LIST OF FIGURESFigure 1.1: Vietnam Airlines route map worldwide...4Figure 2.1: Market share of Vietnamese airlines...7Figure 3.1: Vietnam Airline’s positioning map...10Figure 4.1: Images
INTRODUCTION
History
The nation's flag carrier Vietnam Airlines is one of the most prominent and high-quality airlines in Vietnam During more than 20 years of development with a double-digit growth rate, Vietnam Airlines has been leading the way As a modern airline with a brand widely known for its distinct cultural identity, Vietnam Airlines is aiming to become the leading 5-star international airline in Asia.
Moreover, with 31 branches and representative offices in 20 countries and territories of Europe, Asia, Australia, and North America, Vietnam Airlines is well-positioned to meet the needs of consumers all over the world.
Figure 1.0.1: Vietnam Airlines route map worldwide
Vision and core-value
Vietnam Airlines is constructing and developing a brand with the goal of becoming the national leading airline, and the most trusted and preferred airline in Asia Provide high-quality aviation services that are tailored to the needs of a wide range of customers Developing an international airline firm with a large network of routes in the region and around the world Furthermore,Vietnam Airlines aspires with great service, elegance, and pleasant smiles, bring delight and satisfaction to their consumers.
Achievement
2010: Officially the 10th member of Skyteam Aviation Alliance.
2016: Top 3 most progressive airlines in the world (SKYTRAX).
2017: “Airline of the Year in the Asia-Pacific region” by CAPA- Center for Aviation.
2018: Global 4-star airline awarded by APEX (The Airline Passenger Experience Association) organization.
2021: Vietnam Airlines receives the VNPR Awards 2021 for the US route communication campaign.
SITUATION, MARKET & COMPETITOR ANALYSIS
Market summary
Despite the continuing influence of the covid - 19 epidemic, the aviation sector began to record signs of recovery from the end of 2021 thanks to the expanded immunization program across the country, along with anti-epidemic regulations, to ensure the safety of the passengers and crew.
According to the assessment of the Vietnam aviation administration, the government has decided to reopen international commercial routes from 15 Feb to restore trade, tourism, and open tourism from 15/3/2022.
Market share of Vietnam Airlines: continuously increasing since its establishment, Vietnam Airlines has always held a dominant market share in Vietnam's aviation market.
As the first enterprise established in the civil aviation industry, over 20 years of establishment and 49% 34% 16% 1% Aviation market share in the first 4 months of 2021 VNA Vietjet AirBamboo Airways Viet Travel 4 development, Vietnam Airlines has always held the No.
Competitor analysis
With the development of society and the increasing travel demand of the people, after the establishment of Vietnam Airlines, there were many airlines that were gradually put into use The fierce competition between airlines makes Vietnam's aviation market more exciting than ever.Leading among them, having a great influence on Vietnam Airlines' market share are Vietjet Air and Bamboo Airways.
Figure 2.2: Market share of Vietnamese airlines Vietjet Air
Vietjet Air has been licensed to operate since 2007 This is the first airline in Vietnam to operate under the new generation airline model, low cost, and provides a variety of services for customers to choose from The airline not only transports air but also provides the consumer needs of goods and services to customers through advanced e-commerce technology applications
With the slogan "Save more, fly more", after 15 years of construction and development, Vietjet Air has increasingly affirmed its position in the domestic, regional and international markets
Bamboo Airways is one of Vietnam's domestic airlines under the management of FLC Group, which was put into operation in 2017
The airline carries out the mission of bringing a harmonious connection between the tourist destinations in Vietnam, raising the image of the country and the Vietnamese on the international map Right from the first stage of development, Bamboo Airways has made many new steps to compete with today's major domestic and foreign airlines
Besides Vietjet Air and Bamboo Airways, Vietnam Airlines is also facing competition for market share from small and medium airlines in the region, and major airlines in the world.
With the trend of "hunting" for cheap tickets with the desire to save more for their flights, many low-cost airlines in Vietnam were born Prominent among them are Jetstar Pacific Airlines, Vietstar Airlines, VASCO The common point of these airlines is that they are small in scale, with less complicated management systems, and less cost, so the ticket price will be cheaper. However, the routes of these airlines are quite widely distributed, so the number of users increases year by year.
