1/DUY TR TRIT L HNG N KHCH HNG

Nhn thc c rng thi huy hong qua, cp lnh o cao nht tip tc nhn mnh vo tm quan trng ca trit l hng n khch hng v vn ha dch v ca SIA. Nguyn tc ngm hiu l khch hng n vi SIA u qua mi im tip xc ca tng cp trong t chc. Cch thc khch hng c phc v nh th no ti mi im tip xc c xem l cc k quan trng. Chnh sch ca cng ty l nu nh c c hi kinh doanh no th c hi phi c thc hin trn quan im hng n khch hng. V d nh, khc vi thc t ca mt s hng hng khng khc, khng khch hng no ca SIA phi h hng gh nhng ch cho cc quan chc lnh o ca Singapore Airlines. Va qua, cng ty va khi cng xy dng trung tm hun luyn v o to tr gi 50 triu USD, c thit k trui rn tt c cc nhn vin nhm cung ng dch v tuyt ho v tinh t. Theo nh thi bo Straits Time, thi bo hng u ca Singapore, mi nhn vin t ngi lao cng n Ph Gim c iu hnh u phi c o to. Trit l ngm hiu ny to kh nng cho nhn vin c th t t mnh vo v tr ca khch hng. Mt trit l vn duy tr tt na l nhn vin phi cc k linh hot bt c khi no c th trong qu trnh gii quyt vn ca khch hng, cho d iu i hi nhiu thi gian v sc lc. C th nu v d nh, nhiu hnh khch mun c phc v n ngy sau khi h ln my bay nhng nhiu ngi khc li mun ch. Khng th nh ng nhu cu ca khch hng. H mun ln my bay v ng, v sau mi quuyt nh xem phim. i vi chuyn bay ng di nh vy, kh nng linh hot l rt quan trng. Nhn vin cng c hun luyn rng khch hng s hi lng hn nu nh c c nhiu la chn. SIA cng khuyn khch khch hng gi th than phin v cc vn cha c gii quyt hoc gii quyt cha tha ng. SIA nhn nhn y l c hi nhn r cc vn hn na. Mt khi nhn c cc khiu ni, phi xc tin cc hnh ng

 lm sng t vn . Tt c cc th khiu ni, phn nn u c truy ngc v theo di st. Hnh khch c mi vit th khiu ni. Cc khch hng nh M, c, c sn sng thc hin, nhng cc khch hng khc th khng. nhng khch hng ny phi c bn cu hi c bit theo di tip theo. Cc ch s v hiu sut dch v (SPI) c nhp vo my tnh, cho php nh gi tiu chun cht lng dch v. Phiu thm d kin khch hng trn chuyn bay bng nhiu ngn ng c s dng ly kin ca khch hng v cc vn ch cht. Thng tin ny cng vi cc thng tin khc nh chuyn bay ng gi, t l hnh l tht lc trn 1000 hnh khch, t l th khiu ni v khen c trnh ln Ban Tng Gim c. Ngay khi nhn c khiu ni lin quan n s vic c th trn khng, tip vin lin quan s tm thi a ra khi h thng v c o to. Hng nm tip vin c 3 n 4 ln c ti o to. Vo ngy th hai hng tun, tip vin trng v ph u gp g Ban h tr dch v phn hi thng tin v trao i kinh nghim. Trung tm kim sot lun thng bo cho tip vin, trc khi ct cnh, cc chnh sch, khuyn mi v cc vn lin quan n dch v. Ti sn bay Singapore, nhn vin c khuyn khch lm mi th c th c gii quyt vn ca hnh khch. Mt cu chuyn tr thnh truyn thuyt ca cng ty l mt cn b trc m khuya tm n mt ngi th may v ly tin ting ca mnh t cc cho mt b vest cho mt khch hng m hnh l ca ng ta b tht lc, ng ta c th d bui hp quan trng vo bui tra hm sau. 2/Quy t Phn ny nhm mc ch m t cc qu trnh ca chin lc c pht trin bi SIA. Da trn qu trnh lp k hoch chin lc t trn xung, chin lc ca SIA c xy dng nh l s sau y trong bao gm hai sn khu chnh, xy dng chin lc v thc hin chin lc (Boddy, 2005). - m -Phn tch tnh hnh -M t u Xy d

