1. Executive summary 2. Service organization’s Introduction 3. Service Organization’s Situation Analysis 3.1. Businesscompany Context 3.2. SWOT Analysis 3.3. Competitor Analysis 3.4. PESTLE analysis 4. Consumer Research 4.1. Primary Research of the consumer and customer profile 4.2. Key Insights 4.3. Challenges and problems that the service provider is facing 5. Analysis and Evaluation of Current 7Ps Marketing Strategy 5.1. Product strategy 5.2. Pricing strategy 5.3. Placing strategy 5.4. Promotion strategy 5.5. Physical evidence strategy 5.6. Process 5.7. People 6. Recommendations and Conclusion
lOMoARcPSD|18829213 Group BAMBOO AIRWAYS Team member Đỗ Hoàng Anh Tuấn- HS 153025 Đặng Thị Hạnh Duyên- HS 150515 Bì Thị Thùy- HS150739 Vũ Thị Giang - HS150475 Trần Thị Kim Oanh- HE 153055 Đặng Hồng Minh-HS 153042 The date the project is turned in (DUE DATE) and word count Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Table of Contents Executive summary Service organization’s Introduction Service Organization’s Situation Analysis 3.1 Business/company Context 3.2 SWOT Analysis 3.3 Competitor Analysis 3.4 PESTLE analysis Consumer Research 4.1 Primary Research of the consumer and customer profile 4.2 Key Insights 4.3 Challenges and problems that the service provider is facing Analysis and Evaluation of Current 7Ps Marketing Strategy 5.1 Product strategy 5.2 Pricing strategy 5.3 Placing strategy 5.4 Promotion strategy 5.5 Physical evidence strategy 5.6 Process 5.7 People Recommendations and Conclusion Executive summary Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Aviation services are one of the core components of each country's civil aviation industry It not only facilitates the allocation of resources and products, but also acts as a bridge for global integration and development This is a report to introduce and analyze the current situation of Bamboo Airways and make some recommendations to remedy this situation Businesses are using competitive pricing strategies to compete with industry rivals and competitors strategy to attract users, help increase market share Bamboo Airways has used a lot of advertising platforms such as websites, social networks, to advertise their products to customers During the epidemic situation, Bamboo Airways has just encountered some problems, but besides that, there are still huge opportunities in today's market And there will be some recommendations given in this report Service organization’s Introduction Originated from national pride and inspiration on the trip of exploration, Bamboo Airways – a member of FLC Group – was officially established in 2017 “With the mission of connecting the tourist regions in the S-shaped country, raising Vietnam’s image and people on the international map, Bamboo Airways starts its journey to fly high with its spreaded wings based on the cooperation with the world’s leading brands in the aviation industry” Bamboo Airways showed In 2017, the establishment of Bamboo Airways has drawn a great attention in the international community In March 2018, the agreement between FLC Group and France’s Airbus Group to buy 24 aircrafts A321NEO was signed with a total contract worth of up to 3.1 billion US dollars witnessed by General Secretary Nguyen Phu Trong and French Parliamentary President Francois De Rugy By the end of 2020, Bamboo Airways has carried over million passengers, 100% safe Shipping volume increased by over 10% compared to 2019, despite difficulties caused by the market crisis At the age of 3, this airline aims to have a 30% domestic market share, which is a factor that Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 changes the face of aviation services with a diversified and flexible product structure, good service quality, on time, safe Service Organization’s Situation Analysis 3.1 Business/company Context “The worst year in the history of civil aviation” is a phrase used by the Director General of the International Air Transport Association (IATA) to describe 2020 There is a lot of data showing that this is a valid statement (Bamboo Airways, 2021) Since the beginning of the year, the number of global flights has decreased by 49% compared to 2019, worse, the number of passengers transported has decreased by 67%, according to statistics of aviation research organization Citrium Covid-19 has "blown away" $ 510 billion in industry sales, claiming tens of thousands of jobs The number of aircraft "covering mats" in the hangars is so crowded that it has never been seen "in more than 40 years of work" by the leader of the aircraft maintenance company Tarmac Aerosave (Bamboo Airways, 2021) "The number of airlines that have survived to see the sun is dwindling," IATA wrote in its late November report But in a tumultuous year that has exhausted most of the world's airlines, there