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Trng i hc kinh t H Ch Minh Khoa Thng mi-Du lch-Marketing Mn: Marketing dch v

PHN TCH MARKETING DCH V HNG HNG KHNG JESTAR

Ging vin: Danh sch nhm: 1-Phm Vit Anh 2-Phm Minh Tun 3-Nguyn Xun Chng 4-L Ngc Trm 5-Nguyn Minh c 6-Nguyn Cng Giang 7-ng Th Kiu Oanh 8-Trnh Anh Thch 9-Mai Hong Sn 10-L Xun n mar1 mar1 mar1 mar1 mar2 mar2 mar2 mar2 mar2 mar3

MC LC : _ _ Li M u Ni Dung A. Khch hng mc tiu

B. Cc dch v tha mn nhu cu ca khch hng C. PHN TCH 7P CA JETSTAR PARCIFIC AIRLINES (JPA) I. II. SN PHM PRODUCT GI - PRICE:

III. IV. V. VI.

KNH PHN PHI - PLACE XC TIN PROMOTION CON NGI PEOPLE QUY TRNH PROCESS C HU HNH PHYSICAL

VII. CHNG

EVIDENCE
D. Xut

Li m u:

i vi Quc gia no cng vy, hng khng dn dng bao gi cng l ngnh kinh t - k thut c th. Hot ng hng khng dn dng khng ch mang tnh cht kinh t n thun m cn lin quan cht ch n hnh nh t nc, an ninh, quc phng v nhng ngnh kinh t c lin quan khc nh du lch hoc cc lnh vc khc nh gio dc, ngoi giao Mt ngnh hng khng m ch b hp trong phm vi Quc gia th khng th pht trin nhanh v vng chc c. Trong thi gian qua, mc d tri qua nhng giai on rt kh khn trong qu trnh xy dng ca mnh, ngnh hng khng Vit Nam c nhng chuyn bin mnh m v bc u nh hnh con ng pht trin n nh. Nm 2010, th trng hng khng Vit Nam t c nhng bc tin rt ng khch l vi

tc tng trng bnh qun 15%. Tip tc thc hin cc chng trnh hnh ng ca Chnh ph v hi nhp kinh t quc t, cc doanh nghip ngnh hng khng v ang tch cc u t mnh cho c s h tng nhm p ng nhu cu pht trin v xu hng hi nhp ton cu. Cnh bay ca hng khng Vit Nam hin nay khng ch n vi hu ht cc sn bay trong nc, m cn vn ti nhiu lc a trn Th gii bng nhng loi my bay mi hin i. Cc sn bay c thm nhiu trang thit b phc v hnh khch, nhiu nh ga, ng bng, sn c m rng. Vic qun l bay chuyn t phng thc c in sang phng thc hin i (ni, nghe, nhn) vi thit b mi nht hin nay. Cng vi vic i mi trang thit b l s tin b v nng lc qun l, trnh tay ngh, cht lng dch v v phong cch phc v ca i ng cn b qun l, k thut, kim sot vin khng lu, khng bo, kh tng, tip vin, thng v c o to c bn hoc bi dng nng cao nghip v trong v ngoi nc. Cng vi nhng bc tin trong cng ngh cng nh pht trin ca ngnh hng khng Vit Nam l nhng thch thc t ra cho nhng hng hng khng vi mt mi trng cnh tranh hn, nhu cu khch hng cao hn v nhng quy nh, chun mc quc t tr nn nghim ngt hn. Chnh v th, nghin cu v tm hiu v dch v hng khng ni chung v hng hng khng Jetstar Pacific Airlines ni ring khng ch gp phn tng nhn thc v tm quan trng ca mt ngnh dch v c tm nh hng su v rng n nn kinh t ca Quc gia m cn gip nhng marketers tng lai nhn nhn mt cch ng n nhng bi hc in hnh trong marketing dch v.

Bi vit c thc hin da trn phng php thng k v phn tch d liu th cp t cc ngun ti liu nh sch, bo ch, bi vit ca chuyn gia v nhng phn hi ca khch hng khi s dng dch v ca cng ty Jetstar Pacific Airlines trong thi gian hai nm tr li y. B cc ca bi vit bao gm li gii thiu, phn tch khch hng mc tiu v dch v p ng nhu cu ca hng hng khng Jetstar Pacific Airlines. Sau , bi vit c ni tip vi phn phn tch 7P trong marketing dch v v nhng xut m nhm thuyt trnh tho lun, a ra dnh cho hng hng khng Jetstar Pacific Airlines sau qu trnh tm hiu ca mnh. Mc d cn mt s hn ch trong cng tc tm kim ngun d liu, thi gian c hn trong cng cuc phn tch v x l d liu cng nh nhng kh khn trong kinh nghim thc t, bi vit vn mong mun mang n n thy v cc bn gc nhn cng nh nhng phn tch v nhn nh ca nhm v hot ng marketing

dch v ca ngnh hng khng, c th hn l hng hng khng Jetstar Pacific Airlines.

II. Ni Dung
A. Khch hng mc tiu a) Chn dung khch hng mc tiu

Anh y l ngi mt cng dn tr c tui t 24 n 29, cuc sng y p nhng kht khao. i vi cng vic, anh hin ang c giao nhng cng vic quan trng hn, c sp tin tng hn. i vi cuc sng, anh ang suy ngh vic gia nh tng lai, ang c nhng p cho mi m ca chnh mnh.

Anh l mt ngi t lp, suy ngh logic, c trch nhim cho bn thn, cng vic, x hi. i vi anh, vic chi tiu hp l l mt cch anh c th thc hin c nhng d nh ca mnh trong tng lai. Trong cng vic hin ti, anh di chuyn rt nhiu, thng xuyn i my bay trong lc cng tc, v chi ph ny lm tng chi ph c nhn trong cng tc ca anh. Anh nhn thy rng, thi gian anh di chuyn thng chim khong 2 ting, dch v anh ang i hin thng cung cp nhng phn n nh, khng thc s cn thit, nhng cng l mt trong nhng nguyn nhn chi ph/v cao. Anh ang tm cch khc phc n.

b) Insight

Di chuyn bng my bay vi chi ph thp.

