SouthWest Airlines

Qun tr chin lc
GVHD: TS. Nguyn Thanh Lim
NI DUNG
LI M U
I-Gii thiu v South-West Airlines
1.Lch s hnh thnh v pht trin
2.Vin cnh v s mnh
2.1. S mnh
2.2 Vin cnh
II. Mi trng bn ngoi
1. Mi trng v m
1.1. Mi trng kinh t
1.2. Mi trng cng ngh
1.3 Mi trng vn ho x hi
1.4. Mi trng nhn khu
1.5. Mi trng chnh tr - php lut
1.6. Phn tch mi trng ton cu
2. Phn tch mi trng ngnh
2.1. Trng thi ngnh
2.2. Cc lc lng dn dt s thay i ngnh
2.2.1. Ci tin sn phm, thay i cng ngh
2.2.2. Chi ph xng du
2.2.3. Nhng quy nh v chnh sch
2.2.4. S sp nhp ca cc hng
2.3. Cc nhn t then cht cho thnh cng ca ngnh
3. Phn tch nm lc lng cnh tranh
3.1. i th cnh tranh trong ngnh
3.2. i th cnh tranh tim tng
3.3. Nng lc thng lng ca ngi mua
3.4. Nng lc thng lng ca nh cung cp
3.5. Cc sn phm thay th
III. Phn tch mi trng bn trong
1. Chin lc hin ti
2. im mnh - im yu. Ma trn SWOT
2.1. im mnh - im yu
2.2. Ma trn SWOT
3. Phn tch cc khi c bn li th cnh tranh
4. Phn tch chui gi tr
4.1. Sn xut
4.2. Marketing v bn hng
4.3. Cc hot ng h tr
Nhm: SouthWest Airlines
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5. Phn tch ngun lc

5.1. Cc ngun lc hu hnh
5.2. Cc ngun lc v hnh
6. Phn tch cc ngun lc ct li
IV. Chin lc cp kinh doanh
1. La chn chin lc
2. Cch thc to ra chin lc n o v chi ph
3. Nhng thun li v bt li khi s dng chin lc dn o chi
ph
V. Chin lc cp cng ty
KT LUN
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Li m u
Bc vo th k XXI, nhu cu giao lu kinh t cng nh du lch ngy cng
gia tng. tit kim thi gian cng nh t hiu qu cao trong cng vic, ng
hng khng c coi l s la chn tt nht. chnh l c hi ln cho cc hng
hng khng pht trin mt cch nhanh chng. Tuy nhin trong nhng nm gn
y, ngnh hng khng trn th gii ang phi i mt vi mt cuc khng hong
nghim trng do lin tc b thua l nng di tc ng ca gi xng du. Ngoi ra
cnh tranh gay gt gia cc hng hng khng v tai nn my bay lin tip xy ra
cng lm cho tnh hnh ti t hn. Nc M cng khng nm ngoi quy lut .
Hng lot hng hng khng tuyn b ph sn, t l nhn vin mt vic trong ngnh
ny mt mc kh cao. Trong bi cnh y, Southwest l hng t k lc cha b
vt qua, c li sut 31 nm trong khi cc hng khc phi cht vt c th tn
ti. Ni n Southwest Airlines l ngi ta ngh ngay n mt hng tin phong
trong phng thc bay gi r v hin nay ph kn ng bay n tt c cc tiu
bang ca M. Southwest Airlines l hng hng khng gi r ln nht ti M.
Southwest s hu s lng my bay nhiu th 3 trn th gii, 539 chic v ton l
Boeing 737. Southwest c s doanh thu ln th 6 ti M, cn ng u th gii v
lng hanh khach chuyn ch.
Southwest c coi l hng hng khng thnh cng nht trong lch s.
Hng c a vo danh sch 100 cng ty tt nht lm vic ti M. Vy
iu g lm cho n c th vt qua c cc i th ca mnh v tr nn thnh
cng n nh vy trong khi n ch l mt hng hng khng ni a gi r?
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Qun tr chin lc
I-Gii thiu v South-West Airlines

1.Lch s hnh thnh v pht trin:
SouthWest c thnh lp t nhng nm 1960, Rollin King v Herb
Kelleher hp li vi nhau v quyt nh cho ra i mt hng hng khng khc
bit. H bt u vi mt khi nim n gin: Nu bn a hnh khch ca mnh
n ni h cn ti ng gi, vi mc gi thp nht c th, v chc chn h c thi
gian tt khi di chuyn, hnh khch s s dng hng hng khng ca bn.
SouthWest bt u nh mt hng hng khng nh Texas pht trin thnh
mt trong nhng hng hng khng ln nht ti M. Trong thi gian u,
SouthWest gp rt nhiu kh khn trong php l v chnh tr. SouthWest c ph
duyt bay vo ngy 20 thng 2 nm 1968, nhng SouthWest phi u tranh
kinh doanh trong nm tip theo. Braniff, Trans Texas, v Continental chin u
loi Southwest Airlines ra khi th trng. Cui cng Southwest Airlines
phi i n Ta n ti cao Texas v sau n Ta n ti cao ca Hoa K c
c s chp thun tip tc hot ng. Herb Kelleher, gim c ca cng ty
Southwest Airlines l ngi iu hnh, dn u cuc chin v nh nhng n lc
ca Herb Kelleher SouthWest thot ra khi nhng trn chin php l v ginh
c thng li. Ngy nay, Southwest Airlines ch hn 100 t khch hng mi
nm n hn 66 thnh ph ln khp nc M, v c hn 3,200 chuyn bay mi
ngy.
Vi hn 500 my bay, Southwest l mt i my bay tr nht trong c nc
, vi tui trung bnh khong 9 nm. i bay bao gm: my bay Shamu,Lone
Star One, c sn ging l c Texas, t chc L k nim SouthWest ln th
20; Arizona One l biu tng tm quan trng ca chnh quyn bang Arizona
vi SouthWest; California One,dnh tng cho chnh quyn bang California;
Silver Onel k nim chic my bay th 25, Triple Crown One dnh tng cho
ton b nhn vin SouthWest vi nhng thnh qu phi thng m h t c
trong Gii thng Triple Crown 5 nm lin tip; Nevada One my bay tm cao
dnh tng cho chnh quyn ca Nevada; New Mexico One, cng c bit nh
Zia, c sn vi mu vng sng ca l c ca New Mexico; Maryland One
c trang tr vi mu biu tng trn l c ca Maryland; v thm vo mt ci
mi nht. Slam Dunk One, biu tng cho mi quan h c bit ca SouthWest
vi Hip hi Bng r quc gia.
Sau y l qu trnh hng hng khng nh t Texas pht trin v tr
thnh mt trong nhng hng hng khng ln nht ca M v l hng hng khng
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thng mi c yu thch nht trong lch s. Sc tng trng ca SouthWest

c chia l 4 giai on khc nhau:
- Giai on u tin: t nm 1971 n 1978; gi l giai on Texan.
Trong thi k ny l Dch v ca Southwest Airlines c m rng ra cc tiu
bang Texas. K t khi chin thng quy nh ca cc bang, SouthWest khng b
l thuc vo quy nh cc bang v tit kim c thi gian, tin bc.
1971: Vi s lnh o ca ch tch Lamar Muse, SouthWest ct cnh
chuyn u tin vt bin v bt u bay gia Dallas, Houston v San Antonio.
Hng hng khng duy nht ca M c hnh thnh.
1972: Ten-Minute Turn ni ting c sinh ra, v trong thi gian pht
trin li trong vi nm tip theo, s quay vng nhanh chng ca SouthWest tip
tc l cha kha mang n nng sut tuyt vi ca n.
1973: SouthWest c li nhun u tin trong nm ny.
1974: SouthWest vn chuyn khch hng th 1 triu .
1975: SouthWest c cp giy php bay ti thung lng Rio Grande qua
sn bay Harlingen vi 4 chuyn bay thng mi kh hi mi ngy. SouthWest m
rng thm 5 my bay, v Hng hng khng SouthWest nh du s pht trin.
1976: SouthWest bt u thanh l thm nhp LUV n Austin,
Corpus Christi, El Paso, Lubbock, v Midland/Odessa. Trong vng cha n 5
nm, SouthWest u t chic boeing 737 th 6 a vo phc v vi hn 1,5 triu
chuyn bay lm hi lng khch hng vi cc im n..
1977: SouthWest chuyn ch hnh khch th 5 triu v c phiu
SouthWest c nim yt trn th trng chng khon NY vi tn LUV
- Giai on th hai: t nm 1978 n nm 1986, gi l giai on l
Interstate Expansion. Trong giai on ny, SouthWest bay n cc tiu bang
khc. Vo cui thi k ny, SouthWest bay n hn 14 sn bay khc nhau.
1979: My bn v my bay t ng c gii thiu trong 10 thnh ph.
SouthWest bt u bay n New Orleans t Dallas- thnh ph u tin bn ngoi
bang Texas.
1981: SouthWest c 2,129 nhn vin v s dng 27 chic my bay.
1983: 3 my bay 737-200s c mua, v SouthWest nhn c s hi lng
ca 9,500,000 khch hng. SouthWest bt u cung cp n sn bay Denvers
Stapleton-vn v hiu qu dn n hng my by dng bay n Denver vo
nm 1986.
1984: SouthWest c xp hng th nht v s hi lng ca khch hng
trong 4 nm lin.
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1985: SouthWest cung cp dch v mi ti Ontario, St. Louis v Chicago

ti sn bay Midway. SouthWest mua li Muse Air v vn hnh n nh mt chi
nhnh.
1986: . Sau 15 nm, SouthWest c 79 my bay v 5,819 nhn vin.
- Giai on th 3: c gi l National Achievement, c din ra t
1987 n 1997.Trong sut giai on ny hng gt hi c nhiu thnh cng v
tr nn ni ting.Giai on ny nh du s trng thnh ca Southwest Airlines.
1987: SouthWest k nim nm th 6 nhn Gii thng c khch hng
hi lng nht ca mt vi lc a U.S.
1988: Southwest Airlines v SeaWorld of Texas hp tc pht trin
Texas nh l mt a im du lch ln. SouthWest tr thnh hng hng khng
chnh thc ca SeaWorld of California v SouthWest ginh gii thng Triple
Crown for Best Ontime thng u tin, X l hnh l nhanh nht, v Khch hng
khiu ni t nht.
1990: SouthWest Airlines to ra y ban vn ha doanh nghip i u trong
duy tr vn ha ca hng hng khng duy nht. SouthWest gii thiu chic 737500 a vo dch v hng khng.
1991: Ngy 18 thng 6. SouthWest Airlines k nim 20 nm ca Loving
You vi ba tic sinh nht cng mt lc ti 32 sn bay. Cui nm, SouthWest c
9,778 nhn vin v 124 chic my bay.
1992: SouthWest ginh gii thng Triple Crown hng nm ln u vo
nm 1992-khng mt hng hng khng no c th t c ch trong 1 thng.
1993: SouthWest m rng n b bin pha ng v bt u tuyn bay t
Baltimore/Sn bay quc t Washington, v dch v cng bt u Louisville.
Vo ngy 31 thng 12, s thu tm Morris Air c hon thnh, n m ra dch v
t Pacific Northwest n Southwest.
1994: S hp nht Morris Air vn tip tc, vi 7 thnh ph mi c m
rng, bao gm Seattle, Spokane, Portland, Salt Lake City, v Boise Pacific
Northwest, cng vi Orange Country v Tucson.
1995: Southwest Airlines Home Gate (cui cng n s tr thnh
southwest.com) c m trn Internet.
1996: SouthWest k nim 25 nm thnh lp. Ticketless .Sau th k,
SouthWest c 243 my bay v 22,944 nhn vin.
1997: SouthWest khi u mt nm vi dch v n thnh ph th 50Jacksonville, Florida. Jackson, Mississippi tr thnh thnh ph th 51 tng thm
vo thng 8.
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- Giai on th 4: t nm 1998 n nm 2008. Trong giai on ny,

SouthWest chu nhiu nh hng ca cc s kin ton cu. V cng l giai on
chng minh nng lc v s thnh cng ca SouthWest.
1998: SouthWest Airlines bt u m ng bay mi n Manchester,
New Hampshire vo thng 7,1988. SouthWest di chuyn n nh my St. Louis,
Sacramento, and Ontario. Sau ngy l t n, SouthWest th nghim cc chuyn
bay xuyn lc a.
2000: Ngy 1 thng 5, SouthWest Airlines gii thiu SouthWest
AirlinesBIZ, mt cng c h tr cng ty qun l t v v theo di hnh trnh
thng qua southwest.com.
2001: Cuc khng b vo ngy 11 thng 9 tn cng ph hy ngnh cng
nghip hng khng, nhng SouthWest vn duy th y vic lm v thm ch m
Norfolk vo ngy 8 thng 10. Cui nm ny, hng c 29,274 nhn vin v 344
my bay.
2002: SouthWest bt u gim dn dn vic ti s dng th ln my bay
bng nha v nhng i bay vi IBM cung cp gn 250 quy lm th tc t ng
sn bay. D n ny l mt phn ca s n lc ton quc gim bt thi gian
khch hng ca SouthWest phi xp hng v ci thin sn bay sau v khng b
ngy 11 thng 9 nm 2001.
2004: SouthWest cng b li nhun nm th 32 lin tip v bt u cung
cp lm th tc ln my bay qua southwest.com. Vo ngy 9 thng 5, SouthWest
Airlines gii thiu dch v n Philadelphia, sn bay th 60. SouthWest cung cp
2,800 chuyn bay mi ngy ti 60 sn bay v trong 59 thnh ph khp nc M.
2005: SouthWest cng khai tha thun lin doanh vi ATA Airlines, cung
cp khch hng ca SouthWest vo nhiu thnh ph khc vi cc kt ni nhiu
hn v to ra thm $50 triu doanh thu hng nm cho cng ty. SouthWest cng b
li nhun nm th 32 v bo co cng nghip.
2006: SouthWest cng tng thm 26 chic Boeing 737_700 vo i bay,
cho php cung cp gn 3200 chuyn bay mi ngy.
2007: SouthWest k hp ng 10 nm vi Galileo gim gi v hin c
cho tt c Galileo-kt ni cc c quan du lch Bc M. SouthWest tr li sn bay
quc t San Francisco vo ma h v m rng tr s th 8 Las vegas.
Sau 36 nm hot ng, SouthWest tr thnh hng hng khng ni a
gi r thnh cng nht ti M. Rt nhiu hng hng khng c gng sao chp m
hnh kinh doanh ca SouthWest, v vn ha ca SouthWest c ngng m v
m phng bi nhiu hng khc v cc t chc trong mi tng lp x hi. Lun
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lun i mi,SouthWest l ngi tin phong cho v cao cp, dch v vn chuyn
hng ha vi cc chuyn bay trong ngy v v du lch. SouthWest l ngi dn
u trong vic to ra trang web u tin cho hng hng khng-southwest.com.
2.Vin cnh v s mnh:
2.1. S mnh
S mnh ca Southwest Airlines l mang n dch v khch hng c
cht lng cao nht c a ra vi cm nhn c s nhit tnh, thn thin, nim
hnh din c nhn, v tinh thn ca cng ty. Mang n cho nhng ngi bnh
thng c hi s dng dch v ca Southwest Airlines .
i vi nhn vin:
Chng ti cam kt cung cp cho nhn vin mi trng lm vic vi c hi
hc tp v pht trin nhn lc cng bng. S sng to v i mi c khuyn
khch nng cao hiu qu cho Southwest Airlines. Trn tt c, Nhn vin s c
c phn, s tn trng v thi quan tm l nh nhau trong t chc, l h c
mong ch chia s vi mi khch hng ca Southwest Airlines .
Trong s mnh ca mnh th Southwest Airlines nh ngha kinh doanh
ca mnh khi tr li r rng 3 cu hi v nh ngha kinh doanh:
- Nhm khch hng ca cng ty chnh l tt c mi ngi, c nhng ngi
bnh thng nht, thu nhp thp nht u c th c cung cp dch v. y l
hng hng khng dnh cho tt c nhng ngi mn di chuyn t im A n
im B bng ng hng khng. Bn cnh , nhn vin ca Southwest Airlines
cng c coi nh l mt i tng khch hng c quan tm.
- Cc i tng khch hng ca cng ty s c tho mn tt nht. Vi
nhng i tng l khch hng tiu dng dch v ca Southwest Airlines, h s
c s dng dch v c cht lng cao nht vi chi ph r nht tt c nhng
ngi bnh thng u c c hi s dng dch v. i vi nhn vin ca
Southwest Airlines, h khng nhng c lm vic trong mt mi trng cng
bng, c c hi c lm vic m gi tr c nhn ca h c tn trng v cao.
- tho mn c cc yu cu ca i tng khch hng nu trn,
Southwest Airlines s mang n cho nhng khch hng s phc v ti u.
+Southwest Airlines n lc thc hin kinh doanh bng nhng chin lc
ring ca mnh c th a gi s dng dch v ca Southwest Airlines n mc
thp nht, thm ch cnh tranh c c vi nhng dch v i li bng xe bus, xe c
nhn T , Southwest Airlines s em n cho khch hng c nhiu la chn,
c hi c s dng dch v. Bn cnh , cht lng dch v tt nht c
Southwest Airlines cam kt s c gi n khch hng bng s phc v tn tm,
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Qun tr chin lc
nhit tnh ca i ng nhn vin, khch hng c phc v bng c s nhit