are still a few players who have made a spectacular comeback thanks to their adaptability and sensitivity to opportunity Fortunately among them, there is a face from Vietnam: Bamboo Airways In 2020, Bamboo Airways has exceeded 10% of the total number of flights and number of passengers compared to the previous period in 2020, continuously leading the list of airlines recovering and exceeding their operating capacity after the epidemic 100% of flights are performed in absolute safety, without any incidents threatening security Currently, the company holds nearly 20% market share (Bamboo Airways, 2021) Responding to the new desire for more economical journeys and more flexible schedules, the Bamboo Pass line of multi-purpose flight cards was born Bamboo Pass's flight card packages with diverse functions, "filled" directly to the specific needs of each customer group Instead of traditional ticket classes, a set of new customer benefits (branded fares) including Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 groups of benefits are deployed by Bamboo Airways The ticket structure is more fragmented, providing more diverse, flexible and economic options for passengers in a financially sensitive period Not only drastically expanding the fleet in terms of quantity in 2020, Bamboo Airways also upgraded in quality From 19 aircraft at the end of 2019, the airline is operating nearly 30 aircraft at the moment, including the world's most advanced aircraft, such as Boeing 787-9 Dreamliner wide-body aircraft, jet aircraft Embraer force E195 These two remarkable new aircraft lines also established the first operating position of a private airline in Vietnam (Bamboo Airways, 2021) In addition, Bamboo Airways also promoted the opening of new domestic routes, expanded the network scale to 85 routes (60 domestic + 25 international) to increase market share with the goal of capturing 30% of the domestic market share in the coming year 2020 (Bamboo Airways, 2021) 3.2 SWOT Analysis Strength ● There are many new planes, attractive combo packages and the highest punctuality index among the airlines (elines,2021) ● A team of experienced pilots and flight attendants are carefully recruited Weakness ● The international route network is too short for long flights compared to other major airlines in the region ● It is not possible to create a main transit point for international airports in Vietnam like other countries in the region ● Bamboo Airways' fares are quite high, not only on domestic routes but also on international routes Opportunity ● Vietnam is emerging as a popular tourist destination, the number of visitors surpassed 10 million in 2016, an increase of 26% over the previous year In the first months of Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 2017, the number continued to increase by 30% compared to the same period last year This trend is expected to continue This is an opportunity for Bamboo Airways (Bamboo Airways, 2021) ● In May, Bamboo Airways announced a cooperation with international consulting firm Yates & Partners, aiming to achieve 5-star certification as soon as 2023 (VnExpress, 2021) Threats ● The policy of "ASEAN open sky" creates favorable conditions for international airlines to penetrate into the freight transport market of our country (Báo Chính Phủ, 2019) ● Currently, the Vietnamese aviation market has the participation of 68 foreign airlines from 25 countries/regions, creating great competitive pressure for Bamboo Airways (Dương Ngọc, 2019) ● Not only international airlines but also domestic airlines have many challenges On the trend towards flight quality as well as price, Vietnam Airlines and Vietjet Air are a big competitor for Bamboo Airways ● Many flight routes have not been exploited yet (elines, 2021) 3.3 Competitor Analysis Currently, Bamboo Airways is facing direct competition with Vietjet Air and Vietnam Airlines in the domestic market Vietnam Airlines: Positioning itself as a national brand, along with it comes premium quality, being selected, trusted and used most often, highly appreciated for its image and quality of customer service With 67% of users saying that this is the first brand to mention when it comes to the aviation industry, 73% think that this is a high-class brand with good service quality Strength ● Good service quality, always serving attentive food during the flight ● Pay special attention to the safety of passengers Flights usually leave and land on time Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 ● Building an image suitable for brand positioning, worthy of a high-class airline: courteous uniforms, creating sympathy for customers, including Ao Dai for women and gile for men with yellow - blue tones ● Communication and PR build a "clean" image ● Build very good communication