T NG H P Emirates Airlines

Trng i hc Kinh t - i hc Nng
Mn Qun tr Chin lc
GVHD: NGUYN THANH LIM

Sinh vin thc hin: Nguyn Th Thanh H Th Thu Tho Trn Th Bch Tho Bi Th Mai Lp: 35K03.2 35K01.2 35K01.2 35K03.2
Nm 2012
EMIRATES AIRLINES 2012
MC LC
CHNG 1: PHN TCH VIN CNH - S MNH ..................................................... 4 1.1 Gii thiu chung v Emirates Airlines ....................................................................... 4 Gii thiu v Tp on Emirates ............................................................................ 4 Gii thiu v Emirates Airlines .............................................................................. 4 1.1.1 1.1.2 1.2 1.3 2.1
Nhng bc ngoc c ngha lch s ca Emirates Airlines .................................. 9 Phn tch s mnh ..................................................................................................... 12 Mi trng ton cu .................................................................................................. 17 Khng b 11/9/2001. ............................................................................................ 17 Chin tranh. ........................................................................................................... 18 Dch bnh. ............................................................................................................. 19 Gi nhin liu. ....................................................................................................... 20 Vn mi trng. ............................................................................................... 20 S ra i v ci tin ca cc loi my bay dn dng. ........................................... 21 S pht trin ca h thng thng tin v cc dch v gii tr. ................................ 21 Tng trng kinh t ............................................................................................... 22 Tnh hnh nhn khu hc UAE trong giai on 2000-2010.................................. 22 u t xy dng c s h tng. ............................................................................ 23 nh ngha v m t ngnh: .................................................................................. 24 Phn tch tnh hp dn ca ngnh ......................................................................... 27 Phn tch nm lc lng cnh tranh ............................................................... 27 Phn tch nhm chin lc trong ngnh ........................................................ 33 Phn tch chu k ngnh 2001-2006 ................................................................. 34 C cu cnh tranh ........................................................................................... 35 Cc phng thc cnh tranh: ......................................................................... 36 Lc lng dn dt s thay i trong ngnh: .................................................. 37 Cc i th cnh tranh trc tip: .................................................................... 40 Yu t then cht cho thnh cng trong ngnh: .............................................. 40
CHNG 2: PHN TCH MI TRNG BN NGOI ............................................. 17 2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 2.1.7 2.2 2.2.1 2.2.2 2.2.3 2.3 2.3.1 2.3.2
Mi trng v m. ...................................................................................................... 22
Phn tch ngnh v cnh tranh: ............................................................................... 24
2.3.2.1 2.3.2.2 2.3.2.3 2.3.3 2.3.3.1 2.3.3.2 2.3.3.3 2.3.3.4 2.3.3.5 2.4
Phn tch ng thi cnh tranh .............................................................................. 35
Tng kt cc c hi v e da ................................................................................... 41
GVHD: TS NGUYN THANH LIM
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EMIRATES AIRLINES 2012 CHNG 3: PHN TCH CHIN LC ...................................................................... 43 3.1 3.2 Phn tch chin lc cng ty ..................................................................................... 43 Phn tch chin lc trong mi trng ton cu .................................................... 47 Mc tiu kinh doanh ton cu: .............................................................................. 47 S hin din ton cu ca Emirates airlines: ........................................................ 48 Cc kh nng, gi tr c Emirates Airlines dch chuyn ra ton cu ................ 53 Cc thch thc v cch khc phc ca Emirates Airlines .................................... 53 Cch thc thm nhp ton cu ca Emirates Airlines .......................................... 54 Chc nng Marketing............................................................................................ 56 Chc nng sn xut ............................................................................................... 57 Cc hot ng ngun nhn lc.............................................................................. 61 Cc hot ng ti chnh: ....................................................................................... 62 Nhu cu khch hng v khch hng mc tiu ....................................................... 65 Chin lc to s khc bit ................................................................................... 65 Nhng gii php ca Emirates .............................................................................. 66 C cu t chc ...................................................................................................... 68 Phn tch kim sot ............................................................................................... 70 Thnh tu th trng ............................................................................................. 72 Thnh tu ti chnh ............................................................................................... 75 im mnh ............................................................................................................ 85 im yu ............................................................................................................... 85 nh gi s ph hp chin lc ........................................................................... 86
3.2.1 3.2.2 3.2.3 3.2.4 3.2.5 3.3 3.3.1 3.3.2 3.3.3 3.3.4 3.4 3.4.1 3.4.2 3.4.3 3.5 3.5.1 3.5.2 3.6 3.6.1 3.6.2 3.7 3.7.1 3.7.2 3.7.3 3.8 3.9
Phn tch chin lc cp chc nng ......................................................................... 56
Phn tch chin lc cp kinh doanh ....................................................................... 64
Phn tch c cu t chc ........................................................................................... 68
Cc thnh tu chin lc .......................................................................................... 72
nh gi im mnh, im yu ................................................................................ 85
Phn tch li th cnh tranh. .................................................................................... 87 Phn tch ngun gc to li th cnh tranh............................................................. 90 Phn tch ngun lc............................................................................................... 90 Phn tch kh nng tim tng: ............................................................................... 96 Nng lc ct li. .................................................................................................... 99
3.9.1 3.9.2 3.9.3
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CHNG 1: PHN TCH VIN CNH - S MNH

1.1 Gii thiu chung v Emirates Airlines 1.1.1 Gii thiu v Tp on Emirates Tp on Emirates l cng ty con ca Cng ty u t Dubai, c tr s ti Garhoud, Dubai, Cc Tiu Vng Quc Rp Thng Nht. Hin nay, tp on Emirates c hn 63.000 nhn vin ti 160 quc gia trn ton th gii, thc hin kinh doanh trn 14 lnh vc trong ngnh dch v v s hu 50 thng hiu. Tp on bao gm: - Dnata - mt cng ty dch v hng khng, cung cp cc dch v mt t v cc dch v phc v cho cc chuyn bay trn khp nm chu. Dnata c thnh lp nm 1959, ch vi nm nhn vin. n nay, Dnata tr thnh mt trong cc nh cung cp dch v trn th gii vi hn 20.000 nhn vin trn ton cu, hot ng ti 38 quc gia. - Emirates Airlines - hng hng khng ln nht Trung ng c thnh lp nm 1985. Hng hng khng ny c tr s ti Garhoud, Dubai, Cc Tiu vng quc rp thng nht (UAE). Nm 2010, Emirates c 142 chic my bay vi trn 36652 nhn vin. Mng li tuyn im ca Emirates lin tc c m rng. Nm 2010 gm 125 im n ti 60 quc gia Chu u, Trung ng, Chu Phi, Chu , Chu i Dng v Bc M. Doanh thu ca Emirates chim gn 80% doanh thu ca tp on Emirates (s liu ti chnh nm 2010 2011). Trong nm ti chnh 2011-2012, Emirates mang 34 triu lt hnh khch v 1,8 triu tn hng ha. 1.1.2 Gii thiu v Emirates Airlines 1.1.2.1 Mt s thnh vin ch cht trong cng ty: a. ng Sheikh Ahmed ng Sheikh Ahmed hin l Ch tch ca tp on Emirates. ng c b nhim vo tp on nm 1985. ng khng ch l thnh vin quan trng ch cht trong tp on Emirates m cn m nhn nhiu chc v quan trng trong Chnh ph Dubai. Di s lnh o ca ng, sn bay quc t Dubai t khi u khim tn tr thnh mt trong nhng sn bay nhn nhp nht th gii, phc v cho hn 150 hng hng khng. Bn cnh , Emirates pht trin t mt hng hng khng khu vc ch vi ba chic my bay trong c mt chic
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EMIRATES AIRLINES 2012 i thu v ba im n, tr thnh mt hng hng khng quc t ni ting vi mt hm i gm 142 my bay v 125 im n trn ton th gii. b. ng Flanagan ng Flanagan l mt trong mi ngi sng lp ra hng hng khng Emirates. Hin ng l Ph ch tch tp on Emirates, Tng gim c iu hnh Emirates Airlines. ng mt kin trc s quan trng trong s tng trng phi thng ca Tp on Emirates v hng hng khng Emirates. Trc khi tr thnh vin ca tp on Emirates, ng gi nhiu chc v quan trng trong cc hng hng khng nh Royal Air Force, British Airways v Gulf Air. c. Tim Clark ng l mt trong mi thnh vin ch cht trong Hi ng sng lp Emirates Airlines v hin nay l Tng gim c iu hnh ca hng hng khng Emirates. ng tt nghip i hc Lonon chuyn ngnh kinh t nm 1971 v nm 1972 ng l thnh vin trong cng ty British Caledonian - mt cng ty hot ng trong lnh vc hng khng dn dng. Nm 1975 ng l thnh vin cho Guft Air, nm 1985 ng l thnh vin ca Emirates vi cng v l Trng phng k hoch hng khng. 1.1.2.2 Cc cng ty con Emirates Airlines a dng ha vo ngnh cng nghip v cc ngnh c lin quan, bao gm cc dch v sn bay, k thut, dch v khch sn, phc v v cc nh iu hnh cc hot ng du lch. Hin Emirates ang s hu cc cng ty sau: a. Emirates Airlines. L thng hiu ln nht trong Emirates, thc hin chc nng chnh l vn chuyn hnh khch v mt phn nh hng ha. Hin ang hot ng ti 125 im n trn ton th gii, vi tc tng trng trung bnh 10 nm gn y l 20%. Tnh n nm 2012, Emirates c 142 chic my bay v l hng hng khng c hm i bay tr nht th gii vi tui trung bnh l 6,4 nm. b. Emirates SkyCargo. Emirates SkyCargo chu trch nhim v mng vn chuyn hng ha ca Emirates, Emirates SkyCargo tch ra hot ng nh mt b phn c lp vi phn h ch khch k t nm 1989. Hin nay, Emirates SkyCargo c 13 my bay chuyn v vn chuyn hng ha. c. Emirates Engineering. GVHD: TS NGUYN THANH LIM Trang 5
EMIRATES AIRLINES 2012 L thng hiu danh ting hng u th gii v bo tr my bay chuyn ph trch v cc mng k thut, k hoch, cht lng, hu cn, bo tr, bo dng my bay ... Ngoi phc v cho Emirates, Emirates Engineering cn phc v cho 30 hng hng khng khc trn th gii. d. Emirates Airport Sevices (EKAS) L cng ty ph trch v cc dch v h tr ti sn bay nh t vn khch hng, check-in v check-out, dch v c bit, x l trng hp b mt hnh l ca hnh khch. Hin ti, EKAS c 2200 nhn vin Dubai qun l cc dch v cho cc chuyn bay ca Emirates. e. Emirates Aviation College. Thng 9/2001 Emirates sp nhp trng Emirates Aviation College (EAC) - c thnh lp nm 1991 bi Cc hng khng dn dng UAE - cung cp mt lot cc chng trnh o to ngh chuyn nghip. Trong nm qua hn 1700 k s v 2000 nhn vin k thut hng khng v tr tt nghip t trng i hc v s lng sinh vin tng t 300 n 1100 trong sut nm nm qua. f. Emirates Flight Cartering (EKFC). L cng ty thc hin cung cp dch v n ung trn my bay v ti cc snh ch ca Emirates. Tnh n nm 2012, Emirates Flight Catering phc v trung bnh 115.000 ba n mi ngy. EKFC c hai c s: EKFC1 ch phc v cho Emirates Airlines v EKFC2 chu trch nhim phc v cho cc hng hng khng khc. g. Emirates Highstreet. Emirates HighStreet l mt ca hng trc tuyn kinh doanh hn 400 sn phm, chng hn nh hng ha xa x, in t v cc gi k ngh sang trng. Khch hng s dng Skywards Miles, s l thnh vin ca cc chng trnh tri n khch hng ca hng hng khng Emirates v c u i khi mua sn phm. h. Emirates Official Store. L h thng ca hng ti sn bay cng nh ti tr s chnh, Emirates Official Store thc hin bn cc sn phm lu nim ca Emirates Airlines nh trang phc, m hnh my bay i. Emirates Leisure Retail Holding. L mt cng ty c phn, c thnh lp nm gi c phn ca cc cng ty khc do Emirates Leisure Retail Holding iu khin. GVHD: TS NGUYN THANH LIM Trang 6
EMIRATES AIRLINES 2012 j. Congress Solutions International (CSI) CSI l mt cng ty con ca Emirates, cung cp h tr hnh chnh, qun l d liu, phi hp cc nh cung cp bn th ba v a im, phc v v ni n ngh. CSI t chc cc s kin ln nh Global Travel v Hi ng Du lch, trong khong 1.300 i biu tham d. CSI cn l t chc i din cho Din n kinh t th gii v Chnh ph Dubai, trong Hi ngh thng nh v Chng trnh ngh s ton cu vi s tham d ca hn 700 i din cc doanh nghip, chnh ph v cc hc vin. k. Arabian Adventures Arabian Adventures l mt cng ty con Emirates. y l cng ty giu kinh nghim nht trong khu vc v t chc cc tour du lch, cc chuyn hnh trnh v cc hot ng khc trn khp UAE. Cng ty thc hin hn 110 tour du lch hng tun, n cc thnh ph, bi bin, sa mc, ni, bo tng, khch sn, ta nh, khu bo tn v cc trung tm mua sm ni ting. Cc tour du lch c thc hin bng xe hi, thuyn, my bay trc thng, v c bit bng lc , i km vi cc hng dn vin c trnh chuyn mn cao, thn thin vi khch hng. l. Emirates Holidays Emirates Holidays l cng ty iu hnh tour du lch ca Emirates vi cc im n hng u ti Dubai, Malaysia, Thi Lan, Maldives v Mauritius. Khch sn Emirates Associate hu nh xut hin trong cc im n ca Emirates Holidays bi v y v tr l tng cho kinh doanh, du lch gii tr v cung cp cc tiu chun cao v ch v dch v, cc mn th thao, cc c s gii tr v dch v n ung tuyt vi. m. Emirates Tours y l nh iu hnh tour du lch chnh thc ca Emirates, chuyn cung cp cc dch v trn gi cho cc k ngh ca khch hng, c bit cung cp dch v trn gi u i cho hnh khch khi i du lch trn my bay ca Emirates. Emirates Tours c mi lin h vi cc khch sn ng cp th gii, dch v spa c o, cc sn golf v cc khu ngh mt bi bin. iu ny gip Emirates Tours a dng trong cung cp cc k ngh sang trng n cc a im du lch p nht trn th gii. n. Emirates hotels and resorts
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EMIRATES AIRLINES 2012 Nm 1999, Tp on Emirates khai trng Khch sn u tin vi tn l Al Maha Desert Resort & Spa. n nm 2010, c bn khch sn hot ng: Harbour Hotel & Residence, Al Maha Desert Resort & Spa, Le Meridien Al Aqah Beach Resort, Wolgan Valley Resort & Spa. o. Emirates Destination and Leisure Management y l cng ty qun l cc im n v qun l danh mc u t gii tr ca khch sn, cn h dch v, spa v phng hi ngh kinh doanh. 1.1.2.3 Thnh tu Hin ti Emirates Airlines s hu hn 500 gii thng trong ngnh hng khng. Cng ty c cng nhn nhiu ln trong nhiu nm qua v cht lng ca cc dch v hng khng bi nhng thnh tch ng n:
Nm 2006 c nh gi l "Hng hng khng tt nht Trung ng" ca tp ch Du lch th gii. Nm 2007, c bnh chn l "Hng hng khng ca nm", "Dch v trn my bay ca nm" gii thng Aviation Business Awards, "Hng hng khng c dch v gii tr trn my bay tt nht th gii" theo nh gi ca Hip Hi Gii Tr Hng Khng Th Gii v ca Skytrax - mt trung tm nghin cu c uy tn trn th gii ca Anh chuyn nghin cu iu tra, xp hng cc hng hng khng v sn bay trn ton th gii.
Nm 2009, nhn bng khen l "Hng hng khng tt nht Trung ng", gii thng Business Traveller Awards. Nm 2011, tip tc t danh hiu "Hng hng khng ca nm" gii thng ca Air Transport World - mt tp ch thng mi chuyn v lnh vc hng khng rt ni ting th gii. Ngoi ra cn t c danh hiu "Hng hng khng c dch v khch hng tt nht khu vc Trung ng v Chu -Thi Bnh Dng" gii thng ca Frequent Traveller Awards.
Nm 2012, c vinh danh l "Hng hng khng vng ca nm" gii thng ca Air Transport New v "Hng hng hng khng c dch v gii tr trn my bay tt nht th gii" ca Skytrax World Airlines. Nhng gii thng ny khng nh v th ca Emirates Airlines trong ngnh dch v
vn chuyn hng khng v trong tm tr khch hng. y l mt minh chng cho s n lc cng hin ca cng ty trong nhng nm qua. Mi gii thng l ng lc hng hng GVHD: TS NGUYN THANH LIM Trang 8
EMIRATES AIRLINES 2012 khng Emirates n lc hn na v pht trin cc dch v ca mnh p ng mi nhu cu ca khch hng. 1.2 Nhng bc ngoc c ngha lch s ca Emirates Airlines: 1.2.1 S ra i ca Emirates Airlines: Trong gia thp nin 1980, Gulf Air mt i tc quan trng ca Dnata ct gim cc dch v n Dubai, lm hiu sut ca sn bay gim xung. Nh mt kt qu tt yu, Emirates Airlines c thnh lp bi chnh quyn Dubai nm 1985. Chuyn bay u tin l t Dubai n Karachi vo ngy 25/10/1985. Cng ty hot ng c lp Chnh ph, ngoi 10 triu USD vn khi s. ngha: Emirates Airlines ra i mang ngha quc gia khi gip Dnata khng phi ph thuc vo cc hng hng khng khc, ng thi khai thc ti a cng sut hot ng ca sn bay Quc t Dubai. 1.2.2 Nm 1992, Emirates Airlines l hng hng khng u tin trn th gii gn Tivi ngay ti gh ngi cho hnh khch. S kin ny m u cho hng lot cc ci tin v dch v trn my bay, c bit vo nm 2008, Emirates Airlines tr thnh hng hng khng thng mi u tin cho php hnh khch gi in thoi di ng trn my bay. Hng hng khng Emirates cho bit, hng a ra dch v in thoi di ng trn my bay do thc t hng thy hnh khch c nhu cu cao v s dng in thoi c nh c lp trn cc gh ngi. Trc khi a h thng dch v in thoi di ng trn my bay vo s dng, hng c s cho php ca cc t chc an ton hng khng quc t. ngha: Nhng s kin ny c th xem l minh chng cho s n lc khng ngng ca Emirates Airlines, nhm mc ch i u trong vic p ng ti a nhu cu hnh khch. GVHD: TS NGUYN THANH LIM Trang 9
EMIRATES AIRLINES 2012 1.2.3 Nm 2004, Emirates Airlines thc hin chuyn bay u tin n Bc M. y l chuyn bay lin tc trong 14 gi n New York, nh du s m u cho cc dch v ch khch lin tc t Trung ng n Bc M. c bit phi k n l chuyn bay n Sao Paulo i din cho cc chuyn bay tc hnh u tin gia Trung ng v Nam M vo nm 2007. ngha: y c c th xem l s kin nh du cho s xm nhp vo th trng Chu M y tim nng ca Emirates Airlines. 1.2.4 Thng 10/2008 nh du mt ct mc ln nht ca Emirates Airlines. l vic cho ra i nh ga s ba vi chi ph 4,5 t USD. Nh ga ny c xy dng dnh ring cho vic s dng ca hng hng khng Emirates. Nh ga c thit k phc v 43 triu hnh khch mi nm v c li i boong i c bit ph hp vi cc my bay A380. ngha: S ra i ca nh ga s ba khc phc c hn ch v nng lc trung chuyn ca Emirates, ng thi p ng c nhu cu ngy cng gia tng ca dch v hnh khch. y l c s Emirates Airlines m rng quy m mang tm c th gii. 1.2.5 Nm 2011, Emirates Airlines k hp ng mua 50 chic my bay Boeing 777 tr gi ti 18 t USD vi hng Boeing. y c cho l hp ng mua bn my bay ln nht trong lch s ngnh hng khng th gii. a Emirates tr thnh hng hng khng khai thc ln nht th gii v my bay Boeing 777. ngha: Thng v ny m ra mt trang mi cho lch s ca Emirates Airlines khi nng tng s my bay tm xa ca hng ln n 90 chic, nh du mt bc ngoc quan trng trong vic m rng quy m ca hng hng khng Emirates. GVHD: TS NGUYN THANH LIM Trang 10
EMIRATES AIRLINES 2012 1.2.6 Ngy 6-9-2012, Emirates Airlines thng bo thnh lp lin minh 10 nm vi
hng Qantas. Theo tha thun, hai hng hng khng s hp tc vi nhau v gi, dch v bn hng, lch trnh bay v chia s li nhun nhng khng cam kt hon i c phiu. C hai hng s c 98 chuyn bay hng tun gia c v Dubai. i vi hng khng Emirates, lin minh ny s m ra mng li ni a rng ln c ca Qantas, vi hn 50 im n v 5.000 chuyn bay mi tun. Hn na, vic tr thnh i tc ca Qantas s gip hng cung cp cho hnh khch nhiu dch v kt ni hn c v trong khu vc, cng nh tn dng c nhng th mnh ca hai bn mang n nhng dch v ti u. ngha: Vic lin minh ny gip Emirates Airlines thc hin ng thi hai mc tiu: m rng quy m ni a v ti u ha cc dch v khch hng. 1.2.7 Kt lun Tri qua hn 25 nm pht trin khng ngng, hng khng Emirates tch ly cho mnh nhng truyn thng, gi tr v k nng: u tin l truyn thng lun i u. Emirates Airlines lun c gng mnh dn u trong cc dch v khch hng. iu ny c minh chng qua vic Emirates Airlines l hng hng khng u tin, gn Tivi trn gh my bay cho hnh khch v cho php hnh khch s dng in thoi di ng trn my bay. Th hai l gi tr: xem khch hng l trn ht. Emirates Airlines lun n lc phc v khch hng ca mnh tt hn thng qua vic ti u ha cc dch v. Th ba l k nng v cc dch v hng khng. Ngay t khi ra i, hng khng Emirates c trong tay i ng nhn vin ti ba trong lnh vc hng khng. Cho n nay, h vn lun duy tr v pht trin ti sn qu gi ny thng qua vic m cc trung tm o to chuyn nghip dnh cho nhn vin ca mnh.
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EMIRATES AIRLINES 2012 1.3 Phn tch s Mnh Ca Cng Ty 1.3.1 S mnh ca cng ty: Nguyn bn s mnh cng ty Emirates airlines mission is to deliver the highest standards of service quality to support business in the air transportation industry and to achieve complete customer satisfaction through innovation and refinement of service levels. Emirates airlines want to be the best in every venture Emirates undertake, to meet their customers expectations profitably, contribution of the success of Dubai incorporated, and to make the city the new global aviation center for the 21st century. Emirates airlines aim is the quality, not quantity, and since taking those steps onto improving its aviation industry. Nowadays Emirates has influence into travel and tourism industry in the global because Emirates commitment to the highest standards of quality in every aspect of its business. Emirates airliness objective is positioning Emirates airlines as a global airlines and the carrier of choice to the Gulf countries, the Middle East and beyond Value Service Excellence
We deliver products and services of consistently high quality so as to secure the enthusiasm and loyalty of our customers. Safety
We will protect our customers, staff and assets through a ceaseless commitment to international and all other appropriate safety standards and the adoption of practices which emphasize safety as a paramount personal responsibility. Innovation
Through our people we will continue to be a market leader, providing products and services which successfully and profitably integrate the most advanced developments. Bn dch: S mnh ca hng hng khng Emirates l cung cp nhng tiu chun cao nht v cht lng dch v h tr kinh doanh trong ngnh cng nghip vn ti hng khng v t c s hi lng ca khch hng thng qua s i mi v ci tin cc mc dch v.
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EMIRATES AIRLINES 2012 Hng hng khng Emirates mong mun tt nht trong tng cng vic kinh doanh m Emirates thc hin, p ng mong i ca khch hng, ng gp vo s thnh cng ca Dubai, a thnh ph tr thnh trung tm hng khng ton cu mi trong th k 21. Mc ch ca hng hng khng Emirates l cht lng ch khng phi l s lng v tng bc ci thin ngnh cng nghip hng khng ca mnh. Ngy nay, Emirates nh hng n ngnh cng nghip du lch v du lch ton cu v Emirates cam kt cc tiu chun cao nht v cht lng trong tt c cc kha cnh kinh doanh ca mnh. Mc tiu ca hng hng khng Emirates l nh v hng hng khng Emirates nh l hng hng khng ton cu, ng thi c la chn l hng vn ti cho cc nc vng Vnh, Trung ng v xa hn na. Cc gi tr: - Dch v xut sc Chng ti cung cp cc sn phm v dch v cht lng cao bo m s nhit tnh v lng trung thnh ca khch hng ca chng ti. - S an ton Chng ti s bo v khch hng, nhn vin v ti sn ca chng ti thng qua mt cam kt quc t v p dng tt c cc tiu chun an ton ph hp vo thc tin trong nhn mnh an ton l trch nhim c nhn c tm quan trng nht. - S i mi Thng qua nhn vin ca chng ti, chng ti s tip tc l mt nh lnh o th trng, cung cp cc sn phm v dch v tch hp thnh cng v li nhun pht trin tin tin nht. Tm Tt Emirates airlines mission is to deliver the highest standards of service quality tosupport business in the air transportation industry and to achieve complete customer satisfaction through innovation and refinement of service levels Dch l: S mnh ca hng hng khng Emirates l cung cp nhng tiu chun cao nht v cht lng dch v h tr kinh doanh trong ngnh cng nghip vn ti hng khng v t c s hi lng ca khch hng thng qua s i mi v ci tin cc mc dch v.
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EMIRATES AIRLINES 2012 1.3.2 Phn tch s mnh
1.3.2.1 Nhn din cc yu t ca hot ng kinh doanh. Mt cng ty xy dng tuyn b s mnh da trn hot ng kinh doanh, v vy nhn din c cc yu t ca nh ngha kinh doanh chng ta xem xt cng ty tr li cu hi: M hnh kinh doanh ca cng ty l g? u tin, Nhm khch hng no s c tho mn? Nhm khch hng cn c tha mn l mi ngi trn khp th gii hay l nhng hnh khch c nhu cu i li bng phng tin vn chuyn hng khng, h c th c mc ch i du lch, thm hi ngi thn hay mc ch kinh doanh Th hai, Khch hng s tha mn iu g? Mc ch trong kinh doanh ca cng ty l cht lng dch v cung cp cho khch hng ch khng phi l s lng. Do vy, khch hng s tha mn ti a nhu cu v mong mun ca mnh i vi cc dch v c cung cp bi Emirates Airlines. Th ba, Khch hng s c tha mn bng cch no? Khch hng s c tha mn thng qua s i mi v ci tin lin tc cc dch v m hng hng khng cung cp cho khch hng. Hot ng trong th trng ton cu vi s thay i ca th trng ton cu cng vi nhu cu v mong mun ca khch hng nng cao, Emirates lun hiu rng ci tin v i mi khng ngng chnh l nng lc to ra s khc bit ca cng ty. Vi cng ty tm c th gii, Emirates t ho khi ni rng chng ti lun mang n cho khch hng nhng dch v tin tin nht v hin i nht th gii. 1.3.2.2 Gi tr cam kt ca cng ty: Cc cam kt hnh ng Dch v xut sc tr thnh mt thng hiu quc t cung cp cc sn phm ng cp th gii nh hin nay, chng ti cam kt tun th cc tiu chun cht lng bng vic thc hin cc chng trnh qun l cht lng hiu qu. Chng ti khng ch n gin ch trng n vic p ng nhu cu khch hng mt cch nhanh chng m quan trng hn l coi cht lng l mt nhn t then cht xuyn sut qu trnh tn ti v pht trin ca mnh. V vy m trong gn hai thp k qua, chng ti nhiu ln c cng nhn thng qua cc gii thng cng nghip v dch v khch hng nh nm 2010, c cng nhn l hng hng khng ca th gii thng quan s bnh chn ca khch hng c thc hin bi Skytrax Awards. GVHD: TS NGUYN THANH LIM Trang 14
EMIRATES AIRLINES 2012 S an ton
Khch hng, nhn vin l nhng ti sn v gi v l cha kha cho s thnh cng ca bt k mt t chc no. Do , Emirates thc hin theo cam kt quc t v p dng tt c cc tiu chun an ton ph hp vo thc tin trong nhn mnh an ton l trch nhim c nhn c tm quan trng nht. Do vy, chng ti lun u t vo pht trin con ngi, tng cng c s vt cht v thit b tin tin nht. S i mi Th trng ton cu ngy nay lun thay i, yu cu ca khch hng i vi sn phm v dch v ngy cng cao. Do vy, p ng nhu cu v mong mun ca khch hng, chng ti khng ngng gia tng s i mi v ci tin lin tc, coi l mt trong nhng nhim v sng cn ca chng ti. Cc dch v m chng ti cung cp cho khch hng nh: + Ln u tin gii thiu thit b AVOD (Audio video on demand) trn tt c cc gh trn my bay. + Ln u tin ci t dch v tm trn my bay. + Ln u tin c hn 1000 knh gii tr theo yu cu. + Ln u tin gii thiu dch v Spa trn my bay. + Ln u tin my bay Airbus A340-500 bay siu ng di. Cc cam kt vi cc bn hu quan i vi Nhn vin, y chnh l cha kha cho thnh cng ca bt k mt t chc no v Emirates Airlines cng khng ngoi l. V vy m chng ti s tuyn dng nhng ngi c nng lc cao, tp trung vo vic o to nhn vin hin c, ci thin mi trng lm vic v khuyn khch lm vic nhm. Bn cnh , chng ti cam kt thc hin cc chnh sch h tr sc khe ton din cho nhn vin, thc hin cc chng trnh khen thng, cng nhn thnh tch ca nhn vin trong qu trnh lm vic. Ngoi ra, chng ti thc hin chnh sch khng phn bit i x gia cc nhn vin c s khc bit v tn gio, tn ngng, mu da, chng tc hay ngun gc quc gia. i vi Chnh ph cng l c ng ca cng ty, cng ty cam kt vi mc tng trng t 20% mi nm, gp phn no vo s tng trng v n nh nn kinh t Dubai. Ngoi ra Emirates cn tham gia vo cc qu trnh kin thit Dubai, a Dubai tr thnh trung tm hng khng ton cu trong th k 21.
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EMIRATES AIRLINES 2012 i vi Khch hng, cng ty cam kt cung cp cho khch hng cc dch v t tiu chun l cao nht, m bo vn an ninh v tnh mng cho khch hng trn mi chuy n bay. n vi Emirates Airlines, khch hng s nhn c mt s tha mn l cao nht v s phc v l tt nht. Tt c cc cam kt ca cng ty c thuyt phc bi s sng to v ci tin lin tc trong sut qu trnh hot ng. i vi Cng ng, cng ty cam kt th hin o c trong kinh doanh bng vic u t vo cc thit b tin tin nht, t kh thi dn n t gy nhim mi trng. Bn cnh , cng ty cam kt th hin trch nhim ca mnh i vi x hi bi xy dng qu h tr ngi dn ngho, xy dng bnh vin 1.3.2.3 Tham vng Trong tng lai, Emirates mong mun tr thnh hng hng khng hng u trn ton cu.
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CHNG 2: PHN TCH MI TRNG BN NGOI