B. Cc dch v tha mn nhu cu ca khch hng

JESTAR PACIFIC AIRLINES GIA RE MI NGAY, MOI NGI CUNG BAY Cng Ty C Phn Hng Khng Jetstar Pacific Airlines. a ch: 112 Hng H, P.2, Q. Tn Bnh, Tp.HCM, Vit Nam. Tel: (84.8) 3 8450092; Fax: 84.8) 3 8450085. S KKD: 059042; Ngy cp: 24/10/1992 ti Tp.HCM. MST: 0301103030-1.

I/ GII THIU Thnh lp

1991 (vi tn Pacific Airlines)

Cc trm trung chuyn chnh Sn bay quc t Tn Sn Nht Cc im n quan trng S my bay S im n Cng ty m Khu hiu Tng hnh dinh Nhn vt then cht Jetstar Airways)[1] Jetstar Pacific) 7 Qantas (c) & SCIC (Vit Nam) It's All About Choice Thnh ph H Ch Minh, Vit Nam Bruce Buchana (Gim c iu hnh L Song Lai (Ch tch kim Tng Gim c Sn bay quc t Ni Bi 7 (15 vo nm 2014)

II/ M HINH INH VI TOM GON ( 9 CORE ELEMENT)

STRATEGY

(mind-share)

(market-share)

TACTIC

Explore
1 2

Positioning
'BEING' STRATEGY

'CORE' TACTIC

Differentia tion

Engage
5 6

7 8 9
VALUE 'ENABLER'

Process

Execute

(heart-share)

VALUE

Strategy 1. Segmentation Jestar c bit n la mt thng hiu gi r v cch lm thng hiu rt chuyn nghip, c o, lm ni bt tnh cnh tranh v gi. Vi cu slogan: gi r hng ngy mi ngi cng bay, v chng trnh cam kt gi v lun r, Jestar anh vao phn khuc nhng ngi dn binh thng nhng vn mun co c s di chuyn nhanh chong. Jetstar thc s to ra cuc cch mng v t duy ngi dng hng khng Vit Nam.

2. Targeting: Vi trit l kinh doanh: em dch v cao cp phc v i tng bnh dn. S ra i Jetstar Pacific Airlines vi tiu ch mi ngi cng bay gp phn ln trong vic gii quyt nhu cu i li bng phng tin hng khng cho hnh

khch. c bit, trong dp cao im nh L, Tt, Jetstar Pacific gp phn khng nh trong vic n nh lng khch i li ti cc vng min.
3. Positioning: Hng hng khng gi r.

Jetstar Pacific Airlines l hng hng khng gi r u tin Vit Nam, khi mi xut hin, Jetstar Pacific Airlines to nn mt cn st trn th trng hng khng Vit Nam, ng thi thc y s cnh tranh v cht lng ca ngnh hng khng. n nay, vi tiu ch gi r mi ngay, mi ngi cng bay Jetstar Pacific Airlines l mt trong nhng la chn quen thuc ca hnh khch cho cc chuyn bay ni a v quc t. Tactic 4. Differentiation S xut hin ca cc hng hng khng gi r: Tiger Airways (Singapore), AirAsia (Thi Lan) Phn tich AirAsia: - Phng chm 'now everyone can fly', mc tiu ca hng l to cho mi khch hng s thoi mi, thun tin v vui v nht khi bay vi Air Asia. - AirAsia mi ngy khai thc hn 500 chuyn bay quc t v ni a, ti 66 thnh ph ti : Malaysia, Thi Lan, Indonesia, Singapore, Brunei, Myanmar, Trung Quc, Hongkong , Macau , i Loan , Vit Nam, Lo, Campuchia, Australia, Philippines , n , Bangladesh v Vng quc Anh - S hot ng ca Air Asia da trn nhng chin lc trng yu sau: +Gi v thp, khng dch v: gi v ca Air Asia ch yu thp hn nhiu so vi cc hng khc. Khch hng s khng c min ph dch v n ung trn chuyn bay.Thay vo Air Asia gii thiu dch v " Snack Attack", cung cp ba n nh vi gi hp l trn chuyn bay +Chuyn bay thng xuyn: cc chuyn bay s c tn sut quay vng trong khong thi gian 25 pht, nhanh nht trong khu vc v to s thun li nht cho khch hng. +S thun li cho khch: Air Asia v ang cung cp cc dch v du lch d dng hn v thun tin hn cho khch. Hnh khch c th t ch qua : Cc trung tm tr gip trn khp th gii; Dch v v In giy; Cc knh thanh ton; t ch qua Internet; Cc vn phng t ch v bn v; Cc i l c u quyn; Cc dch v khch hng.

+An ton hng u: Vi i bao gm 30 my bay Boeing 737-300 p ng tiu chun an ton hng khng quc t v tun th nguyn tc ca Hng khng dn dng Malaysia. La 1 trong nhng thng hiu hang khng gia re hang u th gii nhng Vit Nam cha phai la thi trng muc tiu cua Air Asia va hang hang khng nay cha khai thac cac ng bay ni ia tai Vit Nam. Phn tich Tiger Airway: Tiger Airways l hng hng khng gi r duy nht ca Singapore- l s la chn ca nhng hnh khch c hiu bit, mong mun i du lch hng khng t im ny n im kia mt cch an ton v tin cy vi gi c hp l nht. Tiger Airways hin nay bay ti 5 thnh ph ti Thailand, 2 thnh ph Vit Nam (TP.HCM v H Ni). Do o mc du la hang hang khng gia re nhng Tiger Airway cha phat trin manh tai Vit Nam ma chu yu danh cho khach du lich khu vc ng Nam A va khach hang muc tiu khac vi Jetstar. Ngoai ra i thu canh tranh trc tip cua Jetstar la Vietnam Airlines
5. Marketing Mix