tnh, thn thin.
+ i vi i ng nhn vin: to mi trng bnh ng, cng bng, ng
thi c hi c hc tp, pht trin cng nh gi tr c nhn c tn trng th
Southwest Airlines tho mn bng cch mi nhn vin ca Southwest Airlines
c c c phn, ng thi mi c nhn trong Southwest Airlines s c coi
trng nh nhau: t ngi gi chc v cao nht n nhng ngi qut dn trong
thang my ca Southwest Airlines. Cc nhn vin Southwest Airlines c coi
nh nhng thnh vin trong gia nh, c ng vin thc y v c tr lng
thng xng ng cho cng sc h b ra cho cng ty. T , nhng nhn vin
ca Southwest Airlines s n lc cng hin cho t chc, em n cht lng dch
v tt nht cho khch hng.
Trit l kinh doanh ca Southwest Airlines chnh l mang n cho mi
ngi nhng chuyn bay an ton, tn sut chuyn bay cao ng thi lun ng gi
trong cc chuyn bay ca mnh.
2.2 Vin cnh:
Duy tr pht trin s ln mnh, u t vn v gim bt k hoch lm vic
ca cc hng hng khng khc. Tip tc duy tr m rng thnh cng trn chng
ng bay di.
T tng ct li ca Southwest Airlines chnh l i ng nhn vin
trung thnh tn tm, v chnh iu ny s m bo cho s thnh cng ca
Southwest Airlines. cng chnh l cht kt dnh quan trng v l chun mc
chung cho cc hot ng. Khng ch nh vy, n cn l mt nt vn ho c o
m ch c ring Southwest Airlines.
Hnh dung v tng lai ca Southwest Airlines chnh l vic t nhn
mnh s m nhn cng vic ca cc hng hng khng khc, h c th thoi
mi ngh ngi sau chng ng di. Vin cnh ca Southwest Airlines khng
ch l s thnh cng trong cc chuyn bay vi qung ng ngn m mn tr
thnh hng hng khng thnh cng trong cc chuyn bay ng trng xuyn i
dng, khng ch thnh cng trong nc M m cn vn ra ton th gii.
II. Mi trng bn ngoi
1. Mi trng v m
1.1. Mi trng kinh t:
Mt cu ni cch ngn ca cc nh kinh t hc l: "Khi nc M ht x hi,
th c th gii u b cm lnh". Chng ta phi tha nhn M lun l mt cng
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Qun tr chin lc
quc kinh t d khng trnh khi nhng thng trm bin c ca nn kinh t th
gii.
M thot him mt cch m m trong nhng nm u tin ca th k
21, d gp nhiu tr ngi ln: s v ca th trng chng khon, cc cuc
tn cng khng b, chin tranh ti Irc v Apganixtan, cc v scandal t cc tp
on ti chnh, s ph hy tn khc trn din rng ca bo lt, gi nng lng tng
cao v s trt dc thm hi ca bt ng sn. Sau t suy thoi nh t thng 3
n thng 11 nm 2001, kinh t M bt u tng trng vi tc trung bnh l
2,9% trong giai on t 2002 n 2006. Trong khi , lm pht v gi c, t l tht
nghip v li sut vn duy tr mc tng i thp.
Trong cuc khng hong ti chnh th gii to ln hin nay, suy thoi kinh t
M din ra nghim trng. T cui nm ngoi ti nay, FED v Chnh ph M
p dng nhiu bin php tch cc a kinh t nc ny thot khi suy thoi.
Hai bin php chnh bao gm gi kch thch kinh t tr gi 787 t USD ca Tng
thng Barack Obama, thng qua hi u nm nay, v k hoch gii cu ti chnh
tr gi 700 t USD c thng qua t thng 10/2008, di thi cu Tng thng
George Bush. Ngoi ra, thng 3 va qua, FED cng b mt chng trnh tr gi
1.200 t USD nhm mua vo tri phiu kho bc M kch thch cho vay v thc
y tng trng. ng thi ny c xem l vic p dng chnh sch ni lng nh
lng. Vi nhng n lc to ln ca mnh, kinh t M tng trng 2,1% trong qu
3 ny, d on tng 2,3% trong qu 4 ti, v tng bnh qun 2% trong nm 2010.
D bo Ti cui nm 2010, tc tng trng kinh t M c th s c ci
thin ng k, ln mc 3%.
Theo thng k mi nht ca B Lao ng, t l tht nghip trong thng 8
ln ti 9,7%, mc cao nht trong nhiu thp k. Mc d nhiu ngi M c s bo
m v kinh t v mt s ngi tch ly c rt nhiu ca ci, nhng cn mt s
lng ng k - c bit l cc b m khng chng cng con ci h - tip tc sng
trong cnh ngho kh. Chnh lch v ca ci, tuy khng cao nh mt s nc
khc, nhng cng ln hn so vi rt nhiu nc. Cht lng mi trng vn cn
l mi lo ngi chnh. Mt s lng ng k ngi M cha c bo him y t. S
gi i ca th h ng o nhng ngi sinh ra trong giai on bng n dn s sau
Chin tranh th gii th hai bo trc mt gnh nng i vi cc h thng chm
sc sc khe v lng hu quc gia vo u th k XXI. S hi nhp kinh t ton
cu mang n nhng bt n nht nh bn cnh cc li th. c bit, cc ngnh
cng nghip ch to truyn thng sa st, quc gia b thm ht thng mi ln v
dng nh khng th o ngc c trong bun bn vi cc nc khc. y l
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Qun tr chin lc
vn nht nhi cho cc nh kinh t M trong tin trnh khi phc suy thoi, thc
y tng trng kinh t tr li.
Trong bi cnh suy thoi kinh t y, ngi tiu dng M cng gim chi
tiu. Nhu cu hng ha dch v st gim khin cc cng ty kh lng tng gi.
Chnh v vy t l lm pht c kim sot, tm thi n nh. Gi hng tiu
dng M trong thng 7 khng thay i v trn thc t st gim khong 2% so
vi cng k nm ngoi. D on nc M s khng b lm pht trong vng hai
nm ti y. Tuy nhin, qu D tr Lin bang h li sut kch thch kinh t
nhng c th nng li sut chng lm pht khi cn thit. Trong cuc hp thng
8 va qua, FED quyt nh duy tr li sut ng USD trong khong 0-0,25%, ng
nh d bo trc ca gii quan st. FED cng cho bit, mc li sut thp ny
c th s c duy tr thm mt thi gian na h tr s phc hi kinh t.
Trn th trng hi oi, t gi hi oi ca USD bin ng lin tc, USD
ang ngy cng mnh ln sau khng hong. Ging nh trong chnh tr, trong cuc
cnh tranh tr thnh trung tm ti chnh quc t hng u v gi v tr l ng
tin d tr hng u, th thch thc cng l c hi. Euro l i th ng gm duy
nht ca USD. Khu vc s dng ng euro, gm 16 quc gia thnh vin Lin
minh chu u coi euro l ni t ca mnh: khu vc ny c mc GDP tng
ng vi M, v t nht cho n nay, h c t sut n/GDP thm ch ln hn M.
Cc th trng ti chnh trong khu vc ng euro chc chn s m rng khi c
nhiu thnh vin EU hn s dng euro lm ni t ca mnh. Hin nay, d lun
Bc u v chnh quyn cc nc ng u ang ngy cng ng h vic s dng
ng euro lm ni t. Tm quan trng ca euro nh mt ngoi t d tr quc t s
gia tng trc tin v trn ht trong phm vi cc nc s dng ng tin ny. N
cng l ng tin ch o trong cc trao i thng mi gia cc nc EU
khng thuc khu vc ng euro. ng euro s tr thnh mt ngoi t d tr ngy
cng quan trng hn trong EU. Tuy nhin, iu ny khng c ngha l euro s
vt qua USD trn th trng ton cu. USD c mt v th hng u, v tnh
hnh nhn chng hc tng i khng thun li trong khu vc ng euro cho thy
trong nhng nm ti tng trng y s chm hn M.
1.2. Mi trng cng ngh:
M khng nhng ng u th gii v kinh t m cn l mt quc gia c
nn cng ngh tin tin bc nht th gii. Trn nn cng ngh hin i y ngnh
hng khng cng ngy cng pht trin mnh m, theo hng hin i.
My bay l phng tin vn ti hin i i hi cc m bo k thut rt
kht khe do cc tai nn my bay thng gy thit hi rt ln v nhn mng v ti
Trang: 11
Qun tr chin lc
sn. Tuy vy, giao thng vn ti hng khng vn l loi hnh c an ton cc
cao, xc sut ri ro cc thp nu so snh vi cc loi hnh giao thng vn ti khc.
Cho n hin nay cng nghip ch to my bay l ngnh cng nghip mi nhn
cng ngh cao ch c cc cng quc kinh t trn th gii mi thc hin c v
l ngnh nh hng cng ngh cho cc ngnh cng nghip khc. Hoa K l quc
gia ch to my bay c dn dng v qun dng ng u th gii, trong hng
Boeing l hng ch to my bay ln nht th gii . SouthWest Airlines khai
thc hn 500 my bay Boeing 737. Cc my bay c p dng nhng cng ngh
rt cao, nht l cng ngh vt liu v thit b in t, vin thng, my tnh t ng
ho.
i vi my bay dn dng thng mi th u tin hng u trong hng
nghin cu l tng tnh an ton v tnh kinh t: hin nay ang c cc phng n
nghin cu h thng d cho c khoang hnh khch ca my bay v c d n
"tu cu h trn khoang" s tn hnh khch khi gp nn. chng chy n
my bay s s dng cc nguyn vt liu khng th chy, hin nay cc vic ny s
lm tng chi ph hng khng ln qu nhiu, y ang l ti cho cc cng ngh
nht l cng ngh vt liu p dng cho my bay.
Theo d liu t nm 1992 n 2001 ca Trung tm phn tch d liu an
ton hng khng quc gia Hoa K, nhiu lon khng kh l nguyn nhn gy ra
509 tai nn hng khng dn dng nc ny, lm cht 251 ngi. Ngoi ra, FAA
c tnh c hn 1.000 trng hp chn thng nh do nhiu lon khng kh trong
cc chuyn bay dn dng hng nm. i ph vi tnh trng ny nm 2007
Trung tm Nghin cu kh quyn quc gia Hoa K (NCAR) cho ra i sn phm
cng ngh mi-h thng pht hin nhiu lon khng kh. H thng ny cung cp
cho phi cng nhng thng tin v nhiu lon khng kh khi my bay ang xuyn
qua nhng m my. H thng ny s phn tch d liu c cung cp t mng
li ra-a thi tit Doppler (NEXRAD) bng mt phng php ton hc c gi
l thut ton pht hin nhiu lon NEXRAD (NTDA). Thut ton NTDA s pht
hin s nhiu lon khng kh khi my bay xuyn qua cc khi my v phn tch s
phn b gi trong cc khi my . H thng s ti x l d liu ra-a loi tr
cc yu t gy nhiu, chng hn nh nh nng, ging t hay thm ch cc m cn
trng bay gn cho ra-a. c thu thp theo thi gian thc, nhng d liu v
nhiu lon khng kh s c chuyn ngay ti phi cng trong bung li v ng
thi cung cp cho cc nh kh tng hng khng v trm iu phi khng lu qua
mt mn hnh trn mng Internet. H thng ny gip hnh khch trnh c s
phin toi khi c phi lin tc tht ri m dy an ton gh ngi, m trong nhiu
Trang: 12
Qun tr chin lc
trng hp l khng cn thit, gim ti thiu thit hi nhn mng ni trn v gp

