Chng trnh Ging dy Kinh t Fulbright

H Ni, thng 11/2004

Marketing a phng

Singapore Airlines in the 90s

SINGAPORE AIRLINES TRONG THP K 901

Trng Cao hc Qun tr Kinh doanh
i hc Stanford
I. GII THIU
Thng 9/ 1990, Ch tch Hng hng khng Singapore Airlines (SIA), ng J. Y. Pillay
bc bch trong phn gii thiu ca mnh cho bn bo co thng nin ca SIA nm
1989, Chiu theo nhiu tiu chun khc nhau, tp on c mt nm hot ng
tt. C nm, hng chuyn ch v lm hi lng gn 6,2 triu hnh khch, tng
10% so vi nm trc v nhiu hn dn s Singapore gp hai ln. Tng qung ng
ch khch tng gp i trong vng mt thp k; Xt theo thc o ny SIA gi y
l hng vn chuyn hnh khch hng khng ln th 14 trn th gii, trn c nhng
cng ty nh Swissair, Alitalia, KLM, v Qantas. iu quan trng hn ht l li nhun
sau thu tng 64% ln n 495 triu $*, lm cho SIA tr thnh hng hng khng sinh
li nhiu nht nm 1989.
Nhng thch thc bn ngoi: ng Pillay c th b buc ti th hin cha nu
nh khng c s bt n trong ngnh cng nghip hng khng quc t v nhng thch
thc bt thng m SIA, Hng hng khng quc gia Singapore, phi ng u. Do
Singapore c dn s t nn cng vic kinh doanh ca SIA da vo vic lm cho nhng
du khch nc ngoi c s thch s dng SIA hn l hng hng khng quc gia nc
h. SIA t c iu ny bng cch phn bit mnh vi cc hng hng khng
khc mt cch thnh cng thng qua cht lng dch v hng u. Cng vi ln sng
bi b qui nh kim sot (deregulation) trong ngnh hng khng quc t, cc hng
hng khng ca cc quc gia khc to ra mt ng lc cnh tranh khc lit mi
ginh th phn quc t.
Bc M: Ti M, vic cng c ngnh hng khng dn n vic hnh thnh bn
hng vn chuyn chnh hng mnh, bao gm ba hng ln nht th gii. Nhng hng
ny ch mi bt u tham gia vo th trng quc t vi t cch l hng vn chuyn
ton cu. Chng hn nh Hng hng khng United Airlines, hng ny mua cc
ng bay qua Thi Bnh Dng ca Pan American vo nm 1985, m rng cng
sut hot ng ca mnh sang cc im n Chu Thi Bnh Dng thm 27%
vo nm 1989 v tng thm 25% nm 1990. Hng ny cng ang hoch nh to
ra hai trung tm giao thng Chu ca hng i Bc v Seoul. V theo Hip
nh Dch v Hng khng Singapore M th bt k hng hng khng no ca M
cng c th bay vo Singapore t bt k a im no M cho d quyn li i ng
dnh cho SIA cn nhiu hn ch.
Chu u: y, cng c v hi sinh l nhng khu hiu ca ngnh n u vic
th trng trong nc hi nhp sau hn sau nm 1992. Hng hng khng British
Airways, hng hng khng ln nht v dch v quc t, chuyn mnh tr thnh
hng hng khng c cht lng cao nht trong vng cha ti mt thp k. V Hip
1

Bi ny do David Lloyd chun b di s hng dn ca Gio s Bruce McKern v vi s gip

nhit tnh ca Singapore Airlines Ltd.
* $ = U.S$ ( la M); S$ = Singapore $ (la Singapore)
Graduate School of Business
Stanford University

Ngi Dch:Hoang Phng

N Hieu nh:
Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

nh Anh Singapore ch mi to cho British Airways quyn c iu hnh trung

tm bay ngoi Singapore tng ng 20 chuyn bay B747 n cc im n khc
Chu Thi Bnh Dng. H thng Hng khng Scandinavi (SAS) cng thc
hin iu k diu tng t trong vic chuyn i, mt phn bng cch tp trung vo
hnh khch l doanh nhn v dch v cht lng cao. N cng ang xy dng mng
li lin minh chin lc vi cc hng hng khng quc t khc bao gm Thai
Airways International. Air France tip qun cc hng hng khng khc Php nh
Air Inter (hng hng khng ni a Php) v UTA (mt hng hng khng quc t khc
thuc s hu ca chnh ph Php).
Chu : Nht Bn - th trng vn chuyn hng khng pht trin nhanh nht th
gii, chnh ph bi b qui nh kim sot i vi ngnh cng nghip hng khng.
Nm 1987, chnh ph bn c phn ca mnh trong hng hng khng a ci tin
Japan Airlines (JAL) cho cng chng v m ca i vi dch v hnh khch quc t
cho All Nippon Airways, hng hng khng ang m rng mt cch dng mnh.
Nhng c l iu kh chu nht i vi SIA chnh l thch thc cnh tranh n t cc
hng hng khng Chu khc nh Thai Airways International, Cathay Pacific tr s
Hng Kng, H thng Hng khng Malaysia (MAS) v c l Hng hng khng
Garuda ca Indonesia i vi phn khc khch du lch gi thp. Cathay c tc
tng trng cao th hai v MAS c tc tng trng cao th ba v dch v quc t
trong giai on 1978 n 1988, cao hn SIA. Mt s hng hng khng c gng cnh
tranh vi chin lc ca SIA v dch v cht lng hng u kt hp vi vic m
rng h thng ng bay quc t mt cch nhanh chng. Cng ging nh Singapore
20 nm trc y, mc sng a phng thp thng to cho h mt li th quc t
tng i ln trong chi ph nhn s.
Trc s cnh tranh khc lit ny, iu khng hon ton r rng l cht lng dch v
hng u, tr ct trong chin lc ca SIA, s trong mi trng bi b qui nh
kim sot trong tng lai. Th trng ni a M sau khi bi b qui nh kim sot,
gn nh tt c cc hng vn chuyn mi no tp trung vo cht lng ti u u gp
tht bi, bao gm Regent, Pride, v Air Atlanta. Dng nh vic bi b qui nh
kim sot cho thy rng hu ht hnh khch ch quan tm n gi c v s tin li v
rng s trung thnh vi nhn hiu ch l chc nng ca cc chng trnh pht bm
thng xuyn. Do , nu M l cnh chim u n, th trn th trng quc t
c bi b qui nh kim sot, hnh khch s chn gi v thp v dch v bnh
thng so vi gi v cao v dch v cht lng cao.
Nhng thch thc ni b: Bn cnh nhng thch thc bn ngoi trn, SIA i u
mt s vn ni b su sc ny sinh do chnh s thnh cng ca SIA v trong ni b
nc Singapore.
Chi ph cao hn: Vic gi tr ng tin Singapore v mc sng tng ln ang lm cho
lc lng lao ng ca Singapore t hn ng k so vi cc i th cnh tranh
chnh, c bit t cc nc km pht trin hn. Kinh nghim ca Swissair v SAS
cho thy iu ny c th l nguyn nhn quan trng gy ra lm pht do chi ph, c
bit khi Singapore ang nhm mc tiu t c mc sng ca Thy S vo nm
2000.