about your brand: ▪ Press advertising targeting the business customer segment, often using large newspapers with a nationwide distribution such as Labor, Youth ▪ Overseas VNA uses major newspapers in key markets: Asahi, Goodweeken, Travel Trade ▪ The frequency of broadcasting news about the company's commercial activities on domestic and international news bulletins is high Weakness ● Selling costs: Ticket prices are high compared to other domestic airlines, the price is quite high compared to the average income of Vietnamese workers ● Media campaigns mainly targeting the business segment Although there are plans and strategies to participate in the low-cost market segment, it has not yet achieved much success and has not captured the low-cost airline market share Vietjet Air: is oriented to be a low-cost airline, impressing customers with the dynamism and youthfulness of its staff, attracting customers with attractive promotions Therefore, 59% of customers choose because this is the first low-cost airline in Vietnam Strength ● The "cheap" communication strategy, which mainly focuses on consumer price awareness, is suitable for a wide range of customers The “flying dream for all Vietnamese people” that Vietjet evokes is a beautiful dream in a rapidly growing middle-class market like Vietnam.16 ● According to CAPA calculations, VietJet's brand recognition in Vietnam is 98% Because Vietjet has succeeded in building the image of "the sexiest airline in Vietnam" Bearing bricks and stones, but at the same time, VietJet was as famous as alcohol Weakness ● Although widely known in Vietnam, outside Vietnam the situation is completely opposite, Vietjet is just a relatively new brand, not many people know Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 ● Using the "offensive" communication method, associated with the name "bikini airline", the advertising method is somewhat bold, this is not in line with the customs and traditions, receiving a lot of mixed opinions Emirates: is one of the two national airlines of the United Arab Emirates with Etihad Airways and is headquartered in Dubai The airline will serve scheduled customers with nearly 550 flights per week, serving 87 cities and 59 countries Strength ● Strong Backing – Emirates has the strong backing of the Government of Dubai This is a great strength for airlines because of their business success ● Good customer service – Emirates offers good customer service and as a result, the airline has a huge response from customers ● Huge workforce – Emirates has a strong workforce of around 50,000 employees This will help airlines operate better ● Good reach – Emirates airlines have an excellent coverage covering around 70 countries on about six continents ● Excellent advertising – Emirates has great advertising and branding for the airline It is done through print, online advertising, TV, etc ● Service Excellence – Emirates airlines shine in customer service, in-flight entertainment, exclusive lounges and more ● Size – Emirates airline has the big advantage of having large aircraft This is a huge power as it can accommodate a maximum of passengers Weakness ● Reliance on International Traffic – Emirates airlines rely heavily on International Moving Traffic ● Fierce Competition – There seems to be fierce competition and limited market share growth for the airline ● US market – Emirates seems to find it difficult to dominate the US market This is a weakness as the US market can take more revenue for the airline company ● Catering to high-end travelers – Emirates airline doesn't seem to cater to the middle class and tourists In fact, this is another weakness as the target customer becomes less ● Accidents and Incidents – There are a number of instances when Emirates flights are Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 involved in accidents that cause great damage and affect the airline's image 3.4 PESTLE analysis Political Political stability is essential for the airline industry to maintain and develop Geo-political crisis and trade disputes may impact on it seriously and contrast Vietnam is a one-party state ruled by the Communist Party of Vietnam (CPV) The CPV provides strategic direction and decides all major policy issues which the government then implements Vietnam is one of the more politically stable countries in SouthEast Asia (gov.uk,2021) According to The World Bank (2020), Vietnam political stability index was -0.07 points For comparison, the world average in 2020 based on 194 countries is -0.07 points, it's impressive value Nowadays, our country has friendly and cooperative relations with 189 countries, of which 17 are strategic partners and 13 are comprehensive partners; has economic relations with more than 230 economies, has signed 15 free trade agreements (FTAs), including