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Untitled GENERAL CONFEDERATION OF LABOR OF VIETNAM TON DUC THANG UNIVERSITY FACULTY OF INFORMATION TECHNOLOGY INFORMATION SYSTEMS BUSSINES SCENARIO REPORT Instructing Lecturer MR PHẠM THÁI KỲ TRUNG St[.]
GENERAL CONFEDERATION OF LABOR OF VIETNAM TON DUC THANG UNIVERSITY FACULTY OF INFORMATION TECHNOLOGY INFORMATION SYSTEMS BUSSINES SCENARIO REPORT Instructing Lecturer: MR PHẠM THÁI KỲ TRUNG Student’s name: VŨ TRẦN MINH QUÂN-520H0672 Class : 20H50302 Course HO CHI MINH CITY, 2022 0 Tieu luan : 24 GENERAL CONFEDERATION OF LABOR OF VIETNAM TON DUC THANG UNIVERSITY FACULTY OF INFORMATION TECHNOLOGY INFORMATION SYSTEMS BUSSINES SCENARIO REPORT Instructing Lecturer: MR PHẠM THÁI KỲ TRUNG Student’s name: VŨ TRẦN MINH QUÂN-520H0672 Class : 20H50302 Course HO CHI MINH CITY, 2022 0 Tieu luan : 24 i ACKNOWLEDGEMENT To complete this report, first of all, I would like to express my deep gratitude to Ton Duc Thang University for including this subject in the curriculum In particular, I would like to express my sincere and deepest thanks to the lecturer of this subject - Mr Pham Thai Ky Trung It was the teacher who was dedicated to teaching and imparting valuable knowledge to me during the last half of the semester During the time attending his class, I had access to a lot of very useful and necessary knowledge for my future study and work experience This subject is an interesting and useful subject However, my knowledge and skills in this subject are still limited Therefore, it is inevitable that this report of mine will have errors, I hope that you will kindly understand, review and give suggestions so that I can improve my writing skills at the end of the term Finally, I wish you and your teachers good health and success and hope to continue to carry out your noble mission of imparting knowledge to the future 0 Tieu luan ii THE ESSAY WAS COMPLETED AT TON DUC THANG UNIVERSITY I hereby declare that this is my/our own final report and is under the guidance of Mr.Pham Thai Ky Trung The research contents and results on this topic are honest and have not been published in any form before The data in the tables is for analysis, comment and evaluation by the author himself, collected from various sources as specified in the references section In addition, in the final report, a number of comments, assessments, as well as data from other authors, other agencies and organizations are also used with citations and source annotations If any fraud is discovered, I will be fully responsible for the content of my final report Ton Duc Thang University is not related to copyright and copyright violations caused by me during the implementation process (if any) Ho Chi Minh, January 28th 2022 Author (sign and write full name) Vũ Trần Minh Quân 0 Tieu luan iii EVALUATION OF INSTRUCTING LECTURER Confirmation of the instructor _ _ _ _ _ _ _ Ho Chi Minh City, 2022 (sign and write full name) The assessment of the teacher marked _ _ _ _ _ _ _ Ho Chi Minh City, 2022 0 Tieu luan iv (sign and write full name) 0 Tieu luan TABLE OF CONTENT ACKNOWLEDGEMENT .i THE ESSAY WAS COMPLETED AT TON DUC THANG UNIVERSITY .ii EVALUATION OF INSTRUCTING LECTURER .iii TABLE OF CONTENT LIST OF TABLES, FIGURES, GRAPHS INTRODUCTION EXECUTIVE SUMMARY PART A EVALUATIONS OF THE BUSSINES 1.1 Industry background .5 1.2 Customer identification 1.3 SWOT Analysis 1.4 Porter’s five forces analysis 10 1.5 Excel speadsheet and trends identification 13 PART B: MOCK-UP WEBSITE DESIGN 16 MOBILE APP .19 DISCUSSION 21 WEB USABILITY GUIDELINES .21 IDENTIFY ADDITIONAL METHODS OF INTERACTION 22 CONCLUSION 22 CHAPTER 5: REFERENCES 23 0 Tieu luan LIST OF TABLES, FIGURES, GRAPHS Picture Show excel spreadsheet and trends identification………………… 14 Picture Graph show business activity……………………………………….15 Figures 1.1 Homepage websites……………………………………………… 16 Figures 1.2 Bookingpage websites…………………………………………… 17 Figures 1.3 Confirmation page websites……………………………………….18 Figures 1.4 Mobile homepage and booking page………………………… ….19 Figures 1.5 Mobile confirmation ……….20 0 Tieu luan page ……………………………… INTRODUCTION At Australia's Moorabbin Airport, John Styles and Bill Cosgrove founded Penguin Air Pty Ltd in 1987 as a regular means of transportation Penguin Air regularly operates flights to Flinders Island and a number of regional cities and towns in Victoria Penguin Air also concentrates on providing ad hoc services including executive charter flights and a fundamental freight service within Victoria In its first year of certification, Penguin operates twice-weekly flights to Launceston, Tasmania, as well as daily flights to the Victorian cities of Lakes Entrance, Geelong, Portland, and Warrnamboo Penguin Air has a contract with the government to transport individuals in need of medical care between these sites and Melbourne in addition to offering commuter services to the general public In addition, as part of a campaign to encourage travel to regional locations (outside of the capital city), the federal government is paying for children's and senior people's airfares (above 60 years) Due to a drop in passenger volume and increased competition from low-cost carriers like Tiger and Jetstar, Penguin Air Pty Ltd ceased operating flights to Geelong, Warnambool, and Launceston in 2004–2005 In 2006, they were given one of only two contracts to fly visitors to Flinders Island, a