Graduate School of Business

Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

Cung lao ng: Lin quan n vn trn l vn cung lao ng. t nc ny i

mt vi s thiu ht v lao ng cng vi s tng trng kinh t cao v sinh sut thp.
Trong bi cnh , SIA c th gp cc vn c th lin quan n vic tuyn dng
nhn s cht lng cao ngi Singapore, c bit cho i ng nhn vin cabin ni
ting khp th gii v cht lng phc v bay hng u.
Ton cu ha Hng v no?: Cui cng ban gim c phi gii quyt vn hoch
nh c cu t chc v cch qun l sao cho ph hp vi tng lai ca SIA khi tnh
quc t ca n ngy mt tng. N c nn theo ui thnh cng ca qu kh nh l
cng ty Singapore tp trung ha hay lm yu i vn ha c o ca mnh bng cch
ha quyn vi cch tip cn c tnh ton cu hn? Bi vit gn y trn tp ch The
Economist ch r ra vn , Trong th gii khng bin gii ngy nay th cc quc
gia ngy cng tr nn km quan trng hn cc cng ty, cho d vi t cch l c s
nc nh (home base) hay l ngun gc ca c trng nhn dng (identity). Sai lm,
Michael Porter cho l nh vy. Hon ton ng, Kenichi Ohmae tn ng.
Ohmae lp lun rng cng ty ton cu ngy nay phi c h thng gi tr c tnh ph
qut, khng b thng tr bi nhng gio iu ca nc nh v [h thng ny] p dng
mi ni. ng ta ni thm rng Loi hnh t chc ny biu hin giai on th nm,
giai on cui ca qu trnh m cng ty hng n phng thc hot ng ton cu
ch thc. Tuy nhin t n giai on th nm c ngha l hon ton phiu lu
bc vo mt nn tng mi. thc hin qu trnh chuyn i v mt t chc ny,
cc cng ty phi phi quc gia ha (denationalize) cc hot ng ca mnh v to ra h
thng gi tr m cc nh qun l cng ty cng chia x trn phm vi ton cu thay
th cho cht keo dnh m nh hng da trn quc gia tng to ra. Cc t chc
tt nht hot ng theo cch ny v kt qu l, h hng mt phn ln s ch ca
cng ty vo vic xc nh cc h thng nhn s v nhng th tng t c tnh trung
lp vi quc gia.
Mc khc, Porter a ra quan im cho rng C s nc nh nh hnh kh nng ca
cng ty trong vic i mi mt cch nhanh chng cng ngh v phng php, v thc
hin iu ng hng. Cui dng chnh l ni t li th cnh tranh lan ta
ra v chnh l ni li th phi c duy tr. Chin lc ton cu b sung v cng
c li th c to ra nc s ti: n chnh l kem ph ngoi ch khng phi l
chic bnh.
Cho d nhng lp trng i lp trn c gi tr g i na, SIA cng phi a ra cc
quyt nh c th v c cu nhn vin v t chc. Chng hn nh cc nh qun l
cc trm trong mng li ng bay quc t ca SIA hu nh lun lun l ngi
Singapore. Ban u, chnh sch ny bo m tnh lin tc trong vn ha cng ty, v
ban gim c c th t tin i vi vic duy tr cc tiu chun cht lng cao ca SIA
ti cc a im nc ngoi. Tuy nhin, cc cng dn a phng ti nhiu trong s
cc trm trn c thnh tch cng tc tuyt vi SIA trong khong thi gian t 10
n 15 nm. tr thnh mt cng ty ton cu hn na th SIA nn hoan nghnh
cho n n mc no cc nhn vin hng u t cc quc tch khc vo trong hng
ng qun l ca mnh, nh nh qun l trm v tr s?
Vn ny hm c mt s nh i kh khn. Khi cng ty tng trng chm i th
ngy cng tr nn kh khn hn i vi vic tng thng cng nh kch thch nhng
nh qun l tr tui ngi Singapore y trin vng gnh vc nhiu trch nhim hn,
Graduate School of Business
Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

chng hn bng cch gi h sang (lm vic ) mt trm mi. Tuy nhin, ng ca
nhng v tr ny i vi nhng ngi khng mang quc tch Singapore gn nh chc
chn c ngha l nh mt i nhng nhn vin nc ngoi ha hn nht ca SIA.
Ngoi ra SIA c nn tuyn m thm nhn vin cabin nhng nc khc, chng hn
thay th C gi Singapore bng C gi quc t? Cathay Pacific rt thnh cng
trong vic pht trin i ng nhn vin cht lng cao tuyn chn t khp Chu .
Mt lnh vc m SIA tht s mang tnh quc t chnh l i ng phi cng, ch c 50%
l ngi Singapore. Nhng phi cng khc n t 33 quc gia khc nhau. Tuy nhin,
SIA gn y nhn thy mnh cn m trng o to phi cng ring gip gim bt
s ph thuc vo cc phi cng ngoi quc.
II. SINGAPORE TNG QUAN
Singapore Airlines, di nhiu gc , tng trng cho s pht trin mnh m ca
chnh Singapore vn c th tm tt ngn gn trong phn di y.
Singapore l mt quc gia thnh ph (citystate) c 2,7 triu dn vi v tr chin lc
mi u ca Bn o Malay. Ch vi din tch 240 dm vung (ch bng 2/3 din
tch ca 5 qun ca thnh ph New York), nn Singapore khng c ti nguyn thin
nhin v thm ch phi nhp khu nc t Malaysia.
Giai on u lch s: Nhm tm kim mt hi cng bo v v to thun li cho
tu b hot ng dc theo tuyn ng thng mi n Trung Quc, nm 1819,
Thomas Stamford Raffles thnh lp mt trm giao dch cho Cng ty ng n ca
Anh Singapore. Cng ty ng n nhanh chng chim hu ton b o t tay ca
cc lnh cha a phng v thng tr n nh l mt cng t do vi rt t nhng hn
ch v mt hnh chnh. S tng trng nhanh chng v ngoi thng thu ht
ngi nhp c, ch yu l ngi Hoa, ngoi ra cn c ngi M lai v n , to nn
mu hnh cho c cu dn tc nh hin nay ca quc gia ny (Trung Quc 76%, M lai
15%, n v cc dn tc khc 9%).
S cai tr chuyn t Cng ty ng n sang ch vng quyn Anh vo nm 1867.
Singapore tip tc thnh vng nh l mt u mi thng tin lin lc, giao thng v
thng mi quan trng trong vic y mnh thng thng u sau khi knh o
Suez c a vo hot ng nm 1869 v s ra i ca tu hi nc. Trong nhng
nm 1920, Singapore tr thnh c s cho cc hot ng ca hi qun Anh vng bin
n v Thi Bnh Dng. Ngi Nht chim ng Singapore trong Th chin II
v sau khi chin tranh kt thc, Vng quc Anh bin n tr thnh thuc a ring
ca Hong gia v nhng l do chin lc.
c lp: Sau cuc bin ng v chnh tr v kinh t kh ln, Singapore ginh c
quyn t tr vo nm 1959 di s cm quyn ca Th tng L Quang Diu v
ng Nhn dn Hnh ng (PAP) ca ng ta. Ngoi nhng ci cch trong nc,
nhng nh lnh o mi y mnh vic thng nht vi ngi lng ging Malaysia coi
nh l mt cch ng vng v mt kinh t vi vic tip cn mt th trng
trong nc ln hn v nhiu ngun ti nguyn thin nhin hn. Lin bang vi
Malaysia c thnh lp vo nm 1963, nhng tn ti khng bao lu do nhng khc
bit khng th gii quyt c v dn tc, chnh tr, v kinh t.