new generation FTAs ( Ministry of National Defence ,2021) That has created a great opportunity for airlines to access not only domestic but also international markets and Bamboo Airways is no exception Beside the domestic market, Bamboo is currently operating many international flights and continues to expand its network of routes to countries in Asia, Europe and America Economic The Vietnamese economy grew 2.9% last year from a year ago, according to government estimates released in late December, 2020 “With this performance, Vietnam has delivered one of the highest growth (rates) in a year where the rest of the world were in deep recessions,” economists from Bank of America Global Research said in a report Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Gross domestic product (GDP) growth rate in Vietnam 2026 (Statista,2021) Vietnam’s real gross domestic product has been experiencing positive growth for the past five years since 2016, and is projected to continue to so through 2026 (Statista,2021) Gross domestic product (GDP) in 2020 is estimated to increase by 2.91% over the previous year, although this is the lowest increase of the years in the period 2011-2020, in the context of complicated developments of the Covid-19 epidemic, this is a great success for Vietnam with the growth rate in 2020 among the highest in the world (General statistics office, 2020) Tourism has become one of the major sectors within the economy of Vietnam in recent years, with a direct GDP contribution of over nine percent in 2019 (statista,2021) As Vietnam shifted its heavy reliance on agriculture towards a service economy, tourism has been an essential part of economic growth in recent years Vietnam had one of the highest numbers of international tourist arrivals in the Asia Pacific region in 2019, with yearly increases in tourism receipts before 2020 (Statista,2021) Strong economic growth and the structural shift of the economy from agriculture to services contribute to Vietnam becoming the world’s seventh fastest-growing aviation market For the period 2016-2021, Vietnam is expected to have the highest average growth rate in Southeast 10 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 context of increasing concern about the environment, the Bamboo green image is considered to carry the message of environmental protection The green color of bamboo leaves is harmoniously combined with gray, white, beige colors; used on both uniforms and physical facilities That helps customers easily recognize "This is Bamboo Airways" Instructional materials According to Statista (2021), the number of internet users in Vietnam amount to an estimated 72.53 million with 74% penetration rate Forecast of the internet penetration in Vietnam from 2010 to 2025 (Statista,2021) The explosion of the internet in recent years has contributed significantly to helping customers access information Airlines have also taken advantage of this and built instructional materials suitable for each customer segment Bamboo airways has built a website that provides all necessary information for customers, solves all problems of booking, canceling tickets, paying, remote consultation For customers who can not access the website, bamboo airways have given brochures, manuals … to provide the needed information 36 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Publicity and Public Relations Environmental protection was one of the orientations throughout Bamboo Airways’ operation since the early days of its establishment In 2019, on June – the World Environment Day, Bamboo Airways deployed the “Fly Green” program, bringing passengers the experience which was not only a mediocre flight, but also a journey to protect the living environment Subsequently, Bamboo Airways launched the first commercial flight “say no to single-use plastic” on the route from Hanoi to Quy Nhon, paving the way for the “Green” flights of this Airline Single-use plastic items are replaced with items such as paper cups, paper straws, bamboo trays, etc Nylon bags are replaced by dumpster bags and self-biodegradable gloves Beeswax food wrap, nylon blanket bags are replaced with non-woven bags Utensils were made of plant-derived materials For instance, straws were made of bamboo, etc For its fleet, Bamboo Airways standardizes the most advanced and fuel-efficient aircraft currently available to emissions For ground services, in addition to the usual package of airline tickets, Bamboo Airways also offers customers non-luggage packages As for on-flight services, since the industrial meat production has caused numerous environmental problems as reported, Bamboo Airways offers more options for on-board meals For example, vegetarian meals, in addition to regular meals, encouraging a healthy lifestyle, while reducing the consumption