Product: a dng ha dch v cht lng vi gi tt nht. Price: Cung cp cc dch v gi r cho mi ngi da trn cc yu t: o Tch cc loi chi ph ca khch hng ra ring: ph i my bay, ph k gi hnh l, ph dch v gii tr, ph n ung o Mt s chuyn bay khng phn bit chi ph (ng gi) theo khoang my bay (phn khc theo khch hng) Place: Ngoi tp trung vo cc thnh ph ln th Jetstar pht trin cc vng bay ni a gi r. Promotion: Tp trung truyn thng v cc dch v bay gi r o Quc t: All day every day low fares, Let's Fly Jetstar o Vit Nam: Gi r mi ngy, mi ngi cng bay, lun cam kt gi r nht, min ph cho mi ngi cng bay, hy bay cng chng ti cm nhn s khc bit

6. Selling: Vi vic tham gia gp vn ca i tc nc ngoi, Jetstar c li th v vn v b quyt cng ngh. H thng t v qua web c Jetstar khai thc u tin ti Vit Nam. Khach hang co th t va thanh toan ngay qua:

1.Thanh tan bng th tn dng 2. Thanh ton trc tuyn qua dch v Internet Banking 3. Thanh ton bng cc loi th ghi n ni a (th ATM) ti trang web jetstar.com 4. Thanh ton bng phiu thanh ton t ch va thanh toan sau qua: 1. Thanh ton ti cc phng v ca Jetstar Pacific hoc ti sn bay 2. Cc im giao dch ca ngn hng 3. Cc im t my giao dch ATM 4. Ti cc bu in trn ton quc Value
7. Brand: Hng hng khng thn thin v gi r dnh cho mi ngi

Ngy 23.05.2008, Jetstar Pacific Airlines chnh thc i tn v biu tng, t Pacific Airlines tr thnh Hng hng khng Jetstar Pacific Airlines, hng hng khng gi r u tin ca Vit Nam. Theo o cc my bay ca JP c mu camen- bc; trn thn my bay c dng ch Jetstar.com v hnh ngi sao bay c ui my bay c i thnh hnh ngi sao mu cam.

8. Service: a dng ha dch v vi mc chi ph ph hp vi tng gi dch

v Dich vu ma Jestar cung cp: t ch chuyn bay : hn 1500 chuyn bay mi tun. Khach san Thu xe Kim tra chuyn bay co khi hanh ung lich Dich vu xe buyt Dich vu thanh toan : cng thanh toan trc tuyn ai li ban ve. Hin nay Jestar co hn 200 ai li trn toan quc

Hin Jetstar Pacific Airlines khai thac cc ng bay trong nc ti a Nng, Hai Phong, Ha Ni, H Chi Minh, Hu, Nha Trang, Vinh, ng thi phc v hnh khch trn cc hnh trnh bay quc t n Austrailia, Campuchia, Singapore, New Zealand, Malaysia Vi trit l "khch hng ch tr tin cho dch v m h s dng", Jetstar lun phn bit s khc nhau v iu kin gi v cho tng loi dch v khc nhau. V d: hng phn bit v c hnh l k gi v v xch tay, v dnh cho i tng linh hot Jet Flex ( c th thay i) v v dnh cho i tng c k hoch r rng (gi r hn, khng i l mt v). Khc vi Vietnam airlines ( i theo m hnh hng khng truyn thng), nhm ct gim ti a chi ph gim gi bn cho khch hng Jetstar khng c cc ba n trn my bay, gi v ng hng, gh nh hn va rt t ngi phc v -thng thng ch c 4 tip vin trong mt chuyn bay. Ngoai ra, hnh khch phi tr tin ring khi mua thc n nc ung nu mun c phc v dch v ny trong chuyn bay. Trn my bay khng c bo v tp ch min ph. Thm ch tit kim chi ph git l, trn my bay khng s dng gi v chn. Jetstar Pacific l hng hng khng ca Vit Nam hon ton khng s dng v giy, cung cp 100% v in t v thanh ton bng th tn dng trn mng qua website cng nh dch v gi ch qua in thoi cho khch hng ti hai trung tm chnh TPHCM v H Ni v hn 200 i l ca Jetstar Pacific Airlines trn ton quc. c im ca hng khng gi r Jetstar Pacific Airlines

- Mt hng v - Mt loi my bay (gim chi ph dch v v o to) - Quy trnh bn v n gin, ph bin nht l bn qua mng (gi thng tng ln khi s v bn ra cng nhiu, qua khuyn khch hnh khch t v sm). - ng bay ni trc tip 2 im khng trung chuyn. - Chn nhng sn bay hng hai, chi ph thp. - Cc tuyn bay c thi gian ngn (1,5 - 4 gi). - Thng khng cung cp min ph dch v, thc n hay ung. - Ti thiu thit b chn thm trn my bay, thng l cc tin nghi hin i nh ACARS, gim thm chi ph mua v bo dng. - Thi gian bay thng l khuya hoc sng sm trnh chm tr khng lu v tn dng ph h cnh thp. - Thi gian quay vng chuyn nhanh (s dng ti a my bay) - Khyn khch s dng v in t hoc khng cn v Do o gi v ca Jetstar Pacific thng r hn 40-60% so vi gi v truyn thng, nn to ra s cnh tranh ln trong h thng hng khng. M hnh hng khng gi r cng gp phn to ng lc cho vic ci tin v nng cp cht lng cng nh cc khu dch v phc v hnh khch trn cc chuyn bay.
9. Process:

Biu thng tin ca 5W Graphics- quy trinh giam gia ve cac hang hang khng gia re

Vi quy trinh gn nh cac hang hang khng gia re khac, Jetstar cung co quy trinh nhm giam ti a chi phi giam gia ve 1 cach ti a. Tiu biu la: Ngi ch cht hn : Jetstar Pacific khai thc Boeing B737-400 ca M. Cc my bay Boeing B737-400 ca Jetstar Pacific c 168 gh bc da ng hng ph thng (economy class leather seats). Thng 6/2008, Jetstar Jetstar Pacific chnh thc a vo khai thc thung mi chic my bay A320-200 y l nhng chic my bay mi v tuyt p vi 180 gh ngi c bc da rt thoi mi, em li mt khoang hnh khch rng nht so vi bt c loi my bay c mt li i gia no. Thi gian ti sn bay (turnaround) nhanh hn : Thi gian ti sn bay cng nhanh th cng mt ph sn bay. Tuy vy, iu ny i km vi vic khch hng s phi rt tp trung trong vic check-in, ln my bay ng gi. Sn bay nh : vic ti cc sn bay nh cng gip hng gim gi thnh vn hnh rt nhiu. Tuy vy, vic ti sn bay nh ng ngha vi vic bn khng c i cc my bay ln v ng bng h cnh ca sn bay nh thng khng p ng c tiu chun ca cc my bay ln. Ngoi ra, vic bn v qua mng (tit kim chi ph duy tr phng v/nhn vin bn v), s dng mt 2 loi my bay (tit kim tin thu nhiu chuyn gia khc nhau bo dng v kim tra), h thng nhn vin vn hnh gn nh v nng ng hncung giup Jetstar giam chi phi ang k. http://hoangtriquoc.webs.com/ccloaimybay.htm

C. PHN TCH 7P CA JETSTAR PARCIFIC AIRLINES (JPA) I. SN PHM - PRODUCT: 1. GI TR L TNH:

Cc chuyn bay v dch v lin quan n vn chuyn bng my bay. Jetstar Pacific phc v cc chuyn bay chuyn bay ni ia Vit Nam bao gm Thnh ph H Ch Minh, H Ni, Nng, Hu, Vinh, Hi Phng v Nha Trang.
-

Dch v xe but: xe but a n t sn bay Ni Bi v thnh ph H Ni (v ngc li) cho tt c hnh khch ca Jetstar.

K gi hnh l trn chuyn bay. Ch ngi trn my bay: gn ca thot him, ch ngi c ch chn rng, gn ca s, gn li i.

Thu xe hi gi r. Gii tr: tp ch, thu thit b video, mua chi cho tr em, tv chiu chng trnh gii tr ti li i,

Phc v n ung trn chuyn bay. t ch khch sn. Gii thiu nhng hot ng nn lm ti im n: ni tham quan, hot ng vui chi gii tr, 2. GI TR CM TNH

Tin tng: minh bch trong chuyn bay: Kim tra tnh trng chuyn bay, cp nht tnh hnh my bay trong khi bay; thng hiu uy tn

Tin li: t vm thu xe, khch sn,online c tn trng: nhn vin phc v nim n, nhit tnh

c n cn quan tm: gii p thc mc khi cn, phc v n ung, hng dn i li trn my bay.

Thn thin vi mi trng v x hi: gim hiu ng nh knh bng gim tiu thu nng lng, ti nguyn nc v ti s dng rc thi trong cc lnh vc hot ng, xc nh lng kh thi t cc chuyn bay t chun thn thin vi mi trng.

II. GI - PRICE: LUN CAM KT GI R NHT Dch v hng khng Jetstar Pacific a ra cc mc gi cho nhng i tng khch hng khc nhau: Gi ph thng: starter, plus, max Gi business, business max Jetstar Pacific cam kt nu khch hng tm thy mt gi v bn trn internet ca hng hng khng no thp hn gi v thp nht tng ng hin ang m bn ca Jetstar Pacific trn trang web Jetstar.com, v khch hng vn mua v qua Trung Tm Phc V Khch Hng ca Jetstar Pacific. Hng s bn cho khch hng v vi gi thp hn 10% so vi gi v tm thy, vi iu kin l Jetstar Pacific c th xc minh c gi v thp hn khi khch hng gi in t v.

BNG GIA VE MAY BAY JETSTAR PACIFIC JetSaver Chng bay Loi v Jet Saver Light 1 lt 973,000 1045.000 HN - HCM Kh hi 1,946,000 2,090,000

Jet Flex 1,782,000 3,564,000

Ghi ch

1 lt Kh hi 1 lt HN - NHA TRANG Kh hi HN - DA NANG

775,000 1,550,000 1,320,000 2,40,000

847,000 1,794,000 1,391,000 2,783,.000

1,155,000 2,310,000 1,782,000 3,564,000

Bng gi v ca Tt Jetstar cho chuyn bay ni a Vit Nam 2012

Hnh tay

xch

Hnh l k gi Qu khch c th ng ph la chn bao gm tiu chun 30kg thm t 15-40kg La chn Ch ngi thng La chn Ch ngi pha trc hoc Ch ngi c ch chn rng thng Hnh l k gi

Gh

hng

Business

chiu rng 38 inches (rng hn 7 inches so vi ch ngi thng thng)

n v thc ung c cp Phiu mua n thc ung trn chuyn bay (tr cc chuyn bay ni a c) Hin phiu ny cha p dng cho cc chuyn Gii tr trn chuyn bay $ nu c $ nu c dch$ nu c dch v v dch v Comfort Pack $ nu c $ nu c dch$ nu c dch v v bao gm n, thc ung (khng cn) v thc n nh

dch v

Hon v V C ph p dng sang Fees Charges) Min thay cho s i ph i mt thay hn Phi tr tin chnh lch gi v (link bng &

V C ph p dng (link sang bng Fees & Charges)

ch Thay i hnh trnh c php i c php Phi tr tin chnh lch gi v Thay i ngy/gi bay c php Thi hn i thay bay i tn vi i v Thay i phi c thc hin ti thiu trc 24 c php thay i cho n ht ngy khi gi so vi gi khi hnh hnh d kin d kin Phi tr tin chnh lch giPhi tr tin chnh lch gi v v tn Phi tr tin chnh lch gi v

chuyn

im thng Khch l

V Theo t hngl Economy

V Theo t hng l Economy

V Theo t hng Business

hng thng xuyn ca Qantas v nng hng th Phng ch $ nu $ nu c $ nu c $ nu c dch v dch v dch v c dch v

V $ nu c dch v, ti Club, Qantas Gold

ti phng ch

Quy nh gi v ca dch v hng khng Jetstar

III.