Graduate School of Business

Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

Sau khi rt ra khi Lin bang Malaysia vo nm 1965, vn gai gc l lm th no

Singapore t mnh c th tn ti. Trong vng 20 nm sau khi kt thc chin tranh,
bin ng v chnh tr, nn tham nhng v u tranh trong lin bang lm cn tr
nhng thnh qu kinh t ln. T l tht nghip cng nh sinh sut trn ton quc tng
cao, khng c ngun ti nguyn thin nhin no khai thc v th trng trong nc
th qu nh b, v t nc ny cm thy b c lp v mt dn tc. V mt chnh tr,
Singapore cng b kt trong th i u qun s gia hai nc va l lng ging va
l i tc thng mi ln, Indonesia v Malaysia.
Vn ha: p li tnh hnh, L Quang Diu v PAP thc y tinh thn thng nht
v mc ch mi trong lng ngi dn Singapore, i hi mt x hi ch trng vo
nhng gi tr nh t lc t cng, pht trin k nng kinh t, tnh k lut, tinh thn v
mi ngi, v tinh thn lm vic ng i. Xt di gc t chc chnh tr vi tnh
Trung Hoa l ch o ca Singapore th nhng gi tr trn phn nh thc h nho
gio v bn phn v ngha v ca mt cng dn (ngc li vi quyn ca phng
Ty) trong mt x hi hi ha v hp tc. H t tng ny da trn nhng nguyn tc
l sing nng, cn c, quyt tm, v kin tr, ch trng nhiu vo vic hc hi v
phc tng. Tt c nhng iu ny c th tm tt ngn gn thnh cu ni a thch ca
Th tng L Quang Diu th gii khng c ngha v phi nui sng Singapore
(hay Singapore khng xng ng c quyn c th gii i ng). M do ph
thuc vo th gii v s phn vinh ca mnh nn Singapore phi thch nghi mt cch
nhanh chng v linh ng i vi tnh hnh th gii lun thay i. Lc lng lao
ng Singapore tht s thch nghi c mt cch ng khm phc; h tr nn
ni ting v tnh hiu qu, s cn c v nng khiu ca mnh v c mt s ngi
nh gi l gii nht trn th gii.
Mi trng chnh tr v ch ngha t do kinh t: PAP kho lo lm suy yu phe
i lp khi nm gi tt c cc gh trong Quc hi trong khong thi gian t 1966 1981. Vi vic thit lp s kim sot v chnh tr r rng, chnh ph ca ng L
a cc cng on vo mi quan h c tnh hp tc hn v thc hin chnh sch cng
nghip ha c bn v to cng n vic lm. Thng mi c t do ha, vi rt t hn
ch v u t, loi b tt c cc thu quan bo h vo nm 1980, v bi b kim sot
ngoi hi v kim sot vn chuyn v nc ngoi. To ra cc iu kin thc y
u t nc ngoi (cc bin php khuyn khch ti chnh, c s h tng v dch v
hiu qu). Nn hi l trong h thng hnh chnh b loi b bng cc tiu chun khc
khe v tp trung vo tnh hiu qu. iu ct li cho s thnh cng ca cc chnh sch
ny chnh l vai tr ca Qu D phng Trung ng (CPF). Trc nm 1986, ch v
ngi lm cng mi bn phi ng 25% s lng ca mnh cho CPF lm qu hu v,
sau , chi tiu y t. iu ny cng vi thng d thng xuyn ca chnh ph,
khin cho Singapore tr thnh nc c t l tit kim cao nht th gii (tng t 21%
GDP vo nm 1970 ln trn 40% trong sut hu ht nhng nm 1980). Tip theo l
s bng n kinh t do xut khu vi mc tng trng hng nm hai con s t nm
1966 cho n ht nm 1973.
Mc d to ra hnh nh th trng t do nhng chnh ph Singapore vn m nhn vai
tr can thip rt cao vi t cch l ngi h tr th trng trong vic iu hnh nn
kinh t. Nhiu chnh sch c ban hnh thc y s pht trin ca cc ngnh
cng nghip, nh chnh sch khu tr tin lng bt buc tit kim trong CPF. y
ban Nh t v Pht trin xy dng cc khu nh m gi y cung cp nh cho ti
86% dn s ca t nc. 2/3 h gia nh gi y s hu nh ca ring h, c
Graduate School of Business
Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

khuyn khch bng mt chnh sch tr cp chnh thc ca chnh ph v kh nng s

dng qu t CPF cho mc ch ny. Hi ng Lng bng Quc gia nhm cc i
din t pha cng on, gii ch v chnh ph li (coi nh l nhng ngi u tin
gia nhng ngi bnh ng) v a ra cc hng dn v tin lng quc gia, thng
c tun th trong ton ngnh. Nh nc tham gia s hu khong 450 cng ty trong
khp cc hot ng kinh t. Trong mt s trng hp, mc ch l khuyn khch
pht trin c s h tng kinh t nh l thng tin lin lc hay nh . Trong nhng
trng hp khc, nh nc th hin vai tr ca mnh nhng ni m n thy rng
vn t nhn khng pht huy ti a li ch quc gia (Singapore Airlines, ngnh
ng tu, ha du). Nhng doanh nghip ny c iu hnh trn c s v li nhun
v hu ht u c li, v thm dng vn hn v hiu qu cao hn so vi khu vc t
nhn.
Giai on pht trin th hai: Sau c sc du ha vo nhng nm 1970, chnh ph
quyt nh rng duy tr kh nng cnh tranh ca Singapore th phi chuyn i
chnh mnh, t mt t nc cnh tranh da vo chi ph lao ng r chuyn sang da
vo gi tr gia tng cao vi cng ngh, cng nghip ch to, v dch v cht lng
cao. a vo p dng chnh sch tin lng cao mt cch trit cng vi nhng
bin php khuyn khch v thu v cc khon vay u i thc y qu trnh chuyn
t ngnh cng nghip thm dng lao ng sang ngnh cng nghip thm dng vn v
hiu qu hn vi trnh k nng cao hn. Bn cnh vic c gng tng trng trong
nhng ngnh cng nghip ch to cn k nng cao hn v c li th phn bit nh
in t, Singapore hoch nh t c s tng trng bng cch pht huy vai tr l
trung tm ti chnh, thng tin lin lc v dch v kinh doanh trong khu vc. Singapore
d nh l ni c cc tp on v cc cng ty a quc gia chn lm ni t tr s
khu vc ca h. Thc y pht trin th trng tin t Euro ch yu cung cp c
hi trao i ti chnh theo mi gi a phng.
Du lch: Nm trong khu vc m du lch tr thnh ngnh cng nghip quan trng,
Singapore rt thnh cng trong vic xy dng v xc tin mnh thnh mt im i
vo khu vc v chnh mnh cng l mt im hp dn du lch. S du khch tng t
522.000 lt ngi nm 1970 ln n 4,2 triu lt ngi nm 1989. Du khch c
cun ht bi hnh nh mt t nc nhit i, hng ha gi r v c s h tng pht
trin tt ca Singapore. Trong nhng nm na cui thp k 80, ngnh du lch ng
gp 16% s thu ngoi hi v 6% GDP.
Cc chnh sch pht trin ca Singapore nhn chung l thnh cng mc d thc
hin cc bin php iu chnh ln vt qua cn suy thoi gia nhng nm 1980.
Singapore tr thnh trung tm ti chnh quan trng th ba Chu sau Tokyo v
Hng Kng. Mc tng trng hai con s c duy tr trong khu vc dch v ti chnh
hu nh sut thp k 80, vo nm 1989, khu vc ny chim 29% GDP v 9% lc
lng lao ng. Nm 1989, GNP bnh qun u ngi ca Singapore l 10.563$, cao
hn Ai-len v Ty Ban Nha, trong s nhng nc Chu ch sau Nht Bn v nc
giu du m l Bru-ny. Mc tiu chnh thc l t c mc sng bng vi mc
sng hin nay ca Thy S vo cui th k.
III. SINGAPORE AIRLINES (SIA)
Ngun gc: Chu thi k trc chin tranh, Singapore l u mi quan trng v
mt a l trong chui cc ng bng kt ni Chu u vi c, Tn Ty Lan v cc
Graduate School of Business
Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