of industrial products ( Bamboo Airways, 2019) Bamboo Airways offers flight tickets to all organizations and individuals that carry out charity activities, free delivery of relief goods to flood-prone localities, donate public days and set up a fund to support local people and many other meaningful social activities Sales promotion Since coming into operation, Bamboo Airways has continuously offered ticket discounts to stimulate demand on special occasions: International Women's Day, corporate birthday, gratitude to Vietnamese businessmen, Christmas…Recently, when the situation of Covid 19 epidemic got better across the country Bamboo Airways has reopened many domestic routes A series of niche routes are also deployed by Bamboo Airways to maximize the travel needs of passengers in the new period Along with that, in order to widely show gratitude to customers who choose to fly safely domestically with Bamboo Airways, the airline launches the promotion "Bay nửa giá- Sale cực đã" with a discount of up to 50%, applicable to all airlines The airline's domestic routes are open for sale, all ticket classes and departure time lasts until the end of November 30, 2021 37 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Before that, the airline has deployed many attractive products and incentives to stimulate demand such as the Bamboo Luxe product including one-way business class tickets with a price of only 8,000,000 VND including taxes and fees; Bamboo Pass Unlimited flight card with unlimited flights for only 20,000,000 VND Advertising Bamboo Airways pays great attention to promoting its image on the national television channel VTV because of the high reliability that Vietnamese people give it Since its establishment until now, Bamboo Airways has always had quality TVCs in prime time frames with the slogan - more than just a flight and outstanding bamboo images The internet advertising has been focused with a lot of activities on social media, travelling websites, At the same time, outdoor advertising ( billboards, posters, banners ) at shopping mall, public spaces are also taken seriously by Bamboo Airways Therefore, Bamboo's image is widely promoted throughout the country, ages, customer segments and quickly become a bright star in the Vietnamese aviation market Personal Communications Besides attracting new customers, bamboo airways also focuses on improving customer loyalty with a team of professionally trained flight attendants and pilots Bamboo Airways has invested in recruiting and training to standardize flight attendants with a series of rigorous professional assessment criteria such as communication skills, English proficiency, service skills, emergency first aid The images of flight attendants placing their hands on their left chest and greeting passengers with a friendly smile have become the image of Bamboo Airways' brand identity at customer touchpoints, from ticket offices, waiting rooms to boarding gates 5.5 Physical evidence strategy - Logo: Bamboo Airways brand logo with the main blue color carries many meanings symbolizing the identity and pride of the nation “The image of a proud and indomitable bamboo tree is boldly shown in the new logo of Bamboo Airways 38 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Bamboo Airways – brand identity logo (Careerfinder 2021) - Uniform: The uniform is inspired by bamboo trees - the brand's representative image With the hostesses, they mainly wear soft pastel blue jackets, combined with gray skirts, form a relatively pleasing whole Bamboo Airways uniforms (Đồng Phục Trường 2021) => Bamboo synchronizes the image and identity of the brand from all steps: logos, employees, aircraft with the aim of creating an impression from the very beginning with all public about a Vietnamese airline will help them optimize all facilities on each flight Bamboo Airways includes 25 aircraft in use and 54 aircraft ordered from leading airlines such 39 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 as Boeing and Airbus Boeing 787-9 Dreamliner Boeing 787-9 Dreamliner – an aircraft model with outstanding performance and high economy In addition, the Dreamliner line has luxurious interiors and international standard amenities, helping Bamboo Airways become the first airline in Vietnam to offer a First Class cabin experience Boeing 787-9 has a fuselage and shell designed and manufactured with high-quality materials and composites accounting for a large proportion, giving the aircraft a solid structure, reduced weight, high safety and durability easier to maintain, save fuel, reduce noise and emissions that affect the natural environment 787-9 can fly long distances up to 14,140km Airbus A321Neo The A321NEO series was newly acquired to provide the most efficient, appropriate and comfortable short-haul