KNH PHN PHI - PLACE


Tp on Jetstar thuc ch s hu Qantas c mt ti cc quc gia nh c v New Zealand, Express Ground Handling v cc cng ty c phn khc bao gm Jetstar Asia v Valuair ti Singapore, Jetstar Pacific ti Vit Nam. i vi Jetstar Pacific, hng chn 2 knh phn phi chnh l h thng phng v ti cc nc v mua v online qua website http://www.jetstar.com. Hin nay Jetstar Pacific ang khai thc mng li cc chuyn bay ni ia Vit Nam bao gm Thnh ph H Ch Minh, H Ni, Nng, Hu, Vinh, Hi Phng v Nha Trang.

IV. XC

TIN PROMOTION

Hot ng khuyn mi: Khuyn mi nhn dp L, Tt: Hng hng khng gi r Jetstar Pacific va cng b chng trnh bn v my bay vi mc gi t 350.000 ng/chng trn ton tuyn ni a do hng khai thc dp Tt Nguyn n 2011. Thi gian m bn bt u t 9h sng n 17h chiu ngy 24/9 ti website bn v ca hng, do h thng my tnh t ng phn phi trn cc chuyn bay khi hnh trong giai on trc Tt Nguyn n t 5/1/2011 n 1/2/2011 (tc t 2/12 n 29/12 m lch). Khuyn mi bng nhng hnh thc bc thm may mn, khch hng nhn c nhng u i thm cho chuyn i: Trong chng trnh Rng May Mn, c 600/1.000 v my bay c gi 100.000 ng/chng thc hin nhn dp i l 1000 nm Thng Long - H Ni c khch hng ng k trong 3 tun, 400 v cn li s tip tc c Jetstar Pacific m bn trong 2 tun trc i L Thng Long H Ni. Khuyn mi gim gi nh k vo mt ngy trong tun: Hng Hng Khng Jetstar Pacific tip tc thc hin t bn v gi r nh k vo th Su hng tun dnh cho khch hng mua v trc tuyn ti website www.jetstar.com v thanh ton qua phng thc Internet Banking. Hot ng PR: Jetstar Pacific l hng hng khng thn thin vi x hi v mi trng. Chng ti quan tm ti tr cho cc hot ng t thin, ti tr cho cc s kin th thao, vn ha, gio dc v bo v mi trng. Jetstar Pacific thng xuyn l nh vn chuyn chnh thc cho cc cuc thi hoa hu, cc s kin tn vinh th thao Vit Nam, cc cuc thi v hot ng khuyn hc khuyn ti, cc chng trnh pht trin du lch, bo v mi trng. Ti tr nhng v bay my bay min ph cho t chc phi li nhun KOTO Si Gn:

Hng hng khng gi r Jetstar Pacific ti tr 21 v my bay kh hi min ph cho nhm thanh thiu nin kh khn t TP H Ch Minh i H Ni tham gia cc hot ng gio dc v xy dng nhm theo chng trnh ca t chc o to phi li nhun KOTO. KOTO (bit mt dy mt) l mt chng trnh o to ngnh nh hng khch sn. KOTO o to cho hn 300 thanh thiu nin c hon cnh kh khn v tr ng ph ti H Ni hn 10 nm qua v gn y nhn rng m hnh TP H Ch Minh.

Ti tr cho gii u ca gii qun vt WTA. WTA l hip hi th thao nh ngh hng u th gii dnh cho n vi 2.000 tay vt i din cho 96 quc gia ti 53 s kin v 4 gii Grand Slam ca WTA 33 quc gia. Cc s kin ca WTA thu ht gn 5 triu lt khn gi n theo di cc gii u v hng triu lt ngi khc trn ton cu theo di qua truyn hnh, nhng ngi hm m trn mng trc tuyn v thng qua truyn thng x hi. CC GII U JETSTAR WTA C JETSTAR TI TR TRONG NM 2011 3/1 ASB Classic International Auckland Niu Diln 9/1 Moorilla Hobart International Hobart xtrylia 7/2 PTT Pattaya Open International Pattaya City Thi Lan 28 /2 Malaysia Open 2011 Kuala Lumpur Malaixia 19/9 Landsky Lighting Guangzhou Guangzhou Trung Quc Gii n quc t m rng 25/9 Toray PPO Premier Tokyo Nht Bn 1/10 China Open Premier Bc Kinh Trung Quc 1/10 HP Japan Womens Open Tennis Osaka Nht Bn 3/11 Commonwealth Bank Bali Innxia Ti tr cho chuyn cng din ca Nh ht kch Vit Nam: Sau t cng din ti H Ni, tc phm M nhn v Anh hng s ln ng vo thnh ph H Ch Minh tham d Hi din Sn khu Kch ni Chuyn nghip Ton quc nm

2009. Nh Ht Kch Vit Nam nhn c s ti tr ca hng Hng khng Jetstar Pacific Airline cho chuyn cng du s ny. Ti tr cho chng trnh Nhn ti t Vit Nhn ti t Vit l cuc thi tm kim v tn vinh nhng nhn ti trong lnh vc Cng ngh thng tin v Truyn thng c t chc mi nm mt ln. Cuc thi Nhn ti t Vit nm 2009 l ln th 5 gii thng ny c t chc v cng l nm c nhiu sn phm d thi nht (225 sn phm d thi). Gii thng c trao vo m 20/11 ti Cung vn ha hu ngh Vit X (H Ni). c bit, nm 2009 l ln th 5 Jetstar Pacific ng hnh cng chng trnh vi vai tr l nh ti tr vn chuyn cho gii. Hot ng bo v mi trng: T ngy 23/5/2008, Jetstar Pacific thc hin chng trnh ng gp "Gim Hiu ng Nh Knh" (Carbon Offset Program) ti Vit Nam da trn kinh nghim tng t ca Jetstar Airways ti c. Khi tham gia chng trnh ny, mi hnh khch ca Jetstar Pacific c c hi b p lng kh thi gy hiu ng nh knh m chuyn bay ca hnh khch to ra. Theo tha thun k vi Qu Bo v mi trng Vit Nam, Jetstar Pacific vn ng mi hnh khch ng gp 8.000 ng Vit Nam (hoc 0,5 la M) cho mi chuyn bay ni a Vit Nam c thi gian bay di 1 gi 30 pht, 15.000 ng (hoc 1 la) cho chuyn bay t 1 gi 30 pht tr ln. i vi cc chuyn bay quc t. Jetstar Pacific ku gi mi hnh khch t nguyn ng gp 30.000 ng (hoc 2 la M) nhm gip thc hin thc hin chng trnh gim hiu ng nh knh m cc hng hng khng mang thng hiu Jetstar ang thc hin. Tham gia vn chuyn hng cu tr min ph cho ng bo b nh hng bi l lt cc tnh Ngh An, H Tnh, Qung Bnh t ngy 25/10 15/11/2010.