thuc a ca chu u ng Nam . T tin ca SIA, Hng hng khng Malayan

Airways, c thnh lp vo nm 1936 v ti thnh lp vo nm 1947 sau khi Nht
Bn chim ng. Khi thy n c BOAC (tin thn ca British Airways) v
Qantas Airways kim sot, hng nhanh chng m rng phc v nhu cu ngy
cng tng i vi dch v hng khng ti cc thuc a ca Anh quc cng nh cc
nc cn li trong vng: Thi Lan, Indonesia, Min in, v ng Dng. V tr a
l ca khu vc lm cho vic di chuyn bng ng hng khng cc k thun li.
Ngay t u, hng lp k lc v an ton; n khng xy ra tai nn cht ngi
trong vic chuyn ch hn mt triu hnh khch qua nhng a hnh kh khn trong
sut hn 10 nm u tin tn ti ca mnh.
Nm 1957, hng ti t chc th hin s c lp mi ca mnh i vi cc b
phn cu thnh ca mnh: cc chnh ph Singapore, Bru-ny, Malaya, Sarawak, v
British Borneo (ba thnh phn sau cng sau ny to thnh Lin bang Malaysia). Sau
khi Singapore tch khi Malaysia vo nm 1965, vn c phn v s my bay ng k
c chia u cho hai chnh ph v n c t tn li l Hng hng khng Malaysia
- Singapore Airlines. Vic m rng nhanh chng tuyn ng bay quc t din ra sau
cng vi vic hng c gng thot khi vai tr trc y ch n thun l nh vn
chuyn khu vc. T nm 1966 n 1969, hng tng thm 14 im n mi
Chu u, Trung ng v Chu .
Vic m rng ny lm ni ln nhng s khc bit v cc u tin quc gia ca hai ng
ch hng: Singapore y mnh lin kt v kinh doanh quc t trong khi Malaysia
mun ch tp trung pht trin dch v trong nc gia cc thnh vin xa xi trong
Lin bang chnh tr ca mnh. Nm 1971, Malaysia v Singapore tuyn b mt hip
nh thnh lp hai hng vn chuyn mang c ring bit v iu ny tr thnh hin
thc vo cui nm 1972. Singapore Airlines mi (SIA) tha hng mt na ti sn
cng ty tin thn ca mnh, ch yu bao gm nm chic my bay Boeing 707 v nm
my bay Boeing 737, hu ht cc vn phng nc ngoi v h thng t ch bng
my tnh mi v ta nh tr s Singapore.
c lp: L mt hng hng khng quc gia mi ca Singapore, SIA khng c th
trng trong nc tha k v c quyn thu li nhun. C ng chnh ph ni r
rng SIA c thnh lp cung cp dch v v li ch kinh t - ch khng phi c
uy th. SIA s khng c hng tr cp, bo h hay tr gip ti chnh no - n
thnh cng hay tht bi ph thuc vo hiu qu kinh doanh ca chnh mnh.
Tc tng trng tip tc tng nhanh. Mng li SIA tng t 22 im n vo nm
1972 ln 57 thnh ph 37 quc gia nm 1989. Nm 1973, SIA mua hai chic Boeng
747, v tr thnh hng hng khng u tin Chu ngoi Nht Bn s dng my
bay ng di v cng sut ln ny. Nm 1977, phi i ca SIA m rng thnh by
chic B747, ba chic B-727, mi chic B-707 v nm chic B-737 vi bn chic
DC-10 ang t hng. Nm 1978, SIA t n hng ln nht cha tng c hng hng
khng no lm cho n thi im , 1 t $ mua trn gi mi chic B747 mi v
bn chic B727. Mt nm sau , hng t mua su chic Airbus A300. Thng bo
mua thm my bay i mi phi i c a ra nm 1981, 1983, 1986 v 1990.
Vic m rng lc ban u nng ln bng cn i k ton ca cng ty. T l n/
vn c phn ln n 4:1 trong sut nhng nm cui thp k 1970, mt tin trnh y
mo him nu nh hnh khch mi khng lp y nhng chic my bay mi trn
nhng ng bay mi.
Graduate School of Business
Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

Tuy nhin, Ban Gim c SIA ngay t u theo ui mt chin lc vn lp

y cc my bay v hng nm u to ra li nhun k t khi thnh lp hng. Vic
SIA ch trng mt cch thnh cng vo tiu chun dch v m thm ch cc hng
hng khng khc cng phi ni n to ra li th phn bit khng phi bi tnh
c o ca n m bi qu trnh thc hin. Hin thn ca nim t ho quc gia,
khng c hng vn chuyn quc gia no li c tnh xy dng uy tn ca mnh vi s
hiu khch cha n mc tuyt ho. Tuy nhin, khng ging nh cc hng vn
chuyn quc gia khc, SIA rt thnh cng trong vic a mc tiu dch v tuyt ho
vo trong thc t. Ch tch SIA, ng J. Y. Pillay ni v s khc bit quan trng ny:
Chin lc ca SIA nhm tn ti v pht trin khng ch da trn lng
tin huyn b v sc mnh ca qung co, hnh tng c tn knh hay
thm ch danh ting ni tri v dch v. y l nhng c im quan
trng trong chin dch tip th. Nhng chng phi bm cht vo nhng
nn tng vng chc ca mt phi i hin i, phng tin mt t tuyt
ho v trn ht, nhn vin c nng lc, c o to v c dn dt
cung cp nhng g tt nht.
Cng vi chnh sch quc gia ca Singapore, SIA cng cam kt mnh m i vi
nhng nguyn tc ca th trng m v t do. Mc d quyn h cnh (p xung sn
bay), kh nng bay v tn sut bay thng c thng lng song phng gia cc
chnh ph nhng SIA ng h vic trao i cc quyn lu thng mt cch t do nht c
th c. Nh mt thc o ch ngha t do ny, 60% du khch nc ngoi n
Singapore nm 1987 bay trn cc hng hng khng khc. Mi ti nm 1990 SIA mi
tham gia vo Hip hi Vn ti Hng Khng Quc t (IATA) bi v thng l thc hnh
c tnh hn ch trong vic phi hp cc biu gi hng khng quc t ca IATA. Vi
c cu chi ph thp hn ca mnh, SIA c th gim gi tin v my bay nhng vn c
li so vi cc hng chuyn vn khc trn ng bay quc t trong khi vn cung cp
tiu chun dch v cao khc thng.
T 1972-73 n 1983-84, doanh thu ca SIA tng gp tm ln t 340 triu S$ ln 2,7
t S$ vi mc tng trng bnh qun 21%. Mc tng trng chm li cn 10%/ nm
trong nhng nm cui thp k 1980, v tng doanh thu nm 1989 l 4,3 t S$. Tuy
nhin li nhun tng mnh t 96 triu S$ trong nm ti kha 1983-84 ln gn 1 t S$
ti kha 1989. Tnh n nm 1990, mng li ng bay ca cng ty m rng ra
57 thnh ph ca 37 quc gia, tri di t Chu sang Chu u v xuyn qua Thi
Bnh Dng.
Sn bay Changi: Vic tr thnh hng hng khng quc t hng u trong vng, s
thnh cng v tng trng ca SIA b sung cho s thnh cng v tng trng ca
Singapore v cc nn kinh t ng khc. th hin tm quan trng ca nn kinh
t mi v nh tr thnh trung tm hnh khch Chu chnh, nm 1975, chnh ph
Singapore thng bo k hoch xy dng sn bay Changi. Mt d n y tham vng,
vic xy dng Changi tn trn 1 t S$, trong 25% chi ph do SIA chu xy dng
c s vt cht cho chnh mnh, bao gm nh ga my bay khng ct ln nht th gii.
Sn bay m ca vo nm 1981, v nm 1988-89 c xp hng vo loi tt nht trn
th gii v cht lng chung. Sn bay n 11,4 triu hnh khch i v n nm 1988,
sn bay quc t nhn nhp th chn trn th gii. Nh ga 2 theo k hoch c a
vo hot ng thng 11/ 1990, lm tng cng sut tip nhn hnh khch tng gp i
Graduate School of Business
Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