services, contributing to the development of the resort market in Vietnam The position of the A321NEO series in the mid-range market segment is enhanced by optimized performance and ideal fuel economy The A321NEO is a new version of the A321 family – the largest aircraft in the Airbus A320 family, capable of carrying up to 240 passengers Using state-of-the-art engines and technology, the A321NEO promises to reduce fuel consumption by up to 20% by 2020 It is also the longest-range single-aisle aircraft on the market today, reaching 4,000 miles (6,437 km) nonstop Airbus A320Neo Inheriting the characteristics from the A320 family, the Airbus A320neo version is equipped with the new Leap-1A engine from CFM, allowing up to 15% reduction in fuel consumption The cabin of the A320neo has a length of 27.51 m, a width of 3.7 m, a maximum of 194 seats However, to increase cabin comfort, Bamboo Airways has reduced the number of seats to 170 Thereby optimizing the space for sitting, resting legs as well as reclining back, increasing the aisle area in the compartment The seats are manufactured by Recaro - a famous German aircraft interior manufacturing company The interior of the airline's aircraft is fully equipped to create a sense of comfort for passengers and provides a full range of entertainment facilities for customers Bamboo is the first airline to have a first class cabin for special guests 5.6 Process 40 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Service Blueprint for normal customer: Link: https://miro.com/app/board/o9J_llIwsN8=/?invite_link_id=835580018566 Service Blueprint for VIP customer: Link: https://miro.com/app/board/o9J_llXbIAk=/?invite_link_id=363404210881 The processes and procedures in aviation are very strict and there are many steps that can cause many problems and inconveniences for customers that these processes cannot be reduced, so Bamboo has overcome that in many ways To avoid disorder, Bamboo airways allocates check-in counters for each ticket class Flexibility creates comfortable conditions for each customer's needs 41 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Besides the traditional option - check-in directly at the check-in counter at the airport, Bamboo Airways passengers have a variety of convenient options to complete the required flight procedures From self-check-in online via website (web check-in), mobile application (mobile check-in); check-in passengers and luggage at locations in the city, the resort complex of FLC Group in Vietnam (in-town check-in) and now self-check-in by automatic machines at the airport ( kiosk check-in) With a variety of check-in options, Bamboo Airways' passengers will easily have more convenient and proactive flight journeys （Bamboo airway, 2021) In addition, Bamboo also offers priority check-in products and services This is a VIP lounge for passengers who order Bamboo Economy and Bamboo Premium tickets and want to use the business class lounge with the ticket price from only 350,000 VND / ticket to the lounge According to Vietnamtickets （ 2021), passengers who book Bamboo Airways business class tickets will be able to use the business lounge service free of charge Passengers will enjoy relaxing moments on soft green recliners, enjoy the quintessence of traditional Vietnamese cuisine or work, read newspapers, listen to music, or even bathe in the exquisite and elegant space of Bamboo Airways Business Lounge In order to increase the positive experience for customers during the flight, from August 18, 2019, Bamboo Airways has launched an in-flight wireless entertainment system called Bamboo Sky, allowing passengers to experience the system application Wireless entertainment from personal devices Passengers can access Bamboo Sky from personal devices such as laptops, tablets, smartphones to directly connect to Bamboo Airways' available entertainment library No need to use the Internet, simple connection operation, passengers can enjoy more than 100 movies, TV series or interesting video games and listen to music according to their preferences during the flight (nhip song doanh nghiep, 2019) 5.7 People Pilot: Bamboo Airways is very focused on recruiting and training pilots to have the safest and most punctual flights According to the data on on-time flights and delayed cancellations of Vietnamese airlines in the first eight months of 2021, just announced by the Civil Aviation Authority of Vietnam, Bamboo Airways is the most punctual airline in the whole industry, 42 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 with 96 9% of flights are on time, up 1.5% over the same period in 2020 (Bnew, 2021) “International pilots are one of the important factors that make up the diverse identity of the business, providing Bamboo Airways with a modern, civilized and open