developing ecotourism destination Events 0 Tieu luan like The Winter Solstice Blood may result in more revenue for Penguin Air Pty Ltd Penguin Air Pty Ltd also keeps a website to promote upcoming events and special offers Due to its age, their website may be difficult for customers to navigate Additionally, it is difficult for clients to book and make payments on their website because it is not mobile-friendly EXECUTIVE SUMMARY Penguin Air Pty Ltd, an airline established in Moorabbin Airport, Australia, has been offering daily services to regional areas within Victoria as well as flights to Flinders Island ever since its launch in 1987 In order to promote the growth of the business object in question, Penguin Air Pty Ltd., this study focuses on understanding the position and history of the aviation sector as well as its current environmental state and future prospects The Penguin Air's strengths and weaknesses would be identified using Porter's five forces and a SWOT analysis Plan the company's business strategy concurrently using the spreadsheet's provided dataset Last but not least, a website that works on both desktop and mobile devices is designed to make booking tickets simpler and grow Penguin Air's customer base 0 Tieu luan PART A: EVALUATIONS OF THE BUSSINES 1.1 Industry background: 1.1.1 Brief history of the sector The post-war aircraft industry has undergone a nearly total transformation By 1970, there were over 310 million passengers, but by 2015, there were more than 3.5 billion 2015 (The World Bank) (The World Bank) Today, a round-trip ticket from Sydney to London only costs 1.7 weeks' income, compared to the average Australian's 130 weeks' pay in 1945 (ATAG, 2014) Air travel is now available to everyone, rather than being a privilege enjoyed mainly by the wealthy Post-war expansion was initially concentrated on Europe and North America, but it is now mostly in Asia-Pacific, Latin America, and the Middle East Despite the fact that American and European airlines continue to dominate international travel, Emirates is currently ranked among the top In the top 25 airlines in Asia in 1970, there were only two, both Japanese There have been expenses related to the increase in air travel Aircraft noise affects millions of people every year Aircraft contribute significantly to the atmospheric emission of greenhouse gases and other airborne contaminants Due to bankruptcies and bailouts that caused significant financial losses, less than 10% of the 20,000 airlines that were founded are still operating (Airline history, n.d.) Competing airlines are unable to match an airline's lower costs when it enjoys large economies of scale, 0 Tieu luan creating a monopoly in the aviation sector The airline corporation will have too much power and be able to impose its own tariffs on the aviation industry Additionally, because there won't be any alternatives, customers will only have the option of one airline business To address this problem, the Australian government established the ACCC, whose primary duty is to keep an eye on airline prices and ensure that they are fair 1.1.2 Current State COVID-19 will pose a serious challenge to the aviation sector in the years 2020 and 2021 The closing of international borders and the decrease in airport traffic during the nationwide lockdowns have had a negative impact on the aviation sector Additionally, clients are concerned about getting COVID-19 in airports and while traveling The aviation sector is getting momentum as more nations with a low COVID-19 cluster open their borders Customers are still reluctant to travel at times of a global pandemic, so there is still a long way to go in the airline sector 1.1.3 Future scope The aviation industry's future is still uncertain There will be modifications to the boarding process once a passport's authenticity is no longer acceptable They must provide documentation of COVID-19 vaccination and a negative COVID test prior to travel Domestic travel may also rise as more people steer away from countries with high COVID-19 transmission rates The lengthy pre-flight procedures make using an airplane as a form of transportation unappealing to passengers Private flight demand would increase Despite the increased cost, customers would not be required to board commercial planes, where crowded settings enhance the chance of COVID-19 transmission 0 Tieu luan 1.2Customer identification: 1.2.1 Target audience Customer demographic Age:Adults (50%), Seniors (30%), Child (20%) Gender: Both Male and Female Travel Areas: Moorabbin, Flinders Island, Portland, and Lakes Entrance Reason for flying: Business or recreation Pay level: high as they will pay to stay away from extensive air terminal postponement 1.2.2 Value proposition Penguin Airline offers services for freight, passengers, and companies Penguin Airlines offers these services at reasonable prices With Penguin Airlines, customers may fly on their own aircraft without having to spend a lot of time waiting at the airport Penguin Airline also provides economical transportation to distant locations, lunches, and ground transportation to and from the airport Everyone will receive the best service possible because Penguin Air's staff is highly knowledgeable in general and regional aviation With Penguin Air, you may take advantage of all the benefits of renting your own aircraft: - Fly exclusively in your own