ln 20 triu hnh khch/ nm. ng bng v nh ga th ba d kin s hon tt vo

cui th k ny.
Cc hot ng kinh doanh khc c lin quan: Qua cc nm, SIA cng m rng
phm vi hot ng ca mnh. Nm 1977, n chuyn ba chic B-707 thnh dng ch
chuyn ch hng ha. Nm 1988, hng khai trng chic my bay chuyn ch hng
u tin B747-200 v d kin c nm chic na vo nm 1999. Nm 1988-89, dch
v vn chuyn hng ng gp khong 18% doanh thu ca cng ty (doanh thu ch
khch l 71%) v nu tnh theo HngTnKilomt thc hin th SIA c xp hng
th 12 trn th gii trong s cc hng vn chuyn hng ha bng ng khng thng
mi. Vo thng 5/1990, nm th t lin tip, SIA c t tn l Hng Vn chuyn
Hng ha Tt nht ti L trao gii Cng nghip Vn chuyn Hng ha Chu .
Mt hot ng c lin quan quan trng khc l s pht trin h thng t ch qua my
tnh (CRS) rt hiu qu ca chnh mnh. H thng ny c cc i l l hnh s
dng t ch trc. y l h thng dng trong ngnh cng nghip hng khng
m rng (kim sot) knh phn phi sn phm. Nm 1987, SIA lin kt vi Cathay
Pacific to ra Abacus, mt CRS ca Chu . Gn y, cc hng hng khng Chu
u tham gia vo vic hnh thnh CRS Galleo v Amadeus. M, s pht trin
c o ca CRS Sabre v Apollo ca Hng hng khng American Airlines v United
Airlines tng ng minh ha cho tm quan trng ca vic kim sot CRS nm
bt th phn thng qua vic bn v.
SIA cng thu c xp x 7% doanh thu ca mnh t cc cng ty con ch yu cung
cp dch v cho cc hng hng khng s dng sn bay Changi. Trung tm cung cp
thc phm trong khi bay c nh bp bay ln nht th gii nm di mt mi nh, nm
1988-89 trung bnh cung cp 21.000 ba n/ ngy. Cc cng ty con cung cp dch v
bo tr my mc v my bay to dng c danh ting tuyt vi v kim c
doanh thu kh ln t vic cung cp dch v cho cc hng hng khng khc.
IV. CHIN LC V THC HIN
Khi c hi cha kha i n thnh cng l g, Ph Ch tch SIA, ng Lim Chin
Beng pht biu rng khng c mt cng thc thn k n l no i vi thnh tch
hot ng ca SIA; s thnh cng ca n c c thng qua s kt hp ca rt nhiu
yu t. Chng bao gm nh hng ngi tiu dng, trit l cng ty, phong cch
qun l, vic tuyn chn v pht trin nhn vin v tnh k lut. Tin s Cheong
Choong Kong, Gim c iu hnh, nu ln ba lnh vc gip SIA to ra s khc bit:
mi bn tm v dch v, chp nhn cnh tranh m, v tm nhn xa ca ban gim c
trc y i vi vic y mnh tng trng. Mt s im mnh ca cng ty c
tm tt nh sau:
A. Dch v: Tin s Cheong ni rng Dch v l nn tng. Mt khi gi v, loi my
bay, tn sut bay, v tin cy nh nhau (thng chiu theo nhng hng dn ca
IATA) th hnh khch hng ng mt cch nng nhit i vi dch v bay c cht
lng cao v c nhn ha. Trong mi trng c bo h v kim sot cao , cc
hng hng khng quc t khc t ch trng vo cht lng dch v v s i mi.
SIA tha hng uy tn v dch v tt ca cng ty tin thn MSA. Khi l mt cng
ty c lp, SIA ch trng nhiu hn na vo cng tc tuyn dng v o to. Khong
Graduate School of Business
Stanford University

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

10% nhn vin cabin trn chuyn bay l ngi Malaysia, v nhn vin cabin cn c
tuyn dng t Nht Bn, Hn Quc, v i Loan p ng nhu cu v ngn ng v
dch v c th ca nhng th trng quan trng. Tuy nhin, vic np n vo cc v
tr ca nhn vin cabin thng ch gii hn cho cng dn Singapore trong mt n lc
ch nhm duy tr bn sc vn ha ring c ca hng.
Tuyn dng: Vic tuyn dng nhn vin cabin c s sng lc kh cao v ng vin c
th khng ln hn 25 tui. iu quan tm trc tin trong vic la chn ng vin l
thi i vi cng vic, sau l din mo v vc dng, kh nng ngn ng, lch
thip v im m, v kinh nghim lm vic trc y. Qu trnh tuyn chn kt thc
trong mt ba tic x giao c nhiu quan chc cao cp ca cng ty tham d qua
nh gi hnh vi ca ng vin. N tip vin (2/3 nhn vin cabin l n) k hp ng
lao ng 5 nm, c th gia hn hai ln. Tui v hu ti a ca n tip vin lao ng
thng xuyn l 35 nhng hu ht n tip vin ngh vic sau hp ng u tin
lm cng vic di t. Tui trung bnh ca tip vin n l 23-24. Vic tuyn dng
nam tip vin trn c s cnh tranh tng t nhng l nhn vin thng trc ch
khng theo hp ng. Nu c bt th tui v hu l 35.
o to: o to, nhn mnh vo dch v, l u tin hng u dnh cho cc nhn
vin cabin cng nh ton b i ng nhn vin ca SIA. Ngay t u, y l mi
quan tm hng u ca Ban Gim c. SIA trung bnh b ra 30 triu S$ hng nm
cho o to trong sut thp k 1980. Con s ny tng ln 40 triu S$ nm 1989 v 64
triu S$ nm 198990. Mc tiu ca Tng Gim c l chi ph dnh cho cng tc o
to chim 2% chi tiu ca cng ty nhng mc tiu ny cha t c.
u tin nhn vin cabin s tham gia chng trnh o to ton thi gian trong vng
ba thng trc khi tham gia phc v thng xuyn, c tin l chng trnh di nht
ca bt k hng hng khng ln no. Trong sut su tun l u tin, cc tn binh n
c hng dn nhng k nng x hi c bn, ting Anh, trang im c nhn, n mc,
i ng trn my bay phi nh th no, v c x vi hnh khch ra sao. Sau h
phi hc tp v thc tp tht s mt thng vi phn cng, trong cabin my bay m
phng ni h s lm vic. Nhn vin cabin ch lm vic trn mt loi my bay trong
nm u tin v sau h c o to trn cc loi my bay khc. Cui cng, cng
tc o to kt thc vi kha hc hai tun v cc th tc an ton v cp cu. Ban
Gim c SIA ang lp k hoch b sung chng trnh o to hai tun xuyn
chc nng cung cp cho nhn vin cabin kinh nghim lm vic chng hn nh vi
i ng mt t hay b phn phc v n ung. V bi v nhng ngi v hu l mt
th trng ngy cng thnh vng v quan trng nn vic cho nhn vin cabin b thi
gian hun luyn vi nhng ngi v hu cng c xem xt.
Chnh qu trnh tuyn dng v o to khc nghit ny a vo trong thc t hnh
tng qung co cc k thnh cng ca SIA C gi Singapore, hnh mu l tng
ca s hiu khch v nt duyn dng Chu . Quyn Gim c ph trch Nhn vin
Cabin, ng George Lee, ch ra rng bn cnh thi n cn v gip th nhn vin
trn chuyn bay cng quan tm n nhng chuyn nh nht m hu ht cc hng
khc khng nhn mnh n, nh l p ng nhanh mi khi c chung gi phc v v
thng xuyn lau chi v cung cp vt dng cho phng v sinh. S tn tm phc v
ny c p dng thng nht cho c hnh khch i loi gh thng cng nh hng
nht v doanh nhn. Hnh khch hng thng chim 60% tng doanh thu t hnh

