厦门航空战略分析PPT教案.pptx

会计学
1
厦门航空战略分析
Contents
Problem
PEST
Five forces
Strategy
Resources and capabilities
Management preferences
Evaluation and conclusion
Recommendations
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What is the problem?
Stakeholders and shareholders want XiamenAir to expand as rapidly as possible:
Develop the airline industry
Promote the region as an international hub
Management’s interests are to expand sustainably:
Maintain quality
Control costs
Complicating the situation are other interests:
XiamenAir’s parent, China Southern is a primary competitor
China Southern is state owned and the state has an interest in developing the industry
The state owns various airlines making it a major player, but as the state it is also the industry regulator
How does XiamenAir balance the above—expand sustainably, satisfy stakeholders and fulfill societal obligations?
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Environmental analysis
William & sophie
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Pest
POLITICAL
Economic reform
Industry promotion by CAAC
Pricing policy deregulation
Tax change to VAT
“Easy Access/Restricted Exit”
Anticorruption movement
ECONOMIC
Sustainable GDP growth by double digits
Increasing per disposal income
Fuel pricing fluctuation
Appreciation of RMB
Uncertainty economic performance in the future
SOCIAL
Price sensitive consumers
Strong RMB encourages personal international travel
Disease SARS Bird flue
Threat by terrorism
TECHNOLOGICAL
Fuel saving technology spreads
Aircraft is bigger with more seats
High speed railway popularizes
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Pest analysis matrix
Positive factors
Negative factors
Important
factors
Tax change to VAT
Increasing per disposal income
Appreciation of RMB
Ease entry barrier
Pricing policy deregulation
Anticorruption movement
Fuel pricing fluctuation
Uncertainty economic performance in the future
Fuel saving technology spreads
High speed railway popularizes
Unimportant
factors
Economic reform
Industry promotion by CADD
Aircraft is bigger with more seats
Fuel saving technology spreads
Threa