-T -Actions -K m t

xy d

4.1. m L mt trong nhng hng hng khng ln nht th gii, SIA cam kt vi cc dch v tuyt vi cho khch hng l theo ui s mnh ca mnh l tuyn b rng "Singapore Airlines l mt cng ty ton cu dnh ring cung cp cc dch v vn chuyn hng khng cht lng cao nht v li nhun ti a ha li ch ca c ng v ngi lao ng "(Hng hng khng Singapore Airlines, 2011). Hiu bit v s mnh ca t chc trong iu kin m bo kinh doanh thnh cng di hn (Boddy, 2005) SIA lin tc c ci thin i tu ca mnh, k nng nhn vin v cc dch v c cung cp nh l mc ch ca n cho tt c cc k hoch chin lc. 4.2. Phn tch tnh hnh Giai on ny l rt quan trng l cng ty c th to ra lng thng tin ln. Bng cch nh gi cc yu t ni ti, SIA c th hiu c im mnh v im yu ca n da trn cc ngun lc, nng lc v hiu sut so vi cc i th cnh tranh (Boddy, 2005). Ngoi ra, SIA c nhng li th ca cc c hi v gim thiu cc mi e da bng cch nh gi cc yu t bn ngoi. Trc ht, cc yu t bn ngoi m bao gm tt c cc yu t trong mi trng vi sinh v vi sinh mi trng. Trong phn tch mi trng ni chung, m hnh PESTEL c s dng gip SIA d on cc yu t v bao nhiu h nh hng n kinh doanh ca mnh trong tng lai (Aaker, 2005). V d, thay i cng ngh i hi SIA c thch ng vi duy tr cc tiu chun ca mnh trong c hai an ton v dch v. Bn cnh , bng s hiu bit cc yu t mi trng v m SIA c th lp k hoch v iu chnh chin lc ca mnh gim thiu ri ro. V d, i ph vi SIA suy thoi kinh t v lm pht k kt hp ng vi cc nh cung cp nhin liu gi cho gi ca n nh l cnh tranh nht c th. Trong phn tch mi trng vi m, cc lc lng ca Porter nm c s dng phn tch cc lc lng trong ngnh cng nghip hng khng nh mi ngi trong s h c th nh hng trc tip trn SIA (Porter, 1998). M hnh ny c th cung cp cho SIA mt tng quan v ngnh cng nghip hng khng nh s cnh tranh

ngnh cng nghip cao v thng lng quyn lc cao ca cc nh cung cp (Data Monitor, 2010). Ngoi ra, kt hp vi phn tch i th cnh tranh cung cp nhim v SIA i th cnh tranh, chin lc hin hnh, ngun lc, nng lc ..., s gip SIA c nhng chin lc ph hp trn th trng. Hn na, phn tch ni b l tnh hnh trong cng ty chng hn nh cc ngun lc, ti sn ... cng nh k vng ca cc bn lin quan. Bng cch hiu c nhng yu t ny SIA c th lm cho cng nhiu cng tt nhng li th ring ca n tr thnh li th cnh tranh ca mnh trn th trng hng khng. N cng rt hu ch cho SIA khai thc ti a ngun lc ca mnh v p ng mt cch chnh xc vi cc i th cnh tranh ca n. 4,3. M t u Da trn phn tch thc trng trn v theo ui s mnh ring ca mnh, mc tiu cung cp mt pht m r rng chi tit hn v mc ch v c s cho vic gim st hot ng SIA (Boddy, 2005). Mc tiu u tin l khch hng s c nhn c li ch bng cch s dng cc dch v ca SIA. iu ny cng i km cng vi mc tiu qun l ngun nhn lc v cc hot ng khc nh duy tr cc dch v tiu chun ha SIA v danh ting ca n. Mt mc tiu khc c th l mc tiu kinh doanh i hi SIA ph hp chin lc t c mc tiu di hn ca mnh. 4.4. xy d

t c cc mc tiu trn, s la chn chin lc c th c th c pht trin. V tt c cc la chn chin lc thay th s c xc nh l cc ty chn ny yu cu c thm nh l tt nht c th c la chn (Boddy, 2005). Trong ngnh cng nghip hng khng, SIA c th c mt s chin lc chung chung m c th c p dng trong c hai chin lc cp cng ty v chin lc cp kinh doanh ty thuc vo tng tnh hung. V d, nh i trn ton th gii, tham gia cc lin minh v mua li c coi l chin lc hiu qu cho SIA trong ngnh cng nghip hng khng. Nhng chin lc ny gip SIA phc v khch hng tt hn v cung cp cc dch v thun tin hn cho khch hng (Shamdasani, 1999). 4,5. Actions Trong giai on ny, cc chi tit k thut ca cc hot ng hot ng v nhim v cn thit c thit k. to ra mt thc hin c hiu qu chin lc, SIA cn phi chi tit ca tt c cc chnh sch v tiu chun ha h thng ca mnh m c

th gip tt c cc nhn vin ca SIA hiu v p dng cc chin lc mt cch chnh xc. V d, phng Nhn s c th cung cp cc chng trnh o to, u i ... nh tt c s gip ny thc y v hng dn nhn vin trong cc hot ng hng ngy ca h. Ngoi ra, nh h tr ca cc phng ban khc vi nhng hnh ng chi tit SIA c th t c mc tiu ca mnh tt hn, c bit l vi s h tr ca ngun lc ti chnh mnh m ca n. 4,6. K m t

L giai on cui cng trong qu trnh, n gip theo di hiu sut v tin b trong cc mc tiu cuc hp (Boddy, 2005). Hn na, n s gip SIA iu chnh hnh ng ca mnh trong tt c cc cp ca h thng t chc v n cng l cn thit xem xt chin lc da trn iu kin tnh hung. V vy, h thng nh gi phi c tiu chun ha nh mt h thng qut thng tin hiu qu (Aaker, 2005) nh gip SIA o lng cc bui biu din thc t ca n v phn ng vi hnh ng thch hp m bo s thnh cng ca n.