Graduate School of Business

Stanford University

10

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

khch v nh Ph Tng Gim c, ng Tan, cho rng chnh l ni cm ca cng

ty.
Cng tc o to khng bao gi kt thc trong sut thi gian cng tc SIA. i vi
nhn vin cabin, iu ny thng c ngha l mt hoc hai kha bi dng mt nm.
SIA c Trung tm Pht trin Qun l ring, t chc nhiu loi kha hc khc nhau
cho nhiu n v phng ban ca hng.
H thng nh gi nhn vin lu nm: SIA s dng h thng nh gi nhn vin lu
nm trn c s thng xuyn v ton din bao gm tng kt thnh tch hot ng
(Tng kt Tin b trong Cng tc) v phn nh gi tim nng ngh nghip ca mt
nhn vin thng qua Bn Bo co Pht trin Nhn vin v vic xp hng theo Bn
c tnh Tim nng Hin ti (CEP).
Phn Tng kt tin b trong Cng tc l mt cuc tho lun m gia ngi nh gi
v nhn vin duyt xt li thnh tch hot ng, t ra mc tiu cho chng trnh
Qun l bng Mc tiu (MBO) v t vn. Phn Tng kt ny khng c lin quan trc
tip n vn th lao.
Bn Bo co Pht trin Nhn vin (SDR) l mt bn bo co c gi b mt do
ngi gim st trc tip ca nhn vin chun b, c s dng nh gi tim nng
v hoch nh cng tc pht trin ngh nghip v nhng nghim v trong cng tc ca
nhn vin. Ngi nh gi xem xt nhn vin da trn bn c tnh c xem l ti
cn thit trong cng tc. Bn c tnh ny c vit tt bng ch HAIR.
1.
2.
3.
4.

c tnh nhn xa trng rng

Kh nng phn tch
c tng tng
Cm nhn thc t

(H)
(A)
(I)
(R)

SDR bao gm phn nh gi tim nng trong cng tc ngn hn ca nhn vin v Bn
c tnh Tim nng Hin ti, l mc cao nht m mt ngi c th t c.
i mi trong chuyn bay: SIA ngay t u i tin phong trong vic cung cp
dch v v to ra s thoi mi trong chuyn bay. SIA chnh l mt trong nhng hng
u tin phc v thc ung v gii tr min ph trn chuyn bay. N a vo s dng
gh ng, tc loi ging hng nht trn nhng chuyn bay di. cao ca gh, t
32-33 inch, ln hn vi inch so vi i th cnh tranh khi a vo s dng. S lng
nhn vin cabin trn cc chuyn bay ca SIA cng ng hn cc chuyn bay ca hu
ht cc i th, cho php nhn vin i bay c th ch nhiu hn n tng c nhn
hnh khch. Hn na, SIA cm thy rng iu quan trng v mt tm l i vi hnh
khch l h c th chn loi dch v m h mong mun. Trit l ny dn n vic
cung cp cho hnh khch nhiu s la chn khc nhau, nh loi c ph gi v hng
nht cng nh la chn ba n hng thng. y l iu him thy cc hng vn
chuyn quc t ln khi a vo s dng ln u tin. Vic xem video c nhn ca
hnh khch hng nht cng c xem xt.
Phng php dch v trn gi: SIA b m nh bi iu m Michael Tan ni n,
l Phng php Dch v Trn gi. Phng php ny i xa hn vic chm lo cho
hnh khch trn cc chuyn bay. iu ny c ngha l cho hnh khch i trn mt
Graduate School of Business
Stanford University

11

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

trong nhng my bay mi nht trn th gii cng nhng tin nghi i km, c an
ton cao, v kh nng bay ng di hn v lin tc. Nm 1987, nhn vin mt t
c ti t chc thnh mt phng ring bit giao h nhim v, trch nhim ln hn
v t trng tm v mt t chc nh l mt phn ca chng trnh Dch v Mt t
Ni tri. Nhng in hnh v dch v ni tri c ban qun l cao nht v ton cng
ty bit n thng qua Gii thng ca Tng Gim c hng nm.
Cp qun l cao nht c tt c li phn nn cng nh khen ngi v tp hp chng li
trong cc h s ca nhn vin. Tng Gim c v Ch tch c nhng li phn nn
chnh. Trong vng ba ngy Phng Tip th Khch hng xc nhn cc th phn nn v
sau tin hnh iu tra v tr li n tng c nhn. Trng Phng Tip th ch tr
cuc hp hng thng ca y ban Gii quyt Phn nn. Hng cng duy tr Ch s Dch
v v Thnh tch Hot ng c tnh ton din kim tra s tha mn ca khch hng
(v i ng nhn vin cao cp) vi dch v cung cp.
Nhn vin cabin v nhn vin khc SIA thuc Nghip on Vn ti Hng khng
Singapore. Theo nh khuyn co ca Hi ng Lng bng Quc gia, vic tng
lng thng gn lin vi vic tng nng sut. Thnh cng ny to ra thnh cng kh
bi v iu c ngha l mc lng trn gi ca c nm tng ng vi mc lng
thng xuyn ca 18 thng trong hai nm va qua v trung bnh khong 16 thng
trong nm nm va qua. SIA t coi mnh l ngi to ra cng n vic lm sut i
cho nhn vin. Nhn vin c mi mua c phn trc khi cng ty c nim yt cho
cng chng v i ng nhn vin chim 23% c phn v gim xung 18% sau khi nim
yt. Sau khi nim yt, ngng chng trnh bn c phn cho nhn vin.
Kt qu ca vic SIA ch trng nhiu n dch v biu hin rt r rng. Nm 197374, mt nm sau khi thnh lp, SIA ginh c phn thng Hng Hng khng c
Dch v Khch hng Tt nht ca Air Transport World. Air Transport World trao
danh hiu Hng Hng khng Xut sc Nht Trong nm cho SIA vo nm 1989. SIA
thng xuyn ginh c nhng danh hiu hng u trong s cc hng hng khng
Chu - Thi Bnh Dng trong cc cuc iu tra nh k ca cc i l du lch
Chu v Chu u. Nht Bn, SIA c xp hng l hng vn chuyn nc
ngoi hng u, kt qu ca vic thm nhp th trng mt cch cn trng k t nm
1968. Cc cuc iu tra dng t bm nh k Anh v M cng nh gi n l
hng hng khng quc t tt nht. Chng hn nh Zagat Airline Survey, nm 1990,
cng xp SIA hng u. SIA l hng hng khng cung cp dch v m thm ch
cc hng hng khng khc cng phi ni n. V y l l do chnh ti sao ch s
cng sut ch khch trung bnh l 78% tng s gh sn c trong nm 1988-89, so vi
mc trung bnh 68% ca tt c cc hng hng khng quc t khc.
B. Phi i: Chiu theo bt k tiu chun no, vic m rng v thay i phi i l rt
mnh m, i hi phi u t gn 10 t $ trong 15 nm u tin k t khi thnh lp
cng ty. Trong sut giai on ny, SIA l mt trong s nhng hng hng khng u
tin a vo hot ng loi my bay Boeing 747300 vi tng trn c ko di thm
cng nh loi B747-400 vi tm bay di hn. N chnh l hng hng khng duy nht
ngoi British Airways v Air France a vo hot ng my bay Concorde (mc d
ch trong khong thi gian ngn nm 1977 trn tuyn t Singapore i Bahrain). SIA
lp ra cc k lc quc t mi v n t hng my bay ln nht, nh l n t hng
tr gi 7,1 t $ mua 20 chic B747-400 nm 1986. Nm 1989, SIA c phi i gm
24 chic Boeing 747 gm nhiu loi v kiu dng khc nhau dnh phc v ng
Graduate School of Business
Stanford University