Hot ng qung co: t banner trn cc website ca cng ty du lch - l hnh:

t banner lin kt ti cc Website bn v my bay trc tuyn:

t banner ti cc khu vc bn v:

Qung co truyn hnh i chng kt hp poster, t ri ti cc im bn l v my bay vi thng ip Hy bay cng chng ti cm nhn s khc bit

V.

CON NGI PEOPLE

ng L Song Lai - Tng Gim c Jetstar Pacific cho bit: "Trong bi cnh khan him nhn lc cht lng cao trn th trng hng khng, vic Jetstar Pacific o to c k s ngi Vit Nam t trnh Cat B c xem l nhn t tch cc trong chin lc pht trin ngun nhn lc ni a ca Hng, thng qua , cng ty c th tit kim ng k chi ph hot ng, mang li cho khch hng ngy cng nhiu c hi mua c v my bay gi r. 17 k s bo dng my bay u tin ngi Vit Nam ca Hng chnh thc c Cc Hng khng Vit Nam cp Giy php hnh ngh Cat B (VAR66 Licences). Cat B l mt trong nhng chng ch quan trng trong cng tc gim st bo dng, sa cha tu bay, k xc nhn cho php my bay c a vo khai thc. t n trnh Cat B, cc k s hng khng phi c o to lu di, nm rt vng cc kin thc v k thut my bay, lut php v cc quy trnh nghip v ca mt Hng hng khng.

Hin nay, Jetstar Pacific c 22 k s ngi nc ngoi v 3 k s Vit Nam m nhim vai tr K s Cat B. V lng, thng: Bnh qun lng k thut vin nc ngoi ca Jetstar l t 7 n 9 nghn USD/thng, phi cng l hn 10 nghn USD/thng. Theo k hoch, n nm 2014, Jetstar Pacific s c 50% i ng k s l ngi Vit Nam, nng lc m nhim cc v tr quan trng trong cng tc bo dng my bay. Cng vi vic nng cp trnh cho cc k s, th my ngi Vit Nam, chng trnh ni a ha i ng phi cng ca Jetstar Pacific bc u thu c nhng kt qu tch cc. Hin ti, c 3 phi cng Vit Nam lm vic cho Jetstar Pacific. Jetstar Pacific u t rt nhiu vo mng gio dc v o to nhn s. Ngy 16.8.2011, Jetstar Pacific thng tin tm kim v tuyn dng cc ng vin ngi Vit Nam t 20 n 35 tui c i o to phi cng ti CTC Aviation Training Limited New Zealand, nhm chun b cho k hoch pht trin i bay sp ti. Tng kinh ph cho kha o to khong 150.000 USD/hc vin, trong Jetstar Pacific h tr 90% chi ph. Tuy nhin, nhn vin ca hng hng khng gi r Jetstar Pacific xy ra nhng hnh vi khng ng mc vi khch hng. Mt s s kin ni bt gn y c bo ch a tin nh: Ngy 6/5/2010, mt nhn vin Hng hng khng Jetstar Pacific b pht hin vn chuyn 4 can du my bay (khong 100 lt) ra khi khu vc hn ch. Nh chc trch hng khng cho bit, cng v Hng khng min Nam lp bin bn, xc minh lm r ng c ca nhn vin ny. S du m nhn vin Jetstar Pacific sut bin th c l mu c trch ra kim tra mi khi np vo my bay. Theo ngun tin ca Tui Tr, chiu 21/10/2011, lc lng an ninh sn bay Tn Sn Nht pht hin ba nhn vin ca Cng ty c phn hng khng Jetstar Pacific Airlines c hnh vi trm ti sn ca hnh khch. Thng 5/2011, do li h thng ca hng Jetstar Pacific, chu Huy (13 tui) khng c v i chuyn bay t trc. Nhng ngi c trch nhim ca Jetstar Pacific b mc chu Huy li Nng, ni chu mi n ln u tin. T hi hn, lc chu Huy tr tri ti sn bay, cha m chu tm cch lin h vi ngi ca Hng Jetstar Pacific mong c gip th nhng nhn vin ca hng ny li khng thm tip chuyn... trch bi vit Chu b 13 tui b Jetstar Pacific... b ri Bo CAND online.

Qua nhng ngun tin trn c th thy c, mc d Jetstar Pacific ra nhng chun mc rt cao cho nhn vin ca mnh (Chng ti c mt i ng nhn vin c o to chuyn

nghip. i ng tip vin hng khng ca chng ti lun nng hu, thn thin v chu o vi khch hng, bo m tng chuyn bay u thoi mi t khi bt u cho ti khi kt thc hnh trnh. Nhn vin ca chng ti lun bit yu thch cng vic ca mnh nhng hnh khch ca Jetstar Pacifc lun c nhng chuyn bay thoi mi d chu. Jetstar Pacific cam kt duy tr mt ni lm vic m nhn vin ca chng ti lun t ho l mt thnh vin ca Jetstar Pacific) nhng nhng thng tin gn y cho thy nhng iu ngi li. Nhng s kin c nu trn mt phn chng t Hng hng khng Jetstar Pacific cha c chng trnh tuyn dng v o to quy c, nghim khc vi nhng v tr tip xc trc tip vi khch hng (nh bc xp, bn v, t vn vin) dn n nhng n tng khng tt dnh cho nhn vin Jetstar Pacific ni chung. Mt phn l do ca vn trn l do th trng lao ng ngnh hng khng ca Vit Nam cha tht s cung cp cho cc hng hng khng hin nay. Tng Gim c Pacific Airlines Lng Hoi Nam cho bit, hng ang gp nhiu kh khn khi phi i mt vi tnh trng thiu ht nhn lc. Theo ng Nam, vic thu c phi cng, k s, tip vin vo thi im ny rt kh.