aircraft - Where you want - When you want 0 Tieu luan - Avoid lengthy airport delays 1.3 SWOT Analysis Strengths(Internal) - - - Weaknesses(Internal) - - Being one of only two airlines - Human resources lack the with exclusive permission to necessary training and experience operate flights to the island to manage technology - Upholding a sound financial - - Restrictions on destinations base by supplying the government - - Due to the outdated website, with medical equipment and reservations and payments could medicines not be done online Customers are - Penguin Air additionally offers in a complete spin as a result of freight services One of Penguin the decision to make appeals the Air's new services is this support exclusive course of action - The members of our team are Without altering their website, this highly knowledgeable and skilled made it more difficult for them to in both general aviation and draw customers regional aviation What - - The region of operation only distinguishes Penguin Airlines includes those locations that are from other airlines is its ad hoc designated service 0 Tieu luan Opportunities(External) - - - Threats(External) - - By offering senior (over 60 years old) and child ticket price discounts, Penguin is able to draw in more clients by making tickets for these customers more reasonable Penguin Aircraft occasionally arranges transportation for healthcare facilities Such assistance can be used by them to advance their brand For instance, Penguin Air would consider that to be a component of its CSR - A growing online marketplace - Tiger Air and Jetstar are in charge of monitoring social gathering places in places like Geelong, Warrnambool, and Launceston These events provide revenue that supports the growth of aviation organizations - Only flying to specific locations during the holiday season, and restricting access at other times, in order to have a small number of patrons - Face and compete against airlines that provide bigger discounts It is evident from the SWOT analysis above that the organization has a variety of strengths and opportunities for expansion It also emphasizes how crucial employee skill advancement is to holding onto one's place in the Penguin Air market 1.4 Porter’s five forces analysis 0 Tieu luan 10 Porter argued that understanding both the opposing forces at play and the overall industry structure are necessary for developing effective strategic judgments and building a compelling competitive strategy for the future The five forces Porter identifies as influencing industrial competition are Forces Impact of the business Infuence the business Competit ive rivalry Competit ive rivalry Competit ive rivalry Competit ive They would be competitors of Penguin Airlines because Moorabbin and Avalon Airport also serve specialized and small towns For many years, the major airlines have faced off against one another 0 Tieu luan High 11 rivalry Competit ive rivalry Competition among existing competitors in the industry Threat s of substit utes Since PenguinAir only operates in small communities, several forms of transportation (such cars, trains, etc.) pose a serious threat to the business These modes of transportation can be used to get around Victoria more affordably High In the aviation sector, there are numerous clients but few suppliers Only a few airlines are able to continue operating as a result Penguin Air need not be concerned about new rivals because it is expensive to enter the market Additionally, the Low Threats of substitutes Threats of new entrants 0 Tieu luan 12 The bargaining power of buyers Bargaining power of suppliers economies of scale that airlines rely on make ongoing commercial relationships with suppliers necessary This will hurt new rivals unless they have a solid working relationship with the provider The majority of passengers prefer low-cost airlines, thus Penguin Air will have a lot of purchasing power Penguin Air has significantly expanded since receiving government aid for the young and old, changing consumer power They will also target affluent clientele who are willing to pay for their service and prevent aircraft delays Penguin Air offers a wide range of services that its competitors not given the great demand for the cheapest tickets Because aircraft require a lot of materials and specialized parts for which there are few to no alternatives, suppliers have a lot of sway in the aviation industry Because Penguin Airline is so small and has less purchasing power than its bigger rivals, the situation will be made much worse by the weaker relationships it will have with suppliers 0 Tieu luan Low High 13 1.5 Excel spreadsheet and trends identification Pictures Show excel spreadsheet and trends identification 0 Tieu luan 14 Picture Graph show business activity 0 Tieu luan ... CONFEDERATION OF LABOR OF VIETNAM TON DUC THANG UNIVERSITY FACULTY OF INFORMATION TECHNOLOGY INFORMATION SYSTEMS BUSSINES SCENARIO REPORT Instructing Lecturer: MR PHẠM THÁI KỲ TRUNG Student’s name:... Class : 20H50302 Course HO CHI MINH CITY, 2022 0 Tieu luan : 24 i ACKNOWLEDGEMENT To complete this report, first of all, I would like to express my deep gratitude to Ton Duc Thang University for... my knowledge and skills in this subject are still limited Therefore, it is inevitable that this report of mine will have errors, I hope that you will kindly understand, review and give suggestions