12

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

di cng nh chn chic Airbus A310 v bn chic Boeing 757 dnh cho cc tuyn
ng bay khu vc.
Vi tui i trung bnh ca phi i l 4,6 nm vo nm 1990 (v ch 2,75 nm vo
nm 1986), SIA c phi i tr nht trong s cc hng hng khng quc t ln trong
nhiu nm. Tiu chun ny s ci thin mt khi phi i c thay mi vo nm 1989
v 1992 vi vic a vo hot ng 14 chic B747-400 mi v ba chic Airbus A310.
D kin c thm 15 chic 747-400 v nm chic McDonnel Douglas MD-11 c
giao trong khong thi gian t 1994 n 1997. Nm 1991, SIA d kin t hng mua
thm su chic B747-400 na, nng tng s my bay do hng t mua ln 56. Tng
chi ph cho 56 my bay bao gm ph tng v my mc thay th ln n gn 10 t $.
i chiu, tui i trung bnh ca phi i Delta Airlines l 8,6 nm, l phi i tr
nht trong s su hng hng khng ln nht ca M.
Vic m rng phi i mnh m v lin tc khng ch l do nhu cu cn tng thm
cng sut gh ngi h tr k hoch ca SIA cho vic tng trng cc tuyn ng
bay quc t mt cch nhanh chng. M ng ra, l mt b phn khng th thiu
ca mc tiu cng ty l cung cp cht lng dch v khch hng cao nht m va an
ton, ng tin cy v va kinh t.
Trong bi cnh , vic u t thng xuyn vo my bay mi c hai li th: hot
ng v thng mi. V mt hot ng, nhng chic my bay mi c hiu qu v chi
ph hn. B747-400 tit kim 10% nhin liu so vi loi trc , B747-300 (v hn
18% so vi 747-200). My bay mi cng t tn km hn trong vic bo tr m chi ph
bo tr v nhin liu thng chim khong 20% chi ph hot ng ca SIA. Ngoi ra,
chic B747 mi, ging nh chic MD-11 mi, loi b nhu cu cn c k s chuyn
bay, ct gim lng nhn vin khoang li xung cn hai phi cng. Do , SIA s t
t loi b hon ton k s chuyn bay khi i bay vo nm 1994-95.
Nhng li th v hot ng tng ng cht ch vi nhng u tin v dch v ca
SIA. My bay mi c t vn bo dng bt ng hn, to nn thnh tch tt hn v
an ton v chnh xc cao hn v gi i n. Chng em n cm hng ngh
nghip mnh m cho phi cng, nhng ngi mun li cng ngh mi nht. V kh
nng v vic i ng nhn vin cabin trn chuyn bay hng ng ch th ca SIA coi
my bay l nh trn my bay mi nhiu hn.
Di gc thng mi, my bay th h mi cng bao gm nhng tin b ng k
trong vic to ra s thoi mi v an ton cho hnh khch. Chng bao gm gh ngi
thoi mi hn, ch chn v gc u rng hn, c ch gc chn tt c mi loi v,
dch v nghe nhn tin tin, v kim sot nhit v thng gi tt hn. My bay mi
bay nhanh hn v c tm bay di hn. V d nh chic B747-400 mi cho php hng
ln u tin cho mi dch v bay thng t Singapore i th cc nc Chu u v
bng qua Thi Bnh Dng vi lng hnh khch kn ch. iu ny s lm gim i
nhiu thi gian bay, c th gim hai gi i vi ng bay thng t Singapore i
Lun n. Bi v SIA nm trong s cc hng hng khng u tin t mua B747-400
do n l hng th hai nhn c my bay mi v hng u tin a chng vo
phc v cho cc chuyn bay ng di, to li th ng k so vi cc i th cnh
tranh vn chm chp trong vic t hng.
C. Chi ph: Ging nh Singapore nhn chung, trong nhng nm u, SIA c th cnh
tranh trn th trng quc t mt phn bng cch tn dng chi ph lao ng thp (v
Graduate School of Business
Stanford University

13

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

cht lng cao) ca t nc. Hu ht cc i th cnh tranh sng s trn cc ng

bay quc t c tr s cc nc trong T chc Hp tc v Pht trin Kinh t
(OECD), do vic c i ng phi hnh on v hu ht cc chi ph hot ng gin
tip Singapore l mt ngun li th chi ph ng k. S thnh cng v kinh t ca
t nc v mc sng tng cao lm suy gim phn ln li th vo khong gia
nhng nm 1980. Nm 1989, ngi ta c tnh rng lng do SIA tr cho nhn vin
cabin xp x lng do Qantas, Hng hng khng quc gia c, tr. V vi mc tiu
quc gia c cng b l nhm t c mc GNP bnh qun u ngi hin nay ca
Thy S vo cui th k ny, mc lng c th tip tc t mc lng ca cc hng
hng khng Chu u v M.
SIA bt buc phi quan tm n vic ci thin nng sut, bi v, cng ging nh phn
cn li ca t nc, n phi ng u vi vic thiu ht lc lng lao ng trong
nc v mc lng tng nhanh. Trong nhng nm 1980, doanh thu tng gn 250%,
quy m mng li tng gp i v lng hnh khch chuyn ch tng 75%. Tuy
nhin, vic thu mn lao ng ca SIA ch tng 14%. iu ny khng ch dn n
mt trong nhng t l chi ph c lin quan n phi hnh on thp nht trong ngnh
hng khng quc t m cn mt trong nhng t l doanh thu/ nhn vin cao nht.
Nhn chung, SIA d dng l mt trong nhng hng vn chuyn c chi ph thp nht
trong ngnh hng khng quc t.
D. Quyn S hu: Vi vic phn chia ti sn vo nm 1972 ca MSA, chnh ph
Singapore s hu ton b SIA. Chnh ph duy tr v tr ch s hu (cng vi i ng
nhn vin thng qua cc chng trnh c phn cho nhn vin) cho n nm 1985. Sau
, l mt phn ca chng trnh t nhn ha ci thin hiu qu ca cc cng ty quc
doanh ang sinh li, chnh ph gim phn nm gi ca mnh xung cn 63% thng
qua vic pht hnh c phiu ln u tin trn th trng chng khon Singapore, bn
c phiu cho nhn vin, v pht hnh ring c phiu hi ngoi. Trong nhng nm
sau , chnh ph tip tc gim phn nm gi ca mnh hn na xung cn 54% v
tng mc s hu nc ngoi ti a ln 27%. iu ny khng lm thay i thnh phn
ca Hi ng Qun tr cng ty, Ch tch Hi ng ny vn l Ch tch c ca SIA,
ng J.Y. Pillay. Hi ng ny vn duy tr quan h cht ch vi chnh ph. Th d,
vo nm 1986, ng Pillay cng l Th k thng trc ca B Ti chnh v Gim c
iu hnh ca y ban Tin t Singapore v Tp on u t Chnh ph Singapore.
ng Lim Chin Beng, Ph Ch tch, cng l Ch tch ca Ban Xc tin Du lch
Singapore t nm 1985 n 1989. Nm 1990, cc thnh vin Hi ng qun tr l
Ch tch hay Gim c ca nhiu t chc c nh hng ln Singapore, bao gm tp
on Mass Rapid Transit Corporation, Temasek Holdings v Overseas Chinese
Banking Corporation.
V. CC VN CHIN LC
K t khi thnh lp nm 1972 nh l hng hng khng ch khch, SIA m rng
ng k phm vi hot ng ca mnh. Trong li pht biu v s mnh ca mnh, SIA
tuyn b tham gia vn chuyn hng khng v cc hot ng kinh doanh c lin
quan v tun th cht ch phng chm ny.
Nhn chung, qun l cc hot ng ca mnh mt cch hiu qu, SIA to ra cc
phng ban iu hnh trong cng ty x l cc hot ng c lin quan khi nhn thy
c nhu cu. Vi s gia tng v pht trin khch hng nc ngoi, cc phng ban ny
c bin thnh cc cng ty con ring bit. Chng hn, SIA thnh lp Trung tm i
Graduate School of Business
Stanford University