phn to ra mt li ch x hi ng k
Song song vi vn an ton hng khng l s ti a ha s hi lng ca
khch hng. Trong thi bui cng ngh thng tin pht trin nh hin nay, cc thit
b in t c nhn nh laptop, netbook, smart-phone ang ln ngi, cc hng hng
khng ni a M tin phong lp t wi-fi ngay trn my bay cho hnh
khch c th kt ni Internet v email. Nhng cc hng hng khng hin ang
nhm vo th trng th hai kh d hn: chnh l vic y mnh vic kt ni vi
hnh thc gii tr cao cp nh h thng video. Bi laptop rt kh s dng ti bn
nh trn nhng ch ngi cht hp ca hng khng. Nhng chic smart phone b
ti v nhng thit b tng t c mn hnh kch c nh mt l bi hay thm ch
nh hn th li qu nh c th s dng mt cch thoi mi dch v ny. Cc
hng hng khng mun cnh tranh trong vic gii tr trn my bay c th s phi
xem xt ti vic kt hp gia cc mn hnh s trn my bay v wifi. iu
chng t sc mnh IT c pht huy mt cch ti u ngay c trong ngnh hng
khng.
c bit, khi nhc n cng ngh thng tin th khng th khng nhc n
sc mnh ca internet trong thi i ny. Khng ai c th ph nhn vai tr ca
Internet trong i sng x hi, vi vai tr cung cp lng thng tin khng l,
nhanh nht, hiu qu nht, v c tc ng ln nht. Nh Internet, c th gii nm
bt c thng tin ca nhau. Tt c li th ca cc phng tin truyn thng khc
u tp trung trn mng Internet. Thng qua internet, khch hng s bit r v
doanh nghip, hot ng ca doanh nghip, nhu cu ca bn thn. Internet chnh l
cu ni hu ch gia DN v ngi tiu dng v ngnh hng khng cng khng th
b qua c hi khai thc th mnh y.
1.3 Mi trng vn ho x hi
Ngi M h rt coi trng thi gian. Khng u cu ni "Thi gian l
tin bc" c nh gi cao nh M.. H c mt mc sng rt cao nn a phn
ngi dn M thng xuyn i du lch.
Lng lao ng ca M c s lng ln th 3 trn th gii, t l lao ng
nam v n l 50/50 lao ng l dn nhp c chim mt t l kh ln
Nc M l mt nc rt quan tm n mi trng, vn mi trng ht
sc quan trng i vi h.Trong nhng nm gn y, do tht nghip hoc lo s s
mt vic, hng triu ngi M ang y mnh ct gim chi tiu. Nhiu ngi
trong s ny thc s cm thy thch th vi li sng tn tin mi ca h. Vi gi
Trang: 13
Qun tr chin lc
du tng cao trong nhng nm gn y, ngi M ang thay i trong thi quan i
li ca h, ngi M ang hn ch dng xe ring i li.
1.4. Mi trng nhn khu:
Ngy 17 thng 10 nm 2006, dn s Hoa K c c tnh l khong
300.000.000 theo Cc iu tra Dn s Hoa K. Ngy 17 thng 10 nm 2006, dn
s Hoa K c c tnh l khong 300.000.000 theo Cc iu tra Dn s Hoa
K. Dn s Hoa K bao gm mt con s c tnh 12 triu di dn bt hp php,
trong mt triu ngi, theo Cc iu tra Dn s Hoa K, khng kim ton
c. T l chung tng dn s l 0,89 phn trm, so vi 0,16 phn trm trong Lin
hip chu u. T l sinh 14,16 mi 1.000 ngi th thp hn trung bnh ca th
gii 30 phn trm trong khi cao hn bt c quc gia chu u no, tr Albania v
Ireland. Nm 2006, 1,27 triu di dn c cp php c ng hp php. Mexico
v ang l ngun dn u cc di dn mi ca Hoa K trn hai thp nin qua; k t
nm 1998, Trung Hoa, n , v Philippines l cc quc gia hng u c di dn
n M mi nm. Hoa K l quc gia cng nghip ha duy nht m s gia tng
dn s ln lao c tin on.
Phn b dn s ti cc tiu bang (nm 2006)
Hng
Tiu bang
Dn s
1
California
36.457.549
2
Texas
23.507.783
3
New York
19.306.183
4
Florida
18.089.888
5
Illinois
12.831.970
Hoa K c mt dn s a chng tc-31 nhm sc tc c dn s trn 1 triu
ngi. Ngi da trng l nhm chng tc ln nht trong ngi gc c, gc
Ireland, v gc Anh chim ba trong s bn nhm sc tc ln nht. Ngi M gc
chu Phi, a s l con chu ca cc cu n l, l nhm chng tc thiu s ng
nht Hoa K v l nhm sc tc ln hng ba.Ngi M gc chu l nhm chng
tc thiu s ln hng nh ca Hoa K; hai nhm sc tc ngi M gc chu ln
nht l ngi Hoa v ngi Filipino. Nm 2005,dn s Hoa K bao gm mt con
s c tnh l 4,5 triu ngi thuc sc tc bn th chu M hoc bn th Alaska
v gn 1 triu ngi gc bn th Hawaii hay ngi o Thi Bnh Dng. Cng
trong nm 2005,thnh phn di dn chim 12% tng dn s Hoa K, tng 11% so
vi thng k nm 2000. Nhng ngi di dn n sinh sng nhiu nht ti 6 tiu
bang: l Florida, Texas, New York, New Jersey, v Illinois. Tuy nhin nhng
ngi di dn trong thi gian qua di chuyn t cc tiu bang va nu sang sinh
Trang: 14
Qun tr chin lc
sng ti cc tiu bang khc min ng nam v trung ty ca Hoa K khng c

tnh l nhng di dn mi t nc khc vo.
S gia tng dn s ca ngi ni ting Ty Ban Nha l mt chiu hng
nhn khu chnh. Khong 44 triu ngi M gc ni ting Ty Ban Nha to thnh
chng tc thiu s ln nht ti Hoa K. Khong 64 phn trm ngi ni ting Ty
Ban Nha c gc t Mexico. Dn s ni ting Ty Ban Nha ca Hoa K tng 14
phn trm trong khi dn s khng phi ngi ni ting Ty Ban Nha tng ch 2
phn trm. Phn nhiu s gia tng dn s l v di dn: n nm 2004, 12 phn
trm dn s Hoa K sinh ra ngoi quc, trn phn na con s l t chu M
Latinh. Sinh sn cng l mt yu t: Ph n ni ting Ty Ban Nha trung bnh
sinh ba ngi con trong i ca mnh. T l tng t l 2,2 i vi ph n da en
khng ni ting Ty Ban Nha v 1,8 cho ph n da trng khng ni ting Ty Ban
Nha (di con s qun bnh thay th l 2,1). Ngi ni ting Ty Ban Nha chim
gn nh phn na con s gia tng dn s quc gia 2,9 triu t thng 7 nm 2005
n thng 7 nm 2006. c tnh theo chiu hng hin ti th vo nm 2050,
ngi da trng gc khng ni ting Ty Ban Nha s l 50,1 phn trm dn s, so
vi 69,4 phn trm nm 2000. Ngi da trng khng ni ting Ty Ban Nha t
hn phn na dn s ti bn tiu bangCalifornia,New Mexico, Hawaii, v Texas
cng nh ti c khu Columbia.
Khong 83 phn trm dn s sng trong 361 vng th. Nm 2005, 254
khu hp nht ti ti Hoa K c dn s trn 100.000 ngi, 9 thnh ph c hn 1
triu dn, v 4 thnh ph cp th gii c trn 2 triu dn (Thnh ph New York,
Los Angeles, Chicago, v Houston). Hoa K c 50 vng th c dn s trn 1
triu dn. Trong s 50 vng th pht trin nhanh nht, 23 vng th nm
min Ty v 25 vng th min Nam. Trong s 20 vng th ng dn nht
ca Hoa K, cc vng th nh Dallas (hng t ln nht), Houston (hng su),
v Atlanta (hng chn) cho thy c con s gia tng ln nht gia nm 2000 v
2006 trong khi vng th Phoenix (hng 13) pht trin con s ln nht v phn
trm dn s.
1.5. Mi trng chnh tr - php lut:
Cng nghip hng khng l mt trong nhng ngnh chim v th cao Hoa
K. S giao thng vn ti (DOT-Department Of Transportation) c thm quyn
chung quan trng nht i vi cc hng hng khng chuyn ch hnh khch.
Ngoi tr trng hp dc min tr, khng c hng hng khng no c th cung
cp vn ti hng khng n bt k l trnh no m khng giy chng nhn ca
DOT v s cn thit v tin nghi cng cng.
Trang: 15
Qun tr chin lc
V ngnh hng khng tng i nguy him, vn quan tm hng u l an

ton. Vn an ton hng khng thuc thm quyn ca ban qun l hng khng
(FAA). B phn ny theo di bo tr my mc v hot ng, bao gm cc thit b
phng tin theo di trn mt t, s lin lc, truyn thng, hun luyn phi cng
v nhng vn khc nh hng n an ton hng khng.
Sau kt qu ca tuyn ngn M v chng khng b, nhiu quy nh khc
c p dng vo ngnh ny. 19/11/2001, Tng Thng Bush k o lut tng
cng an ninh hng khng. Nhn chung, o lut ny cung cp cc bin php tng
cng an ninh hng khng. o lut bo v thit lp mt Ban qun tr an ninh vn
ti mi, v gn y c chuyn n vn phng mi Homeland.
Cc hng hng khng cng chu s chi phi ca cc o lut ca nh nc
lin bang cng nh a phng v cc quy nh lin quan n bo v mi trng,
k c trt thi v x l nhin liu nh ha cht, cht thi nguy hi, cht lng chng
ng bng my bay. Tng lai s c nhng iu chnh bo v mi trng lin
quan n nhiu vn khc nh kim sot lng kh thi ng c pht ra, thit b
h tr t mt t v cng tc phng chng r r my bay. iu cng i hi s
gia tng chi ph rt ln cho ngnh hng khng. Hng hng khng cng phi i
mt vi cc nh ch php lut trong t chc chuyn ch khch. iu quan trng
cn hiu c mi trng php l theo cc hng hng khng hot ng mt
cch nghim tc.
Nghim chnh thc thi php lut v cc quy nh khng nh vn ti v
du lch hng khng l an ton. S bt hp php vn hnh mt hng hng khng
khng an ton. V th ngnh hng khng ni chung v mi hng hng khng ni
ring phi bit lm th no khng nh v th cnh tranh ca mnh.
1.6. Phn tch mi trng ton cu:
Vo nm 2001, c mt s kin nh hng ht sc to ln ti ngnh hng
khng ca th gii v c bit l ngnh hng khng M, l s kin ngy 11.9.
S kin ny chm ngi cho cuc khng hong ngnh hng khng M v th
gii. S lng hnh khch gim r rt, trong khi chi ph an ninh v xng du
tng vt y hng chc hng hng khng vo ''cuc chin sng cn''
Hng ngy , th trng hng khng ni a ca M c 55.000 chuyn bay
ni a, chuyn ch 2 triu hnh khch . Trong nhng ngy sau s kin 11/9 th
trng hng khng b t lit hon ton lm thit hi mi ngy t nht 200 triu
USD. Mt s hng hng khng nh chun b bt u th tc ph sn do
khng chu c cc tn tht . Cc hang hng khng khc quyt nh thu hp
cc chuyn bay v sa thi nhn vin i ph vi cuc khng hong. Ngnh
Trang: 16
Qun tr chin lc
hng khng M, vn b "cm cm" v suy thoi kinh t M t u nm, nay ang
ln su thm trong cuc khng hong ti chnh mi.Trong cuc khng hong ti
chnh ngnh hng khng M, xu hng st nhp ca cc hng hng khng tng ln
dn n hu qu l nn tht nghip tng vt, tn ti c th c n 1.100.000
nhn vin ngnh hng khng b sa thi!
Theo bo co ngy 24/1/2007 ca C quan kim ton chnh ph M
(GAO), hn 5 nm sau cc v khng b ngy 11/9/2001, cc chuyn bay i v n
M vn ang ng trc nguy c khng b cao.
Bo co cho bit nhng n lc ca Chnh ph M trong vic m bo an
ninh hng khng thng mi k t sau cc v khng b ngy 11/9 t c
nhiu tin b, tuy nhin, ngnh ny vn l mc tiu ca bn khng b.
Trong nm 2003, s bng n ca i dch SARS, thm vo l cuc chin
tranh ti Iraq do M pht ng ging thm mt n na cho ngnh hng khng
vn khng my sng sa. Tm l lo ngi v dch bnh ca ngi dn cng thm
tnh hnh chnh tr bt n lm cho h khng mun ra ngoi, khng mun i du
lchLng hnh khch ni a cng nh nc ngoi gim mt cch trm trng
lm nh hng nghim trng n doanh thu cc hng hng khng M.
M tip tc suy thoi nm th 5 lin tip k t sau v tn cng khng b ti
M ngy 11/9/2001
Nu gi du c tng thm 1 USD/thng th cc hng vn ti hng khng
trn th gii phi chi thm khong 1 t USD. Do vy, chi ph cho nhin liu ca
ngnh vn ti hng khng trong nm 2005 c th ln ti 97 t USD, tng 54% so
vi nm 2004 v 120% so vi nm 2003.
Gi nhin liu tng cao y nhiu hng hng khng vo tnh trng thua
l nng, n nn chng cht. Theo thng k, nm 2004, c 10 hng hng khng ln
nht ca M thua l 10 t USD trong tng thu nhp 91,3 t USD. Ring trong 3
nm 2001-2003, 10 hng ny thua l tng cng 23,2 t USD.
Nm 2005 gi xng du tip tc tng. Hip hi Vn ti Hng khng Quc t
(IATA) cng b thit hi ca ngnh hng khng th gii ln ti 7,4 t USD trong
nm 2005, cao hn mc 6 t USD a ra hi thng 5 khi gi du th gii ng
mc 47 USD/thng. Nh vy, tng thit hi ca ngnh vn ti hng khng th gii
giai on 2001-05 s t mc k lc 43,4 t USD. Ngoi ra Cn bo Katrina tn
cng vo nc M v khu vc vnh Mhic vo cui thng 8/2005 c xem l
cn bo khng khip nht v gy thit hi nghim trng nht trong lch s. Thit
hi c tnh ban u ln ti hn 200 t USD, nh hng nghim trng n nn
kinh t s 1 th gii. Theo T chc Nghin cu Action Economics, cn bo
Trang: 17
Qun tr chin lc
Katrina ly i 0,2% GDP ca M trong qu 3 v 0,3% trong qu 4/2005 v t

tc ng trc tip n ngnh hng khng.
Cng trong nm ny, i din ca M v chu u i n k hip c
M ca bu tri vo ngy 18/11 nhm t do ha vn ti hng khng gia M
v chu u sau nhiu nm m phn. Theo , cc hng hng khng M s c
php bay n cc phi trng ti Lin minh chu u, t bay n cc ni khc v
cng tng t i vi cc hng hng khng chu u. Cc chuyn gia phn tch
cho bit, s t do ha hon ton hai th trng M v chu u vn chim hn
50% lu lng vn chuyn hng khng th gii s lm thay i c ngnh hng
khng th gii ni chung v nc M ni ring, m ng cho nhng hot ng
sp nhp gia cc hng hng khng vi nhau.
Sang nm 2007, tnh hnh vn khng sng sa hn. Gi du tng chng
mt, t 10 USD/thng nm 1999 ln 95 USD/thng nm 2007. Cc hng hng
khng M li phi cht vt chng chi c th tn ti.
Trong nm 2008, nn kinh t th gii chm su vo khng hong, hu ht
cc hng hng khng M u lm vo tnh trng kh khn, cc hng hng khng
M ang buc phi gim s chuyn bay i ph vi gi nhin liu cao k lc,
hng khng thng mi M ang i mt vi mt th trng suy yu khi ngi
tiu dng ngy cng "bn xn" hn. Cc chuyn gia cho rng cc hng hng khng
M cn phi ct gim 20% cng sut v tng 20% gi v n nh hot ng
kinh doanh
Nu nh chi ph nhin liu cho ngnh hng khng th gii nm 2001 ch
chim 13% tng chi ph, n nm 2008 vt ln ti 40%.
Gi du tng mnh trong nm ny y ngnh hng khng M ri vo
tnh trng lm n thua l. gim sc p v ti chnh, cc hng hng khng ng
lot tuyn b ct gim nhn cng, cui nm 2008 s c khong 7.000 nhn cng
trong ngnh hng khng b mt vic, chim 8% s lng nhn cng hin thi
Tuy nhin c mt du hiu vui l nm 2007-2008 l hai nm lin tc M
to n tng v mc an ton trong ngnh hng khng. y khong thi gian
u tin trong vng 50 nm qua, khng c bt c thit hi no v nhn mng trong
hot ng bay ca cc hng hng khng nc ny, tnh t nm 1958.
Ngoi ra vn mi trng cng ang l mt iu ng quan tm ca cc
hng hng khng M. Vn ti hng khng to ra 2% tng lng kh thi CO2 do
con ngi thi ra. CO2 c coi l loi kh thi gy hiu ng nh knh ch yu,
gy ra hin tng bin i kh hu. Do vy m lin minh EU bt buc mt s
hng hng khng hn ch kinh doanh nu khng m bo cc tiu chun v lng
Trang: 18
Qun tr chin lc
kh thi. Theo thng tin th c ti hn 700 hng c cng ty hng khng ng k ti