Although they do not build domestic routes to Vietnam, foreign airlines can still compete with Vietnam Airlines by building routes from developed countries to Vietnam and vice versa.
The modern aircraft system and many attractive incentives make these airlines more competitive with Vietnam Airlines in attracting customers who have immigration or travel needs.
CUSTOMER ANALYSIS AND POSITIONING STRATEGY
Target customer analysis
Vietnam Airlines chooses a focused strategy, focusing on segments with good to high income, regardless of age, but mainly focusing on the age group from 25-30, the age that already has personal income stable kernel This is considered a niche market, which has not been exploited much in Vietnam's aviation industry
This particular group of customers will prioritize the quality of services From form to content,there needs to be sophistication and class They are willing to pay for services that can satisfy their own needs, and increase productivity and work results.
Positioning strategy
Established by the Government in January 1956, Vietnam Airlines marked the birth of Vietnam's aviation industry and served only domestic flights After the end of the Vietnam War, in 1976, Vietnam Airlines started to operate international flights, including Southeast Asian countries and China In 1993, Vietnam Airlines was chosen to become the national airline ofVietnam On October 20, 2002, Vietnam Airlines introduced the new Golden Lotus logo and corporate identity, along with significant improvements in infrastructure, operations, and fleet.This launch represents a complete rebranding and repositioning strategy, symbolizing the remarkable growth and goal of becoming a world-class airline
Figure 3.3: Vietnam Airline’s positioning map
ANALYZING THE MARKETING MIX STRATEGIES
Service product strategy
Vietnam Airlines provides a full range of services including ground service; in-flight services; after-flight service.
The two services that supply the principal, problem-solving benefits customers seek are Air passenger transport: Air transportation for passengers, Airfreight: Transport of luggage, goods, parcels, parcels, letters,
Information about services, flights, prices, promotions, and related activities are regularly updated on the official website of Vietnam Airlines (http://spirit.vietnamairlines.com/) and (https://www.vietnamairlines.com/vn/en/Home ) In addition, information is also updated directly at the airport, agents, and modern ticketing points of Vietnam Airlines
Check-in: Vietnam Airlines is currently the airline that offers the most forms of checking such as automatic check-in on mobile applications; online check-in via the website, mobile applications, airport kiosks; check-in outside the airport (in-town check-in) in Hanoi, Da Nang
Seat upgrade: If seats are available in Business class/Premium Economy, the upgrade service will be definitely confirmed With this service, passengers have a chance to experience our premium in-flight services and enjoy more space for working or relaxation
Parking: at airports, parking lots are arranged for both motorbikes and cars
Lotus Lounge: Lotus lounge is a place where passengers can rest in a completely relaxing space, separate from the bustle of the airport.
Vietnam Airlines answers customers' questions clearly and offers options through its staff or on its official website.
Lounge service, onboard dining; and countless other convenient services.Additional services are typical of the brand: Flight delay / Cancellation insurance, hotel booking, The airline's special services: Special meal service, special services for children, services for passengers with limited mobility and pregnant women…
Vietnam Airlines provides some special services at the request of customers such as Special meals, Services For Children, Unaccompanied Minor services, Passenger With Disabilities, …
4.1.3 Branding service products and experiences
Vietnamese Airlines operates 3 main service classes: Business class, Premium Economy Class, and Economy class Different services at ground service, seating facilities, meals and drinks, entertainment facilities, communication, and personal amenities And the higher the service class, the more priority the customer enjoys.
Disease prevention and safety for passengers and staff are considered key tasks throughout the service work from ground service to air service Vietnam Airlines is constantly innovating products, adding new products to ensure cost-effectiveness, increase customer experience and increase revenue - its staff.
Key points in-ground service work
Along with epidemic prevention and control, the quality of ground services has been continuously improved by Vietnam Airlines to meet the needs of customers
Key points in air service work
New menu sets are of good quality, updating culinary trends, and passengers' preferences The focus is to bring Vietnamese local specialties to promote and introduce traditional and specialty dishes from Vietnam's regions Food is one of the important factors contributing to the positioning of the national airline's brand.