2.1 Mi trng ton cu Ngnh dch v vn chuyn hng khng l ngnh c phm vi hot ng tri rng trn ton cu. Nn mt s kin quc t c th d dng tc ng ln nhu cu i li ca hnh khch v do lm nh hng mnh m n ngnh dch v ny. Ngoi ra, mc cu ca ngnh hng khng phn ln l do du lch quc t mang li, tc l a s hnh khch di chuyn bng my bay l khch du lch. M xu hng i du lch chu chi phi bi nhu cu i li quc t v chu nh hng mnh m bi cc yu t ton cu. Do , cc s kin ton cu tc ng mnh m ln tm l ca hnh khch, lm thay i ln v cu ca hng khng. Sau y l mt s s kin trn th gii tc ng mnh m ln ngnh hng khng. 2.1.1 Khng b 11/9/2001. Vo ngy 11/09/2001, bn chic my bay ch khch hiu Boeing m vo ta thp i ti Trung tm thng mi Mahathan, NewYork, M, lm cho 3000 ngi b thit mng, 6000 ngi b thng. V khng b ny gy chn ng ton cu, nh hng v cng nng n n nn kinh t ton cu, c bit l ngnh dch v vn chuyn hng khng.
Biu : S lng hnh khch du lch quc t n M Ngun: Theo thng k ca t chc du lch quc t UNWTO (1995-2010) Theo s liu ca T chc Du lch th gii, s ngi i du lch nm 2001 l 122 t ngi, gim 0,6% so vi nm 2000 v tng li nhun thu c t du lch gim 10 t USD so vi nm 2000. iu ny gy nh hng n ngnh hng khng, c th l ngnh hng khng ton cu tht thu 32 t USD, ng thi phi sa thi 400 nghn nhn vin. GVHD: TS NGUYN THANH LIM Trang 17
EMIRATES AIRLINES 2012 Ngoi ra, theo s liu ca Hip hi Vn ti Hng khng quc t (IATA), trong nm 2001, t l hnh khch i li bng ng hng khng gim 3,9%, trong khi hai nm trc tng tng ng l 5,3% v 7,6%. iu ny lm cho cc hng hng khng quc t l 25 t USD trong nm 2001 v 2002, ng thi trong nm 2003 c th l thm 6,5 t USD. Cc hng hng khng Bc M chu thit hi ht sc nng n. Cc hng hng khng ln nh: UAL, US Airways v AMR bo co l nm 2001 l 2,1 t USD, 2 t USD v 1,7 t USD. Nhiu hng hng khng tuyn b ph sn nh: US Airways (hng hng khng ln th nm th gii), United Airlines (hng ln th ba th gii) v Air Canada (hng ln th 14 th gii). Chu u, hng hng khng ca B l Sabena bin mt, tip theo l Swissair ca Thy S. Bn cnh , nhng hng hng khng cn sng st sau "d chn" ca v khng b u nhanh chng c cu li i mt vi tnh trng hnh khch suy gim v chi ph vn chuyn gia tng. Ngoi ra, c th tn ti, nhiu hng hng khng cng phi tm cc i tc lin minh mi, c th l s lin kt ca ba lin minh hng khng quc t: Star Alliance, OneWorld v Skyteam. 2.1.2 Chin tranh.
Biu : S lng hnh khch du lch quc t n Trung ng Ngun: Theo thng k ca t chc du lch th gii UNWTO (1995-2010). Trong giai on 2002-2004, Trung ng c bit n nh mt im nng chin tranh. Cc v nh bom liu cht v cc cuc ng gia Isarel v Palestine din ra lin tc lm nhiu ngi thit mng, trong tiu im vn l cuc chin tranh Iraq nm 2003. GVHD: TS NGUYN THANH LIM Trang 18
EMIRATES AIRLINES 2012 iu ny, lm cho lng khch du lch quc t n khu vc ny trong thi im 2002- 2003 tng khng mnh mc d nhiu tim nng pht trin du lch. Theo s liu thng k ca T chc du lch th gii, nm 2002-2003 tng mt triu lt khch. Lng khch du lch tng chm cng nh hng nng n n ngnh hng khng, bi v khch hng mc tiu ca ngnh hng khng chnh l khch du lch. 2.1.3 Dch bnh.
Biu : S lng hnh khch du lch quc t n Chu Ngun: Theo thng k ca t chc du lch th gii UNWTO (1995-2010). Ti Chu xy ra mt s dch bnh ln vi tc ly lan nhanh lm nhiu ngi cht. Trong , dch SARS xy ra nm 2002-2003 lm khch du lch n chu gim mnh t 124 triu lt nm 2002 xung cn 122 triu lt nm 2003. Trong khong thi gian dch SARS bng n nhiu cnh bo c a ra hn ch ngi dn i li v i ra nc ngoi vy nn cu hng khng trong giai on ny b gim st. Cc hng hng khng phi ct gim cc chuyn bay trong khu vc ny mt phn do cu gim v mt phn do cch li.
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EMIRATES AIRLINES 2012 2.1.4 120 111,26 100 80 60 40 20 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Biu : Gi du th gii giai on 2000 2011 (n v: USD/Thng) Ngun: www.parliament.uk/briefing-papers/SN02106.pdf. Trong giai on 2000-2011 gi du th gii lun tng. Mc d nm 2009, gi du gim ch cn 61,67 USD/thng nhng sau tng mnh v nm 2011 l 111,26 USD/thng. Chi ph u vo tng cao iu ny gy thch thc ln vi cc hng hng khng khi m chi ph du chim t trng ln trong tng chi ph, nh hng n qu trnh kinh doanh ca cc hng hng khng. 2.1.5 Vn mi trng. Th gii ang dnh s quan tm c bit n cc vn v mi trng ton cu nh: bin i kh hu ton cu, l thng tng ozon ngy cng m rng, nc bin dng Mt trong nhng nguyn nhn quan trng dn n iu ny chnh l do lng kh v cht thi cng thip do cc cng ty thi ra mi trng. Trc s thay i bt thng ca kh hu, s tuyn truyn mnh m ca Chnh ph v cc t chc bo v mi trng, ngi tiu dng ngy cng a chung v ng h cc hng hng khng thn thin vi mi trng. Ngnh cng nghip hng khng khai thc nhin liu nhiu nht trong ngnh giao thng. Do , n phi chu trch nhim v lng kh thi carbon vo kh quyn. y l l do ti sao nhiu chnh ph thng qua cc b lut v quy nh s lng kh thi pht ra t my bay. iu ny khin cc nh khai thc cc hng hng khng phi hn ch hot ng ca mnh trong gii hn cho php gim ng k sn lng ca kh thi c hi cng nh ting n ra mi trng. GVHD: TS NGUYN THANH LIM 28,5 24,44 25,02 38,27 28,83 65,14 54,52 72,39 97,26 79,5 Gi nhin liu.
61,67
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EMIRATES AIRLINES 2012 Ngy 11/12/1997 bn d tho v kh thi c k kt ti Hi ngh cc bn tham gia ln th ba khi cc bn tham gia nhm hp ti Kyoto v chnh thc c hiu lc vo ngy 16/2/2005. Theo Ngh nh th ny cc nc thnh vin tham gia k kt phi thc hin ct gim kh thi nh cam kt. Vic k kt hip nh th ny buc cc hng hng khng phi thay i my bay m hiu qu nhin liu gim bt kh thi vo khng kh, theo cam kt trong Ngh nh th Kyoto. 2.1.6 S ra i v ci tin ca cc loi my bay dn dng. Nhng ci tin nng cp cc dng my bay v s ra i ca cc loi my bay cng tc ng khng nh ln ngnh cng nghip hng khng. Nm 2005, Airbus tung ra th trng siu my bay - A380, chnh thc bn ra nm 2007. Cng nm , Boeing cho ra i my bay B747-8 - N hong ca bu tri. S ci tin v ra i ca cc loi my bay to iu kin thun li cho cc hng hng khng nng cao cht lng dch v ca mnh. A380 c mnh danh l khch sn nm sao, s ra i ca n gip cho cc hng hng khng p ng c nhng i hi ngy cng cao ca khch hng, ng thi nng cao nng lc phc v ca dch v hng khng ln mt tm mi - tin nghi hn v sang trng hn. Bn cnh , ci tin cng ngh lm tng s ganh ua gia cc nh cung cp lm cho nng lc thng lng gia cc nh cung cp ngy cng gim i. Tuy nhin, s ra i ca cc loi my bay hin i ny gy kh khn cho cc hng hng khng v ngun vn kinh doanh trang b cho cc loi my bay ny. 2.1.7 S pht trin ca h thng thng tin v cc dch v gii tr. Hin nay c rt nhiu ngi s dng Internet. Theo Hamadoun Toure, Tng Th k T chc vin thng quc t (ITU) ca Lin Hp Quc, ngy 26/1/2010 s ngi s dng Internet trn ton th gii l hai t ngi. V vy m vic ng dng Internet vo hot ng kinh doanh ngy cng ph bin, mang li rt nhiu tin ch cho cc hng hng khng trong vic i mi h thng dch v, nng cao cht lng phc v khch hng nh: trang b h thng gii tr trn my bay, n gin trong vic mua v my bay bi h thng bn v trc tuyn, tng tc trao i thng tin gia doanh nghip v khch hng Tuy nhin, s pht trin ny i hi cc hng hng khng phi thch ng nhanh vi s thay i ca ny m hin ti mt vi doanh nghip gp kh khn v ngun vn kinh doanh.
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EMIRATES AIRLINES 2012 2.2 Mi trng v m. 2.2.1 Tng trng kinh t Trong giai on 2000-2005 nn kinh t UAE tng trng n nh vi GDP nm 2005 l 358 t AED tng 143 t AED so vi nm 2000. Mc d, UAE l mt trong nhng quc gia sn xut du ln ca th gii. Tuy nhin, t l ng gp chnh vo s tng trng GDP ca UAE l lnh vc phi du m (chim 73% nm 2005). Bao gm: sn xut, thng mi, bt ng sn, xy dng, ti chnh, du lch. Nn kinh t tng trng thu ht lng ln u t trc tip nc ngoi (FDI). Nm 2005, tng lng vn FDI l 19,02 t USD, tng 17,72 t USD so vi nm 2004 v 215 d n. Trong , lnh vc bt ng sn, du lch v gii tr chim 35% vi 75 d n. Ngy 10/4/1996, UAE tr thnh thnh vin chnh thc ca T chc Thng mi th gii WTO, kinh t UAE bc sang thi k mi, thi k ca hi nhp quc t. Trong by vng m phn (1948-1994), cc thnh vin GATT gm c UAE t c tha thun gim thu cho 89.000 hng mc hng ha. Vn gim thu quan v cc ro cn thng mi, loi tr phn bit i x trong thng mi ton cu thu ht cc nh u t n UAE. C hi: UAE gia nhp t chc Thng mi th gii (WTO), nn kinh t tng trng, du lch pht trin nn thu ht lng ln nh u t nc ngoi v khch du lch n vi UAE. Do , nhu cu i li ngy cng tng tng ln, y l iu kin thun li cho ngnh hng khng pht trin. e da: Mi trng kinh doanh hp dn thu ht cc i th cnh tranh gia nhp ngnh, dn n tnh cnh tranh trong ngnh tng cao. Ngoi ra, tc tng trng kinh t gim d bo tnh hnh kinh doanh khng lc quan trong tng lai, nn cc hng hng khng phi cn nhc k trc khi a ra cc chin lc ph hp. 2.2.2 Tnh hnh nhn khu hc UAE trong giai on 2000-2010. Nm 2005, dn s ca UAE l 4,1 triu ngi, tng 75% so vi nm 1995. Hin nay tc tng trng hng nm c c tnh l 6,9%. Phn ln, dn s tp trung khu vc th thuc hai tiu vng quc Abu Dhabi v Dubai vi 2,5 triu ngi vo nm 2005. Thu nhp bnh qun u ngi ca UAE thuc nhm mi nc c thu nhp cao nht trn th gii. Nm 2005, thu nhp bnh qun u ngi l 32145 USD/ngi, trong khi nm 2000 l 22261 USD/ngi.
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EMIRATES AIRLINES 2012 Cu trc dn s ca UAE l cu trc dn s tr. Nm 2005, vi tng dn s l 4,1 triu ngi, c khong 3,1 triu ngi c tui t 15-64 tui, chim 75% dn s. Nm 2005, cng dn ca UAE chim khong 20% dn s. Phn cn li l lao ng nc ngoi, ch yu t Nam v ng Nam (khong 60% dn s) v mt s lng ln ngi Rp, Ai Cp, Jordan, Yemen, Omanis, Iran, Pakistan, n , Bangladesh, Philippines v Ty u. C hi: Dn s ng, 60% l ngi thnh th, 80% l ngi nc ngoi, cu trc dn s tr nn nhu cu i li ngy cng tng. Thu nhp bnh qun u ngi cao kh nng chi tr ln nn chi tiu cho cc dch v xa x nh du lch v hng khng s ngy cng tng ln. e da: Hnh khch c thu nhp cao nn h c xu hng quan tm hn v cht lng dch v iu ny i hi cc hng hng khng phi n lc trong vic ci thin dch v ny m hin ti t cc hng hng khng c th thc hin c. Ngoi ra, thnh phn ngi nc ngoi chim phn ln trong c cu dn s ca UAE nn i hi cc hng hng khng phi tng cng m rng mng li tuyn im p ng nhu cu i li ca hnh khch. 2.2.3 u t xy dng c s h tng. UAE u t hng t la xy dng c s h tng, tp trung vo bt ng sn du lch v gii tr. Nm 2001, The Palm c xy dng ti bi bin di 800m ca thnh ph Dubai, thuc Cc tiu vng quc Rp thng nht (UAE). Mang hnh dng ca hai cy c, The Palm gp phn khng nh v tr ca Dubai nh l im n du lch hng u trn th gii. The Palm hon thnh nm 2010, vi 60 khch sn sang trng, 4.000 vila cao cp, hn 5.000 cn h v nhiu nh hng, khu mua sm v dch v vui chi gii tr khc trn tng din tch s dng l 4.635 km2. The Palm c mnh danh l k quan nhn to th tm ca th gii. Ngoi ra cn c cc d n khc nh The World, Dubai Waterfront, rp Canal ang c xy dng v c sc cha ln n 3 triu ngi. Ngoi ra, UAE cn h tr xy dng cc sn bay nh Sn bay quc t Dubai, Abu Dhabi v sn bay Quc t Al Maktoum - sn bay ln nht th gii trong nm 2020.
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45 40
35
30 25 20 15 10 5 199 8 Abu Dhabi 3.1 Dubai 9.7 0 199 200 200 9 0 1 3.5 3.7 3.6 10.8 12.3 13.5 200 2 4 16 200 200 200 200 200 3 4 5 6 7 4.6 5.3 5.5 6.3 6.9 18.1 21.7 24.8 28.8 34.4
Biu : S lng hnh khch n sn bay quc t Dubai v Abu Dhabi (n v:Triu ngi) u t xy dng c s h tng thc y s pht trin ca ngnh hng khng. C th l trong giai on 2000-2010 hnh khch n sn bay quc t Dubai v Abu Dhabi lun tng. Nm 2010, s lng hnh khch n Dubai l 34,4 triu ngi, tng 24,7 triu ngi so vi nm 2001. 2.3 Phn tch ngnh v cnh tranh: 2.3.1 nh ngha v m t ngnh: 2.3.1.1 nh ngha ngnh: Ngnh dch v vn chuyn hng khng l ngnh cung cp cc dch v vn chuyn hng khng cho hnh khch v vn ti hng ha. Dch v hng khng c th c phn loi l lin lc a, trong lc a, trong nc, khu vc, hoc quc t v c th hot ng nh cc dch v theo lch trnh hoc iu l. Nhn chung, ngnh ny gm hai loi chnh:
- Hng khng theo lch trnh vn chuyn hng khng, bao gm tt c cc hnh khch v
hng ha c bay trn cc tuyn ng thng xuyn v theo lch trnh nht nh.
- Hng khng chung (GA), bao gm tt c cc chuyn bay dn s khc, t nhn hoc
thng mi. GA thc hin cc chuyn bay khng theo lch trnh. Phn ln giao thng GVHD: TS NGUYN THANH LIM
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EMIRATES AIRLINES 2012 hng khng trn th gii ri vo th loi ny v hu ht cc sn bay trn th gii phc v hng khng chung c quyn. 2.3.1.2 M t ngnh Khu vc Tc tng trng Trung ng Chu 6,8% 5,9% Chu Phi 5,6% Chu u 5% M Latinh 4,4% Bc M 4,2%
% 8 6 4 2 0 Trung ng Chu Chu Phi Chu u M Latinh Bc M
Biu : Tc tng trng trung bnh hng nm (AGGR) (n v %) Ngun: http://www.iata.org Khu vc Trung ng l khu vc m hnh khch quc t c nhu cu i li bng my bay tng trng mnh nht so vi cc khu vc trn th gii, vi tc tng trng trung bnh hng nm l 6,8%. Trong , UAE tng trng mnh nht vi AGGR l 8,4% v tng s lng hnh khch quc t l 105 triu trong nm 2011, tng 30 triu so vi nm 2006. Ngoi ra, S km m hnh khch vn chuyn trong nm 2010 l 186.821.000 km tng 21% so vi nm 2009. Ngnh hng khng UAE ng hng th t trn th gii v s km m hnh khch vn chuyn trong nm 2010, ch sau Hoa K, c v Anh. S lng ca cc hng hng khng hot ng trong United Arab Emirates (UAE) ng k vi C quan Hng khng dn dng UAE l tng cng 768 nh khai thc vi 512 my bay ng k vo nm 2010. Phn ln trong s c iu hnh bi Emirates, Etihad Airways, Air Arabia. Ngoi ra cn mt s hng hng khng hot ng trong ngnh nh Royal Jet, Fly Dubai, RAK Airways, Dolphin Air.
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EMIRATES AIRLINES 2012 Nm 2010, s lng nhn vin hng khng lm vic cho cc hng hng khng quc gia t 8,184 phi hnh on hot ng bung li; 3,093 k s bo tr v 31,268 phi hnh on. Tng trng bnh qun ngnh hng khng ca UAE trong bn thng u nm 2010 l 11,5% so vi cng thi k nm 2009. Theo IATA (Hip hi Vn ti Hng khng Quc t), UAE s l th trng tng trng nhanh th hai trn th gii vi tc tng trng v lu lng hnh khch quc t t 2009 n 2010 l 10,2%, ch ng sau Trung Quc vi 10,8%. Sau y l biu th hin doanh thu v th phn cc hng hng khng thuc UAE.
16 14 12 10 8 6 4 2 0 Emirates Airline Etihad Air Arabia Royal Jet Fly Dubai Airways
T USD
Biu : Doanh thu ca cc hng hng khng trong ngnh nm 2010 Ngun: OAG Max Airlines Schedule data Other Airlines 43% Emirates Airline 39%
Air Arabia 5%
Etihad Airways 13%
Biu : Th phn cc hng hng khng trong ngnh nm 2007 Ngun: OAG Max Airlines Schedule data Trong ni bt vi Emirates Airlines vi li nhun t c trong nm 2010 l 1,5 t USD, tng 51,9% so vi nm 2009, vi 31,4 triu hnh khch tng 15% so vi nm 2009. GVHD: TS NGUYN THANH LIM Trang 26
EMIRATES AIRLINES 2012 Nm 2010, doanh thu ca Emirates Airlines t c l 14,8 t USD, dn u trong khu vc vi th phn chim 39% vo nm 2007. Tip n l Etihad Airways. y l hng hng khng c bu chn l hng hng khng hng u th gii trong nm 2009, 2010. Nm 2010, doanh thu t c l 2,95 t USD v phc v 7,1 triu lt khch, tng 800000 hnh khch so vi nm 2009. y l hng hng khng phc v th trng cao cp. S lng phi c s hu l 57 chic, phc v trn 55 quc gia thuc cc khu vc Trung ng, Chu Phi, Chu u, Chu , Bc M v Chu i Dng. Air Arabia l hng hng khng gi r vi cc im n hng u Trung ng, Chu , Chu u v Chu Phi. Nm 2010, hng hng khng c bnh chn l Hng hng khng chi ph thp nht ti l trao gii Business Traveller Trung ng. Ngoi ra, cn mt s hng hng khng gi r khc thuc khu vc UAE nh RAK Airways vi 12 im n; Fly Dubai vi 51 im n ti Trung ng, Chu Phi, Chu v Chu u v Dolphin Air ch hot ng ti khu vc Trung ng. 2.3.2 Phn tch tnh hp dn ca ngnh a. Mi e da ca cc dch v thay th 20 15 10 5 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 -5 Biu : Tc tng trng hnh khch quc t vn chuyn bng ng hng khng nm 2000-2010 Ngun: ICAO Air Transport Reporting Do nh hng ca s kin ngy 11/9/2001 v khng hong kinh t ton cu nm 2008 lm cho hnh khch quc gim nhu cu vn chuyn bng ng hng khng. Do , tc GVHD: TS NGUYN THANH LIM Trang 27 2.3.2.1 Phn tch nm lc lng cnh tranh
EMIRATES AIRLINES 2012 tng trng trong hai nm ny l -2,7% vo nm 2001 v -2,1% vo nm 2009. Tuy nhin giai on 2002-2004 v nm 2010, xu hng ny i chiu. C th l trong nm 2010, s lng hnh khch c nhu cu s dng my bay l 2.681.000.000 ngi, tng 7,3% so vi nm 2009. Ti UAE, s km m hnh khch vn chuyn nm 2010 l 186.821.000.000 km tng 21% so vi nm 2009. V vy, xu hng ny gp phn gim thiu ng k mi e da t cc dch v thay th. Tuy nhin, i vi phn khc khch hng thng thng, th cc dch v thay th hp dn hn so vi my bay. Nguyn nhn l do ngun thu nhp b hn ch, cc iu kin v thin tai, thi tit xu, cc hot ng khng b v nhng bin ng t mi trng v m. Cc dch v thay th c th l xe but, xe t, tu la Di chuyn bng ng st tuy khng nhanh bng hng khng nhng n cng rt c a chung v gi r hn ng thi hnh khch c th quan st c cnh p thin nhin. Tuy nhin, ti UAE mng li ng st ang c xy dng v phi n nm 2017 mi hon thnh. Theo , cc nh cung cp dch v vn chuyn hng khng c mt e da yu i vi dch v thay th ny. Bn cnh , ng b cng l mt phng tin thay th. Xe but vn l phng tin hot ng hng ngy a con ngi i li gia cc Tiu vng quc. Ngoi ra, con ngi c th s dng xe t i li nhng tnh hnh giao thng ti UAE, c bit ti Dubai rt phc tp v tin thu xe mc hn so vi phng Ty i vi cc hnh khch c mc ch du lch. V vy, i vi phn khc khch hng ny, mc d c b nh hng nhng yu. Tuy nhin y khng phi l phn khc khch hng chnh m cc hng hng khng hng n. Do vy, mi e da ca cc dch v thay th l yu. b. Nguy c nhp cuc ca cc i th cnh tranh tim tng Ngnh hng khng l mt ngnh c th v ngun vn, ngun lc ng thi c thng tr bi cc hng hng khng ln v kinh doanh qua thi gian di. V vy, tham gia c vo ngnh l mt iu cng khng h d. Chng ta cng xt n mt s yu t lin quan n ro cn nhp cuc cho cc cng ty c nh gia nhp ngnh:
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EMIRATES AIRLINES 2012 Li th v chi ph tuyt i. c th tham gia vo ngnh, cng ty cn phi c ngn sch khng l u t cho hm i bay ca hng hng khng gm nhng chic my bay vi gi ln n hng trm triu cho n hng t USD (v d: chi ph cho mt chic my bay Boeing khong 2 t USD). Khng ch c my bay tt, cc hng hng khng cn phi tnh n cc sn bay. Mun s dng sn bay phc v cho nhng chuyn bay ni a cng nh quc t, cc hng hng phi hp ng thu mt bng sn bay trong mt khong thi gian, thng l t vi chc nm tr ln. Ngoi ra, cn c cc chi ph khc nh dch v khch hng, ngun nhin liu, chi ph o to ngun nhn lc, an ton v m bo an ninh y l mt khon chi ph ln, khin cc cng ty lo ngi v ngun vn kinh doanh hoc ri ro qu cao trong qu trnh hot ng ca mnh. V vy m hn ch kh nng gia nhp ngnh ca cc cng ty. Nhn hiu & lng trung thnh ca khch hng: Cc cng ty hng khng lun n lc trong vic xy dng mt thng hiu mnh trn th trng gip h cnh tranh, chng li cc mi e da ca nhng cng ty mi. Bn cnh vic thng xuyn tung ra cc chng trnh khuyn mi cng nh nng cao cht lng dch v nng cao s hi lng ca khch hng. Cc cng ty cn a ra chng trnh th u i, th V.I.P, th khch hng thn thit, tng thm gi bay, gim gi to lp s trung thnh gia cc hnh khch v cc i l du lch. Nhiu cng ty cung cp h thng o km trn my bay t c s ch ca khch hng v gi chn khch hng. iu ny khin cho vic tm kim khch hng i vi cc i th mun gia nhp ngnh tr nn kh hn bao gi ht. Cc quy nh ca Chnh ph Khi gia nhp ngnh hng khng cc cng ty mc phi nhng quy nh ngt ngho v my bay; thc hin cc chnh sch hng khng; tun th cc quy tc, cc quy nh v an ton hng khng v bo v mi trng ca UAE cng vi s gim st cht ch ca C quan hng khng dn dng UAE. Qua y, ta thy rng cc ro cn thm nhp ngnh cao, nn mc gia nhp ngnh ca cc i th cnh tranh tim tng i vi ngnh hng khng l kh khn. Do vy e da ca cc i th cnh tranh tim tng yu nn cc cng ty trong ngnh c kh nng sinh li cao. GVHD: TS NGUYN THANH LIM Trang 29
