Sinh vin: Nguyn Qu Duy

Lp: Mar003

TIU LUN
MN: MARKETING QUC T

MSSV: 31101020336

ti:

PHN TCH LI TH CNH TRANH

T NAY N NM 2015 CA
SINGAPORE AIRLINES
CC LI TH CA SIA V PHN TCH TRONG TNG LAI
1) Li th v chi ph nhn cng.
SIA c chi ph v nhn cng l 16,6% so vi 30% ca cc hng hng khng ca M v Eus. Tuy nhin,
cng nh cc ngnh hng khc Singapore, SIA ang i mt vi chi ph nhn cng ngy cng tng, do
trong 2 nm ti (ti 2015), li th ny vn c th gi vng. Tuy nhin, l so vi cc hng hng
khng cc nc pht trin, nu so vi chi ph nhn cng r mt ca cc nc ang pht trin (trong khu
vc), nh Thi Lan, Malaysia, Indonesia, ang c cc hng hng khng ca nhng nc tn dng
th y khng th l li th cnh tranh ca SIA trong hin ti cng nh trong 2 nm ti.

2) S h tr ca chnh ph.
Singapore l mt nc nh, do vic trin khai cc chin lc kinh t rt d dng, v vi nhng thnh
cng trong qu kh, bin Singapore thnh trung tm giao thng ti chnh trong khu vc v trn th
gii. Tt nhin, SIA khng ch l mt hng hng khng quc gia, m cn l biu tng, l hin thn ca
Singapore, nn c chnh ph nc ny tr gip cng nh m rng hnh lang php l gip vn ti
nhiu quc gia trn Th gii. V s gip ny chc chn vn s tip tc (t nht l cho ti 2 nm na).
y l mt li th m t hng hng khng no trn th gii c th cnh tranh li vi SIA.

3) V tr ca dch v xut sc, cht lng cao v thng hiu mnh.

Vi kinh nghim lu nm trong ngnh hng khng v nh hnh r (cng s quyt tm nht qun theo
ui) l mt hng hng khng cht lng cao, khc bit, lun i mi thch nghi, SIA to nn tn
tui v xy dng c mt lng ln khch hng trung thnh (quan trng nht l lng khch hng
doanh nhn, di chuyn bng my bay nhiu). V vi v th hng hng khng th 2 th gii, SIA to nn

mt hnh tng mu mc cho cc hng hng khng khc. V tt nhin, trong 2 nm ti, s kh c hng
hng khng no bt kp.

4) Phi i tr vi nhiu my bay cht lng cao.

Vi vic u t nhng my bay mi nht, SIA to nn li th cnh tranh. Trc tin l to nn lng tin
v s an ton trn nhng chuyn bay cho khch hng, sau l nhng li th nh tit kim nhin liu,
gim chi ph bo dng, bo him ri ro, tr tin mt cho my bay, Tuy nhin, li th ny l khng bn
vi s ni ln ca hng hng khng cc Tiu vng quc Arap thng nht (t 45 my bay A380 vi chi
ph ti $19b). Cng nh nhiu hng hng khng khc c u t nhiu tin ca.

5) Kinh nghim trong chuyn bay.

Vi kinh nghim gn 50 nm tham gia vo th trng hng khng, SIA to cho mnh mt phi i hng
hu vi hn 6500 nhn vin, vi kinh nghim v s lnh ngh cao. Vi i ng tip vin c o to ti
15 tun, cao hn tt c cc hng khc v thi gian o to. C th ni rng, li th ny c th snh ngang
vi cc hng hng khng lu i nht, tt nht trn th gii m khng phi hng hng khng mi gia nhp
no cng c c.

6) Gi tr vn ha: thc hc tp v thc hnh lin tc i mi v pht trin.

C th ni, tht kh c hng hng khng no m mi nhn vin, t lnh o, phi cng, tip vin, n nhn
vin bnh thng khc li c thc pht trin v xy dng cng ty nh SIA. H lun lun hc tp v
rt kinh nghim, ngy ngy i mi v tin b. Cng nh h lun t li ch ca cng ty ln cao, lun b
m nh bi vic gim chi ph, tng li nhun cho cng ty. iu to nn s hiu qu cao trong hot
ng cng nh s khc bit ca SIA. y l mt gi tr vn ha nn tng trong mi nhn vin, v l li
th cnh tranh cc mnh ca SIA.