14

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

tu ng c Singapore (SEOC) nm 1975 bt u t cung cp dch v bo tr ng

c phn lc, tit kim nhiu la v gi cng lao ng. Nm 1982, trung tm ny
chuyn thnh cng ty ring bit vi s vn 50 triu S$. Nm 1989, doanh thu ca n
tng ln n 125 triu S$, hn 1/3 s c c t vic kinh doanh khng lin quan
n SIA.
Qu trnh tch cc hot ng thnh cc cng ty con ring bit phn nh trit l qun
l ca SIA thc y chuyn giao thm quyn v trch nhim xung n v thp nht
c th c. iu ny c ngha l gim c cu v chi ph hnh chnh, cho nhng n v
ny s c lp gip thc y tinh thn doanh nghip v s linh ng.
Cc cng ty con chnh khc ca SIA l Tp on Dch v Trm cui Sn bay
Singapore (SATS) v Tradewinds. SATS l cng ty m ca nm cng ty con cung
cp dch v thc n ung sn bay (chun b ba n trn chuyn bay), bc d
hng ha, chm lo my bay, v dch v hnh khch v cabin v an ninh hng khng.
Nm 1988-89, 58% trong 289 triu S$ doanh thu c c t cc hng hng khng
khc khng phi SIA. Nm 1975, Tradewinds c thnh lp l nh hot ng tour du
lch v cho thu lo cc tour du lch trong vng n v i khi Singapore. Nm
1989, n bt u t chc cc chuyn bay du lch nh k n cc a im du lch v
ngh mt trong vng. Cc cng ty con nh hn ca SIA bao gm lin doanh trong
lnh vc bo him, ca hng min thu, qun l bt ng sn, v ch to thit b cabin
my bay (chng hn nh xe y nh bp). Trong sut nm 1989, n bn mt cuc
u t vo cng ty dch v phn mm do khng lin quan mt thit vi ngnh hng
khng.
Ban Gim c cng ang xem xt tham gia kinh doanh khch sn hay cc lnh vc c
lin quan n du lch khc, c trong v ngoi Singapore. Cc s liu d phng v du
lch gn y cho thy rng s lng du khch vo Singapore ngy mt tng c th dn
n tnh trng khng ch khch sn Singapore trong vng hai nm. Tuy nhin, cc
nh hot ng khch sn a phng chn ch khng mun u t mi khi nh li rng
vic u t t vo khch sn trong nhng nm u thp k 80 dn n tnh trng
d tha phng khch sn m ch mi gn y mi chm dt.
Cc chui khch sn quc t, nh l Intercontinental v Hilton, thnh thong cng rao
bn. SAS, chng hn, mua 40% chui khch sn Intercontinental nhm tr thnh
cng ty dch v du lch hp nht. Swissair xy dng chui khch sn Thy S cho
ring mnh, mt lin doanh gi y c chn khch sn Chu u, M, v Chu ,
v cn nhiu khch sn na ang nm trong k hoch. Air France cng iu hnh
mng li khch sn Meridien.
Cng ty m t qu trnh hoch nh chin lc ca mnh l mt s kt hp ca
phng php tip cn t trn xung v t di ln. Cc vn thuc v bn cht
chin lc thng c gii quyt bi y ban Chnh sch Chung, ng u l mt
Ch tch.
Bn cnh vic x l cc vn chnh c m t di y, thng 9/ 1990, ban qun l
cao nht ca SIA cng cn phi gii quyt nhiu vn hnh chnh vo thi im .
nh hng tng lai: Vn chin lc cho nhng nm 1990 nhanh chng tr
thnh vn ln cho ban qun l SIA. Mc d chng trnh mua my bay ca nhng
nm 1970 tip tc khng suy gim trong sut thp k 80 nhng kh nng sinh li v
Graduate School of Business
Stanford University

15

Bin dch: Hong Phng

Hiu nh: Xinh Xinh

Chng trnh Ging dy Kinh t Fulbright

Marketing a phng

Singapore Airlines in the 90s

to ra tin mt ni b ca hng gia tng nhanh chng sau cuc suy thoi ton cu
nhng nm u thp k. SIA t c thng d tin mt rng (tin mt tr i n ngn
hng) ln u tin nm1988. Thng 3/ 1990, vo cui ti kha 1990, SIA gim t
s n/ tng ti sn n xung cn 33,2% v c s d tin mt l 1.934 S$ triu. Vi
vic tch ly c mt v th tin mt mnh nh th, ngay bn trong t chc cng c
p lc i xem xt nhng c hi u t ln. Kh nng bao gm mua cc hng hng
khng khc (hay hnh thc lin minh no ) cng c, m rng hay b sung mng
li ng bay quc t ca SIA. Chng hn, SIA cha c chuyn bay xuyn i Ty
Dng v SIA ch c th kt ni vi M b pha Ty m thi.
Trong mi trng hng khng quc t ngy cng thng thong, cc hng hng khng
bt u s dng s t do trong vic u t vo nhau, nu khng mun ni l mua hon
ton (British Airways mua British Caledonian, Air France mua UTA). M, s hu
nc ngoi cc hng hng khng M c hn ch mc 25%, mc d nm 1990 c
mt s du hiu cho thy rng c th chp thun phn s hu ln hn i vi cc
hng hng khng lm n thua l nh Eastern hay Pan Am. Ansett Airlines ca c s
hu 20% America West, Hawaiian Air s hu 20% Japan Airlines (JAL), Northwest
10% KLM v SAS gn y tng phn s hu ca mnh trong Continental ln 18,4%.
Thi Bnh Dng, Air New Zealand c s hu mt phn bi Qantas (19,9%),
American Airlines (7,5%) v JAL. V Chu u, Swissair tha thun s hu qua
li 5% vi Delta, v All Nippon Airways v Swissair mi bn s hu 3,5% Austrian
Air. Dng nh cng c th Sabena v Olympic, cc hng hng khng quc gia B
v Hy Lp, s sm c c ng l cc hng hng khng nc ngoi.
Liu SIA c nn tham gia vo lin minh chin lc chnh thc vi mt hoc hai hng
vn chuyn khc hay khng v nu lm nh th th chi ph v li ch l bao nhiu?
Hn na SIA nn phn ng nh th no, mt mt, i vi mi e da ngy cng tng
t cc hng hng khng khng l ca M, mt khc, i vi vic cht lng ca cc
hng vn chuyn nh hn Chu ngy cng ci thin? SIA c nn coi gi l v kh
cnh tranh then cht v t ch trng hn i vi cht lng dch v hay khng? SIA
c nn tn dng c hi a dng ha trong khi s d tin mt cn ang mnh hay
khng?

Graduate School of Business

Stanford University

16

Bin dch: Hong Phng

Hiu nh: Xinh Xinh