EMIRATES AIRLINES 2012 c. Nng lc thng lng ca cc nh cung cp Cc nh cung cp c th nh hng n ngnh dch v vn chuyn hng khng thng qua kh nng ca mnh tng gi hoc lm gim cht lng ca hng ha, dch v mua vo. Cc nh cung cp bao gm cc t chc cng on, cc nh sn xut my bay, n v qun l sn bay, cng ty nhin liu v cc cng ty cung cp thc phm, ung hay cc vt dng s dng trn cc chuyn bay. Ngun cung u tin v cng l t nht chnh l lc lng lao ng. S hin hu ca Cng on to ra mt ro cn rt ln cho ngnh hng khng khi cc hng tm cch gim lc lng lao ng tit kim trong thi k khng hong nm 2008. Di tc ng ca Cng on, trn thc t mt s hng hng khng buc phi ph sn trong nhng nm qua do cc hnh ng i nghch t nhng k kt v yu cu qu kh khn t nhng t chc ny. Tuy nhin, ti UAE khng tn ti Cng on lao ng v y chnh l mt thun li ln cho ngnh. Tip n l cc nh sn xut my bay. Ngnh ny c vi nh cung cp trn ton cu, c th l Boeing v Airbus. y l hai nh sn xut my bay chim u th cho cc hng hng khng trn th gii. n t hng ca tt c cc hng hng khng cho my bay mi nht u l mt trong s h. V vy, sc mnh ca cc nh sn xut my bay l rt cao. Tuy nhin, s ra i ca Tng cng ty my bay thng mi Trung Quc COMAC nm 2008, gy nh hng khng nh i vi hai i gia ny bi vic tung ra th trng my bay C919- c thit k vi sc cha ln n 168-190 hnh khch. y l mt i th cnh tranh trc tip vi Airbus A320 v Boeing 737. Ngoi ra, cc cng ty i th tim tng trong ngnh sn xut my bay ti Brazil, Canada khng ngng pht trin. iu ny, lm cho mc c quyn cng nh nng lc thng lng ca hai hng ny i vi cc hng hng khng ngy cng yu i. i vi cc nh cung cp khc, nh cung cp thc phm, nc ung, vt dng trn cc chuyn bay th li khng c c nng lc thng lng mnh nh cc nh sn xut my bay. Ngnh cng nghip thc phm rt ln v c rt nhiu cng ty hot ng trong ngnh ny nn cc cng ty trong ngnh s c nhiu s la chn hn. Xng du l ngun nhin liu cn thit ca cc hng hng khng v gi xng du c nh hng rt ln n li nhun ca cc hng. Khi m khng hong kinh t ang trm trng, chin tranh mp m ti Vng Vnh, ngun cung du tr nn khng n nh, nguy c thiu GVHD: TS NGUYN THANH LIM Trang 30
EMIRATES AIRLINES 2012 du v gi du tng nhanh t cc hng hng khng vo tnh th kh khn chung khi thng lng vi cc i tc cung cp xng du ca mnh. Tuy nhin, gi nhin liu hng khng lin quan trc tip n gi du v chu s qun l trc tip t Chnh ph. Do , m t cc nhn ring l khng th thay i v gi nhin liu. Nhn chung, nng lc thng lng ca nh cung cp ngy cng yu i. d. Nng lc thng lng ca ngi mua Ngi mua c nh hng n ngnh dch v vn chuyn hng khng thng qua cc kh nng ca mnh gim gi, yu cu cht lng cao hn hoc nhiu dch v hn. C hai nhm khch hng l: khch hng hng sang v khch hng hng ph thng. Khch hng hng sang, h i my bay khng ch n thun phc v nhu cu i li nhanh chng m cn th hin ng cp v c thi gian th gin vi nhng dch v cao cp. V vy, h sn sng tr thm tin cho nhng dch v . Tuy nhin iu khin cc hng hng khng phi u t hn na v trang thit b, cng nh cht lng dch v p ng nhu cu ca khch hng. y l iu m trong thi im kh khn, khng nhiu cc hng hng khng c tim lc thc hin. Khch hng hng trung, h l nhng ngi c xu hng chung nhng hng hng khng gi r. Hin nay trn th trng c rt nhiu nhng hng hng khng gi r, cung cp dch v v sn phm vi tiu chun gn nh tng ng. Do vy, khch hng c th la chn bt k mt hng hng khng no vi cc chi ph chuyn i l rt thp. Bi v hon ton khng h tn mt khon ph no khi mt hnh khch mun chuyn chuyn bay t hng hng khng ny sang mt hng hng khng khc, ngoi tr chi ph t vic mt i s dm bay tch ly c. V vy, nng lc thng lng ca ngi mua ngy cng cao. e. S cnh tranh gia cc i th trong ngnh Cu trc cnh tranh bit c cu trc ngnh l tp trung hay phn tn, nhm da vo ch s tp trung ngnh HHI - HerfindahlHirschman Index. Ch s ny o lng mc tp trung ca ngnh, c tnh bng cch cng tng bnh phng ca ba hng ng u ngnh v th phn. Nm 2007, ch s HHI 0,911 (s liu trn biu ). Ta c: 0,911 0,25. Nn ngnh dch v vn chuyn hng khng c coi l ngnh tp trung. Cc cng ty kh c th to ra GVHD: TS NGUYN THANH LIM Trang 31
EMIRATES AIRLINES 2012 s khc bit so vi sn phm ca i th nn kt qu l mt cuc chin tranh v gi xy ra, dn n suy gim li nhun trong ngnh. Ngoi ra, cc cng ty trong ngnh cn phi cnh tranh vi Air France - KLM v Lufthansa - hai hng hng khng ln nht chu u, Cathay Pacific trong khu vc Chu Thi Bnh Dng, v vi United Airlines chu M. Ngoi ra cn c cc hng vn ti mng cng nh cc thit lp hot ng trong nhng im n tng t nh New Zealand, Anh, Hng Kng v M. Ro cn ri ngnh Ro cn ri ngnh cao khin vic rt chn khi lnh vc hng khng khng phi l s la chn sng sut cho cc nh u t. H thng phi c s hu ca mi hng l yu t chim n trng yu trong vic s dng vn v s ch mang li khon thu hi bng tin cho cng ty nu c thanh l trong tng lai. Ngoi ra, c tnh ring bit ca my bay thng mi hn ch tnh ti s dng ca chng cho nhng ngnh cng nghip khc v d nh cng nghip Hng khng v tr chng hn. Do vy, vic thu hi li ngun vn l mt iu ht sc kh khn. ng lu hn na l nhng yu t quy nh t lut php UAE v b lut ph sn cng khin cc nh u t tr nn chn ch hn v buc phi c gng duy tr hot ng kinh doanh ca mnh. iu kin nhu cu T cc s liu trn ta thy rng, s lng hnh khch s dng my bay ngy cng tng. Mc d, c nhng nm do nh hng ca mi trng ton cu lm suy gim s lng hnh khch nhng sau tng tr li. C th, trong nm 2009, s km m hnh khch vn chuyn l 154561 triu km th nm 2010 l 186821 triu km, tng 21%. V s km vn ti hng ha l 28.347 triu km, tng 23% so vi nm 2009. S tng trng ny gip ngnh hng khng ca UAE ng th t trn th gii v vn ti hng ha v ng th nm trn th gii v vn chuyn hnh khch. Do vy, xu hng v nhu cu hnh khch ngy cng tng v c d bo tng trng trong tng lai. S tng trng v nhu cu ca hnh khch lm du i s cnh tranh, bi v m ra mt khng gian ln hn cho s pht trin ca ngnh. Cc cng ty trong ngnh cnh tranh mnh m, ro cn ri ngnh cao nhng nhu cu v s dng phng tin my bay ngy cng tng. Do vy, s cnh tranh gia cc i th trong ngnh cao GVHD: TS NGUYN THANH LIM Trang 32
EMIRATES AIRLINES 2012 KT LUN Mi e da ca cc dch v thay th: Yu. Nguy c nhp cuc ca cc i th cnh tranh tim tng: Yu Nng lc thng lng ca nh cung cp ngy cng yu i. Nng lc thng lng ca ngi mua ngy cng mnh. S cnh tranh gia cc i th trong ngnh: Mnh Do vy, ngnh hng khng l ngnh c tnh hp dn. 2.3.2.2 Phn tch nhm chin lc trong ngnh
Cao
Etihad Airways Emirates Airlines
Gi
RAK Airways Thp Dolphin Air
Air Arabia Fly Dubai
Hp
Phm vi hot ng
Rng
Trong ngnh hng khng ca UAE, da vo gi v phm vi a l m cc hng hng khng ang hot ng gm c ba nhm chin lc chnh. Mt nhm bao gm cc hng hng khng l RAK Airways, Dolphin Air. Hai hng ny c phm vi hot ng ti Trung ng. Bn cnh , hai cng ty ny nhn mnh vo cnh tranh v gi, bng vic tp trung vo vic cung cp cho cc hnh khch cc v my bay c gi thp nht trn th trng nhng lun m bo s an ton, ng tin cy, thun tin. Nhm th hai bao gm hai hng l Air Arabia v Fly Dubai. Hai cng ty ny cng tp trung vo cnh tranh v gi. Tuy nhin, hai cng ty ny cn hng n vic m rng s im n ra ngoi khu vc Trung ng nh Chu u, Chu v Chu Phi. GVHD: TS NGUYN THANH LIM
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EMIRATES AIRLINES 2012 Nhm th ba gm Etihad Airways v Emirates Airlines. Nhm ny khng tp trung vo cnh tranh bng gi m tp trung vo vic cung cp cc dch v cao cp, tha mn nhu cu ngy cng cao ca khch hng. Do vy m hai hng ny chim th phn ln, 52% th phn cc hng hng khng thuc UAE vo nm 2007. Bn cnh , hai cng ty ny tp trung m rng th trng vi 100 im n ti Trung ng, Chu Phi, Chu , Chu u, Bc M v Chu i Dng. Kt lun: C hi Cc hng hng khng nhm th nht v nhm th hai kh c th ri khi nhm v xm nhp vo nhm th ba. Bi v nhm th ba c ro cn thm nhp ngnh cao. Ro cn l + Ngun lc nng cao h thng phi c, trang thit b tin tin p ng nhu cu v cht lng cao cung cp cho khch hng. + i vi nhng hng hng khng thuc nhm th ba, h nh hng vo cht lng cung cp cho khch hng, nn h li n tng tt trong tm tr ca khch hng. V vy, khch hng nhn bit v thng hiu v h trung thnh vi thng hiu hn. y l iu kh khn i vi cc hng hng khng thuc nhm th nht v th hai. e da Cc hng hng khng trong mi nhm chin lc gp phi i th cnh tranh mnh, cn sc nn s cnh tranh trong mi nhm chin lc rt mnh m. 2.3.2.3 Phn tch chu k ngnh 2001-2006 Mc cu th hin s lng hnh khch quc t v ni a vn ti bng ng hng khng ti UAE. Mc cung l cng sut hot ng ca cc sn bay ti UAE. Hin ti c tm sn bay quc t thuc UAE. Bao gm: Sn bay quc t Abu Dhabi, Sn bay quc t dubai, sn bay Quc t Sharjah, sn bay Ras Al Khaimah, sn bay Dubai World Central, sn bay Fujairah, Sn bay quc t Al Ain, Sn bay quc t Ajman. Trong , sn bay quc t Al Ain, Sn bay quc t Ajman, sn bay Dubai World Central hot ng tr li nm 2010, nn cc sn bay ny b qua. Sau y l
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EMIRATES AIRLINES 2012 Nm Sn bay quc t Abu Dhabi Sn bay quc t dubai Sn bay Quc t Sharjah Sn bay Ras Al Khaimah Sn bay Fujairah Tng cng 2001 5 25 2 5 4 41 2002 5 30 2 5 4 46 2003 5 30 2 5 4 46 2004 5,2 33 2 5 4 49,2 2005 5,4 33 2 5 4 49,4 2006 6,7 33 2 5 4 50,7
Bng: Bng cng sut hot ng ca cc sn bay nm 2001-2006. Ngun: www.iata.org 100 80 Triu ngi 60 40 20 0 Mc cung Mc cu 2001 41 67.41 2002 46 67.37 2003 46 69.51 2004 49.2 77.59 2005 49.4 83.12 2006 50.7 87.52
Qua biu ta thy rng, mc cung ca ngnh nh hn mc cu, nn ngnh vn dang trong giai on tng trng. iu ny minh chng rng ngnh ang c kh nng sinh li nn c tnh hp dn cao. 2.3.3 Phn tch ng thi cnh tranh 2.3.3.1 C cu cnh tranh Thng qua phn tch trn, ngnh dch v vn chuyn hng khng l ngnh c c cu ngnh tp trung. Vi xu hng ton cu ha tc ng ngy cng mnh n nn kinh t th gii ni chung v ngnh hng khng ni ring, cc cng ty trong ngnh hng khng ti UAE cn phi cnh tranh vi Air France - KLM v Lufthansa - hai hng hng khng ln nht chu u, Cathay Pacific trong khu vc Chu Thi Bnh Dng, v vi United Airlines chu M. Ngoi ra cn c cc hng vn ti mng cng nh cc thit lp hot ng trong nhng im n tng t nh New Zealand, Anh, Hng Kng v M. GVHD: TS NGUYN THANH LIM Trang 35
EMIRATES AIRLINES 2012 Tc ng: Do cu trc ngnh nh vy nn s ganh ua trong ngnh rt gay gt, c bit l gia ba cng ty dn o th trng. Ngoi vic chu p lc cnh tranh t cc i th trong UAE, cc hng hng khng trong ngnh cn phi i u vi cc hng hng khng nc ngoi do h qu ca cc chnh sch m ca bu tri v xu hng ton cu ha. 2.3.3.2 Cc phng thc cnh tranh: a. Cnh tranh v gi: Giai on 2001-2003, ngnh hng khng th gii b nhng c sc ln nh khng b, chin tranh Iraq v dch bnh SARS. Nhiu hng truyn thng lm vo cnh l nng v thm ch b ph sn, trong khi cc hng gi r vn hot ng hiu qu v c li nhun. Nguyn nhn l do nhng vn ton cu khin ngi dn trn ton cu ni chung v ti UAE ni ring tht cht chi tiu, nhu cu i li bng my bay st gim v cc hng hng khng gi r tr nn c a chung hn bao gi ht. iu ny to ra mt xu th cnh tranh v gi, buc cc hng hng khng truyn thng phi ct gim chi ph h gi v. Cc hng hng khng ti UAE hu ht u thc hin cc bin php ct gim chi ph nh: ng bng tuyn dng, h thp ph ph nhin liu duy tr mc tiu ca mnh. Bn cnh l s ra i ca hng lot cc hng hng khng gi r to nn mt b mt hon ton mi cho ngnh hng khng UAE. b. Cnh tranh da trn nhng hot ng truyn thng: Khi m cc cuc chin tranh v gi nh l mt e da, cc hng c khuynh hng chuyn sang cnh tranh bng nhng hnh thc nh: qung co, khuyn mi v cc chng trnh dnh cho khch hng nhm nh v thng hiu trong tm tr khch hng v duy tr lng khch hng trung thnh ca hng. Tuy y l mt phng thc n gin nhng hu ht cc hng hng khng trong khu vc ni ring v trn th gii ni chung u p dng v cc phng thc ny va mang li hiu qu cao ng thi t tn km chi ph. c. Cnh tranh da trn cht lng dch v: Nn kinh t pht trin ko theo s xut hin ca tng lp thng nhn thng lu. Phn khc khch hng ny c s quan tm c bit n cht lng dch v. Cc biu hin ca phng thc ny thng qua: hnh thc bn v, hnh thc thanh ton, m bo lch trnh bay ng gi, cht lng ca dch v cung cp trn my bay
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EMIRATES AIRLINES 2012 Vi xu hng cnh tranh ny, cc hng hng khng trong khu vc, c bit l cc hng hng khng cht lng cao lun tm cch ci tin cht lng dch v cung cp cho khch hng. 2.3.3.3 Lc lng dn dt s thay i trong ngnh: a. Chi ph nhin liu: 120 111,26 100 80 60 40 20 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Biu : Gi du th gii t nm 2000 n 2011 Ngun: http://congnghedaukhi.com/ Gi du m trn th trng th gii t nm 2004 tng mnh do nhng lo ngi v kh nng xy ra cc v tn cng khng b lm gin on cc ngun cung cp du m. Theo Hip hi vn ti hng khng quc t (IATA), thit hi ca ngnh vn ti hng khng th gii n cui nm 2008 do gi nguyn liu tng cao ln n 6,1 t USD. Con s ny l thit hi ln nht k t nm 2003. Thm ch, nu vng en vn tip tc ln gi, thit hi c th vt mc nm 2001 sau v khng b kinh hong ti New York. Theo s liu thng k ca IATA, tnh t thi im u nm 2008, gi nguyn liu tng khin 24 hng hng khng trn khp ton cu phi ct gim cc chuyn bay, tht cht chi tiu v ct gim vic lm trnh khi nguy c b ph sn v n nn. Cc hng hng khng bt u gp phi kh khn vo nm 2007 khi ln u tin trong tm thng lin tng li nhun thu v ch t 5,6 t USD. Hu ht cc hng hng khng quc gia, c bit l nhng nc ang pht trin khng c ngun no khc ngoi s h tr ca nh nc vt qua khng hong. y chnh l nguyn nhn khin cc hng hng khng phi ct gim chuyn bay v tng gi v. Li nhun thu v t vic cung cp cc dch v hng khng ca French-Dutch Air France-KML, hng vn ti ng hng khng lin GVHD: TS NGUYN THANH LIM Trang 37 28,5 24,44 25,02 38,27 28,83 65,14 54,52 72,39 61,67 97,26 79,5
EMIRATES AIRLINES 2012 danh ln nht th gii cui thng 5/2008 gim 1/3 so vi thi im cng k nm trc v nguyn nhn chnh cng xut pht t gi nhin liu tng cao. Ti t hn, mt trong nhng hng hng khng ln nht ca M l American Airlines phi ngng khai thc cc loi my bay cha ht thi hn s dng nhng tiu tn nhiu nhin liu v ct gim hng nghn vic lm khin nhiu nhn vin lm vo cnh tht nghip. Hng British Airways Anh; The Korea Air Hn Quc; Australian - c cng phi p dng cc bin php tng t, thm ch ct gim ti a cc dch v min ph c th c li nhun nhm u t ti sn xut v tr lng cho nhn vin. Ngay ti Nga, ni gi du lun mc thp nht th gii cc hng hng khng cng khng trnh khi nhng tc ng tiu cc sau khi cc cng ty du la ti y quyt nh tng gi xng my bay ln gp hai ln so vi thi im thng 9/2007. Tm li s bin ng ca gi du c tc ng mt cch trc tip n ngnh hng khng, l nhn t chnh quyt nh chi ph hot ng ca my bay, buc cc hng phi ct gim chi ph c c li nhun, nn y c xem l mt lc lng nh hng ln n tnh hp dn ca ngnh. Mc d, UAE l mt quc gia nm trong khu vc Trung ng vi li th ln v ngun cung nhin liu du m nhng ngnh hng khng ti quc gia ny cng khng trnh khi b nh hng v gi du m. b. S i mi cng ngh Trong vng gn 100 nm qua ngnh cng nghip hng khng t c nhng chuyn bin mnh m. Vi nhng ng gp ng k ca cc tin b k thut, nhng ci tin cng ngh trong nhng nm qua to ra s thay i mnh m ca ngnh hng khng. Nhng ng dng cng ngh, ci tin k thut gp phn ci thin tc bay, tit kim nhin liu, gim thiu chi ph bay v tng hiu qu vn hnh my bay. Mt trong nhng mi quan tm hng u ca cc hng hng khng hin nay l ng dng nhng cng ngh mi trong vic x kh thi. Nhiu hng hng khng ln tin hnh t hng nhng my bay mi nhm gim thiu lng kh thi CO2 v tit kim nhin liu. Ngnh cng nghip hng khng u t vo nhng nghin cu, pht minh a nhin liu sinh hc vo vn hnh ton b ng c my bay thay th xng vo nm 2050. Nh ng dng cng ngh mi vo kinh doanh nn ct gim chi ph, tng hiu qu phc v khch hng, chnh v vy hin nay ngnh hng khng gi r rt pht trin. S ra i cc hng hng khng gi r cng vi s bng n Internet to c hi cho khch du lch s GVHD: TS NGUYN THANH LIM Trang 38
EMIRATES AIRLINES 2012 hu nhng tm v gi r hn. Bi v khng phi chu chi ph in v, tr tin hoa hng cho cc i l tm hiu nhng thng tin cn thit v chuyn bay, khch hng khng cn phi tn nhiu thi gian i n cc i l nh trc , iu ny rt ngn thi gian gia khch hng v nh cung cp dch v. Vic s dng v in t c bit gip cc hng hng khng gim chi ph ng k. Bn cnh Internet cng to c hi ln cho cc hng hng khng. Cc sn phm hng khng ngay lp tc c gii thiu trn ton th gii n cc khch hng m thng tin c nhn ca h c th c lu tr trong c s d liu cho khch hng ca hng hng khng m khng phi thng qua cc i l du lch. Kt ni trc tip ny c th c s dng cho vic u i c bit khch hng mua v vo pht cht, gi c linh hot, ci thin dng tin mt nh vo bn hng trc tip v ct gim chi ph c. Nhu cu khch hng: i vi phn khc khch hng hng trung, h c xu hng tit kim chi tiu nn vic la chn nhng hng hng khng gi r ang l mt xu hng i vi phn khc khch hng ny. p ng nhu cu ny, cc hng hng khng trn th gii c gng ct gim chi ph c th h thp gi v. V vy m hng lot cc hng hng khng gi r ra i nh RAK Airways, Flydubai, Dolphin Air, Air Arabia, Kang Pacific Airlines. i vi phn khc khch hng hng sang, h yu cu cao v cht lng dch v v s an ton. Do mt s hng hng khng nhm vo i tng khch hng ny tha mn nhu cu ca h. Tiu biu l cc hng hng khng nh Royal Jet, Etihad Airways, Emirates Airlines.
Xut pht t nhng nhu cu khch hng nh vy m cc hng hng khng gi r v
cao cp xut hin p ng tng loi khch hng mc tiu. d. Nhng qui nh v chnh sch Chnh ph: Chnh ph to ra nhng thay i rt ln cho ngnh thng qua cc chnh sch v thu, h tr vn v k thut. Chnh ph c th m ca th trng ni a cho cc i th nc ngoi tham gia hoc bo v cc cng ty ni a. Ngnh hng khng cho thy r nht s ton cu ho khi cc nc c s m ca, u t v lin kt to ra cc chuyn bay xuyn lc a p ng nhu cu ca khch hng. Nhng chnh sch thc y m ca ny ph v th c quyn ca mt s hng v cc hng phi u tranh ginh git th phn. Bn cnh , ngnh cng nhn c nhng c GVHD: TS NGUYN THANH LIM Trang 39
EMIRATES AIRLINES 2012 hi nh: th trng rng ln hn, c iu kin hc hi kinh nghim, k nng t i tc nc ngoi 2.3.3.4 Cc i th cnh tranh trc tip: Thnh lp nm 2003, Etihad Airways l hng hng khng quc gia ca Abu Dhabi, Cc tiu vng quc Rp thng nht. Etihad thuc Abu Dhabi, th ca Cc tiu vng quc Rp thng nht. Hng ny cung cp cc chuyn bay n Trung ng, chu u, tiu lc a n , Bc M, Vin ng, chu Phi, Trung v chu i Dng. Nm 2008, Etihad Airways vn chuyn hn 6 triu lt khch trong khi nm 2004 ch l 340.000 ngi. Etihad tha thun lin kt vi cc hng hng khng sau nhm m rng h thng tuyn im nh (thi im thng 11 nm 2009): Aer Arann, Alitalia, All Nippon Airways, American Airlines, Bangkok Airways, BMI, Brussels Airlines, Cyprus Airways, Flybe, Iran Air, Jet Airways, Kuwait Airways, Malaysia Airlines, Middle East Airlines, Olympic Air, Philippine Airlines, Qantas. 2.3.3.5 Yu t then cht cho thnh cng trong ngnh: thnh cng trong ngnh, cc hng hng khng phi gii quyt nhng cu hi: a. Thng hiu mnh Mt hng hng khng mun thnh cng cn phi to c thng hiu m quan trng l cn nh v mt cch r rng trong tm tr khch hng l mt hng hng khng nh th no. Chng hn, khi nhc n Fly Dubai, khch hng c th hnh dung ngay y l mt hng hng khng gi r. Ngoi ra cn mt s yu t khc cng khng km phn quan trng to nn sc mnh thng hiu l uy tn, thi phc v ca tip vin, cht lng dch v Sc mnh thng hiu ng gp mt phn quan trng trong s thnh cng ca bt k cng ty no, n gip cng ty to c v th ca mnh trn thng trng t c th thu ht c khch hng. b. Nng lc kim sot chi ph thp Ngnh hng khng l ngnh thm dng ngun vn kinh doanh. V vy, c t c li nhun cao nht i hi cc nh qun tr cn kim sot tt cc chi ph hot ng sao cho t c mc chi ph thp. V vy, cc hng hng khng cn phi c mt c cu t chc, vn hnh mt cch khoa hc, bn cnh cn phi c nng lc trong vic iu tit, qun l chi ph c th ti thiu ha chi ph, cc i li nhun.
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EMIRATES AIRLINES 2012 c. Cht lng dch v Cc yu t nh: con ngi (nhn vin sot v, tip vin, phi cng, i qun l chuyn bay..), dch v km theo (n ung, gii tr, gi mail, h thng tin nhn trc tuyn, tch ly im tng gi bay..), s an ton, uy tn ca cng ty l nhng yu t to nn s khc bit ca hng trong tm tr khch hng v duy tr s trung thnh ca khch hng. iu ny i hi cc hng hng khng n lc ci tin cht lng dch v, o to ngun nhn lc em n cho khch hng ca h nhng chuyn bay thc s an ton v y th v. 2.4 Tng kt cc c hi v e da 2.4.1 C hi: Nn kinh t m ca to nhiu c hi thu ht u t v pht trin kinh t, to iu kin kinh doanh thun li. Tc tng trng cao, cu trc dn s tr, t l dn nhp c cao, thu nhp bnh qun u ngi cao cho thy kh nng chi tr ca ngi dn rt ln v tng nhu cu di chuyn trong v ngoi nc. u t pht trin c s h tng nh sn bay, a im pht trin du lch nn thu ht mt lng ln cc du khch quc t n UAE. Cc ng dng ca internet c th nng cao nng sut lao ng, gim thiu thi gian, chi ph v l cng c qung co hu hiu ca cc hng hng khng. Ngnh c tnh hp dn nht nh. 2.4.2 e da: Kinh t m ca, mi trng kinh doanh hp dn lm gim ro cn nhp ngnh v tng tnh cnh tranh. UAE nm trong khu vc khng n nh Chnh tr v cc hot ng khng b ngy cng tng Trung ng. Bin ng v gi nhin liu nh hng n chi ph u vo ca cc hng hng khng. S pht trin ca cng ngh i hi cc hng hng khng phi n lc thch ng vi s thay i , ng thi h thng bn v trc tuyn e-ticking c th b lm dng bi cc tin tc hoc c th b li do virus, iu ny s lm hng c s d liu ca hng hng khng v tn km chi ph.
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EMIRATES AIRLINES 2012 Mi trng kh khn: bin i kh hu, s nng ln ton cu, s thiu ht cc ngun ti nguyn, nhim khng kh. S ly lan nhanh chng ca cc bnh cp tnh nh SARS v cm gia cm nh hng Mn du lch v cc hng hng khng. Nng lc thng lng ca ngi mua ngy cng mnh.
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CHNG 3: PHN TCH CHIN LC