VI.

QUY TRNH PROCESS

Quy trnh t v gi r: Hnh khch d dng mua v gi r ca JetStar qua mng vi 4 bc n gin: Tm chuyn bay -> Chn chuyn bay -> Hon tt thng tin hnh khch v cch thc thanh ton -> Xc nhn. bc 3, hnh khch c th chn thanh ton sau bng tin mt ti cc phng v ca JetStar hoc cc chi nhnh ca ngn hng Techcombank. V hnh khch c th dng ng k bt c lc no. Quy trnh ln my bay:

Quy trnh hon v: Trong 3 hng v Starter, Starter Plus v Starter Max, ch c khch t Starter Max c hon gi v v ph cc dch v km theo vi mt mc ph hon v ty thuc l trnh bay. Trong thi gian t hai (02) gi trc chuyn bay n trc na m (24:00) ca ngy khi hnh, vic hy b, thay i hoc hon v ch c php thc hin thng qua Trung tm t ch qua in thoi hoc cc Phng v Jetstar Pacific Airlines. Thi gian hon tin l 12 thng k t ngy mua v u tin. Quy trnh khiu ni yu cu bi thng: Hnh khch mun khiu ni c th lin h bng email n a ch vnjetcoverclaims@chartisinsurance.com cn nu mun yu cu bi thng, hnh khch ti mu n yu cu bi thng ti Website ca JPA v lm theo cc hng dn trong n. Quy trnh bo dng: Sau v vic gy xn xao d lun vo cui nm 2009 (*) v cc li trong vn bo m an ton bay, JetStar c hng lot thay i v nhn s v h thng ca b phn bo dng. V trong t khuyn co kim tra cc dng my bay Boeing (sau khi mt my bay Boeing ca hng hng khng M b thng trn), 2 chic Boeing ca JetStar cng vt qua kim tra an ton. (*) Thng 11 nm 2009, JPA b mt nhn vin c t co s dng my bay khng an ton. Thng 1 nm 2010, Cc Hng khng Vit nam cng b kt qu thanh tra v cho bit li ln nht ca Jetstar Pacific Airlines l " xy dng v vn hnh h thng bo m cht lng bo dng hot ng km, vai tr ca h thng bo m cht lng bo dng gn nh khng c, dn ti nhiu sai phm trong quy trnh bo dng". Hai ngy sau, Jetstar Pacific Airlines sa sai bng cch thay i gn nh ton b b my t chc ca b phn bo tr.

VII.

CHNG C HU HNH PHYSICAL EVIDENCE

5 Boeing 737-400 (Boeing 737 mt trong nhng dng my bay thnh cng nht trong lch s hng khng th gii, c sn xut ra vi s lng ln hn bt k dng my bay no khc (hn 5000 chic, chim 1/4 s lng my bay phn lc xut xng), l my bay c cc hng hng khng gi r ni ting trn th gii la chn) v 2 Airbus A320 (Dng my bay c khoang hnh khch rng v t tiu hao nhin liu nht so vi cc my bay cng loi c thit k mt li i gia). Theo k hoch, i bay ca JetStar n nm 2014 s gm ton b 15 chic Airbus A320.

Trc y, cc phi c ca JetStar c hnh ngi sao mu vng cam v ch Jet mu en ui my bay khin nhiu ngi nhm ln JetStar Parcific Airlines (JPA) vi JetStar Airways (Mt hng hng khng gi r ti c thnh cng nhiu nm qua). Sau khi bo ch phn nh v li qung b mp m gy nhm ln vi mc ch thu ht hnh khch ny, Cc Hng khng Vit Nam cng th hin r quan im JPA phi xy dng biu tng theo nguyn tc l biu tng ring ca JPA v khng th hin s trng lp vi biu tng ca bt k mt hng HK no khc. Do , JPA th hin mt ng thi tch cc vi vic a vo s dng chic Airbus A320 u tin khng cn ngi sao vng cam v ch Jet en ui my bay. Cn cc my bay khc hng khai thc s c tin hnh sn sa dn dn v vic ny rt tn thi gian v chi ph (khong 150.000USD/chic). Cc trang thit b mt t ca JPA u c mi che. u nm 2010, JPA cng u t xy mi hoc trang b li kho bi, phn xng lp tu bay v h thng bo chy.
D. xut : Ch t l ng d ch v : Cam k t c a Jetstar Pacific Airline l m b o gi v r nh t v mang l i cho khch hng nh ng chuy n bay lun m i m v th v . nh ng th c t cho th y h ch p ng c v u tin c a cam k t. m b o cc v t dng c n thi t cho m i hnh khch trn chuy n bay. Khi b t u m i chuy n bay, ti p vin hng khng c a Jetstar Pacific Airline s h ng d n r t c th ng thot hi m, cch th t dy an ton cng nh cch s d ng m t n , phao c u h nh ng t i m i gh ng i l i khng c trang b y gi y h ng d n s d ng cc v t d ng ny. N u c th nh ng t gi y h ng d n s d ng ny l i kh nhu nt v c k. Vi c ny gy kh khn cho nh ng hnh khch u tin bay. Gh ng i th ng c rc c a chuy n bay tr c gy hnh khch c m gic kh ch u xu t : C n ki m tra cc v t d ng c n thi t v v sinh my bay k cng tr c khi hnh khch tham gia chuy n bay. c bi t l nh ng chuy n bay lin t c v th i gian l i sn bay c a Jetstar Pacific Airline kh nhanh nh m gi m chi ph nn v n v sinh trn cc chuy n bay lin t c c n c c n tr ng h n. Cc chuy n bay lin t c b delay, t h i h n l hu chuy n bay nh ng hnh khch khng h c bo tr c.