multinational working environment” (Trinh Van Quyet, 2019).The airline currently has more than 300 pilots working and nearly 80% of them are foreign pilots from all over the world (baogiaothong.vn, 2019) In addition to human resources with aviation experience, Bamboo Airways also recruits input from universities, colleges, and other aviation training institutions at home and abroad At the end of July 2019, Bamboo Airways broke ground on the Aviation Training Institute in Quy Nhon city (Binh Dinh) with the expectation of providing high-quality human resources according to the standards of the Civil Aviation Authority of Vietnam and the World (baodautu.vn, 2019） Flight attendant: “At Bamboo Airways, my biggest dream is to train and build a team of '5-star' flight attendants because I understand that people are the most important factor to shape the value of an airline” ( Bamboo Airways Chief Stewardess Vo Thi Ngoc Mai, 2019) With a team of young and powerful flight attendants who are not lacking in experience, Bamboo Airways is confident to bring customers a friendly, fun and enthusiastic flight space In addition, the airline also constantly trains and recruits quality and top flight attendants to improve the quality of its flight attendants Employees: 43 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 In order to create a comfortable feeling for customers, Bamboo's staff must be really quality, so the company has selected and trained very quality staff in terms of expertise Not only that, but the company also prioritizes recruiting experienced people in both the management team as well as the service staff Recommendations and Conclusion As a young airline, pursuing Hybrid mode - a new trend of world aviation, Bamboo Airways has to face many challenges After analyzing many aspects, we have some recommendations for Bamboo Airways in the hope that this airline will reach out further in the future.First, Bamboo Airways needs to invest more in social media activities Despite pursuing a dynamic, youthful style and having a fairly wide customer base including young people, Bamboo Airways has not caught up with the trend The company's activities on social networking platforms are quite lackluster and have not left an impression Bamboo Airways may have combined activities with some famous domestic and foreign faces to increase brand awareness and rejuvenate the brand Secondly, Bamboo Airways needs to take advantage of the time due to the impact of Covid 19, train and foster professional human resources, ready to serve when aviation operations are reopened Finally, maintain and develop existing strengths, because in Vietnam's aviation market, Bamboo Airways is a bright name, well received by many customer segments The combination of traditional airlines and low-cost airlines gives Bamboo the opportunity to capture market share from competitors such as Vietnamairlines or VietJetair REFERENCE: Bamboo Airway., (2018) Bamboo Airways: hàng khơng “Hybrid” gì? Hybrid Airline [online] Vé Máy Bay Bamboo [Viewed November 2021] Available from: https://vemaybaybamboo.com.vn/bamboo-airways-hang-khong-hybrid-la-gi/ Trúc, C., (2019) CEO Bamboo Airways: Chúng muốn mang dịch vụ đến khách hàng [online] Đầu tư chứng khoán-chuyên trang Báo Đầu Tư [Viewed November 2021] Available from: https://tinnhanhchungkhoan.vn/ceo-bamboo-airways-chung-toi-muonmang-dich-vu-5-sao-den-moi-khach-hang-post204404.html Bamboo Airways., (2019) Bamboo Airways bay tồn ngành hàng khơng Việt 44 Downloaded by AD MagFrit (nguyenduylong89899@gmail.com) lOMoARcPSD|18829213 Nam tháng đầu năm 2019 [online] Bamboo Airways [Viewed November 2021] Available from: https://www.bambooairways.com/tw-vi/ve-chung-toi/tin-tuc-va-bao-chi/thong-cao-baochi/bamboo-airways-bay-dung-gio-nhat-toan-nganh-hang-khong-viet-nam-6-thang-dau-nam2019/ Trí Thức Trẻ., (n.d) BAMBOO AIRWAYS: “CHÚNG TƠI SẼ MANG LẠI NHIỀU CƠ HỘI BAY HƠN CHO NGƯỜI DÂN” [online] FLC Group [Viewed November 2021] Available from: https://career.flc.vn/tin-tuc/bamboo-airways-chung-toi-se-mang-lai-nhieu-co-hoi-bayhon-cho-nguoi-dan-.35a531f1/vi Bamboo Airways, (2021) Bamboo Airways, hãng hàng không hoi giới tăng trưởng mạnh “năm tệ lịch sử hàng không” [online] Bamboo Airway [Viewed November 2021] Available from: https://www.bambooairways.com/vn-vi/ve-chung-toi/tintuc-va-bao-chi/thong-cao-bao-chi/bamboo-airways-hang-hang-khong-hiem-hoi-tren-the-gioivan-tang-truong-manh-trong-nam-te-nhat-lich-su-hang-khong/ Phan, T., (2019) 'Mở cửa' bầu trời, kết nối tuyến giao thông huyết mạch ASEAN [online] Báo Chính Phủ [Viewed November 2021] Available from: http://baochinhphu.vn/VietNam-ASEAN/Mo-cua-bau-troi-ket-noi-cac-tuyen-giao-thong-huyet-machASEAN/380225.vgp Dương, N., (2019) Việt Nam có hãng hàng không vừa? 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