3.1 Phn tch chin lc cng ty Nm Lnh vc Vn ti Thng mi - bn l Du lch Khc Tng doanh thu
2001 5684 251 91 117 6143
2002 6476 340 78 47 6941
2003 8707 471 90 49 9317
2004 11987 698 86 84 12855
2005 16581 779 123 137 17620
2006 21015 949 146 165 22275
2007 27271 1019 183 170 28643
2008 34823 1232 196 190 36441
2009 40395 1563 194 307 42459
2010 40172 1727 156 422 42477
Bng: Doanh thu theo tng lnh vc ca Emirates airlines (n v: Triu AED) Nm Lnh vc Vn ti Thng mi - bn l Du lch Khc TNG 2001 92,5% 4,1% 1,5% 1,9% 100% 2002 93,3% 4,9% 1,1% 0,7% 100% 2003 93,4% 5,1% 1% 0,5% 100% 2004 93,2% 5,4% 0,7% 0,7% 100% 2005 94,1% 4,4% 0,7% 0,8% 100% 2006 94,3% 4,3% 0,7% 0,7% 100% 2007 95,2% 3,6% 0,6% 0,6% 100% 2008 95,6% 3,4% 0,5% 0,5% 100% 2009 95,1% 3,7% 0,5% 0,7% 100% 2010 94,6% 4,1% 0,4% 1% 100%
Bng: Cu trc doanh thu theo tng lnh vc ca Emirates airlines GVHD: TS NGUYN THANH LIM Trang 43
50000 40000 30000 20000 10000 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Vn ti Thng mi-bn l Du lch Khc
2000
1500 1000 500 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Thng mi- bn l
Du lch
Khc
Biu : Doanh thu tng lnh vc ca Emirates airlines Vn ti 100% 80% 60% 40% 20% 0% 2001 Thng mi - bn l Du lch Khc
2002
2003
2004
2005
2006
2007
2008
2009
2010
Biu : Cu trc doanh thu theo lnh vc (2000-2010) GVHD: TS NGUYN THANH LIM Trang 44
EMIRATES AIRLINES 2012 Theo biu , lnh vc vn ti hng khng dn dng bao gm lnh vc vn ti hnh khch khch v vn ti hng ha - y l lnh vc chnh ca cng ty, chim hn 90% doanh thu ca Emirates v c tc tng trng rt nhanh trung bnh 20% mi nm. Trong sut qu trnh hot ng, hng hng khng Emirates tip tc hi nhp dc xui chiu v a dng ha qua cc lnh vc lin quan, trong giai on 2000-2010 din mnh m hn giai on trc. Vic dch chuyn ny c thc hin thng qua: u t mi Nm 1999, Emirates ln sang lnh vc khch sn c nh du bng vic xy dng khch sn Al Maha Desert Resort & Spa. Qu trnh ny c y mnh trong giai on 2000 2010, biu hin thng qua vic cho ra i cc khch sn mi nh: Harbour Emirates & Residence (2007), Wolgan Valley Resort & Spa (2009), Le Meridien Al Aqah Beach Resort (2002). Thu nhp ca lnh vc khch sn c xp vo mc khc cng vi dch v sn bay v k thut. Vic tham gia vo lnh vc khch sn cho php Emirates Airlines c tn dng c ngun khch i du lch s dng phng tin hng khng ca mnh cng nh cc hng hng khng khc. Mi nm lng khch n UAE ngy cng tng iu ny rt hp dn i vi cc doanh nghip kinh doanh lu tr. Nm 2003, Emirates Holidays, Arap Ventures nh du s a dng ca Emirates trong lnh vc du lch. Vic tham gia vo lnh vc du lch khng nhng to ra nhng c hi kinh doanh mi m cn ch ng ngun khch, phc v cho s pht trin ca lnh vc vn ti hnh khch ca Emirates. C th xem vic Emirates tham gia vo lnh vc du lch nh l hi nhp xui chiu. Trong vic pht trin lnh vc du lch, th di chuyn l mt b phn cu thnh quan trng. Cc cng ty vn ti c xem l nh cung cp cho cc cng ty du lch v cng ty du lch c xem nh l cu ni gia cc cng ty vn ti vi khch hng. Nm 2008, Emirates y mnh tham gia vo lnh vc bn l v thng hiu ca lnh vc ny l Emirates High Street v Emirates Official Store. Emirates High Street l mt ca hng online, bn tt c cc mt hng thit b in t, dng c th thao, ng h, ph kin thi trang, trang sc v mt lot cc sn phm dnh cho tr em. Emirates Official Store c h thng ca hng ti cc sn bay ca tp on ti Dubai, Abu Dhabi, ti cc tr s ca Tp on Emirates cng nh ca Dnata.
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EMIRATES AIRLINES 2012 Ngoi vic m cc cng ty con, Emirates cn thc hin u t mua li c phn cc cng ty khc trc thuc Tp on v lin doanh vi cc cng ty khc nh: Lnh vc phc v thc n trn my bay: Nm 2001 Emirates s hu 45% c phn ca cng ty Emirates Abela Catering Co L.L.C Nm 2003 Emirate Abela Catering i tn thnh Emirates Flight Catering (EKFC) vi s c phn trong EKFC l 54,7%. Nm 2007 Emirates s hu 49% c phn ca cng ty Alpha Flight Services n 2010 s c phn ca Emirates trong Emirates Flight Catering l 90%, tng 35,3% so vi nm 2003. Lnh vc bn s v bn l hng ha tiu dng: Nm 2001 Emirates mua li 51% c phn ca cng ty Maritime and Mercantial International v n nm 2005 s c phn ny tng ln 68,7%. Nm 2002 mua li 49% c phn ca cng ty MMI Management v 25% c phn ca cng ty Oman United Agencies, n nm 2005 tng ln 34,4%. Lnh vc n ung: Nm 2006, Emirates mua li 68,7% c phn ca cng ty Emirates Leisure Retail. Nm 2007 Emirates s hu 70% c phn ca Emirates Leisure Retail (Oman) v n nm 2009, tng ln thnh 100% c phn. Nm 2009, Emirates u t vo cng ty Emirates Leisure Retail (Sigapore). Lnh vc khch sn: Nm 2002 Emirates s hu 50% c phn ca Emirates Hotels v n nm 2003 tng ln thnh 100% c phn. Nm 2006 Emirates s hu 100% c phn ca Emirates Hotels Australia. Nm 2007 s hu 51% c phn ca cng ty PTI Gulf Holtel. Nm 2008 s hu 51% c phn ca khch sn Premier Inn Hotels.
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EMIRATES AIRLINES 2012 Holding company (cng ty c lp ra nm gi c phn ca cc cng ty khc do Emirates iu khin - cn c gi l cng ty c phn m). Nm 2006 thnh lp cng ty Emirates Leisure Retail Holding nm 100% c phn. Nm 2008 s hu 100% c phn ca cng ty Maritime and Mercantial International Holding. Vn ti hng khng. Nm 1998, Emirates mua li 43,6% c phn ca cng ty Air Srilankan v chu trch nhim iu hnh hng hng khng ny, ng thi c quyn khai thc sn bay Srilankan. n nm 2008 Emirates chuyn nhng ht s c phn v quyn khai thc sn bay Srilankan ca mnh cho Chnh ph Srilankan. o to: Nm 2006 Emirates s hu 50% c phn ca Emirates - CAE Flight Training. Nm 2008 Emirates s hu 50% c phn ca CAE Flight Training (India) Private. Kt lun: Trong giai on 2000 2010, hng hng khng Emirates thc hin chin lc a dng ha lin quan ch ng hn trong vic to dng ngun khch cng nh tn dng c nhng c hi kinh doanh do lnh vc vn ti hng khng dn dng mang li. Lnh vc chnh ca Emirates l lnh vc hng khng dn dng vi doanh thu chim hn 94% doanh thu ca Emirates Airlines. Trong tng lai, Emirates tip tc a dng ha vo cc lnh vc kinh doanh bng hnh thc u t mi. Theo , Emirates c th ch ng hn trong cc hot ng ca mnh. Ngoi ra, Emirates s dng hnh thc lin doanh v mua li c phn ca cc cng ty khc c th tn dng v s dng cc ngun lc h tr cho hot ng kinh doanh vn ti hng khng. 3.2 Phn tch chin lc trong mi trng ton cu 3.2.1 Mc tiu kinh doanh ton cu: - Nhm nh v Emirates Airlines l mt hng hng khng ton cu v l nh cung cp dch v vn chuyn hng khng c la chn vng Vnh, Trung ng v cc im n khc vt ra bn ngoi bin gii quc gia. - Nhm thc y Dubai tr thnh mt trong nhng Trung tm thng mi hin i nht, tin b, an ton v cng ngh tin tin Trung ng. - Nhm gii thiu ra ton cu cng nh chng t rng Emirates Airlines l mt hng hng khng c mc dch v xut sc, tng ot cc gii thng, dy dn kinh nghim GVHD: TS NGUYN THANH LIM Trang 47
EMIRATES AIRLINES 2012 trong cc chuyn bay, li nhun, i tu bay v t c tiu chun v an ton cng nh uy tn trn ton cu. 3.2.2 S hin din ton cu ca Emirates airlines: 3.2.2.1 Mng li tuyn im: Nm 2010, Emirates Airlines phc v 550 chuyn bay vn chuyn mi tun, hn 125 im n ti 87 thnh ph v 59 quc gia thuc khu vc nh: chu u, Bc M, Trung ng, chu Phi, n v chu - Thi Bnh Dng. Cc hot ng vn chuyn hng ho c thc hin bi Emirates SkyCargo. Mng li tuyn im ca Emirates ti cc khu vc: Chu Phi Nm 1995, Emirates bt u thm nhp vo th trng chu Phi, vi cc chuyn bay u tin n Johannesburg, Nairobi v Kenya. Nm 2010, Emirates m rng mng li vi 22 tuyn im bao gm: Cairo, Tripoli, Tunis, Casablanca, Nairobi, Eldoret (hng ha), Entebbe, Addis Ababa, Lilongwe (hng ha), Maurice, Mahe, Johannesburg, Durban, Cape Town, Lagos, Accra, Khartoum, Dakar, Abidjan v Luanda. Chu M Nm 2004, Emirates thc hin chuyn bay khng ngng ngh u tin ti Bc M, ko di 14 gi bay n sn bay JFK ca New York. n nm 2010, cc im n ti chu M l New York, Toledo (hng ha), Los Angeles, San Francisco, Houston, Toronto, Campinas (hng ha) v Sao Paulo. Chu Emirates bay chuyn bay u tin n chu l vo nm 1990 vi im dng l Singapore v n nm 2010 Emirates m rng mng li tuyn im vi 31 im n ti chu lc ny, bao gm: Tokyo, Osaka, Seoul, Thng Hi, Bc Kinh, Qung Chu, Hong Kong, i Bc (hng ha), Manila, Jakarta, Singapore, Kuala Lumpur, Bangkok, Dhaka, Colombo, Maldives, Chennai, Cochin, Delhi, Mumbai, Thiruvanathapuram, Kozhikode, Kolkata, Ahmedabad, Hyderabad, Bangalore, Karachi, Lahore, Islamabad, Peshawar, Tehran, Kabul (hng ha), Basra, Baghdad, Kuwait, Bahrain, Doha, Dammam, Riyadh, Madinah, Jeddah , Dubai, Muscat, Sanaa, Amman, Damascus v Beirut.
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EMIRATES AIRLINES 2012 Chu u
im n u tin ca Emirates n chu lc ny l sn bay quc t Gatwick ti London vo nm 1987 v n nm 2010 c 25 im n sau: Zaragoza (hng ha), Madrid, Paris, Nice, Hamburg, Dusseldorf, Frankfurt, Munich, Prague, Amsterdam, Gothenburg, (hng ha), Istanbul, Milan, Venice, Rome, Athens, Malta, Moscow, London, Newcastle, Birmingham, Glasgow, Manchester, Zurich v Vienna. Thi Bnh Dng H thng tuyn im ti khu vc ny bao gm: Perth, Brisbane, Sydney, Melbourne, Auckland v Christ Church. 3.2.2.2 S bin ng doanh thu theo tng khu vc Nm 2001 2002 2003 2004 Giai on 1: 2001-2004 Trung ng 1.549.877 1.686.648 1.914.994 2.610.596 Chu u 1.997.120 2.249.421 3.062.178 4.198.456 ng 1.644.101 1.721.740 2.489.076 3.713.923 n Tiu lc a 836.349 1.018.608 1.210.698 1.450.254 Chu Phi 331.078 460.862 734.432 1.143.204 Tng 6.358.525 7.137.279 9.411.378 13.116.433
Bng: Doanh thu theo tng khu vc (n v: AED)
100% 80% 60% 40% 20%
0% 2001
Chu Phi
2002 n , Tiu lc a
2003 ng Chu u
2004 Trung ng
Biu : Doanh thu theo tng khu vc
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EMIRATES AIRLINES 2012 nh gi: T biu trn ta thy, trong giai on t 2001-2004, c cu doanh thu theo khu vc c s thay i nh - Cc khu vc c t trng doanh thu gia tng: Chu u chim t trng doanh thu cao nht, dao ng t 31% n 33% tng doanh thu. ng chim t trng doanh thu cao th hai, tng u t nm 2002 (24%) n nm 2004 (28%). Ring Chu Phi c t trng kh nh 5% nm 2001 nhng li khng ngng gia tng qua cc nm, n nm 2004 chim n 9% tng doanh thu. - Cc khu vc c t trng doanh thu gim: khu vc Trung ng gim t 24% nm 2001 xung cn 20% nm 2004. Khu vc n Dng v cc Tiu lc a gim t 13% nm 2001 xung 10% nm 2004. Giai on 2: 2005-2010 Nm 2005, Emirates tip tc m rng tuyn im n cc khu vc nh chu M, Australia v Ty . V vy, nhng nm tip theo c mc doanh thu thu c t cc khu vc l: Nm 2005 2006 2007 2008 2009 2010 Trung ng 2.957.563 3.641.943 4.314.841 6.306.782 5.824.111 5.943.078 Chu u, Chu M 6.551.473 8.329.356 10.461.633 13.566.340 15.932.776 15.979.396 ng , Australia 4.968.470 6.659.707 8.695.324 11.008.582 12.281.446 12.024.116 Ty , n Dng 1.747.580 1.847.523 2.621.045 3.964.092 4.948.308 5.332.778 Chu Phi 1.683.483 2.195.244 3.080.278 3.964.033 4.708.244 4.804.260 Tng 17.908.569 22.673.773 29.173.121 38.809.829 43.694.885 44.083.268
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100% 80% 60% 40% 20% 0% 2005 Trung ng Ty , n Dng 2006 2007 2008 2009 2010
Chu u, Chu M Chu Phi
ng , Australia
Biu : Doanh thu theo tng khu vc t nm 2005 v nm 2010 Ngun: www.emirates.com nh gi: Trong giai on ny, doanh thu ti cc khu vc cng lin tc tng khong 20% mi nm, song c cu t trng doanh thu gia cc khu vc c s bin ng tng gim khng u. Chu u v chu M chim t trng cao nht, gim t 37% nm 2005 xung cn 35% nm 2008 v tng tr li 36% vo nm 2010. Chim t trng cao th hai l ng v Australia vi 28% nm 2005 v tng ln 30% nm 2007 nhng sau gim cn 27% nm 2010. Khu vc Trung ng c t trng gim t 17% nm 2005 xung 13% nm 2010. Hai khu vc cn li c t trng tng nh trong giai on ny. Tnh n nm 2009, t trng doanh thu ti chu u v chu M l ln nht vi 36,5%, ng th hai l khu vc vin ng v Australasia vi 28,1%, th ba l Trung ng vi 11,3%, cc khu vc cn li ch chim 10,8%. Qua y chng ta phn no thy c xu hng u t m rng ca Emirates Airlines ch yu tp trung vo cc chu lc tim nng nht nh chu u,chu M v chu . 3.2.2.3 Cch thc hin din ton cu ca Emirates Airlines Hng hng khng Emirates c mt khp ni trn th gii bng nhng chuyn bay, y l cu ni cho cc im n phc v nhu cu ca khch hng. Ngoi ra Emirates airlines cn gii thiu thng hiu ca mnh ra th gii bng cc hot ng ti tr cho cc s kin ln nh:
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EMIRATES AIRLINES 2012 Nm 1996, Emirates tham gia ti tr cho s kin ua nga giu nht th gii ti Dubai world cup, Emirates Airlines c bit quan tm n lnh vc ua nga. Cng ty c mt mi quan h hon ho vi Godolphin- mt trang tri ua nga ln nht UAE thng qua mt t tng nht qun l Mang Dubai ra vi ton th gii v cho n c th gii n vi Dubai. Theo , bt k chin thng no ca Godolphin u c chia s vi Emirates Airlines. ng thi, Logo in m Fly Emirates ca cng ty c hin th mt cch t ho bng mu xanh la ni ting trn qun o nhn vin trang tri, nhng tm chn cho nga, phng tin vn chuyn v cc vt liu khc ca trang tri. Ngoi ra, nhng con nga ti trang tri Godolphin c t tn theo tn my bay hoc cc hot ng ca hng Emirates Airlines. Cng ty cn tham gia vo mt lot cc hot ng ti tr hng u v nui nga bn ngoi. Emirates l mt trong nhng nh ti tr ln nht ca th thao th gii. Trong bng , Emirates l mt i tc chnh thc ca FIFA World Cup, nh ti tr ca Arsenal FC v l ch ca sn vn ng Emirates - cng nh AC Milan, Paris St Germain, Hamburg SV, Olympiacos FC v Lin on bng chu . Nm 1999, Emirates ti tr chic cp Melbourne Nm 2001, Emirates k hp ng ti tr 24 triu Euro cho gii bng ngoi hng Anh v cu lc b Chelsea trong bn nm. Nm 2004, Emirates k hp ng 100 triu bng Anh cho gii bng ngoi hng Anh cho Arsenal, trong bao gm quyn t tn sn vn ng mang tn Emirates trong 15 nm v ti tr o cu th trong vng 8 nm bt u t ma gii 2006. Nm 2006, Emirates hp tc tha thun 195 triu USD vi FIFA - c quan qun l bng trn th gii v mua quyn kim tra mi trn u ti World-cup c trn cc chuyn bay. Ngoi ra, Hng hng khng cng c mt mi quan h tuyt vi vi bng bu dc, l mt i tc lu di ca IRB (International Rugby Board) bao gm vic ti tr cho cc trng ti IRB v cc quan chc trn u. Quan h i tc bng bu dc ca Emirates cng m rng n M v Hip hi bng bu dc ti UAE (UAERA), cng nh Force ti c. Emirates cn l hng hng khng chnh thc ca 14 gii thi u golf trn ton th gii vo nm 2012, t Dubai n Trung Quc v c n c. Hot ng ti tr cng xut hin GVHD: TS NGUYN THANH LIM Trang 52
EMIRATES AIRLINES 2012 trong qun vt, ua xung tc , du thuyn, ua xe, bng c v mt l hi mua sm cng vi ngh thut v vn ha. 3.2.3 Cc kh nng, gi tr c Emirates Airlines dch chuyn ra ton cu Trong thng nm 1998, Emirates tr Chnh ph Sri Lanka 70.000.000 USD cho mt c phn 43,6% trong SriLankan Airlines. Theo , Emirates nhn c mt hp ng 10 nm qun l SriLankan. iu ny gip Emirates tng cng v hnh nh v i bay ng thi Emirates ang dch chuyn nng lc qun l ca mnh ra bn ngoi. Do vy, SriLankan Airlines phc v 58 im n ti 33 quc gia v l nh cung cp dch v nc ngoi ln nht vo Maldives, vi t nht 38 chuyn bay hng tun gia Nam v Colombo, tnh n nm 2012. Emirates l ngi tin phong trong vic ng dng cc thnh tu khoa hc k thut vo dch v ca mnh, nh a h thng mn hnh phng vo mi gh trong tt c cc khoang hnh khch, cho php hnh khch s dng in thoi trn my bay... Hin nay c rt nhiu hng hng khng p dng thnh tu ny trong qu trnh kinh doanh ca mnh. Do vy, vic dch chuyn cc kh nng, cc gi tr ra bn ngoi m trc khi Emirates thm nhp cha c hng hng khng no s hu cc gi tr , gip Emirates lm ni bc cc chin lc ca mnh, do vy m c kh nng sinh li cao. Tuy nhin, cc gi tr ny khng tn ti lu bn, v vy m Emirates cn phi n lc hn na to ra s khc bit v dch v cung cp cho khch hng. 3.2.4 Cc thch thc v cch khc phc ca Emirates Airlines Cng nh cc hng hng khng hot ng trn ton cu khc, Emirates Airlines gp khng t kh khn, thch thc. Trong hai thch thc ln nht m Emirates Airlines phi vt qua l: Thch thc gim chi ph: Emirates l hng hng khng tp trung vo cung cp dch v c cht lng cao. Nn khch hng quan tm v cht lng hn l gi c. V vy, gi khng phi l cng c cnh tranh, nn sc p gim chi ph thp. Thch thc v p ng yu cu a phng: Sc p p ng a phng l thp. Bi v, th hiu, s thch, thi quen truyn thng, knh phn phi v nhu cu chnh ph s ti cc nc thuc cc khu vc khng c s khc bit ng k vi cc th trng m Emirates tng gia nhp.
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EMIRATES AIRLINES 2012 3.2.5 Cch thc thm nhp ton cu ca Emirates Airlines Trong nhng nm 2001-2010 Emirates khng thc hin mt hot ng lin minh no, cn khng thuc mt trong ba lin minh hng khng ton cu Oneworld, Sky Team v Star Alliance. Ph ch tch cp cao ca Emirates cho rng, vic lin minh vi cc cng ty s lm cho cng ty b hn ch bi cc quy nh php lut hoc phi thng qua s ph duyt ca cc c quan chng c quyn, iu s km hm s pht trin ca cng ty. Lin danh Emirates lin danh vi cc cng ty sau: Air Malta, Air Mauritius, Japan Airlines (Oneworld), Jet Airways, JetBlue Airways, Korean Air (SkyTeam), Oman Air, Philippine Airlines, Qantas (Oneworld ), South African Airways (Star Alliance), Thai Airways International (Star Alliance). Emirates thc hin lin danh vi cc hng hng khng bay cng tuyn ng nhm cung cp mt s gia tng tn s bay trn cc tuyn ng ny. ng thi s lin danh ny cung cp cho cng ty mt phng php cho cc tu sn bay khng hot ng my bay ring ca cng ty trn mt tuyn ng nht nh t c tip xc vi th trng thng qua mn hnh hin th s hiu chuyn bay. Cui cng, vic lin danh vi cc cng ty ny nh mt i tc chia s code, cng nh chi ph hot ng ca cng ty. Cc cng ty lin kt: Emirates cn lin kt vi cc cng ty m c t 20% v 50% quyn biu quyt, theo Emirates c nh hng ng k nhng m khng quyn kim sot. u t vo cng ty lin kt c hch ton theo phng php vn ch s hu v bao gm li th thng mi ( tr tch ly tr n gc) v vic mua li: Cng ty lin kt SriLankan Airlines Limited Oman United Agencies LLC T l % vn s hu 43,6 Hot ng chnh Vn ti hng khng, my bay, x l v phc v. Bn bun v bn l hng tiu dng. Nc
Sri lanka Vng quc Hi gio Oman
25,5
Srilankan airlines l hng hng khng quc gia Sri Lanka. Trc kia, hng hng khng Srilankan c tn gi l Air Lanka. T trm trung chuyn chnh l Sn bay quc t Bandaranaike, Srilankan airlines m cc ng bay thng n Chu u v Chu . GVHD: TS NGUYN THANH LIM Trang 54
EMIRATES AIRLINES 2012 Emirates mua ti 40% c phn vi tng tr gi 70 triu USD (sau ny tng ln 43,6%) ca Air Lanka, ng thi Emirates cng tng cng v hnh nh v i bay. Chnh ph gi phn ln c phn ca Air Lanka, ng thi Emirates u t v quyt nh v vic qun l. Nm 1998, thung hiu Air Lanka thay i v SriLankan Airlines c ra i. Cc cng ty lin doanh: Cng ty lin doanh Emirates CAE Flight Training LLC PTI Gulf Hotels LLC T l % vn ch s hu 50 51 Hot ng chnh o to cc phi cng Hot ng lnh vc khch sn Nc UAE UAE
Emirates CAE Flight training LLC: cung cp cc kha hc lin quan n hng khng cho cc tu sn bay thng mi v kinh doanh ti Trung ng, Chu u, Chu Phi, Chu , Chu i Dng v Nam M, vi mc ch ch yu l o to nhn vin bo dng v boong bay. Mc ch, Emirates lin kt vi cng ty nhm thit lp mt hot ng ng kim sot cho o to m phng bay UAE. PTI Gulf Hotels LLC hot ng trong lnh vc khch sn nn vic Emirates lin doanh vi n nhm mc ch cung cp mt cch h thng v y hn cho khch hng, c bit l khch du lch. Kt lun: Emirates Airlines ang gt hi nhng li ch bng mt cch thc khng l. Li nhun nm 2008 tng 54% t mc 1,45 t USD v doanh s bn hng tng 32%, vn chuyn hn 21 triu hnh khch mi nm, tng 21% so vi nm 2007 (Money Morning, 2008). Nhng kt qu ny l nhng khuyn khch cho Emirates Airlines v l bng chng chng t rng h tm thy s cn bng gia hi nhp ton cu v s p ng a phng v c cc thnh phn ton cu phi chuyn i mt cch chin lc c o cho gi tr vt tri.
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EMIRATES AIRLINES 2012 3.3 Chin lc cp chc nng 3.3.1 Chc nng Marketing 3.3.1.1 Cch thc nh v th trng Chin lc nh v ca Emirates ch yu nhm mc tiu cung cp dch v c cht lng cao, p ng nhu cu ca khch hng. i vi khch hng l ngi kinh doanh hoc l ngi u tin s dng dch v hng khng ca Emirates, Emirates cung cp s sang trng, tin nghi v dch v cht lng cao cp. i vi khch hng l cc gia nh, Emirates nh v l hng hng khng cung cp s tri nghim y v th v trn chuyn bay. 3.3.1.2 Chin lc sn phm tm ra nhu cu ca khch hng, Emirates duy tr b phn Marketing thng xuyn theo di thng tin khch hng. nh k khong 6 thng 1 ln, Emirates thc hin mt cuc nghin cu th trng thm d nhng yu cu ca khch hng cng nh l nhng nhn xt ca khch hng v dch v ca cng ty thng qua trang web ca cng ty. Ngoi ra, Emirates cn da trn mi quan h vi cc i l du lch v cc d liu thu thp t cc cuc kho st thm d kin ca khch hng c thc hin bi Skytrax, Ethos Trong nm 2010, Emirates tr thnh nh khai thc ln nht trn th gii v m y bay Boeing777 v A380s vi ln lt 86 v 13 my bay. Hin ti, hm i my bay ca Emirates bao gm 142 chic, trong ch yu l mt hm i my bay thn rng gm Airbus A330/A340, Airbus A380 v Boeing 777. iu ny gip Emirates tr thnh mt trong chn hng hng khng trn th gii vn hnh my bay thn rng v tr thnh hm i bay tr nht th gii vi tui trung bnh ca my bay l 6,4 nm trong khi mc trung bnh ton cu l hn 13,8 nm. Cng vi hiu qu s dng nhin liu trung bnh ca i tu v lng kh thi t hn 25% so vi trung bnh ton cu (c o bi IATA). Bn cnh , Emirates quan tm n khch hng l cc gia nh bi vic thc hin chin dch Kids go free. Theo , khch hng c min ph gi v cho tr em di 16 tui ng thi c tham gia vo khu vui chi, c phc v thc n min ph, cc knh gii tr v tp ch dnh ring cho tr em. Ngoi ra, tr em c th nhn c phn thng c nhn khi tham gia chng trnh Skywards Skysurfers. Vi s km vn chuyn tr em c th
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EMIRATES AIRLINES 2012 nhn cc phn thng tuyt vi nh chuyn bay min ph, chi, sch, v chuyn i min ph n Cng vin nc Wild Wadi Dubai. 3.3.1.3 Chin lc gi Emirates to s khc bit so vi cc hng hng khng khc thng qua chin lc gi c. Ti Emirates gi v v s tin li trong cc th tc bn v l nhng l do chnh cho s thnh cng ca hng hng khng ny. C th l gi v ca Emirates thp hn 25% - 50% so vi cc hng hng khng chu u (theo bo The Times). to ra mc gi thp, Emirates tn dng li th v ngun lao ng, s dng hiu qu v nhin liu. Ngoi ra, Emirates cn phc v cc ba n min ph trn my bay, do lm tng cm nhn v gi tr nhiu hn cho s tin hnh khch b ra. 3.3.1.4 Chin lc phn phi Vi s mnh xy dng Dubai tr thnh mt trung tm hng khng ton cu mi trong th k 21 v l im n du lch hng u, Emirates tng cng m rng h thng tuyn im trn ton cu, c bit l cc tuyn im bt u t Dubai. Bn cnh , vi mc tiu ginh th phn ca hng hng khng gi r v gn gi th phn, Emirates khai trng chi nhnh mi phc v th trng hng khng gi r. Cc chi nhnh nm quc gia nh: Ai Cp, n v Pakistan. 3.3.1.5 Chin lc xc tin c ng Emirates s dng hai phng php tip th l truyn thng v hin i. Ngoi vic qung co trn bo, tp ch, truyn hnh, bin qung co, Emirates cn s dng trang web vi chn ngn ng khc nhau. Bn cnh , Emirates cn tham gia vo cc s kin khc nhau tng s nhn thc v thng hiu ca khch hng nh: mt trong nhng nh ti tr ln nht ca th thao th gii v ti tr mnh m cho cc hot ng ngh thut, chng hn l nh ti tr ti tr lin tc ca Melbourne Symphony Orchestra ti c. Ti Dubai, Emirates tham gia vo cc hot ng nh L hi mua sm Dubai, ma h Dubai, Rugby Sevens, L hi Vn hc, Lin hoan phim Quc t Dubai v Lin hoan Jazz Skywards. 3.3.2 Chc nng sn xut 3.3.2.1 Qun l cht lng S ra i b phn ni v khch hng v dch v kim ton (CASA), gip cc nh lnh o theo di, gim st, a ra cc bin php sn phm v cc tiu chun dch v m bo rng Emirates duy tr danh ting trong qu trnh tng trng. C th l gip GVHD: TS NGUYN THANH LIM Trang 57