xu t: Huy ng my bay k p th i b ng cch lin k t v i cc hng khc nh m linh ho t h n trong vi c thi u h t my bay. N u khng th lin k t th t nh t h th ng thng tin ph i ng nh t v k p th i thng bo n khch hng khi c chuy n bay tr c tr c b hu . N u khng th thng bo tr c v chuy n bay delay qu di ngy, c n c s h tr chi ph. Bn c nh l thi ho nh c a nhn vin v i hnh khch. Nng cao d c h v chm sc khch hng, duy tr s trung thnh c a khch hng v ngnh hng khng l ngnh c th c a interpersonal relationship 1. Nhn vin chuyn nghi p

Nhn vin Jetstar Pacific Airline ni ring v ngnh hng khng Vi t Nam nhn chung c thi v ch t l ng ph c v cn y u. K nng c n nng cao nh t chnh l k nng giao ti p. c bi t l cc k nng x l tnh hu ng. S ch ng, linh ho t trong cng vi c l i u m cc nhn vin hi n t i cn thi u. i n hnh l v vi c Thng 5/2011, do l i h th ng c a hng Jetstar Pacific, chu Huy (13 tu i) khng c v i chuy n bay t tr c. Nh ng ng i c trch nhi m c a Jetstar Pacific b m c chu Huy l i N ng, n i chu m i n l n u tin. ng trch h n chnh l cch x l tnh hu ng m cc nhn vin. Khi m c a chu lin h th b cc nhn vin ph t l .

xu t: T ch c nh ng kho hu n luy n ng n h n gip nhn vin trau d i k nng chuyn nghi p. Thay i ch t l ng ph c v b t ngu n t thi c a nhn vin. Thay i thi t cu c s ng hng ngy trong c vi c giao ti p v i cc ng nghi p khc. Chu n ho h th ng tuy n d ng ngay t u vo. H th ng l i vi c t ch c v dm st nhn vin. cao vi c lm hi lng hnh khch, nh ng vi ph m s c hnh th c x l thch ng.

2. Qu n tr r i ro v kh ng ho ng:

Th i gian v a qua, Jetstar nh b d i hng t go n c l nh khi nh ng thng tin khng t t c a hng trn lan trn cc bo ch, di n n v cc trang m ng

x h i. u tin l thng tin v C c hng khng tut ci v bi u t ng c a Jetstar Pacific 2009.

u nm 2010 l hng lo t cc bi vi t v vi c hon chuy n bay lin t c c a hng ny. Bn c nh l cc trang m ng x h i nh Youtube lin t c ng t i nh ng video clip v s khng hi lng c a hnh khch v thi b t l c h s c a nhn vin.

Link Youtube : http://www.youtube.com/watch?v=y9Kn-tJdQKE http://www.youtube.com/watch?v=vQyqXjgSzDU&feature=related

u nm 2011 l v lm xm Jetstar Pacific b r i a tr 13 tu i t i sn bay N ng khi n chnh ch nhn l m c a b Huy ph i ln ti ng v thng tin ny l i m t l n n a trn lan trn cc ph ng ti n thng tin i chng. M i nm hng ny l i ph i nh n m t tai ti ng. Chng ta hy ch xem 2012 s l s ki n b b i no c a Jetstar Pacific? Li u r ng, v i ci ny, lng tin c a khch hng v m t hng hng khng gi r ch t l ng t t c cn t n t i.

xu t : C n c nh ng ph ng n x l kh ng ho ng m t cch minh b ch, r rng v k p th i. H th ng gi i p th c m c, gi i quy t khi u n i lun s n sng ti p nh n ph n h i t khch hng. m b o lm ch c

thng tin, trnh thng tin khng t t lan r ng khng th ki m sot. Sau , c n c nh ng chi n l c truy n thng nh m nng cao gi tr v s c m nh c a th ng hi u. Tuy nhin, vi c gi i quy t kh ng ho ng s khng thuy t ph c b ng vi c qu n tr r i ro h n ch kh ng ho ng x y ra. ng th i, khi kh ng ho ng x y ra, doanh nghi p s khng b ng ; bn c nh ,c nh ng ph ng n gi i quy t k p th i v khng th ng. H n n a, vi c qu n tr r i ro t t cn gip l t ng c tnh th , nng cao s c m nh c a doanh nghi p.

3. Hng hng khng gi r duy nh t v nguy c xo ngi: Hi n t i, Jetstar l hng hng khng gi r duy nh t t i Vi t Nam. Tuy nhin, vi c cc hng hng khng gi r khc trn vo Vi t Nam s ch cn l m t th i gian.

xu t: Jetstar c n xy d ng cho mnh n n mng v ng ch c h n ch t l ng d c h v , uy tn song song v i cam k t gi r . Hay ni cch khc l D c h v t ng ng Gi c linh ho t. T o lng tin, kh ng n h v tr c a mnh trong lng khch hng tr c khi cc hng khc nh AirAsia hay Tiger Airway ti n vo Vi t Nam.

4. Xu h ng social media lnh v c hng khng: V i nh v hng khng gi r , v i phn khc khch hng nh trn, vi c Jetstar Pacific ti n vo h th ng social network th c hi n cc ho t ng media l i u c n thi t. Hi n t i, Jetstar Pacific xu t hi n trn facebook v Youtube v i tn mi n Jetstar Asia v c m nh n c a ng i dng l khng c thng tin v Jetstar pacific t i Vi t Nam xu t: C n xy d ng trang m ng x h i ring bi t cho t ng khu v c, t ng qu c gia m i n hnh l Vi t Nam. L a ch n knh social network ph h p v i khch hng m c tiu. Ngn ch n tnh tr ng nh ng trang m ng x h i do c nhn l p nn c nh ng pht ngn gy nh h ng n th ng hi u

Khi xy d ng knh thng tin trn m ng x h i c n mang n l i ch th t s cho khch hng, th hi n tnh cch th ng hi u thng qua knh m ng x h i v quan tr ng h n l dng c m i di n v i nh ng ph n h i tiu c c.