M b nm trong danh sch ny.
2. Phn tch mi trng ngnh
2.1. Trng thi ngnh
Trong nhng nm gn y, ngnh hng khng th gii ni chung v M ni
ring ang gp rt nhiu kh khn.Tng gim c IATA cho bit ngnh hng
khng ang i mt vi tnh hnh doanh thu ti t nht trong vng 50 nm qua.
Cuc khng hong ny bt u t nm 2001. Trong nm 2001, ngnh hng
khng th gii phi hng chu mc thit hi k lc - 13 t USD do hu qu ca v
khng b nhm vo Trung tm Thng mi Th gii ti New York. Sau v vic
chn ng ny, tm l lo ngi i my bay khng an ton khin cho lng khch
ca ngnh st gim nghim trng. Trc s kin ngy 11/9, doanh thu ca cc
hng hng khng M tng ng 0.95% GDP nc M, th nhng sau s kin
ngy 11/9, con s ny st gim ch cn 0.76% GDP.
Nm 2002, ngnh hng khng M ang ri vo tnh cnh ht sc kh
khn, m khng hong kinh t li khin cho nhu cu du lch qua ng hng
khng st gim nghim trng, kh li cng kh, cc hng song song vi vic
xc tin bn v l vic ct gim chi ph, gim bt s gh ngi v tm mi cch
hon thi gian nhn my bay mi, th nhng doanh thu vn tip tc st gim.
n nm 2004 ngnh hng khng Hoa K b chao o v gi nhin liu tng
qu cao. Ch 4 hng hng khng ln nht ti y phi chu thua l ti gn 1 t
USD trong qu III.
Cng trong nm 2004, i dch Sard khin cho cuc khng hong ngnh
hng khng nghim trng khi mi ngi ngi tip xc ni ng ngi, chnh
ph M ban hnh lnh cm nhiu khu vc cng cng. nh hng ca dch Sard
n ngnh hng khng .
Sang nm 2008, tnh hnh ngnh hng khng cng tr nn ti t, nhng kh
khn ca ngnh hng khng c th cn ln hn nhng g xy ra trong cc nm
2002-2007, khin nhiu hng ln ph sn. Nguyn nhn l do gi du tng mt
cch chng mt vo nhng thng u nm v khi gi du c xu hng gim th
khng hong kinh t tr thnh yu t chnh khin cc hng hng khng thua l.
Khi kinh t kh khn, xu th hp tc cng pht trin l tt yu. Ngnh hng
khng ha hn sp c nhng bc ngot ln tn ti v pht trin, v xu th
chung h ngh ti l :Ba cy chm li nn hn ni cao. Cc v sp nhp gia cc
hng hng khng din ra ngy mt nhiu. Tuy nhin, khi cc hng hng khng hp
tc vi nhau, hin nhin l h c li song rt nhiu ngi cng s phi chu hu
Trang: 19
Qun tr chin lc
qu nng n. i tng u tin phi chu hu qu l nhn vin ca cc hng hng

khng. Hin nhin khi hai cng ty cng ngnh ngh sp nhp, mt s nhn vin ti
cc b phn c hot ng trng s phi ra i. V trong iu kin ngnh khng my
sng sa nh vy, tm vic lm mi khng phi chuyn d dng. i tng th
hai phi chu hu qu chnh l thng ca ngnh hng khng nhng hnh
khch. H s khng cn nhiu s la chn v chuyn bay, gi bay, gi v v dch
v nh trc. Tuy nhin iu ny tt yu trong bi cnh hin ti. Th trng hng
khng th gii ang ch i nhng bin chuyn lm thay i din mo ca ton
ngnh nu kinh t tip tc kh khn
2.2. Cc lc lng dn dt s thay i ngnh
2.2.1. Ci tin sn phm, thay i cng ngh:
Hin nay, ngnh hng khng gi r rt pht trin, nh ng dng cc cng
ngh mi vo kinh doanh nn ct gim c chi ph, tng hiu qu phc v cho
khch hng. Internet l mt phng tin ph bin trn th gii, n gip rt ngn
thi gian v khong cch gia nh cung cp dch v v khch hng. Ngy nay,
ngnh hng khng gi r ang s dng internet vo vic t ch, mua v v tm
hiu cc thng tin cn thit v chuyn bay cho khch hng. c bit,vic s dng
v in t gip cc hng hng khng gim chi ph ng k.
2.2.2. Chi ph xng du:
Chi ph xng du l chi ph rt quan trng trong ngnh hng khng. Gi
xng du chuyn dng cho my bay tr thnh gnh nng qu mc i vi
ngnh cng nghip hng khng, c bit i vi nhng hng vn ti hng khng
gi r c mc li nhun thp. Theo cc chuyn gia kinh t, vi gi v my bay
trung bnh hin nay l 190 USD th nhin liu chim ti 138 USD, nh vy cc
hng khng thu c li nhun. Gi nhin liu tng nhanh y ngnh hng
khng ng trc rt nhiu kh khn, n lm cho vic cnh tranh v gi gia cc
hng hng khng ngy cng gay gt. Khi gi v tng khong 20% th khi lng
vn chuyn hnh khch s gim 15-20% gy nh hng rt ln n doanh thu ca
ngnh. Ngi chu nh hng ln nht t gi xng du tng cao chnh khch
hng, h s khng c cc dch v tng thm, phi chu thm nhiu khon ph thu
khc cc hng khng phi tng gi v m vn m bo b c chi ph.
2.2.3. Nhng quy nh v chnh sch:
B lut v An ton hng khng ca M trong nhng nm gn y a ra
nhng lut l khc khe gip cc my bay dn dng loi ln trnh cc thng vong
t cc v va chm hay cc v chy khng khip, gip gim thiu t l hnh khch
thit mng. Ngnh hng khng M cn c trang b nhng thit b k thut ti
Trang: 20
Qun tr chin lc
tn, t mc ng tin cy cao, cht lng hun luyn phi cng tt hn cng
gp phn ln trong vic gim thiu cc v tai nn hng khng.
2.2.4. S sp nhp ca cc hng:
Khi chi ph tng qu cao, cc hng hng khng hot ng ring l khng
th tip tc hot ng th s dn n vic sp nhp li. Xu th hp nht tn ti
khng cn l mi trn th gii na. Khi cc hng hng khng hp tc vi nhau,
hin nhin l h c li song rt nhiu ngi cng s phi chu hu qu nng n.
i tng u tin phi chu hu qu l nhn vin ca cc hng hng khng. Hin
nhin khi hai cng ty cng ngnh ngh sp nhp, mt s nhn vin ti cc b phn
c hot ng trng s phi ra i. V trong iu kin ngnh khng my sng sa
nh vy, tm vic lm mi khng phi chuyn d dng. i tng th hai phi
chu hu qu chnh l thng ca ngnh hng khng nhng hnh khch. H
s khng cn nhiu s la chn v chuyn bay, gi bay, gi v v dch v nh
trc. Nhu cu i li l thit yu. Khng v vic gi v t hn hay dch v km
hn m khch hng s khng i li na. H buc phi chp nhn v khng c
nhiu hng my bay nh trc cho h cn nhc. Cnh tranh to nn s hon ho. t
cnh tranh hn c th ng ngha vi dch v v gi c khng l tng nh trc.
Cc hng hng khng c l ca h khi sp nhp v sa thi nhn cng, khch hng
cng c l ca h khi nhn thy rng h s khng cn t do chn la nh trc.
Khi sp nhp li, s lng cc hng trong ngnh s gim i, dn n tnh cnh
tranh trong ngnh cng gim i.
2.3. Cc nhn t then cht cho thnh cng ca ngnh
Nhng nhn t then cht ca thnh cng nh hng n kh nng thnh
cng ca ngnh trn th trng, v l yu t nh gi sc mnh cnh tranh ca cc
i th trong ngnh. S thnh cng ca cc hng hng khng ph thuc vo hiu
qu ca n trong 4 lnh vc: thu ht khch hng, qun l i bay, qun l nhn s
v qun l ti chnh. o lng kh nng thu ht khch hng da vo sc hp
dn ca cc dch v i vi khch hng v hiu qu chi ph qung co ca hng
hng khng. Gi v l yu t quan trng nht trong vic thu ht khch hng, gi
v thp hn cc i th cnh tranh s hp dn khch hng hn. Qun l cc i
bay c nh gi theo tn sut my bay c s dng trong ngy, s chuyn bay
trong mt ngy, v mc ti trng so vi mc trung bnh ca ngnh. Cc yu t
c th hin qua t l ch ngi bn v t l y ch thc s trong cc chuyn
bay. C hai yu t qun l nhn s tt: th nht l nng sut, nng lc ca tng
nhn vin, th hai l tinh thn ca nhn vin. Nng sut, nng lc ca tng nhn
vin th hin qua vic nhn vin lm vic vi nhau cng mang n mt cht lng
Trang: 21
Qun tr chin lc
dch v tt d khch hng bt k a im no. Tinh thn ca nhn vin chnh l

cam kt mang n dch v tt cho khch hng. Cui cng, cc yu t c s
dng qun l ti chnh, vi 6 yu t c s dng. Doanh thu n v, chi ph
n v rt quan trng v mi quan h gia chng cng vy. Doanh thu n v cha
phi l mt li th ca hng hng khng m chi ph n v cha tnh vo. Ngoi
doanh thu n v v chi ph n v, ti tr cho s tng trng l mt yu t quan
trng cho s thnh cng lu di. pht trin, hng hng khng cn c ngn qu
y . Cc nh u t b hp dn bi cc hng hng khng phi tng vn ch s
hu theo thi gian. Qun l ti chnh tt cho bit s thnh cng ca hng.
3. Phn tch nm lc lng cnh tranh:
3.1. i th cnh tranh trong ngnh:
Chng ta c th thy rng nhu cu i li bng phng tin hng khng ngy
cng nhiu cng nh i hi v cht lng, s an ton cng nh chi ph ca khch
hng ngy cng cao th s cnh tranh gia cc hng hng khng trn th gii ni
chung v trong nc M ni ring s ngy cng quyt lit hn. nc M,
ngnh cng nghip hng khng ngnh c vai tr quan trng trong s pht trin
nn kinh t ca M- thc s ang c cuc cnh tranh quyt lit gia cc hng hng
khng trong nc ln nc ngoi. Th trng chnh ca South West l th trng
ni a vi nhng chuyn bay ngn v gi r Nhng i th cnh tranh trc tip
ca South West co th k n nh United Airlines, Delta Airlines, America West
Airlines, trong United Airlines v Delta Airlinesl 2 hng hng khng ln
M, c thng hiu mnh trn th trng. Ngay c khi America West Airlines l
i th cnh tranh khng ng k ca SouthWest nhng by gi cng ty ny
sp nhp vi US Airways tr nn ln mnh hn trn th trng, v hng ny c
cng c im l gi thp-cht lng dch v cao. Ngoi vic nng cao cht lng
dch v nng cao s hi lng ca khch hng th nhng hng cnh tranh chnh ca
South West cn c nhng chin cnh tranh nh tp trung vo qung co, xc tin
bn v nng cao cht lng dch v ph khc. iu ny to ra cuc cnh tranh
quyt lit gia South West v cc hng khc trong ngnh cng nghip hng khng.
3.2. i th cnh tranh tim tng
i vi nganh hang khng, chi phi gia nhp nganh rt cao. Hn na, cac
cng ty nhp nganh noi ring va nganh hang khng noi chung se kh khn xy
dng lng tin khch hng, c ngha l cng ty ny s phi n lc ht mnh
vt qua c lng trung thnh nhng thng hiu hin c khch hng v xy
dng hnh nh thng hiu ca ring mnh. Tuy nhin, trong ngnh hng khng,
vi s tng trng ca nhu cu hin ti th vai tr ca thng hiu khng cn nh
Trang: 22
Qun tr chin lc
truyn thng. Nhng yu t thc t nh gi c, hnh trnh bay v thi gian bay
lun l nhng mi quan tm hng u nh hng n quyt nh mua v ca
khch hng. Vi nhiu s la chn trn th trng, nhng ranh gii gia cc hng
hng khng v nhng thng hiu tht s ang tr nn m nht dn. y cung la
c hi cho cac hang hang khng mi gia nhp nganh. Tuy nhin, vi vic nhn
thc c sc mnh ca thng hiu th cc hng truyn thng c u th hn.
Nhng i th mi c th nh hng ti th trng, cc thit b c ci thin
nng cao dch v, gi c c th thp hn, nhng duy nht mt iu m cc i th
mi khng th lm c, l sc mnh ca thng hiu. Nhng hng hng
khng mi c th pht trin thnh nhng thng hiu tht s, nhng iu ny phi
cn nhiu thi gian. Do vy, vai tr ca thng hiu th rt quan trng trong
nghnh cng nghip hng khng, v cn rt nhiu c hi cho cc hng. Trong
nhiu thng hiu hng khng, cn c s hiu bit su rng v sc mnh ca
nhng th khng nhn thy c. Bng vic nhn ra c sc mnh tim tng ca
nhng th ny, cc thng hiu ny c th vt ra khi tng my v bay ln bu
tri cao. Vai tr ca thng hiu th to s bn vng cho cc hng, nhng th
thch tht s l lm sao cc hng vn gi c s khc bit trong mt lnh vc
ang pht trin nhanh chng ca cc thng hiu hng khng. lam c iu
o, DN phi a ra k hoch nng cao cht lng sn phm-dch v khch
hng nhn thy nu h tm n nhng nh cung cp mi-nhng ri ro c th xy
ra, cc nh cung cp mi s t c tin cy hn so vi nhng nh cung cp hin
ti.
Mt vn se gy kho khn cho cho mt hang mun gia nhp hang khng
la phai chiu s quy inh nghim ngt cua chinh phu bi y la nganh chim vi th
cao Hoa Ky.
3.3. Nng lc thng lng ca ngi mua
S thnh cng trong kinh doanh lin quan n nng lc thng lng ca
ngi mua. Khi ngnh kinh doanh hng khng ngy cng c nhiu i th cnh
tranh th khch hng c nhiu s la chn cho mnh. Nhng hng hng khng
c khch hng la chn s dng l nhng hng em n cho khch hng s
thun li, cht lng sn phm dch v cao ng thi chi ph thp. y chnh l
nng lc thng lng ca ngi mua. N c th lm gim st li nhun cho cc
hng hng khng, hoc n cng c th mng n cho cc hng ngy cng nhiu
khch hng hn na.
Khi m hnh hng hng khng gi r ca South West Airlines c cch
hng hng khng khc sao chp v tr nn ph bin, ng thi cc hng hng
Trang: 23
Qun tr chin lc
khng truyn thng ngy cng nng cao cht lng dch v, ti u ho hot ng
th cuc cnh tranh gia cc hng hng khng trong ngnh ngy cng khc lit. i
km th khch hng s c nhiu c hi s dng, la chn nhng hng hng
khng. y chnh l nng lc thng lng ca khch hng.
3.4. Nng lc thng lng ca nh cung cp
Nh cung cp quan trng nht cho South West Airlines chnh l Boeing vi
sn phm my bay Boeing 737. y l my bay duy nht c South West s
dng trong cc chuyn bay ca mnh v Boeing 737 l mt phn quan trng trong
chin lc ca South West. V vy hng sn xut my bay Boeing hon ton c
kh nng p t gi trong cc cuc thng lng v vic cung cp my bay
Boeing 737.
Xng du cng l nhng nguyn liu u vo quan trng ca South West
Airlines v gi xng du c nh hng rt ln n li nhun ca hng. Do , cc
hng cung cp xng du c nng lc mnh m i hot ng kinh doanh ca South
West.
3.5. Cc sn phm thay th
Chng ta ang chng kin ngnh cng nghip hng khng ang pht trin
mnh m, con ngi cm thy tin li khi s dng dch v vn ti hng khng, s
tin nghi vi mt phng tin lu thng ng di trong qung thi gian ngn, gi
r. Tuy nhin trong nn cng ngh tin tin, con ngi cung ch tao nn nhiu
phng tin vn chuyn c th tin nghi nh my bay. Chng hn nh tu cao tc
cng l mt phng tin vn chuyn cng cng c th a mi ngi n ni
mong mun mt cch nhanh chng v dch v trn cc tu cao tc cng rt tt. V
th, y cng l mt mi e da i vi cng nghip hng khng. Bn cnh ,
trong tng lai gn, chc chn con ngi s ci tin to ra xe hi khng nhng
chy nhanh trn ng m cn c th bay v mt khi c loi xe ny pht trin
mnh, n s l mi e da i vi cng nghip hng khng.
III. Phn tch mi trng bn trong
1. Chin lc hin ti:
SouthWest s dng chin lc duy tr li th chi ph thp trong ngnh hng
khng. Hnh thc bay theo chng ca SouthWest khng em li hiu qu v mt
chi ph nhng SouthWest s dng cc bin php khc em li hiu qu v
mt chi ph. Mt trong nhng bin php c s dng l chin lc quay vng
nhanh. Chin lc quay vng nhanh v c bn khc vi cc hng hng khng ln
khc ca Hoa K. SouthWest c mt mng li chuyn bay theo chng thay v
Trang: 24
Qun tr chin lc
mng li trc nan hoa, nhng chuyn bay quay vng nhanh c cho l thch
hp vi SouthWest hn cc i th ca n.
* Chin lc bay theo chng:
SouthWest ni ting vi trng tm phc v l cc chuyn bay tuyn ngn
v hin nay l hng hng khng chi ph thp hng u ti Hoa K, cng chng c
khuynh hng ngh rng hot ng ca cc chuyn bay ng ngn r hn so vi
cc chuyn bay ng di. Nhng s tht li khc hn, tnh theo dm ng bay,
chuyn bay ngn vn tn km hn chuyn bay di. Tuyn bay ngn t hn nhiu
v my bay nm trn mt t nhiu hn thi gian bay, iu ny lm gim hiu sut
my bay. Thi gian trn mt t cng i s dng lao ng nhiu hn vic phc
v my bay v gii quyt cc nhu cu ca hnh khch. Cc chuyn bay ng
ngn tn chi ph nhiu hn cc chuyn bay ng di tnh theo mi dm ng, v
nhiu chi ph t chc sn xut (a hnh khch, hnh l, hng ha ln my bay,
nhin liu, bo tr, lau dn) u phi chu d l cho chuyn bay ngn hay di,
nhng vi chuyn bay ngn, nhng chi ph t chc sn xut ny c trang tri
u cho s dm bay ngn hn.Xem xt cc hng hng khng quan trng ca Hoa
K ngoi tr SouthWest th di chuyn bay t l nghch vi chi ph trn mt
dm/ch ngi-tuyn bay cng ngn chi ph cng cao. Tng t nh vy, di
chuyn bay t l thun vi hiu sut my bay v hiu sut lao ng-chuyn bay
cng ngn hiu sut cng thp. Tuy nhin, do n lc i mi lm gim chi ph
bay ng ngn ca SouthWest, chiu di chuyn bay by gi t l thun vi chi
ph cho mt dm/ch ngi-chuyn bay cng ngn, chi ph cng thp. Tng t nh
vy, chiu di chuyn bay by gi t l nghch vi hiu sut my bay v hiu sut
lao ng- chuyn bay cng ngn, hiu qu cng cao.
Biu : nh hng ca di chuyn bay trn chi ph v hiu sut
di chuyn bay
Khng phi
SouthWest
SouthWest
Chi ph cho 1 dm/ch ngi
-0,18
0,13
Hiu sut my bay
0,22
-0,13
Hiu sut lao ng
0,14
-0,24
- di chuyn bay = tng chiu di qung ng bay c doanh thu trn
mt hnh trnh.
- Chi ph trn 1 dm/ch ngi = tng chi ph hot ng trn 1 dm/ch ngi.
- Hiu sut my bay = tng s thi gian trn 1 ngy bay.
Trang: 25
Qun tr chin lc
Hiu sut lao ng = Ch s dm bay trn 1 phi cng, s dm bay hnh