EMIRATES AIRLINES 2012 Emirates gii quyt 50% khiu ni ti Dubai v cc vn xy ra trn mng. CASA ang tip tc m rng chng trnh ca mnh. Tt c cc yu t ca dch v khch hng thng xuyn c nh gi bao gm c Dch v, sn bay Dch v, Skywards v cc trung tm cuc gi trn ton th gii vi cc khuyn ngh thc hin cho cc phng ban tng cng v ci thin vic cung cp sn phm v dch v. Emirates thc hin kim sot cht lng cht ch thng qua cc cng c ca qun l cht lng ton din (TQM) v kim sot cht lng Circle (QCC) vo gia nm 2005. Bt ngun t s hiu bit v quy trnh cht lng, Emirates tch cc tham gia bng cch thm d ng gp kin v nhng ngh, gi t pha khch hng. 3.3.2.2 H thng thng tin Emirates Airlines cng ng dng internet trong vic qun l v lp lch trnh cho cc chuyn bay, bng trang web ca mnh. Vi website www.emirates.com, Emirates airlines to iu kin thun li cho khch hng trong vic t v trc tuyn, bn v in t v c bit l c th tm hiu nhu cu t khch hng vi vic a ra mc nh gi v s hi lng ca khch hng sau mi chuyn bay. Ngoi ra, Emirates Airlines tch hp cng ngh Internet vo cc chng trnh qun l nhn s, chm sc khch hng, cc dch v h tr trc, trong v sau chuyn bay nhm em li s hi lng cho hnh khch. Vi vic ng dng internet vo chui cc gi tr gip cng ty c cng tc qun l hiu qu hn, ng thi gip nng cao hnh nh ca cng ty trong tm tr khch hng, to ra gi tr p ng khch hng vt tri. Bn hng trc tuyn thng qua emirates.com trong nm 2008, gip Emirates t c li nhun l 4,42 t AED (1,2 t USD), tng ng 73% tng trng so vi nm 2007. Tng cng c 896.838 t phng c thc hin trc tuyn v trung bnh l 9.244 hnh khch, tng 80% so vi nm ngoi. Ngoi ra, i vi khch hng m truy cp internet khng thun tin th trong mi trung tm bn l u c sn cc qun t phc v c ci t ti UAE. Emirates airlines l hng hng khng u tin thc hin gi c a tin t trong thanh ton quc t bi hnh thnh mt quan h i tc chin lc vi GlobalCollect vo ngy 8/6/2009. y l nh cung cp dch v thanh ton hng u th gii, gip thc y hot ng kinh doanh thng mi in t. Global Collect n gin ho qu trnh gii quyt ca cc qu trn cc th trng khc nhau v cc ty chn thanh ton, gip Emirates gim chi GVHD: TS NGUYN THANH LIM Trang 58
EMIRATES AIRLINES 2012 ph thanh ton, qun l hiu qu hn cc ri ro trong thanh ton v m bo s n nh ca ng tin trong thanh ton quc t. ng thi, Emirates c th tip cn cc phn khc khch hng quan tm n t phng trc tuyn trong khi khng s hu hoc khng mun s dng mt th tn dng. C th l hng hng khng Emirates cho php khch hng n t 37 th trng trng im t do la chn mt lot cc phng thc thanh ton khc nhau. Mi hnh khch c th s dng th tn dng v th ngn hng a phng, ngn hng chuyn c s, tin gi khng k hn (thng qua Western Union Pay), ghi n trc tip v v in t (PayPal). Khch hng ca Emirates c th tr cc ha n thng qua trang web ca mnh bng 14 loi tin t khc nhau v do c th tn dng t gi hi oi mt cch thun li hn. Hnh khch cng c th gi thanh ton bng tin mt thng qua i l Western Union bng cch s dng phi tr tin nhanh Western Union Service hoc thng qua ti khon PayPal. 3.3.2.3 Chin lc nghin cu v pht trin - Emirates tr thnh hng hng khng u tin trn th gii gii thiu mt h thng gii tr c nhn IFE trn mt chic my bay thng mi vo nm 1992. n nm 2003, h thng IFE pht trin thnh ICE - a Emirates tr thnh hng hng khng tt nht trong cc chuyn bay vo nm 2003. ICE c ci t trn cc my bay ca hng hng khng nh my bay Airbus A380-800, Airbus A340-500, Boeing 777300 ER/ULR v Boeing 777 -200 LR/ULR, Boeing 777-300. Nm 2011, ton b hm i ca Emirates u c ci t h thng ICE. Thng 7/2007, Emirates gii thiu bng k thut s mn hnh rng, mt phin bn cp nht ca ICE. Ngoi ra cn c cc tnh nng mi nh USB - hnh khch c th xem hnh nh v k ngh ca h trn mn hnh trong my bay v My Playlist - hnh khch t to ring mt danh sch cc bi ht yu thch t gn 10.000 bi ht c sn trong h thng. Hnh khch khoang hng nht v Business Class c th la chn cc knh gii tr thng qua b iu khin Emirates vi thit b cm tay khng dy c o. y c xem l ln u tin trong ngnh hng khng thng mi, hnh khch c s dng thit b ny.
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- Emirates Airlines l hng hng khng u tin cho php in thoi di ng s c
s dng trong chuyn bay vo nm 2008. n nm 2009, hng triu hnh khch ca Emirates s dng in thoi di ng ring ca h trn my bay c trang b vi h thng AeroMobile. H thng ny c cung cp bi cng ty vin thng AeroMobile trn c s hp tc thng mi ca Emirates vo ngy 20/3/2008. H thng c ci t u tin cho my bay Airbus A340-300, sau l my bay A340, A330 v my bay B777. Hin ti hn 70% hm i ca Emirates c ci t h thng ny.
- Emirates l hng hng khng
u tin cung cp cc knh gii tr cao cp cho hnh khch theo nhu cu trong sut chuyn bay. H thng ny cung cp ti mi ch ngi khoang First Class v Business Class, trn my bay Airbus A330-200 v A340300. n nm 2003, c hn 1400 knh thng tin tin tin, thng tin lin lc v gii tr, c ci t cho tt c cc my bay vi cc ty chn hnh khch c th tm dng, chuyn tip v tua li gia cc knh. H thng knh bao gm 130 b phim, 15 video trn nhu cu knh, 60 knh truyn hnh, 350 knh m thanh v khong 50 tr chi. Hnh khch c th truy cp 10 ngn ng khc nhau nh ting Anh, ting Php, ting c, ting Ty Ban Nha, ting Rp, Hn Quc v Nht Bn. - Vo cui nm 2008, Emirates l hng hng khng u tin gii thiu dch v "spa shower" v tm vi hoa sen trong khoang First Class ca my bay A380, gip hnh khch gim bt s mt mi trong chuyn bay. Hin nay, Emirates l hng hng khng duy nht trn th gii cho php hnh khch First Class tm trong khi ang bay, vi hai phng tm c trang b vi phng tm ng c vi hoa sen trn mi chic Airbus A380. Bn cnh , Emirates cn cung cp b dng c Timeless Spa, c lm t cc thnh phn t nhin rt tt cho sc khe.
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EMIRATES AIRLINES 2012 - Emirates l hng hng khng u tin bay s dng my bay siu ng di Airbus A340-500 vo thng 12/2003. A340-500 l my bay ch hnh khch tm xa nht th gii, c th ch 313 hnh khch v bay xa trn 8.650 hi l (16.000 km). Emirates l hng hng khng s dng nhiu nht v loi my bay ny, vi 10 my bay ang c s dng. Ngoi ra, n nm 2006, s ra i ca my bay Boeing 777-200 LR y l mt trong nhng my bay cng ngh tin tin nht th gii, gi k lc my bay bay xa nht trn th gii vi 9.380 hi l (17.370km). Ngy 20/11/2005, Emirates cng b n t hng 42 my bay Boeing 777, trong c 10 Boeing 777-200LR. iu ny, gip Emirates ng u trong danh sch ca cc nh khai thc chuyn bay siu ng di, vi by chuyn bay hot ng t Dubai n Los Angeles, So Paulo, Houston, San Francisco, Dallas, Sydney, Melbourne, Brisbane. 3.3.3 Cc hot ng ngun nhn lc Nhn vin l gi tr ct li ca tp on, Emirates cung cp mt lot cc li ch h tr nhn vin, ng thi c th thu ht v gn gi nhn ti. V chnh sch th lao ca Emirates tp trung vo pht trin cc chnh sch bi thng, li ch thng qua nghin cu v phn tch chi tit. Nhn vin c thanh ton mc lng c bn, c min thu thu nhp. Ngoi ra, nhn vin c cung cp ch hoc tr cp nh , cung cp phng tin i li hoc ph cp v i li. Ngoi ra, Emirates cn thc hin k hoch chia li nhun da trn kt qu li nhun trong nm ti chnh, c hng 50% lng c bn khi xy ra tnh trng bin ng v t gi hi oi khi trao i gia ng Dirham v phn loi n v tin t ca bn. Tuy nhin, khng p dng i vi phn loi tin t c c nh so vi ng USD. Ngoi ra, nhn vin cn c cung cp bo him tai nn, bo him y t, lng ngh hu, min ph v du lch hng nm ty theo chnh sch cng ty, ng thi c gim gi ti cc ca hng bn l, khch sn v gii tr ti Dubai v UAE. o to
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EMIRATES AIRLINES 2012 Thng 9/2001 Emirates sp nhp trng Emirates Aviation College (EAC) - c thnh lp nm 1991 bi Cc hng khng dn dng UAE - cung cp mt lot cc chng trnh o to ngh chuyn nghip. Trong giai on 2004-2009, s lng sinh vin gia tng t 300 n 1100 sinh vin. V hin ti c 1700 k s v 2000 nhn vin k thut hng khng v tr tt nghip v c lm vic ti Emirates Airlines v trong cc cng ty khc thuc ngnh hng khng. Lin doanh gia Emirates Group v Flight Training Emirates Inc (CAE) vo nm 2003 ca Canada nhm cung cp cc kha hc lin quan n hng khng cho cc tu sn bay thng mi Trung ng, chu u, chu Phi v chu , ch yu nhm vo boong bay v nhn vin bo tr cho cc hng hng khng. Cng ty lin doanh l c s u tin Trung ng p ng cc tiu chun v hng khng ca C quan hng khng chung (JAA) v Cc Hng khng Lin bang (FAA). Emirates cn t chc cc kha hc thng qua mt lot cc phng tin truyn thng bao gm cc lp hc da trn cng vic, trc tuyn (eLearning), thc t nh gi, m phng, d n Ngoi ra, i ng nhn vin cn c tham d hi tho v hi ngh pht trin k nng cn thit, to iu kin pht trin ngnh hng khng. 3.3.4 Cc hot ng ti chnh: Cu trc chi ph vn 2006-2007 Hm i my bay Khc 3456 1932 2007-2008 7185 1873 2008-2009 8400 1778 2009-2010 6675 1378 2010-2011 11385 853
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14000 12000 10000 8000 6000 4000 2000 0
Hm i my bay Khc
Biu : Cu trc chi ph vn (n v: Triu AED) Ngun: www.emirates.com Emirates u t vo chi ph vn ngy cng tng. Nm 2009-2010, chi ph vn gim do nh hng ca khng hong kinh t ton cu. Nm 2010-2011, chi ph vn tng mnh t 8.053 triu AED ln n 12.238 triu AED, tng 52%. Cu trc chi ph vn bao gm: chi ph v hm i my bay v chi ph khc. Chi ph v hm i bay bao gm: ch ph mua my bay, chi ph sa cha, ph tng my bay, v chi ph s dng trn chuyn bay. Ch ph khc bao gm: chi ph u t xy dng cng trnh Theo biu , ch ph u t v hm i my bay chim t trng ln, trung bnh chim 80%. c bit trong giai on 2010-2011, chi ph v hm i my bay chim t trng ln nht, gn 93%. Kt lun: u t mnh v hm i my bay, gip Emirates gia tng c cng sut trong khi vn duy tr c chi ph c nh. iu ny gip hng hng khng c li th v tnh kinh t theo quy m nn t c s vt tri v hiu qu. Thng qua ngun nhn lc, qun l cht lng v h thng thng tin, Emirates mong mun to dng li th trong vic cung cp cc dch v cho khch hng. Do , Emirates mong mun vt tri v cht lng dch v. Thng qua vic u t vo nghin cu v pht trin, Emirates mong mun vt tri v ci tin dch v cung cp cho hnh khch.
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EMIRATES AIRLINES 2012 3.4 Phn tch chin lc cp kinh doanh Emirates Airlines l mt hng hng khng a quc gia hot ng trn nhiu lnh vc khc nhau. Trong chin lc cp kinh doanh ca cng ty, cc SBU c phn chia da vo cc loi dch v, hng ha cung cp cho khch hng v Emirates Airlines khng n thun ch cung cp dch v vn chuyn hng khng thng thng m cn cung cp nhiu dch v khc na. Nhng dch v chnh ng thi l cc SBU ca cng ty l: Vn chuyn hnh khch (Emirates Passenger) Vn ti hng ho (Emirates SkyCargo) Bn bun v bn l hng tiu dng (Sale of goods) Phc v thc n trn my bay (Emirates Flight Catering) Du lch (Emirates Destination and Leisure Management) Qun l khch sn (Emirates Hotels) Trong , t trng doanh thu ca SBU vn chuyn hnh khch chim ln nht. Ta c bng s liu sau: (Ngun: Bo co thng nin ca Emirates Airlines) 2001 75,8% 2006 73,5% 100% 80% 60% 40% 20% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Biu : T trng doanh thu ca vn chuyn hnh khch trong giai on 2001- 2010 (Ngun: Bo co thng nin ca Emirates Airlines) 2002 75,8% 2007 75,7% 2003 74,2% 2008 77,2% 2004 73,6% 2009 77,0% 2005 73,7% 2010 77,7%
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EMIRATES AIRLINES 2012 Qua biu trn ta thy t trng doanh thu ca SBU vn ti hnh khch lun chim t trng ln trong cu trc doanh thu - trn 70%, vy nn vn ti hnh khch l mng hot ng chnh ca Emirates Airlines v c cng ty c bit ch trng u t trong kinh doanh. Do , Nhm chn SBU Vn chuyn hnh khch phn tch. 3.4.1 Nhu cu khch hng v khch hng mc tiu Nhu cu khch hng bao gm khch hng c nhu cu v cht lng dch v cao cp v khch hng c nhu cu v gi r. V vy m ngoi vic cung cp cho khch hng vi cht lng dch v cao cp, Emirates cn m rng tuyn ng bay gi r. Hin ti, Emirates c ba tuyn ng bay gi r n cc quc gia nh Ai Cp, n v Pakistan. Khch hng mc tiu m Emirates hng n l nhng khch hng c thu nhp cao, c bit l cc doanh nhn, nhng ngi ang tm kim sang trng v thoi mi trong vic i li, c tui 30-60 v khng phn bit quc tch. Trong giai on ny, Dubai ni ln nh mt thnh ph ton cu v l mt trung tm kinh t. Mc d nn kinh t ca Dubai c xy dng da vo ngnh cng nghip du kh, nhng doanh thu chnh ch yu l da vo du lch, cc dch v ti chnh v bt ng sn. Ngoi ra, Dubai cn l thin ng du lch Vi cc sa mc, ni v bi bin v di sn a phng th v v mt s cc mu thit k kin trc to bo nht trn th gii. V vy m thu ht mt lng ln khch du lch v cc nh u t n vi Dubai. 3.4.2 Chin lc to s khc bit 3.4.2.1 Dch v spa v tm trn my bay Emirates gii thiu dch v "spa shower" v tm vi hoa sen trong khoang First Class ca my bay A380, gip hnh khch gim bt s mt mi trong chuyn bay. Hin nay, Emirates l hng hng khng duy nht trn th gii cho php hnh khch First Class tm trong khi ang bay, vi hai phng tm c trang b vi phng tm ng c vi hoa sen trn mi chic Airbus A380. Bn cnh , Emirates cn cung cp b dng c Timeless Spa, c lm t cc thnh phn t nhin rt tt cho sc khe. 3.4.2.2 Gi in thoi trn my bay Hnh khch c th in thoi, gi tin nhn SMS, v email t ch ngi, hoc gi cho bn b v gia nh ngi nhng ni khc trn my bay. Ngoi ra, vi thit b cm tay khng dy c o - thit b ny ging nh chic in thoi vi tnh nng nh mt bn ph m GVHD: TS NGUYN THANH LIM Trang 65
EMIRATES AIRLINES 2012 qwerty y , rt hu ch cho vic gi tin nhn SMS hoc email t cc chuyn bay. y c xem l ln u tin trong ngnh hng khng thng mi, hnh khch c s dng thit b ny. 3.4.2.3 Kt ni Internet trn my bay Hnh khch c th lt web, chat, tweet, kim tra email bi kt ni OnAir Wi-Fi trn my bay A380 ca Emirates. Ngoi ra, hnh khch c th kt ni vo Internet bng cch s dng GPRS hoc EDGE trn cc chuyn bay A380. 3.4.2.4 Dch v li xe ring min ph Hnh khch khoang First Class v Business Class ca Emirates c th s dng dch v li xe ring min ph n 55 thnh ph khc nhau ti UAE. Theo , hnh khch c th c vn chuyn t nh hoc khch sn n sn bay, t sn bay n a im cui cng ca hnh khch hoc t sn bay n mt im dng chn khc. Ti Dubai, hnh khch khoang First Class c th s dng xe Mercedes v hnh khch khoang Business Class c th s dng loi xe Volvo sang trng. y l nhng u i c bit ca Emirates i vi hnh khch, gip Emirates to s khc bit so vi nhng hng hng khng khc trn th trng. 3.4.2.5 H thng chiu sng tin tin H thng chiu sng tin tin ln u tin c ci t trn my bay Airbus A380 vo nm 2010, gip hnh khch c th iu chnh ng h sinh hc ca c th v chng li nh hng ca hin tng Jetlag. H thng chiu sng ny theo chu k ngy v m, t iu chnh trong sut chuyn bay phn nh thi gian ti im n v ng thi c th gip hnh khch ng c trn my bay vic kho lo to ra bu tri y sao vi cc chm sao lp lnh. 3.4.3 Nhng gii php ca Emirates c th cung cp cc dch v cao cp, Emirates cn phi trang b nhng my bay mi nht, hin i nht ca cc hng sn xut my bay hng u th gii l Airbus v Boeing vi nhiu n t hng ln trong giai on 2000- 2010: Nm 2001, Emirates thc hin n t hng ln nht trong lch s hng khng, vi 58 my bay mi bao gm Airbus v Boeing tr gi 15 t USD Nm 2005, Emirates mua 42 my bay Boeing 777, tr gi 9,7 t USD, mt ln na l n t hng ln nht cha tng v my bay Boeing 777.
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EMIRATES AIRLINES 2012 Ti trin lm Dubai Air thng 11/2007, Emirates cng b n t hng mua my bay hng khng dn dng, bao gm 120 Airbus A350s, 11 chic A380 v 12 my bay Boeing 777-300ERs, tr gi khong 35 t USD. n nm 2009, Emirates tr thnh nh khai thc ln nht ca loi my bay Boeing 777. V n nm 2010, Emirates s hu 144 chic my bay cc loi.
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EMIRATES AIRLINES 2012 3.5 Phn tch c cu t chc 3.5.1 C cu t chc Chairman & Chief Executive Emirates Airlines & Group
Emirates Airlines Service Delivery Emirates Engineering & Operations Flight Operations Aircraft Maintenance West Asia & Indian Ocean East Asia & Australasia Gulf, Iran & Middle East Africa GVHD: TS NGUYN THANH LIM Engineering Support Services Destination & Leisure Management Emirates SkyCargo Planning, International & Industry Affairs Emirates Airport Services Procurement & Logistics Safety & Standards Customer Affairs & Service Audit Trang 68
Commercial Operations Worldwide The Americas Europe
EMIRATES AIRLINES 2012 C cu t chc ca Emirates Airlines phn chia thnh ba b phn theo cc cch sau: Theo a l: Emirates airlines hot ng thng mi trn ton th gii ti cc khu vc nh: Chu u; ng v Chu c; Chu M; Ty v n Dng; Vng vnh, Iran v Trung ng, Chu Phi. Theo chc nng bao gm b phn vn hnh chuyn bay, b phn bo tr my bay v b phn h tr k thut cho my bay. Theo cc dch v cung cp cho khch hng: dch v giao hng; qun l cc im n v gii tr; dch v vn chuyn hng ha; lp k hoch, vn quc t v cng nghip; dch v sn bay; mua sm v giao nhn, cc tiu chun v an ton, ni v khch hng v dch v kim ton. C cu t chc ca hng hng khng c phn chia thnh ba cp: Ch tch v Gim c iu hnh ca hng hng khng Emirates v Tp on Emirates ng HH Sheikh Ahmed bin Saeed Al Maktoum Ch tch ca hng hng khng Emirates ng Tim Clark Cc Ph Ch tch + V hot ng thng mi trn th gii - ng Ghaith Al Ghaith + V k thut v vn hnh my bay ng Adel Al Redha + V dch v giao hng ng Terence Daly + V qun l cc im n v gii tr ng Hans Haensel + V dch v vn chuyn hng ha ng Ram Menon + V lp k hoch, vn quc t v cng nghip ng Tony Tayeh + V dch v sn bay ng Dale Griffith + V dch v mua sm v giao nhn ng Ali Mubarak Al Soori + V qun l cc tiu chun v an ton ng Mohammed A AlKhaja + V ni v khch hng v dch v kim ton ng Richard C cu t chc b my m hng hng khng Emirates hot ng l c cu t chc theo trc tuyn chc nng. Bi v mi quan h gia cp di v ngi lnh o l ng thng ng thi tng nhim v qun l c phn chia cho cc b phn ring bit theo cc chc nng qun l v mi b phn m nhim mt chc nng nht nh.
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EMIRATES AIRLINES 2012 3.5.2 Phn tch kim sot Hng hng khng Emirates kim sot thng qua kim sot hnh vi, bi vic thit lp ra cc tiu chun ha nhm o lng kh nng thc hin ca cc phng ban cng nh cc nhn vin trong t chc. C th nh sau - Emirates airlines lin kt vi GE Aviation vo nm 2010 cung cp dch v FLOW GE. Dch v ny s gip cho Emirates tng cng h thng kim sot v lch trnh chuyn bay ng thi nng cao hiu qu, lm gim ng k cc chi ph hot ng nh chi ph nhin liu. - Wavetec to iu kin cho Emirates qun l khch hng 30 trm khc nhau trn ton cu. Vi phn mm ny, Emirates c th theo di qu trnh hot ng, o lng cht lng dch v ti cc vn phng trn ton th gii. Ngoi ra, cc d liu t phn mm ny cng c s dng bi b phn ngun nhn lc, kim tra hiu sut lm vic ca nhn vin. Do vy, h thng cung cp d liu ny gip ngi qun l c hiu qu phn b tt c cc ngun lc sn c, gim khch hng thi gian ch i thc t, ng thi nhn thc v nng cao kinh nghim ca khch hng. - Emirates thnh lp b phn kim ton ni b thng qua cng ngh t ng ACL nh gi hn 300 trung tm kim ton, bao gm cc phng ban v chc nng nm ti Tr s chnh ca hng hng khng, cng nh cc trm khc trn khp th gii. Vi cng ngh ny gip cho Emirates tit kim chi ph lao ng nhng vn m bo chnh xc ca d liu. - Emirates cam kt chu trch nhim vi mi trng hot ng thng qua cc chnh sch mi trng ca Tp on. Chnh sch mi trng ca tp on nh sau: u t vo cng ngh hin i v mang li hiu qu sinh thi nht trn my bay, ng c v cc thit b mt t. Cc ti sn hot ng thn thin vi mi trng, ph hp vi cc quy nh ca mi trng v cc tiu chun p dng H tr cc t chc t thin v mi trng v tham gia cc d n bo tn. o to v nng cao nhn thc v mi trng cho nhn vin thng qua cc chng trnh v mi trng thu ht nhn vin to ra cc sng kin v mi trng.
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EMIRATES AIRLINES 2012 Pht trin v thc hin cc chnh sch c th lin quan n mua sm hiu qu, s dng nng lng hiu qu, qun l cht thi v gim thiu nhim mi trng. Bo co v thc hin mi trng ca doanh nghip hng nm, bao gm c vic thit lp cc mc tiu ci tin v phn tch hot ng mi trng i vi cc mc tiu ny. Xy dng h thng kim sot gip hng hng khng Emirates: m bo tnh chnh xc ca cc s liu k ton. m bo mi thnh vin tun th ni quy, quy ch, quy trnh hot ca t chc chc cng nh cc quy nh ca lut php. m bo t chc hot ng hiu qu, gim thiu gy nhim mi trng, s dng ti u cc ngun lc v t c mc tiu t ra. V thng qua bo v quyn li ca nh u t, c ng v gy dng lng tin i vi h.
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EMIRATES AIRLINES 2012 3.6 Cc thnh tu chin lc 3.6.1 Thnh tu th trng Hng hng khng ca nm 2009 1 2 3 4 5 6 7 8 9 10 Cathay Pacific Singapore Airlines Asiana Airlines Qatar Airways Emirates Qantas Etihad Airways Air New Zealand Malaysia Airlines Thi Airways 3.6.1.1 Danh ting Nm 2009, Emirates l hng hng khng th nm th gii. Trong thng 2/2011, Air Transport World bu chn Emirates Airlines danh hiu "Hng hng khng ca nm" cho nm 2011. Gii thng ny c trao trn c s cng nhn cam kt v an ton v hot ng xut sc, dch v khch hng, iu kin ti chnh bao gm c li nhun hng nm trong 22-nm lin tip. n nm 2012, Emirates c t tn l Hng hng khng ca nm ti L trao gii Thnh tu Arabian Business.
Ngoi ra, trong nm 2008, HH Sheikh Ahmed bin Saeed Al Maktoum, Ch tch v Gim c iu hnh ca hng hng khng Emirates & Group, ginh mt gii thng thnh tu trn i c bit cho nhng ng gp xut sc ca mnh trong qu trnh kinh doanh ton cu sut hai thp k qua.
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EMIRATES AIRLINES 2012 Emirates l hng hng khng u tin trn th gii thit lp h thng gii tr trn my bay. Trong thi gian qua, Emirate khng ngng ci tin h thng dch v ny p ng ti a nhu cu ca khch hng. Nm 2012, Emirates ginh gii thng ln nht th gii v h thng gii tr trn chuyn bay c t chc ti Farnborough Air Show. Gii thng ny, a Emirates tr thnh ngi lnh o ci tin cc dch v cung cp trn my bay. Hng hng khng Emirates Cathay Pacific Airways Singapore Airlines Qatar Airways Virgin Atlantic Airways Etihad Airways Turkish Airlines c Trinh N c Qantas Airways Air New Zealand 2012 1 2 3 4 5 6 7 8 9 10
Nm 2010, Emirates SkyCargo c trao gii thng hng hng khng vn ti hng ha quc t ca nm ti Air Cargo n Mumbai v gii thng vng v Vn ti hng ha ti Singapore. Ngy 29/4/2012, Emirates SkyCargo c bnh chn l hng hng khng vn chuyn hng ha ca nm, c t chc bi tp ch thng mi Tin tc Air Cargo v thu ht nhiu phiu bu t cc nh giao nhn vn chuyn hng ha trn khp th gii. Hn na, Emirates SkyCargo l hng hng khng 24 nm lin tip c bu chn l hng hng khng vn chuyn hng ha tt nht Trung ng.
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EMIRATES AIRLINES 2012 3.6.1.2 Th phn: Hng 1 2 3 4 5 6 7 8 9 10 Hng hng khng Qantas Singapore Airlines Emirates Airlines British Airways Malaysia Airlines Cathay Pacific Airways Etihad Airways Royal Brunei Airlines Virgin Atlantic Airways Thai Airways International Th phn Th phn thay i k t nm 2005 27,66% 13,36% 10,18% 9,42% 8,62% 7,42% 5,43% 4,91% 3,55% 2,85% + 2,50% - 1,18% + 1,19% - 5,50% + 0,56% + 2,05% + 5,43% + 2,04% + 1,19% + 1,21%
Bng: Th phn ca cc hng hng khng ti Anh Hng 1 2 3 4 5 Hng hng khng Emirates Airlines Singapore Airlines Etihad Airways Qantas British Airways Th phn 47,46% 14,41% 12,98% 10,59% 3,61% Th phn Thay i K t nm 2005 + 11,03% - 14,24% + 12,98% + 0,13% - 1,97%
Bng: Th phn ca cc hng hng khng ti c Ngun: IATA BSP V th phn, ti th trng Anh: Emirates airlines xp sau Qantas v Singapore airlines, vi 10,18%, tng 1,19% so vi nm 2005. Ngoi ra, Emirates Airlines hin ang nm gi v tr dn u th trng c 47% v th phn vi t l ca lu lng hnh khch tng hn 10% k t nm 2005. Etihad Airways chim gn nh l 13% th phn, mc d ch gii thiu cc chuyn bay n Australia t thng 3/2006.
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EMIRATES AIRLINES 2012 3.6.2 Thnh tu ti chnh Doanh thu v li nhun 45000 40000 35000 30000 25000
20000 15000 10000 5000 0

