incomplete or unreadable documents will not be process for ticketing

OZ FLIGHT FREQUENCY

CLARK-INCHEON

OZ 708 00:55 05:40 DAILY

INCHEON-CLARK

OZ707 20:50 23:45 DAILY

MANILA-INCHEON

OZ 704 00:10 5:00 DAILY

OZ 702 12:45 17:45 DAILY

INCHEON-MANILA

OZ701 08:40 11:25 DAILY

OZ703 19:50 23:00 DAILY

MANILA-PUSAN

OZ706 03:35 08:05 DAILY

PUSAN-MANILA

OZ705 21:30 00:30+1 DAILY

CEBU-INCHEON

OZ 710 00:50 06:20 4X WEEKLY

INCHEON-CEBU

OZ709 20:20 23:50 4X WEEKLY

To LAX

OZ 202 ICN/LAX 1630/1130 Daily

OZ 204 ICN/LAX 2020/1520 Daily

To SFO

OZ 214 ICN/SFO 1630/1115 Daily

To SEA

OZ 272 ICN/SEA 1840/1230 Daily

To JFK

OZ 222 ICN/JFK 1000/1100 Daily

To CHI

OZ 236 ICN/CHI 1850/1730 M / W / F / Su

Sample itinerary for US route

From Clark

OZ 708 CRK/ICN 0055/0545 Daily

Free HOTEL or Free CITY TOUR

To LAX

OZ 202 ICN/LAX 1630/1130 Daily

www.flyasiana.com

OZ CONTACT NUMBER

• CLARK OFFICE UNITS 2 & 4

BARNHOUSE BUILDING 2088CARDINAL SANTOS AVENUE,CSEZ, CLARKFIELD PAMPANGARESERVATION NUMBER: +6345 599 6657 TO 58FAX NUMBER: +6345 599 6916

SALES TEAMSALES AGENT: MELISA SUE MANGUNETELEPHONE NUMBER: +6345 599 6658EMAIL ADDRESS: clark.flyasiana@gmail.com

• MAKATI OFFICE 6F SALECEDO TOWERS, H.V DELA COSTA ST. SALECDO VILLAGESALES NUMBER: +63–2–7936868RESERVATION NUMBER: +63–2-7936888

SALES TEAMSENIOR SALES: PAOLO PANGSANGHAN-0917-8113181SALES EXEC: JANICE DE GUZMAN-0917-5349449

JOURDAN MAE HERNAEZ-0917-5349559 EVELYN CHUA-0917-5349555

• MANILA AIRPORT OFFICE 4F IPT BUILDING NINOY AQUINO INTERNATIONAL AIRPORTTELEPHONE NUMBER: +63-2-8916125

• CLARK AIRPORT OFFICE Diosdado Macapagal International AirportTELEPHONE NUMBER: +6345 599 6662 TO 63

• CEBU OFFICE INTERNATIONAL DEPARTURE LEVEL, MACTAN-CEBU INTN’L AIRPORT, LAPU-LAPU CITYTELEPHONE NUMBER: +63-32-3428068

F. Organizational Chart

Part II Job Title and Job Description

Mr. Jin Hak JungClark Regional Manager

Ms. Marie June CinenseAcctg./ Admin. Supervisor

Operations Department

Sales Department

Administrative Department

Ms. Donna Belle FerrerJr. Reservations & Ticketing

Staff

Ms. Cherissa CalmaReservation & Ticketing Staff

Ms. Melisa Sue MangunePassenger Sales Agent

Ms. Fria Marie LumanogAdmin. Staff/ Executive

Assistant

Mr. Julio NieveraAdmin. Staff/ Messenger

A. Job Title

Operations/ Assistant Admin

B. Duties

Filing of files Sending of fax messages Photocopying of different files Phone Calls I make coffee for my boss Passenger’s Concern Checking of Airline Rate (From USD to PHP) I am also in-charge of the documents to be delivered at

Makati Office.

C. Tasks Assigned

I’m checking for the number of Passenger Meal/ Services Requested - A special service requests code (SSR) is used by airlines to capture information about special meal requests, special baggage handling requests, unaccompanied minors, and disabled passengers, among other things. Some SSR codes are used across the air travel industry, and some are airline-specific.

Encoding data to Ticket Sale Report – A report consisting of total number of tickets issued every day which includes passenger name record, ticket number, route, fares, etc.

Issuing PTA Form No. 356 - A travel tax that imposed by the Philippine government on the following individuals who are leaving the country irrespective of the place where the air ticket is issued and the form or place of payment, as provided for by Presidential Decree (PD) 1183

I’m also in-charge of checking for Sales Transmittal Form – This transmittal form indicates the total sales of tickets issued, cancelled and refund by Passenger Reservation Specialist. And total amount of USD/PHP reimburse.

Part III Tourism/Hospitality Subjects Related to my OJT

Transportation Management Tourism Marketing Front Office Procedures World Tourism Travel Agency Management and Operations Management Information System

Part IV Work Observation and Analysis

A. Areas of Concern

Organizational Structure

Highly Professional Staff

It works effectively and posses excellent management team

which is very good in strategy formulation and execution.

It encourages work force and give effective results due to its

multi-skilled staff means.

Its management is media friendly and shares latest

information on its airline and airline industry.

Operations and Procedures

Asiana has status of being 2nd Flag Carrier of Korea

Electronic ticketing by web

Subsidized fares

Multilingual Staff on Board

Booking Offices in all major cities both at domestic and

International

They give incentives to its frequent flyer as it will generate

more brand loyalty by giving better incentives to the

customers.

It offers a five star service and twinkles because of its 95%

on time performance.

One of its aims is to promote Korean hospitality and local

culture.

It is one of the renowned members of Star Alliance and

offers approximately 516 departures throughout Europe,

Asia and North America.

Equipment, Facilities and Lay-out

It has highly comfortable seats plus cabins.

The ticketing office has good facilities and equip but

inadequate space.

B. Recommendation

Organizational Structure

Asiana Airlines should give bonus to the industrious and competent employees.

Sometimes they unable to handle irregular situations due to

limited human resources. There should be clear and even

distribution of work and only qualified person should be

appointed on jobs.

Operations and Procedures

Airline should focus on the customer’s satisfaction, refund process should be quick so that customer remains loyal to brand.

They should offer its services of reservation and seat confirmation with by SMS and flight confirmation message should also be sent via SMS to the passenger.

They should adopt good marketing policies so that it will bring higher profit and maximum utilization of its available resources, Business sector should be attracted to operate at full potential.

Equipment, Facilities and Lay-out

Management should hire the services of specialized IT personnel for their system development and up gradation on time.

They should renovate their ticketing office so that it makes more appealing to passengers.

Part V Conclusion

My internship at the Asiana Airlines in Clarkfield, Pampanga was an outstanding experience. I got a deep and inspiring insight in the work of Operations/ Assistant Admin but beyond that the friendly and cooperative staff members took a lot of effort to make it a helpful trip for me in every way, too. To summarize all experiences that I had, it was a very good feeling that I was able to practice my course in the work field. This helped me to enjoy every moment because of the fact that this would be my last internship experience and becoming a graduating student, this coming academic year and will now enter the world of professionals. This on-the-job training gave me the idea that not all knowledge is acquired in school. Experiences, is indeed, the best teacher. It taught me the act of dealing with people in different walks of life, from superiors and professionals to those on the lower rank or designations.