khch c doan thu trn trn 1 tip vin hng khng, s cuc khi hnh trn
mt th my v ngi truyn thoong tin, s khch hng ln my bay tnh
trn nhn vin dch v hnh khch v cu thang.
*Chin lc hiu qu chi ph vt tri:
b li nhng bt li v hiu sut ca ng bay ngn, SouthWest ch
trng trc ht v trn ht hon thnh vic quay vng nhanh.Quay vng nhanh
c ngha l quay vng my bay cng nhanh cng tt ti cng khi hnh gim
thiu thi gian my bay u trn mt t, v thi gian trn mt t l thi gian
khng sinh li cho ti sn t nht ca mt hng hng khng-my bay. Quay vng
nhanh c ngha l gim chi ph t chc sn xut. Tm li, nhiu i mi ca
SouthWest c ng lc t chin lc y tham vng, phn trc gic, khi ngh
dch v ng bay ngn vi chi ph thp.
Chin lc quay vng nhanh i hi mt sn phm n gin v mt hnh
thc ti sn-my bay, tuyn ng bay v phng tin bo qun-khc hn h
thng hat ng trc nan hoa.
Chin lc duy tr hiu qu chi ph thp em li thnh cng trong 35
nm lin tip cho SouthWest. Cc hng hng khng gi r khc thm nhp vo th
trng nhm thay i v tr ca SouthWest, SouthWest cn phi tp trung chng
li gi nhin liu tng cao vi chi ph qun l ngoi nhin liu c ci thin. Chi
ph ngoi nhin liu SouthWest cn tp trung vo s bo dng v nhn s.
kim sot thi trng cn c rt nhiu cc chi ph hot ng khc, nhng vi v tr
trn th trng hin nay, SouthWest c th thc hin nhng vic cn thit m
bo chc chn rng n vn gi c li ph chi ph thp. Chi ph nhin liu tng
cao c tc ng ln nht n chin lc duy tr hiu qu chi ph thp, SouthWest
kim sot c hiu qu ca vic s dng nhin liu. SouthWest s hu hp ng
di hn mua nhin liu nhm trnh nguy c gi du tng qu cao. SouthWest s
dng nhng trang b mi hn v tt hn l cch tt nht nng cao hiu qu s
dng nhin liu v c th gip b p c chi ph do gi nhin liu tng cao. T
nm 2003, SouthWest s dng Blended Winglets cho my bay ca mnh nhm
gip ci thin hiu qu nhin liu. SouthWest vn c chin lc s dng nhng
loi my bay c nhng k hoch v lu di SouthWest u t vo loi my bay
mi thay th nhng loi km hiu qu. SouthWest c s lng my bay Boeing
737-700s nhiu nht so vi cc hng hng khng khc. Hin nay, SouthWest thc
hin cc chuyn bay theo kiu point-to-point (im ti im) ti cc a im
mang li siu li nhun. Vic thc hin cc chuyn bay im ti im gip
Trang: 26
Qun tr chin lc
SouthWest qun l c lng nhin liu cn thit cho mi chuyn bay v vic s
dng nhin liu trn my bay t hiu sut cao nht.
2 im mnh - im yu. Ma trn SWOT
2.1 im mnh - im yu
im mnh
1. Gi v r nht.
2. t gii Triple Crown hng nm cho thnh qu t c.
3. Nhanh chng nm bt c c hi chin lc xut hin.
4. Team Spirit Nhn vin tr thnh s 1 khng phi khch hng.
5. To ra 20% chuyn bay n 1 a im.
6. Marketing trn web, 50% thu nhp t bn v qua mng.
im yu:
1. Gim chi ph dch v hnh khch ti sn bay.
2. Khng s dng dch v gi ch trc.
3. Cc hng hng khng khc s dng chin lc qun l ging SouthWest
4. Ch cung cp dch v ti 58 thnh ph
2.2 Ma trn SWOT:
Trang: 27
Qun tr chin lc
im mnh
1.
Gi v r nht.
2.
t gii Triple Crown hng nm
cho thnh qu t c.
3.
Nhanh chng nm bt c c hi
chin lc xut hin.
4.
Team Spirit Nhn vin tr thnh
s 1 khng phi khch hng.
5.
To ra 20% chuyn bay n 1 a
im.
6.
Marketing trn web, 50% thu nhp
t bn v qua mng.
im yu:
1.
Gim chi ph dch v hnh
khch ti sn bay.
2.
Khng s dng dch v gi ch
trc.
3.
Cc hng hng khng khc s
dng chin lc qun l ging
SouthWest
4.
Ch cung cp dch v ti 58
thnh ph
C hi
1. Cng ngh thng tin,
Internet ngy cng pht trin.
2. 83% dn s sng trong 361
vng th.
3. Cng ngh sn xut my
bay pht trin.
S5,O2: To ra nhiu chuyn bay

mt im dng n cc thnh ph khc
khp c nc, cc i im n.
S6,O1: To thm giao din online
ci tin s an ton trn mng
S3,S6, O1: Qung co chi ph thp
nht cho ch trng trn mng tng
doanh thu.
e da
1. Tnh trng sau cuc khng
b 11/9, dch Sard, cm
2. Cc i th cnh tranh bt
chc chin lc ln nhau.
3. H thng thu mi
4. Tiu chun an ton mi
5. Chi ph bo him trong
ngnh hng khng.
6. Khng b tn cng
7. Suy thoi kinh t
S5,T3: Tng cc chuyn bay ngn

hn gim bt thu vi h thng thu
mi.
S5,S1,T7: Gia tng s lng
chuyn bay v v c chi ph r thu ht
thm nhiu khch hng tip tc bay vi
SouthWest.
S3,T2: Nm bt li th ca nhng
c hi mang tnh chin lc mi tng
cng li th cnh tranh.
W4,O2:
M rng nhiu
chuyn bay n cc thnh ph khc
theo th t n nhiu a im hn.
O1,W2: Ct gim tin cho dch
v khch hng, tng thm cho trang
web v chin lc qung co mua v
qua mng.
O1,W3: Tng qung co cho
SouthWest trn mng tng lng
bn qua mng hn cc i th cnh
tranh.
W3,T7: Pht trin nhng cch
mi thu ht nhiu khch hng mt
cch hp l tng doanh thu.
T7,W4: Mua c phn ca cc
cng ty nh hp l kim thm c
nhiu khch hng v im n.
3. Phn tch cc khi c bn li th cnh tranh:

Trong 4 khi c bn ca li th cnh tranh, SouthWest t c hiu qu
vt tri v mt chi ph.
Trang: 28
Qun tr chin lc
Bng s liu iu hnh:

2001 2002 2003 2004 2005
ASM(nng sut
ghx dm bay) (vt: 65.295 68.887
nghn ch)
RPM (s ch y x
dm bay) (vt: nghn 44.494 '45.392
ch)
T l y ch
68% 66%
Doanh thu cho mi
ch trn 1 dm
12,1 11,7
(vt:cent)
Chi ph cho mi gh
trn 1 dm (CASM) 7,5
7,4
(vt: cent)
Chi ph ngoi nhin
6,34 6,28
liu (vt: cent)
Chi ph nhin liu
cho mi gallon ( vt: 1,16 1,12
USD)
2006
2007
2008
71.790 76.861 85.173 92.780 99.636 103.271
47.942 53.418 60.223 67.954 72.319 73.491

67%
69%
71%
73% 72.6% 71.2%
12
11,8
12,1
12,9
13,08
7,4
7,7
8,0
8,7
9,10
6,29
6,42
6,48
6,46
6,40 6,64
1,11
1,28
1,52
2,24
1,77
14,35
10,24
2,32
C cu chi ph thp cho php SouthWest cung cp dch v gi r cho khch hng.
Cng ty gim thiu chi ph bng cch ch s dng duy nht 1 loi my bay, s
dng hiu qu cu trc ng bay im n im (point-to-point), s dng nhn
vin c nng lc cao v s dng hng ro bo h gi du. V d, SouthWest tr
trung bnh 2.44$ cho mi gallon nhin liu trong nm 2008, so vi American
Airlines trung bnh 3.03$ cho mi gallon. Kt qu l chi ph thp dn n gi v
thp, SouthWest duy tr li nhunn nm th 35 lin tip. Mc d cng ty c thu
nhp rng nm 2008 l 178 triu USD, t qu 3 nm 2008 n qu 1 nm 2009
cng ty bo co l, trong qu 1 nm 2009 l 91 triu USD. Tuy vy, nh chi
ph thp, SouthWest tr thnh hng hng khng c li nhun cao th 2 ti M
vo nm 2007, sau Northwest, vi thu nhp rng l 645 triu USD.
Bng so snh cc i th cnh tranh:
Trang: 29
Qun tr chin lc
Hng hng
khng
SL
my
bay
S
chuyn
bay
(2007)
(vt:
nghn)

Chi ph
Doanh
Li
S lt
Khch
cho mi
thu nm Li
nhun
khch
hng
gh trn
2007
nhun rng
(vt: (Thousands 1 dm
(Million bin (Million
triu)
)
(CASM
s)
s)
)
AirTran
Holdings
(AAI)
137
262
22.680
23.741
0,0957 $ 2.309
American
Airlines
(AMR)
892
769
169.856
98.165
0,114
Continental
Airlines
(CAL)
365
411
99.061
Delta Air
Lines Inc.
(DAL)
446
553
JetBlue
Airways
(JBLU)
134
196
Southwest
Airlines
Company
(LUV)
537
1.191.15 103.271.
101.920.598
1
343
United
Airlines
(UAUA)
460
551
141.838
68.362
$ 0,135 $ 20.049 4,8%
$ 349
US Airways
356
Group (LCC)
525
75.790
57.829
$ 0,113
$
12.055
$ 350
5,9%
$ 52
$ 22.833 3,1%
$ 356
48.974
$ 0,108 $14.105 4,4%
$ 460
127.323
72.924
$ 0,119 $ 19,239 5,2%
$ 579
32.148
21.304
$ 0,0838 $ 2.843
$ 18
0,091
6,0%
$ 11.023 8%
4,3%
$178
4. Phn tch chui gi tr:

Chui gi tr bao gm tt c cc hot ng chuyn ho t u vo thnh cc u ra
to gi tr cho khch hng. Tng quan th qu trnh to gi tr bao gm mt s hot
Trang: 30
Qun tr chin lc
ng chnh: nghin cu v pht trin, sn xut, marketing v bn hng, dch v

hu mi. Bn cnh , mt s hot ng h tr nh qun tr cung ng, nhn lc,
h tng l cc hot ng h tr cho cc hot ng chnh to gi tr cho khch
hng.
Tuy nhin, hu nh khng mt t chc no c th lm vt tri tt c cc hot
ng so vi i th nhm to gi tr cho khch hng. Mi t chc ch c mt s
hot ng to gi tr ni tri nhm m n gi tr cho khch hng ca mnh. Ti
SouthWest cng vy, hot ng sn xut c ch trng, to ra gi tr vt tri.
4.1 Sn xut
SouthWest c thanh lp phuc vu mt thi trng chuyn bit trong cng
nghip nganh hang khng. Nhng ngi sang lp SouthWest, Herb Kelleher va
Rollin King, mun cung cp mt loai dich vu hang khng thng xuyn, chi phi
thp trong nhng thi trng khoang cach di 500 dm. Ho xem xe hi va xe
buyt la i thu canh tranh chinh cua ho. Nhng chuyn bay cua SouthWest co c
im la bay sut t sn bay xut phat ti ni n, tuy rng cung co nhng chuyn
bay chuyn tip theo y mun cua khach hang.
Vi SouthWest ni ting vi trong tm phuc vu la cac chuyn bay tuyn ngn va
hin nay la hang hang khng chi phi thp hang u tai Hoa Ky, cng chung co
khuynh hng nghi rng hoat ng cua cac chuyn bay ng ngn re hn so vi
cac tuyn ng dai. Nhng s tht thi ngc lai. Tinh theo dm ng bay,
chuyn bay ng ngn vn tn kem hn chuyn bay ng dai-thanh tich li
nhun khac thng cua SouthWest cang co n tng manh hn. Tuyn bay ngn
t hn nhiu vi may bay nm trn mt t nhiu hn thi gian bay, iu nay lam
giam hiu sut may bay. Thi gian trn mt t cung oi hoi s dung lao ng
nhiu hn cho vic phuc vu may bay va giai quyt nhu cu cua hanh khach.
ng lc t chin lc y tham vong khi nghi dich vu ng ngn vi chi phi
thp, SouthWest a co nhng n lc i mi ang k bu lai nhng bt li c
hu cua tuyn bay ngn o. SouthWest chu trong trn ht la hoan thanh vic quay
vong nhanh. Quay vong nhanh co nghia la quay vong may bay cang nhanh cang
tt tai cng khi hanh giam thiu thi gian may bay u trn mt t, vi thi
gian trn mt t la thi gian khng li cho tai san t nht cua mt hang hang
khng. Trit ly hoat ng cua SouthWest la may bay chung ti khng lam ra tin
trn mt t, chung ti phai a chung tr lai bu tri.
SouthWest a kham pha nhiu cach lam mi tng tc vong quay nhanh cua
may bay tai cng khi hanh. Trc ht, Southwest Airlines chi s dung mt loi
my bay l Boeing 737. Du co nhiu khac bit gia may bay 737 Series 200 u
Trang: 31
Qun tr chin lc
tin va Series 700 sau nay, SouthWest a tiu chun hoa ti a cu hinh cua bung
lai nhm giam thiu nhu cu hun luyn thm cho phi cng. Vi th, phi hanh oan,
trang bi va phu tung co th thay th cho nhau v cc chuyn gia ca h rt
thun li khi ch vic bo tr mt loi my bay duy nht. Ngy nay, Southwest
Airlines khai thc hn 500 my bay Boeing 737 ti 63 thnh ph, v vic hun
luyn cho cc nhn s mi cng d dng hn: c ngi hun luyn ln ngi c
hun luyn u ch cn tp trung sao cho thnh tho mt loi my bay. Cung
tng tc vong quay, SouthWest han ch mt s dich vu, nht la khng co cac ba
n trn may bay ( chi co thc ung va n nhe) va khng chuyn hanh ly sang hang
hang khng khac. Cach lam nay giam chi phi va thi gian quay vong. Cui cung,
SouthWest nghi thu tuc gh ngi t do v lm th tc qua mng. Thu tuc nay
giup tao nhiu hiu qua. Trc tin khng cn phn mm phn loai va gi ch
trc cung nh thi gian va chi phi in ve ay bay va kim tra khi hanh khach ln
may bay. Quan trong hn, ch t do chon ch thng cng cho hanh khach co
mt sm tai cng khi hanh: hanh khach n sm c chon ch ngi tt nht. Tt
c to nn s tit kim chi ph v ng gp vo li th chi ph mang tnh cu trc
ca hng. Chnh li th ny a Southwest Airlines ln v tr s 1 th gii trong
lnh vc hng khng gi r.
4.2. Marketing v bn hng
SouthWest l hng hng khng u tin ng dng cng ngh thng tin,
mng internet vo cc hot ng marketing v bn hng ca mnh. Ngay t nhng
ngy u khi internet bt u ph bin rng ri, SouthWest tin hnh cc dch
v qung co v bn v trn mng. Ngoi vc bn hng trc tip, bn v bng
in thoi hoc qua mng em n cho khch hng s tin li. Hin nay, hn
50% v ca SouthWest c bn hng qua mng.
Qua nhiu nm, ch marketing ca Southwest thay i vi l do
chnh ng. Trong mt phn ca thp k 70, hng t qung co mnh nh l mt
cch tt nht bay v cc nhn vin phi hnh n mc qun nng (qun ngn
b st). Ngy nay, vi mt ngn sch qung co hng nm khong 25 triu USD.
Southwest nhn mnh vo cc chin dch thch hp trong cc th trng a
phng. V d, vi tuyn bay chnh n sn bay v i OHare Chicago ang xy
dng, Southwest nhn mnh s d dng a cc chuyn bay ca h ra vo
Midway sn bay khc ca Chicago.
4.3. Cc hot ng h tr
Trang: 32
Qun tr chin lc
Bn cnh cc hot ng trc tip to ra gi tr cho khch hng, cc hot ng h

tr nh qun tr vt liu, qun tr ngun nhn lc, c s hng tng, vn ho s h
tr cho qu trnh to gi tr cho SouthWest:
a, Qun tr vt liu
Nhin liu l vn quan trng trong ngnh hng khng v n chim 1/3
chi ph cho cc chuyn bay. Vic s dng cc n t hng di hn, quan h vi
cc nh cung cp em n cho SouthWest kh nng kim sot c s bin ng
gi nhin liu ang thay i bt thng, t h tr cho vic ct gim chi ph, t
em n sn phm gi r cho khch hng.
b, Qun tr ngun nhn lc v vn ho cng ty.
Ngun nhn lc ca SouthWest c s tn tm vi cng vc, lin kt, chia
s thng tin vi nhau. C c iu ny nh vn ho cng ty v s qun tr ngun
nhn lc ca nh qun tr doanh nghip.
SouthWest hn ch tuyn nhn s mi trnh cc chi ph tun dng vo
o to li m h s dng chnh sch trnh sa thi nhn vin, t bit l trong cc
thi k khng hong v mc tiu lu di; ng thi vic s dng 1 loi my bay
duy nht nn t phi cng, n b phn sa cha, bo dng lin quan n my
bay u c th lun chuyn v tr v h tr ln nhau.
Southwest c th kim sot chi ph bng cch duy tr mt lc lng lm
vic nng sut cao. Do hng thng s dng mt nhn vin gc ca, thay v 3,
n khch ln my bay. Nhng chin thut nh vy cung cp cho Cng ty vi
chi ph hot ng thp nht ngnh, di 7 cents cho mi n v dm ch ngi c
sn; cc hng hng khng khc thng chi ph trong khong t 9 n 15 cents.
Vn ho SouthWest lm cho nhn vin ca mnh cm thy c tn trng,
h c coi nh nhng ngi thn trong mt gia nh. Chnh iu ny cng thc
y h n lc hn trong cng vic nhm cng hin cho cng ty.
5. Phn tch ngun lc:
5.1 Cc ngun lc hu hnh:
a, Cc ngun lc ti chnh:
SouthWest c chnh sch duy tr mt mc n thp v nm mt lng tin
mt kh nhiu. Theo quan im v ti chnh th chnh sch ny t ra khng hiu
qu lm, tuy nhin, chnh chnh sch ny gip cho SouthWest pht trin mnh
trong thi k khng hong va qua.
D tr ti chnh ca SouthWest khng n thun l chuyn ngu nhin.
SouthWest Airlines, duy tr d tr ti chnh c xem l b phn khng th tch
Trang: 33
Qun tr chin lc
ri i vi kh nng duy tr v thm ch cng c cc mi quan h ca t chc khi

i u vi khng hong
(Ngun: Yahoo Financial and Thomson Financial)

thc hin c vic d tr ti chnh vi mc duy tr n thp v nm
lng tin mt nhiu, SouthWest bm vo chnh sch tng trng u n vng
chc.
Nh chnh sch bo th v Ti chnh ny, South West vt qua c cc
cuc khng hong ca ngnh hng khng m ph bin nht l cuc khng hong
11/9. Vi chnh sch d tr ti chnh ca mnh, SouthWest ngun lc chng
s thua l trong thi gian ngn, quyt nh khng sa thi nhn vin sau cuc
khng hong ny, ng nh cam kt trong s mnh ca mnh.
b, Cc ngun lc vt cht k thut:
C s vt cht:
Hin ti, SouthWest ang s hu 544 my bay v ton l Boeing 737,
phc v 67 thnh ph trong 34 bang ca nc M. Chnh c im s dng
mt loi my bay duy nht ny lm cho SouthWest gim ng k thi gian
xoay vng ca chuyn bay. Nh th m SouthWest c th phc v hn 3.500
chuyn bay mi ngy, to ra hiu qu v chi ph. Southwest Airlines hin ang
c su trung tm h tr khch hng v dch v t ti Albuquerque, Chicago,
Houston, Phoenix, Oklahoma City, v San Antonio
Cng ngh:
Trang: 34
Qun tr chin lc
Ngy 16/3/1995, Southwest Airlines l mt trong nhng hng hng

khng u tin c website. Hng hng khng ny gip khch hng cm thy rt
d dng v thun tin khi t ch trc tuyn. Thng qua vic phc v hnh
khch nh trn, hng cn tit kim c mt s tin ln do loi b nhu cu
phi tr tin hoa hng cho cc nhn vin mi gii du lch y l loi chi ph
ln th ba sau chi ph nhn cng v nhin liu i vi bt k hng my bay no
Nm 2008, Southwest Airlines k hp ng vi Pratt & Whitney ng
dng h thng lm sch c quyn bng p sut nc Ecopower, cho php
Southwest ra sch bi bn v cht thi ra khi cc tuc pin ng c khi my
bay c u ti cng.
Vic thng xuyn s dng h thng Ecopower c thit lp tng
nng sut nhin liu cho Southwest v cc khch hng khc khong 1,9%.
Cc hp ng di hn:
WS tm cch n trnh s ln xung thng thy ca gi c bng cch
mua cc hp ng di hn.
Bnh qun, tin mua nhin liu chim khong 1/3 tng chi ph hot ng
ca mt hng hng khng Hng hng khng Southwest hin t mua trc
mt phn lng xng du dng cho na cui 2009 vi gi 71 la M/thng
v cho nm 2010 vi gi 77 la M/thng.
ng thi SouthWest u t rt nhiu thi gian pht trin quan h
cng tc hiu qu vi 3 i tc bn ngoi m h phi ph thuc nhiu nht-sn
bay, kim sot khng u v nh sn xut my bay. Mi i tc ny cung cp
mt ti nguyn thit yu cho hng hng khng m SouthWest khng t sn
xut c. y c gi l quan h cng tc gia tng gi tr.
5.2 Cc ngun lc v hnh:
a, Ngun nhn lc:
Nhn vin:
Hin ti SouthWest c hn 35.000 nhn cng hot ng trong ton t chc.
Cc nhn vin ca SouthWest c tuyn dng v o to rt k kng., ph hp
vi tng v tr v cp trong t chc. . Tp on ny khi tuyn dng cc v tr
nhn s mi cp u tp trung vo 7 im c bn sau: 1) thi chia s, 2) lng
nhit tnh, 3)kh nng ra quyt nh, 4) tinh thn ng i, 5) kh nng giao tip,
6) S t tin 7) Cc k nng c th t hnh ng. V th m cc nhn vin ca
SouthWest lm vic v phi hp vi nhau rt cht ch trn tinh thn coi trng v
bnh ng vi nhau. y c th ni l im khc bit ca SouthWest so vi nhng
i th ca n, n nhn ra tm quan trng ca ca kh nng lin kt, tm kim
Trang: 35
Qun tr chin lc
nhng nhn vin c kh nng ri pht trin ln cp cao hn thng qua o

to, iu ny mang n nhng li th v hiu qu r rt hn so vi cc t chc
khc.
T l thay th nhn vin ca hng hng khng Southwest Airlines nm
trong khong 4 n 5% mi nm - bng mt na con s trong ngnh cng nghip
hng khng M. T l thay th nhn vin thp em li cho Southwest Airlines
hai li th quan trng: (1) gim chi ph tuyn dng v o to, (2) cc nhn vin c
c hi thc hnh cng vic hiu qu hn theo kinh nghim ca ngi i trc.
iu quan trng hn c l kh nng phi hp ca cc nhn vin SouthWest
to ra cho h mt hiu qu v cng quan trng l cht lng phc v ln
hiu sut. iu ny c th hin c th bng sau:
Bng: Khao sat v phi hp lin kt tai 9 c s hang khng
Phi hp
lin kt
Tip xuc
thng
xuyn
Tip xuc
ung luc
Tip xuc
giai quyt
vn
Chia se
muc tiu
Chia se
kin thc
Tn trong
ln nhau
AMR
1+
n=35
Sou
thW
AMR2 est
n=40
A1
n=3
3
Sou
thW
est
A2
n=3
8
CO
N1
n=3
9
CO
N2
n=4
6
UA UA UA Tn
L1 L2 L3 g
lch
n=3 n= n= n=
chun
5
31 12 315
.33
.27
.62
.48
.46
.35
.43
.41
.55
.42
.20
.30
.28
.47
.36
.29
.28
.31
.29
.29
.32
.23
.40
.24
.56
.39
.48
.37
.39
.38
.38
.40
.26
.35
.33
.66
.45
.52
.39
.56
.44
.75
.46
.31
.31
.28
.85
.67
.49
.44
.54
.50
.75
.50
.38
.25
.18
.52
.42
.39
.28
.31
.36
.38
.33
.24
.35
.33
.68
.57
.59
.35
.48
.51
.72
.48
.30
Trang: 36
Qun tr chin lc
Bang trinh bay kt qua mt cuc khao sat nhn vin c thc hin tai 9 c s hang khng.
Nhng cu hoi v s tip xuc va quan h gia 12 chc nng-phi cng, tip vin hang khng, nhn
vin cng, kim soat ve, chuyn hanh ly, th may,..tai mi c s. Mi con s trong bang chi ti l %
s tip xuc va quan h c anh gia manh hoc rt manh trong nhn vin tai c s cu th o.
Tt ca nhng khia canh quan h va tip xuc tng quan vi nhau rt cao, va c phi hp thanh
mt chi s duy nht goi la s phi hp lin kt, s phi hp c thc hin qua nhng mi quan h
chia se muc tiu, chia se kin thc va tn trong ln nhau.
Nh lnh o:
Nhiu ngi tin rng SouthWest thnh cng l nh ti lnh o ca Herb
Kellher-mt doanh nhn vn ha ho - ngay t nm 2004 c xp vo hng
ng danh d ca Hoa K. ng l ngi gi vai tr lnh o SouthWest t khi n
thnh lp n nay. Kh nng lnh o ca Herb rt quan trng i vi SouthWest
v chnh ng gip to hnh nt vn ha c trng cho t chc ny. N khng
ging vi bt c hng hng khng no khc ca Hoa K. ng to ra mt tiu
im cho cc mi quan h- nhng quan h da trn nhng mc tiu chung, kin
thc c chia s v s tn trng ln nhau. ng gip trin khai cc yu t ca t
chc tht cht cc mi quan h v cho nhn vin thy tm quan trng ca cc
mi quan h.
Vn ha
Vn ha l ti sn khng th thay th
Nhng thnh cng ca doanh nghip c bn vng hay khng l nh vo
nn vn ha doanh nghip rt c trng ca mnh. Tht vy, SouthWest co mt net
vn hoa rt khac bit so vi cac hang hang khng khac Hoa Ky. Vn hoa cua
SouthWest a tin hoa theo thi gian, t mt vn hoa c thu theo mt ia phng
va mt thi gian (nhng b bc la va vn hoa LUV n vi Jesus) ti mt
nn vn hoa toan din va a dang. Nt c trng ca vn ho SouthWest chnh l
tp trung vo cc mi quan h. iu ny em n cho SouthWest s khc bit
hon ton so vi cc t chc khc, ng thi em li hiu qu vt tri. Khi cc
nhn vin ca SouthWest gn kt vi nhau, chia s thng tin cho nhau to nn cho
SouthWest hiu qu vt tri v nng st ln cht lng. Bn cnh vn, chin
lc kinh doanh th sc mnh ca vn ha doanh nghip bm su vo trong
tng nhn vin, lm nn s khc bit gia doanh nghip vi i th cnh tranh. S
khc bit c th hin nh: s trung thnh ca nhn vin, bu khng kh ca
doanh nghip nh mt gia nh nh, t quan liu b y li v khng cn t
tn ti xo b s l m trong qu trnh tho lun v ra cc quyt nh qun l, s
tin tng ca nhn vin vo cc quyt nh v chnh sch ca doanh nghip, tinh
Trang: 37
Qun tr chin lc
thn ng i trong mi cng vic ca doanh nghip. Ti Southwest Airlines th