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Biu : Doanh thu ca hng hng khng Emirates Ngun: www.emirates.com Thng qua biu v tc tng ca doanh thu, ta thy rng doanh thu ca Emirates tng trng vt bc vi tc tng trung bnh hng nm l 27,3%. Nm 2010, doanh thu tng xp x gp 7 ln so vi nm 2001, vi doanh thu t c l 53.098 triu AED. y l ln u tin, Emirates tng trng vt qua 50 t AED v doanh thu v li nhun t c l 5443 triu AED (tng 53% so vi nm 2009), nh du mt nm tng trng k lc trong sut qu trnh hot ng v pht trin. Ngoi ra, s hnh khch ti UAE d kin tng trng mc trung bnh l 10%/nm trong hai nm ti, ch sau Trung Quc v Brazil. iu ny thc y s tng trng trong tng lai ca Emirates, vi doanh thu nm 2011 l 61508 triu AED, tng 16% so vi nm 2010.
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EMIRATES AIRLINES 2012 2001 6,6 2002 9,5 2003 12 2004 13,4 2005 10,9 2006 10,6 2007 12,9 2008 1,6 2009 8,1 2010 2011 9,9 2,4
Bng: S liu v t sut li nhun theo tng nm 15 10 5 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Li nhun T sut li nhun 6000 5000 4000 3000 2000 1000 0
Biu : Li nhun v t sut li nhun ca Emirates Ngun: www.emirates.com T sut li nhun qua cc nm u dng, chng t Emirates kinh doanh c li. Giai on 2001-2007, nhn chung t sut li nhun tng trng, nm 2007 tng 2,3% so vi nm 2006 v tng 6,3% so vi nm 2001. Tuy nhin, nm 2008 do nh hng ca cuc khng hong kinh t ton cu, lm cho li nhun thun t hot ng kinh doanh gim gn 50% so vi nm 2007, dn n t sut li nhun gim t 12,9% cn 1,6%. Sau , t sut li nhun tng trong nm 2009, 2010. c bit trong nm 2011, s tng chi ph nhin liu my bay phn lc, tnh hnh chnh tr bt n Trung ng v khu vc chu Phi, cng vi s bin ng t gi hi oi nh hng n hot ng kinh doanh ca Emirates lm cho t sut li nhun gim 7,5% so vi nm 2010.
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EMIRATES AIRLINES 2012 Cu trc ti sn 120% 100% 80% 60% 40% 20% 0%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
TI SN NGN HN TI SN DI HN
Biu : Cu trc ti sn Tng ti sn di hn chim t trng ln hn ti sn ngn hn trong c cu tng ti sn ca Emirates. Trung bnh c giai on tng ti sn di hn chim 57,6% t trng tng ti sn. iu ny c th l gii l v Emirates l mt cng ty kinh doanh trong ngnh hng khng, nn cng ty u t nhiu vo ti sn di hn m ch yu l ti sn hu hnh (chim 50,4% tng ti sn) nh: hm i my bay, ng c my bay v cc b phn lin quan , phng ch,
800% 700% 600% 500% 400% 300% 200% 100% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Biu : Tc tng ca ti sn di hn Giai on 2001-2004, tc tng ca ti sn di hn chm, nm 2004 tng 52,6% so vi nm 2001. GVHD: TS NGUYN THANH LIM Trang 77
EMIRATES AIRLINES 2012 Giai on 2004-2010, ti sn di hn tng tc nhanh chng, trung bnh hng nm tng gn 100% so vi nm trc . Nguyn nhn l do Emirates tng cng u t mnh vo ti sn hu hnh, nm 2010 tng 537% so vi nm 2001. Cu trc ngun vn
100% 80% 60% 40% 20% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 N ngn hn N di hn VN CH S HU
Biu : Cu trc ngun vn Emirates duy tr cu trc ngun vn tng i n nh. Trong , n ngn hn trung bnh hng nm chim 29,2%, n di hn chim 39,8% v vn ch s hu chim 31,1% tng ngun vn. N di hn chim t trng ln hn cc ngun vn khc trong cu trc ngun vn l v Emirates u t nhiu hn vo ti sn di hn phc v cho qu trnh kinh doanh.
800% 700% 600% 500% 400% 300% 200%
100%
0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 N ngn hn N di hn VN CH S HU
Biu : Tc tng ca cc n ngn hn, n di hn v vn ch s hu GVHD: TS NGUYN THANH LIM Trang 78
EMIRATES AIRLINES 2012 Giai on 2001-2004, tc tng ca cc loi ngun vn gn nh tng ng nhau. Nm 2004, c ba loi ngun vn tng 100% so vi nm 2001. Giai on 2005-2010: Ngun vn ch s hu tng mnh hn hai loi ngun vn cn li. Nm 2005, tng 250% so vi nm 2001 v n nm 2008, t nh im tng 600% so vi nm 2001. Nguyn nhn l do Emirates tng khon thu nhp gi li vo cu trc ngun vn m trong giai on 2001-2004 khng c. Ngoi ra, nm 2009, do nh hng ca cuc khng hong kinh t ton cu, lm cho thng d vn c phn nm 2009 -201 triu AED, dn n gim ngun vn ch s hu. Nm 2010, mc d thng d vn c phn b m nhng khon thu nhp gi li tng 14% so vi nm 2009, dn n ngun vn ch s hu tng tr li v tng 12% so vi nm 2009. Cu trc thu nhp
120% 100% 80% 60%
40%
20% 0% 2001 Doanh thu 2002 2003 2004 2005 2006 2007 2008 2009 2010
Li nhun gp
Li nhun thun t hot ng kinh doanh

Li nhun sau thu cha phn phi
Tng li nhun k ton trc thu
Biu : Cu trc thu nhp Biu trn cho chng ta thy c cu trc thu nhp ca cng ty trong tng giai on. Li nhun gp ca cng ty qua cc nm c xu hng tng ln, chim t trng ngy cng nhiu hn trong cu trc thu nhp ca doanh nghip, tuy nhin s tng ln ny l khng nhiu. Trong khi cc ch s nh li nhun thun t hot ng kinh doanh, li nhun k ton trc thu v li nhun sau thu khng bin ng nhiu. Tuy nhin nm 2009, c s gim mnh v cc khon li nhun ny. hiu r hn, chng ta s tin hnh i
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EMIRATES AIRLINES 2012 phn tch cu trc chi ph xem xt cu trc chi ph nh hng nh th no n cu trc thu nhp. 60% 50% 40% 30% 20% 10% 0% -10% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Gi vn hng bn Chi ph qun l doanh nghip Thu TNDN Biu : Cu trc chi ph Biu cu trc chi ch ny phn no gii thch s tng gim cc ch s ca cu trc thu nhp. T trng gi vn v cung cp dch v ngy cng gim cho thy hiu qu trong vic chi tiu v ph tng, ng c, nhin liu, chi tiu trn my bay Do m li nhun gp trong cu trc thu nhp ngy cng tng. Chi ph cung cp dch v tng ln mt cch ng k vo nm 2009, tng 31,2% so vi nm 2008. iu ny lm gim mt cch ng k li nhun thun t hot ng kinh doanh. Tuy nhin nm 2010, chi ph ny gim mnh, gim 18% so vi nm 2008, iu ny chng t Emirates c sa i trong cung cp dch v cho khch hng. Bnh cnh , chi ph qun l doanh nghip cng gim mt cch ng k. Nm 2010 ch chim 14,9% trong khi nm 2001 chim 18,5%. iu ny th hin hiu qu trong qun l ca cng ty. Chi ph cung cp dch v Chi ph ti chnh
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EMIRATES AIRLINES 2012 Thng s v kh nng sinh li Kh nng sinh li trn doanh s 0.70 0.60 0.50 0.40 0.30 0.20 0.10 0.00 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Li nhun gp bin Li nhun rng bin Biu : Cc thng s v kh nng sinh li trn doanh s Nhn chung cc thng s v kh nng sinh li trn doanh s c xu hng tng trong giai on 2001-2008. Nm 2009, cc thng s ny gim dn, c bit l li nhun rng bin v li nhun hot ng bin. Trong , li nhun hot ng bin v li nhun rng bin gim ln lt l 7% v 12% so vi nm 2008. Tuy nhin, li nhun hot ng bin v li nhun rng bin ngy cng xa vi li nhun gp bin cho thy cng ty cha hiu qu trong qun l v hot ng cung cp dch v cng nh qun l ca cc doanh nghip. Kh nng sinh li trn vn u t 1.00 0.80 0.60 0.40 0.20 0.00 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Biu : Vng quay tng ti sn GVHD: TS NGUYN THANH LIM Trang 81 Li nhun hot ng bin
EMIRATES AIRLINES 2012 Qua biu ta thy rng vng quay tng ti sn xu hng tng dn. c bit nm 2009, vng quay tng ti sn tng mnh t 78% n 89%, nhng sau gim mnh ch cn 76% vo nm 2010. 800% 700% 600% 500% 400% 300% 200% 100% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 tc tng ca ti sn Tc tng ca doanh thu
Vng quay tng ti sn = Doanh thu thun v BH&CCDV / Tng ti sn Nguyn nhn l do tc tng ca doanh thu cao hn so vi tc tng ca ti sn. Nn s tng nhanh chng ca doanh thu vo nm 2009, nh hng mnh n vng quay tng ti sn. Tuy nhin nm 2010, doanh thu tng chm hn so tng ti sn, nn lm gim vng quay ca tng ti sn. Tc tng ca doanh thu cao hn so vi tng ti sn trong giai on 2003-2009, iu ny lm cho cc nh u t an tm v kh nng sinh li trn ti sn ca cng ty. Tuy nhin nm 2010, hai im ny gn trng nhau nn nh qun tr cn lu hn v s cn i gia hai khon mc ny.
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EMIRATES AIRLINES 2012 Thu nhp trn tng ti sn (ROA) 0.12
0.1
0.08 0.06 0.04 0.02 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Nhn chung, giai on 2001-2010, ROA c s bin ng kh ln. nh im l ROA gim mnh vo nm 2009 xung cn 2%, gim 9% so vi nm 2008. Nhng nm 2010, ROA tng tr l v so vi nm 2001 tng 2%. iu ny cho thy cng ty c gng ci thin ROA to ra li nhun trn tng ti sn. lm r hn v vn ny ta s s dng phn tch Dupont. ROA Vng quay tng ti sn* Li nhun rng bin. 1.00 0.80 0.60 0.40
0.20
0.00 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 ROA Li nhun rng bin Vng quay tng ti sn
Da vo biu v vng quay tng ti sn v li nhun rng bin trn ta c th thy c ROA ang bin thin theo xu hng bin thin ca li nhun rng bin. S st gim nhanh chng ca li nhun rng bin giai on 2008-2009 dn n s thay i ca ROA. Tuy nhin, vng quay tng ti sn trong giai on ny tng, tng 11% so vi nm 2008. V GVHD: TS NGUYN THANH LIM Trang 83
EMIRATES AIRLINES 2012 vy ty vo mi iu kin v hon cnh khc nhau m nh qun tr cn xem xt nhng nhn t thch hp iu chnh thng s ROA cho hp l. Thu nhp trn vn ch (ROE) ROE = Li nhun thun sau thu TNDN / Tng vn ch s hu 0.40 0.35 0.30 0.25
0.20
0.15 0.10 0.05 0.00 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 y c l l thng s quan trng nht i vi cc c ng nm gi c phiu bi v ROE cho thy kh nng sinh li trn vn u t ca cc c ng trong cng ty. ROE ca Emirates cng lin tc bin ng trong giai on 2001-2010. ROE cng gim mnh vo nm 2009, gim 25% so vi nm 2008. Sau tng nhanh vo nm 2010, tng 15% so vi nm 2009. iu ny cho thy cng ty c ci thin trong vic gia tng ROE, iu ny to li th cho cng ty, lm cho cc nh u t tin tng phn li nhun m h nhn c khi u t vo cng ty. Kt lun: Thng qua cc phng php phn tch khi, phn tch ch s, phn tch thng s, chng ta phn no hiu c tnh hnh ti chnh ca hng hng khng Emirates trong khon thi gian 2001-2010. Tuy cn nhiu thiu st nhng thng qua bi phn tch ny ta c th a ra mt s im chnh v tnh hnh ti chnh ca Emirates nh sau: Cng ty ang c t l ti sn di hn cao trong cu trc ti sn m ch yu l ti sn hu hnh nh my bay, iu ny cho thy cng ty ang n lc m rng hm i bay phc v cho hot ng kinh doanh ca mnh. Cng ty hin ang ti tr ch yu bng vn vay, bn cnh vn ch s hu ngy cng gia tng vi khon khon mc nh cc ngun d phng chim s lng ln gn 30% ngun vn. iu ny cho thy Emirates ang n lc cn GVHD: TS NGUYN THANH LIM Trang 84
EMIRATES AIRLINES 2012 i gia vn ch v vn vay nhm m bo mc sinh li cao vi mc ri ro c th chp nhn c. Nhn chung tnh hnh hot ng cng ty kh kh quan, cng ty ang n lc ci thin cc chi ph v cung cp dch v v qun l doanh nghip. Cc c ng ca cng ty c th tin tng vo mt tng lai tt p m cng ty mang li. 3.7 nh gi im mnh, im yu 3.7.1 im mnh - Cng ngh tin tin v i mi lin tc - C s h tng pht trin hin i: c quyn thit b u cui, sn bay trung tm cng sut ln, phng ch hin i, hm i ln v tr... - Kh nng ti chnh n nh v c hiu sut tng trng di hn. - i ng nhn vin c trnh chuyn mn cao, thn thin vi khch hng. - Cung cp cc chuyn bay ng di, nh t M n Dubai. - Thng hiu mnh. - C cu t chc v h thng kim sot cht ch gip hot ng hiu qu, tn dng ti a ngun lc v t c muc tiu t ra. - Cung ng dch v vi chi ph thp hn cc i th cnh tranh. - Kh nng thch ng tt vi nhng thay i ca mi trng. - C sn bay trung tm nm v tr quan trng trong vn ti hng khng. - Kh nng p ng nhu cu i li ca khch hng: h thng tuyn im rng, i ng nhn vin tip xc chuyn nghip, kh nng am hiu v khch hng. - C cc cng ty con kinh doanh trong cc lnh vc lin quan. C nhiu k nng v ngun lc t cc b phn h tr, gim c chi ph t vic ch ng hn khi s hu cc dch v cung ng trong qu trnh hot ng. - L mt cng ty trc thuc chnh ph v l mt trong nhng cng ty mi nhn m chnh ph s dng nh mt cng c chuyn i nn kinh t t khai khong du m sang lnh vc du lch, dch v v thng mi 3.7.2 im yu - Nhu cu vn u t ln u t nng cp CSVCKT - Thiu lao ng lnh ngh a phng, hu nh da vo ngi nc ngoi - i ng nhn vin ln p lc v qun l v chi ph tin lng. GVHD: TS NGUYN THANH LIM Trang 85
EMIRATES AIRLINES 2012 - Kh nng t ti tr khng cao, tim n nhiu ri ro ti chnh do hu ht cc chi ph hot ng da vo n. - Khng phi l thnh vin ca bt k lin minh ton cu (UAE). - ang chu nhiu co buc v cnh tranh tranh khng lnh mnh ca nhiu hng hng khng khc. 3.7.3 nh gi s ph hp chin lc Xt theo cc tng kt t tng kt cc im mnh v im yu, c hi v thch thc ta thy Emirates ang thuc trong khu vc nhiu im mnh c hi cng nh e da. C hi
Emirates
im yu
im mnh
e da nh gi s ph hp ca chin lc. V Emirates ang c nhiu im mnh, c hi v e da ca mi trng, vy nn cc chin lc ph hp vi hng hng khng l cc chin lc tng trng v chin lc a dng ha. V cc chin lc ny gip cho Emirates khai thc ti a cc im mnh, tn dng c cc c hi ca mi trng cng nh khc phc c nhng e da t bn ngoi. Nhng la chn v chin lc ca h rt ph hp v hon ton ng n. iu ny th hin r nhng thnh tu chin lc m Emirates c.
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EMIRATES AIRLINES 2012 3.8 Phn tch li th cnh tranh. 16% 14% 12% 10% 8% 6% 4% 2% 0% -2% -4% -6%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Emirates 6.6% 6.6% 9.5% 12.0%13.4%10.9%10.6%12.9% 1.6% 8.1% Ngnh -4.2% -3.7% -2.3% -1.5% -1.0% 1.1% 2.9% -4.6% -1.0% 2.9% Biu : T sut li nhun rng bin ca ngnh hng khng v Emirates Ngun: CAPA hng khng dn dng v IATA Theo nh biu ta thy c t sut li nhun rng bin ca Emirates trong giai on 2001-2010 lun cao hn so vi t sut li nhun rng bin trung bnh ngnh. Trong khi ngnh c t sut li nhun rng bin m trong giai on 2001-2005 v 2008-2009 Emirates vn duy tr c t sut li nhun rng dng v mc cao. T nm 2004-2008 lun duy tr mc trn 10%. Nm 2009 do nh hng ca khng hong kinh t ton cu nn t sut li nhun rng bin ch cn 1,6%, y l ln u tin trong 25 nm lch s, li nhun ca hng hng khng Emirates gim mnh. Tuy nhin, so vi tnh hnh chung ca ngnh th lc quan rt nhiu, ngnh trong nm 2008-2009 b m 4,6%. Vi t sut li nhun rng bin cao hn trung bnh ngnh, nn ta kt lun Emirates c li th cnh tranh hn so vi cc i th trong ngnh. Kim tra s vt tri ca Emirates V cht lng vt tri. Vi mong mun mang li cho khch hng nhng dch mi tt hn, tha mi v tin nghi hn, Emirates n lc khng ngng, thc hin kim sot cht lng cht ch thng qua cc cng c ca qun l cht lng ton din (TQM) v kim sot cht lng Circle (QCC) vo gia nm 2005. Bt ngun t s hiu bit v quy trnh cht lng, Emirates tch cc tham gia bng cch thm d ng gp kin v nhng ngh, gi t pha khch hng.
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EMIRATES AIRLINES 2012 V vy, gip Emirates t c s vt tri v cht lng. iu c th hin nh sau: - Theo kt qu nghin cu ca Cng ty dch v t vn khch hng - Ethos th Emirates v Etihad Airlines c cht lng dch v vt tri hn so vi i th ca h British Airways, Air France v Qatar Airways. Nghin cu bao gm mt danh sch cc ch tiu cht lng dch v nh gi s hi lng ca khch hng trong sut mt chuyn bay in hnh.
100 80 60
40
20 0 Emirates Airlines Etihad Swiss Air British Airways Airways Virgin Atlantic Air France
Biu : Kt qu nghin cu v cht lng dch v ca cc hng hng khng nm 2010 Ngun: www.emirates.com Vi ch 0,8% s khc bit gia hai hng hng khng quc gia UAE, Emirates Airlines ng u tin 92,3%, theo sau l hng hng khng da Etihad Airways vi 91,5%. Swiss Air ng vo th ba vi 86,6%, British Airways th t vi 84,3%, Virgin Atlantic th nm vi 79,8%, tip theo l Air France ti 72,3% v cui cng Qatar Airways vi 71,5%.
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EMIRATES AIRLINES 2012 - Hin ti Emirates ang nm trong top 10 hng hng khng tt nht th gii v ang gi danh hiu hng hng khng c dch v gii tr trn my bay tt nht th gii-gii thng Skytrax IFE nm 2012. Hng hng khng Emirates Cathay Pacific Airways Singapore Airlines Qatar Airways Virgin Atlantic Airways Etihad Airways Turkish Airlines c Trinh N c Qantas Airways Air New Zealand 2012 1 2 3 4 5 6 7 8 9 10
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EMIRATES AIRLINES 2012 Phn tch chui gi tr. Thng 10/2008, Emirates di chuyn tt c cc hot ng n ti Dubai International Airport Terminal 3, mt thit b u cui mi c quyn dnh ring Emirates. Vi din tch xy dng tng s 515000 m2 v kh nng x l 43 triu hnh khch mi nm, phng ch 10-tng c thit k c bit ph hp vi cc k hoch pht trin trong tng lai ca Emirates. Trong nm 2008, 22 triu Emirates hnh khch i qua Sn bay Quc t Dubai tng 11% vo nm 2007. Emirates trc tip iu hnh cc dch v b sung check-in v check out, h tr v t vn, dch v li xe ring, ni tr v phng ch, dch v v hnh l. Ngoi ra, Emirates cn thc hin cc dch v ph nh Vn chuyn hng ha (Emirates skycargo), K thut (Emirates engineering), o to (Emirates aviation college), Du lch (Emirates denistion and retail management), Khch sn (Emirates Hotels & Resorts), Bn bun v bn l hng tiu dng (Sale of goods), Phc v thc n trn my bay (Emirates Flight Catering) Nhng hot ng ny to nn s thnh cng ca hng hng khng. Gip Emirates gia tng li th cnh tranh hn cc i th cnh tranh v nng sut, hiu qu s dng chi ph v qun l kinh doanh. 3.9 Phn tch ngun gc to li th cnh tranh. 3.9.1 Phn tch ngun lc 3.9.1.1 Ngun lc hu hnh Nng lc ti chnh: 100 80 60 40 20 0 2001 2002 2003 2004 2005 ROA 2006 2007 2008 2009 2010 vn ch trn tng ti sn GVHD: TS NGUYN THANH LIM ROE T S LI NHUN Trang 90
Doanh thu
45000 40000 35000 30000 25000 20000 15000 10000 5000 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Thng s vn ch trn tng ti sn ca Emirates dao ng t 26-34% iu ny cho thy kh nng t ti tr ca cng ty khng cao nhng Emirates c kh nng i vay tt. Emirates c doanh thu lun tng trong 10 nm qua vi tc tng trng doanh thu nhiu nm lin trn 20%. T sut li nhun rng bin lun cao hn vi trung bnh ngnh cho thy cng ty kinh doanh rt tt v c kh nng sinh li cao. Ngoi ra cc thng s khc v kh nng sinh li ca Emirates kh tt. Cc ch s v kh nng sinh li lun mc cao, tuy nm 2009 b gim mnh nhng y l y l hin trng chung ca cc doanh nghip trong giai on khng hong kinh t, v Emirates khi phc li s tng trng vo nm 2010. Mt khc, Emirates trc thuc tp on The Emirates Group - trc thuc chnh ph, nn i vay cng s c nhiu u tin hn. Bn cnh , Emirates l mt trong nhng hng hng khng ang c Chnh ph h tr v u t. ng gi: Vi nng lc v ti chnh nh vy, Emirates kh gp kh khn trong ngun vn u t. Nht l vn trang b thm my bay- y l hng mc u t chim phn ln chi ph u t ca cc hng hng khng v u t qua cc lnh vc lin quan khc nh du lch, khch sn... Him: Kh nng ti chnh tng ng v cao hn Emirates l tng i t. V nhu cu vn ca cc hng hng khng l tng i ln. Khng phi nng lc i vay ca cc hng hng khng no cng tt. V trong giai on 2001-2010 cc hng hng khng trn th gii kinh doanh khng tt, li nhun rng bin ca ngnh l thp c nm b m.
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EMIRATES AIRLINES 2012 Kh bt chc: Ngun lc ti chnh khng phi l d bt chc v ro cn v mt kinh t v nng lc ca bn thn doanh nghip. L do ngoi ro cn kinh t n cn mt ro cn khc na l mi quan h vi cc nh cung cp vn. Khng th thay th: Ti chnh l mt ngun lc khng c s tng ng chin lc hay ni cch khc khng c mt ngun lc no c th thay th. l c s cng nh nn tng cho vic trin khai cc chin lc ca Emirates. C s vt cht k thut: Theo bo co thng nin nm 2009-2010. Ta c bng thng k sau My bay A330-200 A340-300 A340-500 A350-900/1000XWB A380-800 B777-200 B777-200ER B777-200LR B777-300 B777-300ER Tng loi ch khch B777-200LRF B747-400F B747-8F Tng loi ch hng ha Tng 4 142 8 3 6 10 12 52 138 2 2 5 7 146 19 139 2 Nm 2010 29 8 10 70 50 t thm
ng gi: Emirates s hu mt hm i bay tr, tui th trung bnh ca hm i l 6,4 nm trong khi mc trung bnh ton cu l 13,8 nm. S hu nhiu my bay cho thy nng lc phc v ca mt hng hng khng, cht lng my bay v trnh ca nhn vin cng nh cc dch v b sung khc phn nh cht lng phc v ca hng hng khng . GVHD: TS NGUYN THANH LIM Trang 92
EMIRATES AIRLINES 2012 Nm 2010, Emirates c 125 im n ti 60 quc gia trn 6 luc a. Vi mng li tuyn im rng nh th ny, Emirates c th phc v v p ng c nhiu du khch hn, hn ch vic chuyn my bay v gim thiu chi ph. Dng my bay A380 ca Emirates c th bay lin tc 15000 km trong 16 ngy. Vic ny s rt ngn c thi gian bay ca hnh khch khi my bay khng phi dng li tip nhin liu. Ngoi ra Emirate cn s hu nhiu thng hiu trong cc ngnh lin quan p ng tt hn nhu cu ca khch hng. Emirates Engineering cung cp cc dch v k thut h tr, bo tr, sa cha my bay. Emirates Flight Catering cung cp dch v n ung trn my bay, Emirates Aviation College o to ngun nhn lc cho cng ty, Emirates Holliday ch ng khai thc ngun khch cho Emirates, Vic s hu cc cng ty con cung cp cc dch v lin quan trong kinh doanh hng khng dn dng gip cho Emirates c th tn dng c nhng li th trong chui gi tr cng nh qun l c cht lng ca dch v vn chuyn hng khng dn dng ca mnh. Khng th thay th: i vi cc hng hng khng ring v cc doanh nghip dch v ni chung, trin khai phc vu c dch v ngoi yu t con ngi ra cn c cc yu t phi con ngi nh trang thit b h tr. Nu khng c my bay th dch v hng khng s khng thc hin c. Vy nn yu t c s vt cht k thut khng th thay th trong qu trnh cung cp dch v ca cc hng hng khng. l phng tin cc hng thc hin cung cp dch v, cng nh qung co, du hiu nhn din thng hiu 3.9.1.2 Cc ngun v hnh Nhn vin: Emirates c mt i ng lnh o ti ba v dy dn kinh nghim trong lnh vc kinh doanh hng khng. Flanagan v Tim Clark l nhng CEO c gii kinh doanh hng khng cng nhn l nhng nh qun tr cp cao, ti gii. Trc khi l thnh vin ca Emirates, h cng l nh Qun tr cp cao ca nhiu hng hng khng khc. Tim Clark tng l mt nh qun tr cp cao ca Guft Air. Nhn vin cng l mt trong nhng ngun lc quan trng i vi Emirates ni ring v cc doanh nghip dch v ni chung. Nm 2010, Emirates c 36652 nhn vin trn ton cu. Nhn vin ca Emirates c o to v tuyn chn rt bi bn v k lng. Nm 1995 Emirates thnh lp trung tm o to ngun nhn lc cht lng cao, nm 1997 trng i hc c ra i. Trung tm o to ngun nhn lc ny trc ht l p ng nhu cu lao GVHD: TS NGUYN THANH LIM Trang 93
EMIRATES AIRLINES 2012 ng ca cng ty v sau l ngnh hng khng. Khng nhng vy, Emirates cn lin kt chng trnh o to vi Air Canada - mt trong nhng ni o to nhn vin hng khng uy tn trn th gii nng cao nng lc cng nh cht lng o to. ng gi: Di s lnh o ca nhng nh qun tr cp cao, Emirates pht trin nhanh chng v vt qua c nhng giai on kh khn trong qu trnh kinh doa nh cng nh tn dng c cc c hi kinh doanh do pht trin du lch trong giai on va qua. Trong khi cc hng hng khng kinh doanh thua l th Emirates vn c li nhun v duy tr c tc tng trng dng. Lao ng cht lng cao ng vai tr rt ln cho thnh cng ca Emirates ni ring v cc doanh nghip trong ngnh dich v ni ring. Nhn vin l ngi ai din cho doanh nghip, l nhng ngi th hin cht lng dch v m khch hng cm nhn ngoi yu t c s vt cht k thut. H gip cho khch hng hng th dch v mt cch tt nht v hi lng nht. Khng th bt chc v khng th thay th Nhn vin th hin nn vn ha doanh nghip, iu ny mang li li th cnh tranh v cng quan trng. Thiu vn doanh nghip c th i vay, thiu nhn lc c th b sung thng qua con ng tuyn dng, thiu th trng c th tng bc m rng thm, cc i th cnh tranh c th bt chc v i mua tt c mi th hin hu nhng li khng th bt chc hay i mua c s cng hin, lng tn ty v trung thnh ca tng nhn vin trong doanh nghip. Ngun sng to tng. K t khi ra i vo nm 1985, Emirates pht trin thnh mt trong nhng hng hng khng ln nht v nng ng nht trn th gii, bin Dubai tr thnh mt trung tm ng cp th gii v du lch ton cu. Hng hng khng ny l mt nh tin phong trong vic pht trin cc tuyn ng linh hot, tit kim nhin liu v gim lng kh thi CO2. Danh sch di y l nhng v d phn nh tinh thn i mi ca Emirates: Hng hng khng u tin trang b mn hnh video cho tt c cc gh tt c cc khoang nm 1992. Hng hng khng u tin gii thiu dch v gi in thoi trn my bay thng mi. GVHD: TS NGUYN THANH LIM Trang 94
EMIRATES AIRLINES 2012 L hng hng khng u tin a ra dch v Spa trn my bay. Hng hng khng u tin th hin s quan tm cng nh t hng my bay Airbus A380. L hng hng khng u tin c hn 1.000 knh gii tr theo yu cu trn my bay. L hng hng khng u tin ci t phng tm trn my bay. u tin a h thng phng ng trong khoang hng nht. L hng hng khng u tin khai thc my bay Airbus A340-500 - my bay chuyn ch ng di. ng gi: Vic i u trong pht trin cc tuyn ng mi ny cho thy n lc i mi ca Emirates trong vic thay i cc tuyn ng bay c hu bng cc tuyn ng bay mi, khng nhng tit kim chi ph m cn gim thi gian bay cho hnh khch. Do , lm tng cht lng m khch hng cm nhn. Khng nhng vy thng qua nhn vin ca mnh Emirates s tip tc duy tr v tr dn o th trng, cung cp sn phm v dch v tch hp pht trin tin tin nht. Thng hiu: Emirates c bit n vi danh hiu l hng hng khng ln nht Trung ng, ng th tm trn ton th gii. Ngoi ra, Emirates cn s hu rt nhiu cc gii thng danh gi trong ngnh hng khng. o L hng hng khng ca nm. o c danh hiu hng hng khng vng. o Hng hng khng c chng trnh khch hng tt nht o Hng hng khng c dch v gii tr trn my bay tt nht th gii. o Khoang hng nht tt nht th gii ng gi: Thng hiu tt v c uy tn to lng trung thnh ca khch hng i vi doanh nghip. iu ny gip doanh nghip khng nhng thu ht thm khch hng m cn gi chn khch hng. Nh c thng hiu mnh m Emirates c rt nhiu khch hng trung thnh. Theo bo co thng nin nm 2009-2010, Skywards ca Emirates c 5.000.000 thnh vin. Vi
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EMIRATES AIRLINES 2012 lng khch hng trung thnh ln nh vy cho thy thng hiu Emirates c c s tn nhim ca rt nhiu khch hng. Thng hiu mnh v c nh gi cao th khng phi doanh nghip no cng t c. Hng nm c rt nhiu cc bng xp hng c a ra, nhng ch c nhng doanh nghip no ng trong top 10 mi c quan tm nh gi cao v c coi l c thng hiu mnh. Nhng ti Trung ng Emirates thuc top ba cng ty dn u, y l im thun li ln cho hng hng khng ny. Kh bt chc v khng th thay th: Thng hiu rt kh bt chc v th hin danh ting ca doanh nghip. Hn na, thng hiu l mt trong cc i tng s hu tr tu v c php lut bo v. Nn mt i th cnh tranh d c mun bt chc mt nhn hiu ni ting th cng khng th thc hin c. V kh bt chc nn khng c kh nng thay th. 3.9.2 Phn tch kh nng tim tng: 3.9.2.1 Kh nng p ng tt nht nhu cu i li ca khch hng. Nm 2010, Emirates c hn 125 im n trn ton th gii, vi hm i bay hn 142 my bay, i ng nhn vin trn 36652 ngi, cht lng c s vt cht k thut tin tin, hm i bay tr vi tui trung bnh l 6,4 nm, my bay c ba khoang vi ba mc cht lng phc v. Vy nn Emirates c th p ng tt nhu cu i li ca hnh khch cng nh cc nhu cu pht sinh thm trong qu trnh bay. ng gi: kh nng ny gp phn nng cao cht lng dch v, thng hiu, uy tn ca cng ty trong tm tr khch hng. iu ny rt c ngha i vi vic to dng lng tin i vi khch hng nht l bn lnh vc dch v. Him: nhiu hng c th p ng c y cc nhu cu ca khch hng nhng khng phi hng no cng c th lm tt. Kh bt chc: kh nng ny chu chi phi bi nhiu yu t khc nh: nng lc ca doanh nghip, ngun vn kinh doanh, vn ha doanh nghip v cc k nng khc. Khng th thay th: nu khng c k nng ny doanh nghip s khng p ng c mong mun ca khch hng, khng to s trung thnh ca khch hng. 3.9.2.2 Kh nng i u ng dng nhng thnh tu mi vo dch v ca mnh. Emirates l ngi tin phong trong vic ng dng cc thnh tu khoa hc k thut vo dch v ca mnh. Nh a h thng mn hnh phng vo mi gh trong tt c cc khoang GVHD: TS NGUYN THANH LIM Trang 96
EMIRATES AIRLINES 2012 hnh khch, a cc tr chi video, knh gii tr tin tc vo h thng gii tr trn my bay. ng dng nhng thnh tu ca mng cng ngh thng tin vo dch v nh: cho php gi in thoi, gi mail t v qua mng, thc hic cc th tc check-in, check-out qua mng. Vic nghin cu thnh cng dng my bay A380 ca Airbus c Emirates quan tm n v n l mt trong nhng hng hng khng khng u tin a dng my bay n y vo hot ng vo nm 2008. ng gi: gip cho cng ty t c u th ca ngi i u, tng gi tr cm nhn ca khch hng v to dng s trung thnh nhn hiu. 3.9.2.3 Kh nng lnh o cng ty vt qua kh khn,duy tr tc tng trng n nh v mc cao. Trong giai oan 2001-2010 cc hng hng khng phi i mt vi rt nhiu bin c s kin. Nhiu hng hng khng ln trn th gii khng tr c v c nhiu hng b ph sn nhng Emirates vn pht trin n nh tc tng trng doanh thu trung bnh trong giai on ny l 20%. H s li nhun rng bin lun cao hn so vi trung bnh ngnh. iu ny c c phi k n l kh nng lnh o ca cc nh qun tr cp cao ca Emirates trong vic a ra cc chin lc kinh doanh ph hp a cng ty khc phc nhng thch thc t mi trng v tn dng tt cc c hi kinh doanh. ng gi: vi kh nng ny gip cho cng ty trnh c nhng nguy c e da t mi trng, ln lt i th v kh nng sinh tn. Do gp nhiu vo thnh cng trong hot ng ca mi doanh nghip. Him: y l nhng k nng khng phi mun c l c, n thuc v bn lnh, kin thc v s nhanh nhy. Vy nn khng nhiu hng hng khng s hu c k nng ny v s dng n mt cch hiu qu vo trong qu trnh iu hnh hot ng kinh doanh. c bit, i vi ngnh hng khng li cng t, yu cu nhng nh qun tr phi c t duy chin lc, kh nng thch ng cao v dy dn kinh nghim. Kh bt chc v khng th thay th: l mt k nng th rt kh c th nhn din mt cch chnh xc, nn khng d m c th bt chc hay thay th. 3.9.2.4 Kh nng cung ng dch v cht lng cao vi chi ph sn xut thp.
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EMIRATES AIRLINES 2012 30 25 20 15 10 5 0
21.82 7.71 4.04 EK 10.63 7.27 3.54 TK 5.59 SQ 10.59 4.43 BA du 8.94 5.06 CX khc 4.72 LH 12.66 4.28 QF
Biu : so snh chi ph n v tnh cho mt gh/dm bay (USD) Ngun: www.emirates.com ng gi: Vi kh nng cung ng dch v vi cht lng cao vi mc chi ph thp to nhiu li th cho Emirates khi cnh tranh vi cc i th. N c th h thp c gi bn v gim kh nng thua l hn so vi cc hng hng khng khc. Him: Vic sn xut vi chi ph thp m cht lng cung ng c nh gi l cht lng cao y l mt vic lm rt kh v thng hai ci ny n c mi quan h thun chiu, vy nn rt t cc hng hng khng c th lm c vic ny. Kh bt chc: Vic sn xut vi chi ph thp y l mt b quyt ring ca cng ty, cc i th rt m h vi cc kh nng ny. Vy nn cc i th khng th bt chc mt cch d dng, ngoi ra n cn chi phi nhiu yu t v cc mi quan h trong chui gi tr, cng nh cc ro cn v c s vt cht k thut khin cho i th mun nhng vn khng thc hin c iu ny. Khng th thay th: trong thc hin chin lc k nng ny rt quan trng trong vic to li th cnh tranh. Vai tr ca n khng c mt k nng no c th thay th c, mi mt k nng n c nhng u im ring ca n. Khng d dng b thay th, khi b thay th c th chin lc s phi thay i.
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EMIRATES AIRLINES 2012 3.9.3 Nng lc ct li. Nh phn tch trong phn ngun lc th Emirates c cc nng lc ct li sau. Cc ngun lc v kh nng Nng lc ti chnh C s vt cht k thut Con ngi Kh nng sng to, tng Thng hiu Kh nng lnh o Kh nng i u ng dng cng ngh mi Kh nng p ng nhu cu i li ca khch Kh nng cung ng dich v vi chi ph thp ng gi X X X X X X X X X X X X X X X X X X X X X X X X Him X Kh bt chc X Khng th thay th X X X Nng lc ct li X
Cc nng lc ct li ca Emirates: nng lc v ti chnh, kh nng cung ng ti a nhu cu i li ca hnh khch, kh nng vt qua kh khn, duy tr c tc tng trng cao v n nh, kh nng cung ng dch v cht lng cao vi chi ph sn xut thp. Cc ngun lc v k nng ny c y bn yu t: ng gi, him, kh bt chc v khng th thay th. Cc nng lc ny ng gp rt ln trong vic to dng li th cnh tranh cho Emirates cng nh c th duy tr li th cnh tranh bn vng.
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Trng i hc Kinh t - i hc Nng