tng c nhn u c i x theo kha cnh con ngi ch khng nh nhng
ngi lm thu.
b, Cc ngun danh ting
SouthWest l mt trong 10 cng ty c ngng m nht th gii do tp
ch Fortune bnh chn. N l cng ty duy nht khng b thua l trong 20 nm lin
tip. Chng khon ca Southwest Airlines tng lin tc t nm 1972 n 2002.
Sau hn 30 nm hot ng, t mt hng hng khng nh b, Southwest Airlines
c 513 chic my bay, phc v trn 100 triu hnh khch mi nm, i ti trn
60 thnh ph ln trong c nc vi trn 3.300 chuyn bay mi ngy. Theo kho
st ca Tp ch Money nm 2002, Southwest Airlines l hng mang n li
nhun ln nht cho c ng - nu c ng u t 10.000 USD nm 1972, th h s
c li nhun ln n 10.200.000 vo nm 2002 (tng 25,99% mi nm).
Trong nhng thi k khng hong, Southwest sng st v l cng ty
M duy nht to ra mt phm tr ca mt thng hiu, th thch nhng hng
vn ti truyn thng vi sn phm gi r nhng cht lng cao. Chin lc ca
Southwest: s dng t hn nhng sn bay t tin khng cn thit, vt b nhng
ch ngi nh sn, loi b nhng th kiu cch khng cn thit tt c l
cung cp mc gi siu r. V nhng nhn vin hng khng thc s cm thy vui
v. Southwest thnh cng trong vic xy dng mt thng hiu nhn khc, cm
thy khc, v bay cng khc nhng hng vn ti khc.
6. Phn tch cc ngun lc ct li:
Khng phi bt k ngun lc no cng s tr thnh nng lc ct li ca mt
cng ty, l ti sn mang tnh chin lc cho t chc. Vic nhn nh cc ngun lc
ca SouthWest, ng thi phn tch cc ngun lc trn s gip chng ta nhn thy
c nng lc ct li thc s ca SouthWest. mt ngun lc c th tr thnh
nng lc ct li ca t chc th n phi hi 4 c im: him, ng gi, kh bt
chc v khng th b thay th.
Vic nh gi cc ngun lc ca SouthWest theo 4 tiu thc trn c th hin
c th trong bng sau:
Trang: 38
ng gi
Him
Kh bt chc
Khng th thay th
- thc hin c chnh

sch ti chnh bo th,
SouthWest d vo chnh
sch tng trng u n
vng chc
- Khng mt chnh
sch no khc c th
gip cc t chc vt
qua khng hong mt
cch d dng
- c th lm c
ging SouthWest i hi
c thi gian di. Bn cch
, cc hng hng khng
khng th thay i nhng
g c i theo chin
lc ny
- H tr cho qu trnh
- Vc pht trin KH-KT - Vc ng dng KH-KT
xoay vng nhanh
gip cho vc ph bin tr nn d dng v nhanh
Cng ngh
- Tng cng kh nng cng ngh tr nn d dng. chng vi tt c cc hng
phc v khch hng
hng khng
- Tng tnh hiu qu
- em n cho
- Khng ch SouthWest - D dng bt chc c
Cc hp ng SouthWest kh nng ng m bt k mt hng hng
di hn
ph vi s thay i ca khng no cng tm cc
mi trng, m bo gii php tng t
ngun cung cp
- Mt trong nhng
im mu cht gip
thc hin chin lc
hiu qu vt tri ca
SouthWest
Ngun lc hu hnh
-Gip SouthWest Vt
- Theo quan im ti
qua c cc cuc khng chnh thng thng, vic
Ngun lc ti
hong nghim trng
d tr tin mt ln ,duy tr
chnh
n thp khng ph hp;
khng nhiu t chc p
dng chnh sch ny
- Gip SouthWest thc

- Khng mt hng hng
hin c chnh sch ct khng no trn th gii p
gim chi ph, quay vng dng chnh sch s dng 1
C s vt cht
nhanh.
li
my
bay
nh
SouthWest
Trang: 39
- C th thay th do s
pht trin KH-KT
nhanh chng.
- C th s dng cc
bin php khc ng
ph vi s thay i ca
mi trng
Kt lun
Nng lc ct li
Ngun lc
Nng lc ct li
Qun tr chin lc
Ngun
nhn
lc
Nhn
vin
- SouthWest th cc v
tr c lin h cht ch vi
nhau, h tr thc hin
chin lc cng ty.
- Gim cc chi ph v
o to, tuyn dng
Vn
ha
- Vn ho SouthWest l
ti sn khng th thay th
c
- Mi quan h c ch
trng em li hiu qu
vt tri
Lnh
o
- Tt c cc hng
hng khng khc ca
M u khng th t
c s phi hp gia
cc nhn vin
- xy dng c mi
quan h cht ch i hi
mt qu trnh lu di , vn
ho cng ty phi c t
ln hng u
- Con ngi l ngun

lc khng th thay th
c.
- Nt vn ho
SouthWest l c trng
v khng th tm thy
n bt c mt hng
hng khng no khc
cng nh cc t chc
khc
- Herb Kellher em
- C nhiu nh lnh
n s khc bit hon ton o thnh cng trn th
v nhng thnh cng vt gii vi nhng quan
tri ca SouthWest
im lnh o khc
nhau. Nhng t tng
cao cac mi quan h
- s chia s mc tiu
chung ca tt c nhn
vin t cp thp nht
n cao nht lun c
cao.
- thc hin c vn
ho nh SouthWest i hi
phi qu trnh lu di, t
nhng bc i u tin.
- Vn ho khng phi l
yu t d dng bt chc
c
- Mt s tri nghim v
kin thc su rng. Kinh
nghim v kin thc c th
hc c, nhng s tri
nghim th khng th bt
chc.
- Yu t con ngi
c
hng
n.
Khng th thay th yu
t con ngi bng mt
ngun lc no khc.
Trang: 40
- Gi tr con ngi
khng th thay th
c.
Nng lc ct li
Ngun lc v hnh
Qun tr chin lc
Qun tr chin lc
Danh ting
- Danh ting ca
- SouthWest khng phi - Cc hng hng khng
SouthWest em li v tr l hng hng khng danh khc ang n lc vt tri
trong khch hng cng ting nht ti M
t c danh ting cho
nh vi cc i tc.
mnh
- S tin tng ca
khch hng v an ton
trn cc chuyn bay
Trang: 41
- Danh ting khng

phi l iu duy nht
em n s tin tng
cho khch hng v i
tc.
Qun tr chin lc
IV. Chin lc cp kinh doanh

1. La chn chin lc:
T xa xa ngnh hng khng c xem l ngnh vn chuyn t nht
trong cc hnh thc vn chuyn, tuy nhin suy ngh thay i khi m
SouthWest nhy vo cuc, n lm thay i hnh thc cnh tranh ca ngnh
hng khng th gii ni chung v ngnh hng khng M ni ring. Vi chin lc
dn o v chi ph, n ngh mt mc gi thp nhm cnh tranh vi t v xe
bus hn l vi cc hng hng khng khc. Southwest sng st v l cng ty
M duy nht to ra mt phm tr ca mt thng hiu, th thch nhng hng
vn ti truyn thng vi sn phm gi r nhng cht lng cao. Southwest
thnh cng trong vic xy dng mt thng hiu nhn khc, cm thy khc, v bay
cng khc nhng hng vn ti khc.
2. Cch thc to ra chin lc n o v chi ph:
c th cung cp nhng chuyn bay vi gi c thp cho khch hng,
SouthWest ci tin cch thc hot ng ca mnh nhm nng cao hiu qu v
gim chi ph. Chi ph ca SouthWest thp khng phi do tr lng thp m l do
SouthWest ci tin cch thc hot ng ca mnh v s dng c hiu qu 2 ti
sn quan trng nht ca n l my bay v con ngi.
Phng thc hot ng ca cc hng khng truyn thng l c mt vi trm
trung chuyn chnh (hub), ri t , ni hng loi cc im n( h thng trc nan
hoa) .Tuy vy, Southwest c m hnh hot ng hon ton khc. Thay v tp trung
xy dng mt vi cn c ln, h thit lp mt h thng im ti im. S khng
c mt trm trung chuyn c ln no m thay vo l hng lot cc im n
quan trng (focus city) c va.
Cch thc bay ca cc hng hng khng truyn thng (bay theo trc nan
hoa) c nhiu thun li trong vic n nh mc gi cao tuy nhin bt li ln nht
ca n chnh l s tp trung vn chuyn. Khi cc sn bay s dng ht dung lng,
nh ang xy ra ti cc hng hng khng Hoa K hin nay, nhng bt li ca vic
tng cng cc chuyn bay trong cc sn bay chnh bt u nng hn l thun li.
Chnh v th gii php bay im ti im m SouthWest s dng t ra c hiu qu
trong tnh trng kh khn ny ca ngnh hng khng. Tuy vy mng li bay theo
chng cng c nhng bt li. C l quan trng nht, h thng bay theo chng
khng to ra kh nng n nh gi nh cc sn bay trung tm. b p cho bt
li v kh nng n nh gi b mt, SouthWest phi cc k hiu qu v chi ph.
Trang: 42
Qun tr chin lc
* M hnh quay vng sn xut:

Cch thc u tin m SouthWest thc hin l thc hin xoay vng
nhanh. My bay khng lm ra tin khi n u trn mt t v th m SouthWest
tm cch nhanh chng a n tr ln khng trung. Khi mt my bay gim thi
gian u trn mt t, n c th tng thu nhp tnh theo ngy. iu ny c th
c l gii mt cch n gin rng, khi my bay khng trn khng trung n
khng ch to ra thu nhp m n cn to ra nhiu chi ph do vic s dng nhiu lao
ng cho vic phc v my bay v nhu cu ca khch hng. SouthWest ch mt c
15 pht xoay vng mt chuyn bay. Tnh theo gi tr cao ca my bay, ci li
t vic gim thi gian quay vng ch 15 pht cho mt chuyn bay l rt ln.
thc hin c iu ny SouthWest khm ph nhiu cch mi lm tng tc
vng quay nhanh ca my bay ti cng khi hnh.
Trc ht SouthWest ch s dng mt loi my bay duy nht - Boeing737.
D c nhiu s khc bit gia my bay 737 Series 200 u tin v Series 700 sau
ny nhng SouthWest tiu chun ha ti a cu hnh ca bung li nhm gim
thiu nhu cu hun luyn thm cho phi cng. V th phi hnh on, trang b v
ph tng c th thay th cho nhau v cng tc bo qun thng nht hn.
Th 2, Thay v tn nhiu tin chen chc vo cc sn bay to, hin i,
chnh ca mt thnh ph, Southwest thng chn a bn hot ng ti cc sn
bay ph, nh, r. ni no c sn, SouthWest s dng nhng sn bay khng ng
c lm hn ch gy ri lon cho hot ng bay. Ti cc thnh ph ln,
SouthWest thng s dng nhng sn bay c, nhng sn bay b b i khi ngi ta
xy dng nhng sn bay mi ln hn. SouthWest cng thng cung cp nhng
dch v cho nhng sn bay nh hn d dng i vo cc khu vc thnh th ln.
Th 3 quay vng nhanh, SouthWest hn ch mt s dch v, nht l
khng c cc ba n trn my bay (ch thc ung v n nh) v khong chuyn
hnh l sang cc hng hng khng khc. Cch ny lm gim chi ph v thi gian
quay vng
Th 4, gn nh tt c cc th tc ln my bay ca SouthWest u c
thc hin qua mng, iu ny gp phn rt ln trong vic gim thi gian xoay
vng v gim chi ph hot ng.
Cui cng, SouthWest ngh th tc gh ngi t do. Th tc ny gip to
ra nhiu hiu qu. Trc ht s khng cn phn mm phn loi v gi ch
trc, cng nh thi gian v chi ph in v ln my bay v kim tra khi hnh khch
ln my bay.V c l quan trng hn l ch t do chn ch ngi thng
Trang: 43
Qun tr chin lc
cng cho nhng hnh khch c mt sm ti cng khi hnh: khch hng n sm
s chn c ch ngi tt nht.
Cc chin lc nhm n gin ha sn phm ca SouthWest gp lm
gim thi gian xoay vng ng k tuy nhin n cng khng th thc hin nu
khng c s phi hp cao gia 12 chc nng khc nhau: phi cng, tip vin hng
khng, nhn vin cng, nhn vin v, nhn vin iu hnh, nhn vin cu thang,
chuyn hnh l, hng ha, th my, th tip nhin liu, lau chi my bay v cung
cp thc n. Trong ngnh hng khng, nhng b phn ny b chia r do cc khc
bit v trnh thnh tho, a v v thm ch l do v tr lm vic khc nhau. H
khng c mt lch s cng tc nng m trong ngnh hng khng nh mt khi
thng nht. Nhng ti SouthWest li khc, h tin hnh xy dng nhng mi
quan h c mc tiu chung, chia s kin thc v tn trng ln nhau. N tao nn
s phi hp lin kt cao, gip SouthWest c th quay vng my bay nhanh, dn
u ngnh hng khng v hiu sut s dng my bay v hiu sut lao ng.
* Qun tr ngun nhn lc hiu qu:
Sut nhng nng 1980 va 1990, cac ban m ta cng vic la chu am
phan chinh khi cac nha qua ly cac hang hang khng tim cach giam bt cac yu t
khng hiu qua canh tranh tt hn trong mt mi trng khng co nhng quy
inh kim soat. Mt phng phap ma cng oan co th tim kim bao v cng
vic cua oan vin la thng lng ban m ta cng vic hay iu l lao ng co
th ngn nga nhn vin trong nhng nhom lao ng khac t chc cng vic cho
oan vin cua minh. Tuy nhin du cac ban m ta cng vic hay iu l lao ng
co ve cng nhc nay co ve tng s an toan cng vic, c bit la khi co kha nng
giam nhn vin, chung cung tao ra nhng ranh gii co hai cho quan h lao ng.
Cach tip cn vi s linh hoat trong cng vic SouthWest tac ng n s phi
hp lin k t va hiu qua hoat ng.
Mt mt mi nhn vin tai SouthWest co mt ban m ta cng vic rt ro
rang cu th va nhn vin c ao tao rt ky. Trong qu trnh oa tao, ho cung
c tip xuc vi nhng chc nng khac nhng khng s dung m m.
Mt khac, cng vic cua mi nhn vin SouthWest bao gm ca giup
ng s khi cn thit. Khng co nhng han ch trong cac hp ng lam vic cua
nhn vin. Hu ht ca hang hang khng co nhng quy inh lao ng rt han ch,
lit k nhng inh nghia cng vic rt chi tit trong hp ng.
Vi nhng ban m ta cng vic linh hoat, nhn vin SouthWest co th giup
ln nhau khi cn thit, thng vt khoi ranh gii chc nng khi lam th.
Trang: 44
Qun tr chin lc
Mi vong tron biu thi mt trong 9 c s hang khng trong cac cuc nghin cu. Tinh linh
hoat trong cng vic c anh gia trn mt thang im t 1->5. S phi hp lin kt-s phi hp
c thc hin qua quan h chia se muc tiu, chia se kin thc va tn trong ln nhau-c tinh
bng % cac mi hp tac lin chc nng manh hoc rt manh, da vao cuc iu tra nhn vin. S
phi hp lin kt ti phin co tac ng tich cc n cht lng va hiu sut, nh c minh hoa
trn biu
Southwest kim sot chi ph mt cch hu hiu bng cch duy tr mt