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Phn tch ngnh v cnh tranh: ............................................................................... 24

Phn tch ng thi cnh tranh .............................................................................. 35

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Phn tch chin lc cp chc nng ......................................................................... 56

Phn tch chin lc cp kinh doanh ....................................................................... 64

Phn tch c cu t chc ........................................................................................... 68

Cc thnh tu chin lc .......................................................................................... 72

3.9.1 3.9.2 3.9.3

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CHNG 1: PHN TCH VIN CNH - S MNH

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EMIRATES AIRLINES 2012 1.3.2 Phn tch s mnh

EMIRATES AIRLINES 2012 S an ton

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CHNG 2: PHN TCH MI TRNG BN NGOI

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% 8 6 4 2 0 Trung ng Chu Chu Phi Chu u M Latinh Bc M

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Etihad Airways 13%

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Etihad Airways Emirates Airlines

RAK Airways Thp Dolphin Air

Air Arabia Fly Dubai

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CHNG 3: PHN TCH CHIN LC

2001 5684 251 91 117 6143

2002 6476 340 78 47 6941

2003 8707 471 90 49 9317

2004 11987 698 86 84 12855

2005 16581 779 123 137 17620

2006 21015 949 146 165 22275

2007 27271 1019 183 170 28643

2008 34823 1232 196 190 36441

2009 40395 1563 194 307 42459

2010 40172 1727 156 422 42477

EMIRATES AIRLINES 2012

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EMIRATES AIRLINES 2012 Chu u

Bng: Doanh thu theo tng khu vc (n v: AED)

100% 80% 60% 40% 20%

Biu : Doanh thu theo tng khu vc

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