lc lng lm vic nng sut cao, phi hp hiu qu. Bng vic khng nh s
gh trn mi chuyn bay ca mnh, SouthWest ch thng s dng mt nhn vin
gc ca, thay v 3, n khch ln my bay, SouthWest cng ct gim nhn
vin trn mi chuyn bay, thay v 12 nhn vin trn mi chuyn bay nh bnh
thng th SouthWest ch c 8 nhn vin trn mi chuyn bay ca mnh nhng
vn m bo cht lng phc v. Nhng chin thut nh vy cung cp cho Cng
ty vi chi ph hot ng thp nht ngnh, di 7 cents cho mi n v dm ch
ngi c sn; cc hng hng khng khc thng chi ph trong khong t 9 n 15
cents.
Trang: 45
Qun tr chin lc
Hiu qua hoat ng

Thi gian quay vong
Thi gian nhn vin/mi
hanh khach
Khach hang phan nan
Mt hanh ly
Chuyn bay n tr
c tinh san phm
Chuyn bay/ngay
Khoang ng binh
qun/chuyn
Hanh khach/chuyn
Hang hoa/chuyn
Hanh khach chuyn tip
lch
chu
n
AMR1+
n=12
AMR2
n=12
SouthWestA
1 n=12
SouthWestA
2 n=12
CON1
n=12
CON2
n=12
UAL1
n=12
UAL2
n=12
UAL3
n=3
Tng
cng
n=99
65.5
88.5
22.9
22.7
43.1
38.6
62.5
66.1
32.6
50.7
22.1
99.4
50.5
5.4
22.5
131.3
47.1
6.1
17.8
35.9
0.5
3.9
15.3
37.4
0.5
4.1
20.0
76.6
23.4
5.3
27.0
72.0
27.7
6.4
26.1
88.6
25.5
4.4
21.7
83.5
23.3
6.9
19.2
42.1
20.7
7.3
13.5
77.0
24.7
5.4
21.0
32.4
18.9
1.6
8.0
36
51
76
84
36
98
22
99
57
63
30
1348
110
3.80
1.0
1984
123
6.20
3.9
319
73
0.15
10.4
387
81
0.49
3.5
447
73
0.94
1.0
523
61
0.66
31.2
1463
110
2.90
1.0
1459
121
4.60
3.9
330
80
0.10
1.0
971
94
2.40
6.8
608
24
2.20
9.6
Khao sat v phi hp lin kt tai 9 c s:

nhng khac bit trong Hiu qua hoat ng va c tinh san phm
Bang nay trinh bay hiu qua hoat ng va c tinh san phm cua 9 c s ha tng hang khng trong cuc
khao sat v s phi hp lin kt.(n=s thang theo doi cua cac chi s anh gia).
Trang: 46
Qun tr chin lc
*Qun tr tn kho hiu qu:

Trong cc chi ph hot ng ca mi hng hng khng dn dng, chi ph nhin liu
thuc loi cao nht, trung bnh t 20% n 30% tng chi ph. Nhng trong thi gi du
lin tc tng cao, c hng bo khon chi cho nhin liu vt ln n 40%. Chng hn
nh Singapore Airlines cho bit chi ph nhin liu 3 thng cui nm 2005 l 1,18 t la
Singapore, chim 37% tng cc khon chi, tng 49% so cng k nm 2004. p dng ph
thu nhin liu ch l mt gii php tnh th khng m bo gip hng khng b l nng
trin min. Tng gi v trong tnh hnh cnh tranh cc k gay gt nh by gi chng khc
g t treo c mnh. Mua my bay loi mi gn ng c tit kim nhin liu th khng phi
hng no cng c sn iu kin ti chnh.
Tuy nhin SouthWesta vn hoat ng hiu qua, duy tri c mc li nhun cao
trong khi cac hang hang khng khac phai i mt vi tinh trang thua l lin tuc. Nh u
m Southwest c li, khi nhiu hng ln khc ca M tip tc l nng? V 70% lng
nhin liu m Southwest cn cho i my bay ca mnh hot ng trong nm 2001
c mua t trc y, khi gi thng du th cn mc 26 USD! Tnh n ht thng
3.2001, tng gi tr nhin liu m hng mua d tr cho nm nay v nm ti l 1,2 t
USD.
Vic mua trc nhin liu d tr din ra tht nh nhng. N khng i hi hng
hng khng phi chi ln vo vic xy dng bn cha nhin liu, m mi chuyn din ra
trn mn hnh vi tnh ni kt vi cc ch kinh doanh nhin liu quc t. Ch cn chuyn
ban ph trch c mt oc tinh toan gioi va SouthWest la hang hang khng tin phong trong
vic o.
Tm li, mc d gp nhiu bt li v hiu sut ca nhng chuyn bay ngn nhng
do nhng n lc i mi lm gim chi ph ng bay ngn ca SouthWest, chiu di
chuyn bay by gi t l thun vi chi ph cho mt dm)/ch ngi. S i mi ny ca
SouthWest lm thay i l lun nn tng v sn xut trong cng nghip hng khng.
3. Nhng thun li v bt li khi s dng chin lc dn o chi ph
SouthWest Airlines:
a, Thun li:
- Vi i th cnh trnh: Nh chin lc tit kim chi ph hiu qu, SouthWest c
c li nhun trong 35 nm lin tip, iu m cha c hng hng khng no trong lch
s lm c. Thm vo , do chi ph tng cao, v nhu cu gim st, nhiu i th
Trang: 47
Qun tr chin lc
cnh tranh thc hin nhiu chin lc khc nhau bao gm ct gim dch v n ung, v
tnh thm l ph cho vic kim tra hnh l tng li nhun cho nm 2008. Tuy nhin,
vi chi ph iu hnh thp, SouthWest khng ct gim cc chi ph khc.
- Vi nng lc thng lng ca nh cung cp: Nh cung cp thit yu ca bt k
hng hng khng no l nh sn xut my bay. SouthWest l mt trong s t hng hng
khng trn th gii ch s dng mt loi my bay Boeing 737. Hu ht cc hng hng
khng u do d khi mua my bay ca mt hng sn xut duy nht v h mun nm gi
lc n by vi t cch l ngi mua my bay. Nguy c gi ng yn vi mc cao
thng gp trong mi quan h vi nh cung cp, v l mt nguy c m hu ht cc nh l
thuyt khuyn nn gim thiu bng cch c nhiu nh cung cp khc nhau, c bit l
mn hng gi cao v thit yu cho hot ng ca mnh. Tuy nhin, SouthWest gii
quyt mi e ngi ny bng cch xy dng quan h cng tc hai bn cng c li. Trit l
ca SouthWest l mt thay i nh s y chi ph ln. Mi quan h ca SouthWest v
Boeing c c im trao i thng tin t do vi tim nng hai bn u c li.
- Vi nhng ngi nhp cuc: Vi chin lc chi ph thp, SouthWest to ra
ro cn nhp cuc cao, bt li cho cc i th c nh nhp cuc. Duy tr li th chi ph
v gi vn l iu then cht trong ngnh hng khng gi r.
b, Bt li:
Bn cnh nhng thun li th chin lc dn o chi ph cng c nhng bt li. Bt
li u tin ca chin lc dn o chi ph l hin nay c nhiu hng hng khng ang
tm cch bt chc cch thc hot ng ca SouthWest cch tranh ngay trn chnh sn
chi ny. Thm ch cc i th cnh tranh ang tm cch sn xut vi mc chi ph thp
hn v cng ngh l yu t e da ln nht. Mt s thay i v cng ngh c th mang li
s bt li cho nhng nh dn o chi ph nu nhng i th khc nhanh chng nm bt
cng ngh.
Th 2 l chin lc dn o chi ph n qu chuyn tm vo gim chi ph sn
xut do vy n c th lm gim cht lng ca dch v v t n mt i kh nng nh
gi. Cng v qu chuyn tm vo vic ct gim chi ph m n c th mt i s nhn nhn
v nhng thay i s thch ca khch hng t c th lm gim nhu cu ca khch hng
v dch v.
V. Chin lc cp cng ty:
SouthWestA l hng hng khng ni a nc M. Vi khch hng phc v chnh
l khch ni a vi thu nhp trung bnh, SouthWest ch tp trung vo lnh vc vn ti
hng khng. T nhng ngy thnh lp n ny, vic tp trung vo 1 lnh vc kinh doanh
Trang: 48
Qun tr chin lc
n l, ng thi n lc chim lnh th trng em n cho SouthWest nhng thnh

cng to ln. iu ny gip cho SouthWest tp trung hon ton vo hot ng kinh doanh
ca mnh nhm gip SouthWest tp trung ton b cc ngun lc vt cht, cng ngh, ti
chnh, qun tr v cc nng lc cnh tranh ca mnh thng li trn lnh vc vn ti hng
khng.
Trang: 49
Qun tr chin lc
KT LUN
Sau 35 nm hot ng, Southwest Airlines l mt trong nhng hng hng khng c
li nhun cao nht th gii. y cng l mt trong nhng hng hng khng c li tc cao
ti M. SouthWest c tim lc lm bin i ngnh hng khng, cung cp sn phm gi
thp bng cch s dng cc ngun lc mt cch hiu qu cng vi vic cung cp dch v
ng tin cy mc cao. Thnh cng trn th trng ca SouthWest gy n tng v r
rng thc y cc hng hng khng khc th i theo m hnh ca n. SouthWest
gy nh hng khng ch trong nc m cn nh hng n bn ngoi nc M. Tt c
cc hng hng khng ny u mn cc yu t thnh cng ca SouthWest vi hi vng t
c cc thnh cng tng t.
Trong sut qung ng qua ca mnh, SouthWest lun theo ui chin lc
dn o chi ph ca mnh; ph hp vi s mnh v vin cnh t ra ngay t u. Mc
d hnh thc bay theo chn c nhng bt li v chi ph nhng SouthWest khc phc
c nhc im ny bng cc hnh ng chin lc khc. iu ny em n cho
SouthWest kh nng cnh tranh cao v vt qua nhng cuc khng hong trong ngnh
hng khng. Bn cnh , SouthWest xy dng cho mnh mt nn vn ha c o,
em n cho nhn vin s tn trng, trung thnh. Chnh iu ny thc y nhn vin
n lc hn na trong vic phc v khch hng. S thnh cng ngy hm nay ca
SouthWest l c mt qu trnh n lc lu di trong chn ng mnh chn.
M hnh hat ng hiu qu ca SouthWest vn cn gi tr hc tp cao cho cc
doanh nghip trn ton th gii. S thnh cng ngy nay ca SouthWest chnh l mt
minh chng r nt cho tnh hiu qu ca chin lc kinh doanh m SouthWest chn.
Trang: 50

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Qun tr chin lc

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

5. Phn tch ngun lc

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

I-Gii thiu v South-West Airlines

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

thng mi c yu thch nht trong lch s. Sc tng trng ca SouthWest

GVHD: TS. Nguyn Thanh Lim

1985: SouthWest cung cp dch v mi ti Ontario, St. Louis v Chicago

GVHD: TS. Nguyn Thanh Lim

- Giai on th 4: t nm 1998 n nm 2008. Trong giai on ny,

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

nhit tnh ca i ng nhn vin, khch hng c phc v bng c s nhit

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

trng hp l khng cn thit, gim ti thiu thit hi nhn mng ni trn v gp

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

sng ti cc tiu bang khc min ng nam v trung ty ca Hoa K khng c

GVHD: TS. Nguyn Thanh Lim

V ngnh hng khng tng i nguy him, vn quan tm hng u l an

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

Katrina ly i 0,2% GDP ca M trong qu 3 v 0,3% trong qu 4/2005 v t

GVHD: TS. Nguyn Thanh Lim

kh thi. Theo thng tin th c ti hn 700 hng c cng ty hng khng ng k ti

GVHD: TS. Nguyn Thanh Lim

qu nng n. i tng u tin phi chu hu qu l nhn vin ca cc hng hng

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

dch v tt d khch hng bt k a im no. Tinh thn ca nhn vin chnh l

GVHD: TS. Nguyn Thanh Lim

GVHD: TS. Nguyn Thanh Lim

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

Hiu sut lao ng = Ch s dm bay trn 1 phi cng, s dm bay hnh

GVHD: TS. Nguyn Thanh Lim

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

S5,O2: To ra nhiu chuyn bay

S5,T3: Tng cc chuyn bay ngn

3. Phn tch cc khi c bn li th cnh tranh:

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim

Bng s liu iu hnh:

71.790 76.861 85.173 92.780 99.636 103.271

47.942 53.418 60.223 67.954 72.319 73.491

73% 72.6% 71.2%

Bng so snh cc i th cnh tranh:

Nhm: SouthWest Airlines

GVHD: TS. Nguyn Thanh Lim