E-reader offers a wide-open reading space with a wide range of topics ranging from travel, fashion, culture, and society to current affairs, finance, and business Passengers can enjoy dozens of diverse and attractive magazines right on the screen Personal entertainment at each seat.
About passenger supplies: Supplies and items are focused on investment to prevent epidemics, such as antibacterial towels and cleaning and disinfecting aircraft.
The products and services of Vietnam Airlines have been constantly innovating day by day to adapt to changes in the market Although still lacking and facing the impact of the epidemic and fierce competition, Vietnam Airlines is still trying to show its position through its main service and supplementary services.
Pricing strategy
Vietnamese Airlines has had appropriate pricing policies and is divided into many different price segments to reach as many customers as possible that Vietnam Airlines targets For 1 year, Vietnam Airlines always has promotional packages with great discounts so that many people can fly at a low cost.
Vietnamese Airlines has applied a pricing strategy in the form of plus cost pricing, which is a method of pricing based on costs and adding a percentage of the airline's desired profit on each air ticket But in the current stressful epidemic situation, the airline has applied Break-even pricing.
Value-based pricing is the method used by Vietnam Airlines from the beginning to the present time The airline cares about the value that customers receive from using 19 Vietnam Airlines services Customers are willing to pay that amount, but in return for the value Vietnam Airlines provides them.
For example, Vietjet Air's airfare only includes airfare and does not exceed 7kg of hand luggage, but with Vietnam Airlines' ticket price, all baggage costs are included weighing up to 27kg/person, the accompanying food service, as well as the seat service, is better than that of Vietjet Air WVietjet Air's strategy of cutting all unnecessary costs is both a strength and a weakness of low-cost airlines Vietnam Airlines can enhance its accompanying products and services so customers can easily recognize that despite the price difference, going with Vietnam Air will have tangible and intangible values.
Building a product system in sync with package tourism products is the main feature that ensures competitive advantages of Vietnam airlines compared to competitors In the aviation market, the price of passenger and freight transport is always changing due to factors such as competition with other means of transport, war, and changing fuel prices.
Segment pricing strategy: brands use discriminatory pricing for different customer groups Business Class, Premium Economy Class, and Economy, the price will also change by age
Promotion pricing strategy: Vietnam Airlines promotes a lot of discount programs and incentives on holidays, Tet, and fixed days.
Distribution strategy
With a wide network of routes, diverse distribution channels, many options, and utilities, Vietnam Airlines is a familiar companion on every journey of many passengers The company's diversified, professional and convenient distribution channels have contributed to providing quality services.
Currently, Vietnam Airlines is applying the form of multi-channel distribution:
VIETNAM AIRLINE ➡ DISTRIBUTION INTERMEDIARIES ➡ CUSTOMER
Specific information of some box offices
Ticket Office of the Republic of Tan Binh
Address: 63 Cong Hoa, Ward 4, Tan Binh District, Ho Chi Minh City Call Center: 19004742
Sao Mai ticket office in Hanoi
Address: No 2 Lane 26 Nguyen Van Huyen, Quan Hoa Ward, Cau Giay District, Hanoi City Tel: 09887001
The ticketing process can be transferred directly from the airline to the customer or through geographical or representative offices
The flow of negotiation appears in the process of buying and selling tickets between customers and agents or with ticket companies for the purpose of satisfying both parties
Customers find out information about prices, types of tickets, etc., and manufacturers find out information about customers' needs, so this is a two-way flow
The company will carry out promotions, and provide and implement advertising and promotional programs to attract customers.
Promotion Strategy
Positioned as a premium airline, Vietnam Airlines' target customers are entrepreneurs, so its promotion strategies are centered on this customer group.
Since its inception, Vietnam Airlines has set the motto Quality is the top priority In order to convey this motto to customers, Vietnam Airlines has used many tools.
As the national airline, the TVCs of Vietnam Airlines always have the appearance of famous and majestic tourist destinations of Vietnam as a way to promote the country's tourism Besides, TVCs are the transmission of positive and profound messages Typically, on the last Tet holiday in 2022, Vietnam Airlines launched 2 TVCs to spread the message "Why do we have to fly?". With Vietnam Airlines, "Flying is not just about moving", but behind that is opening a new journey, to see the majestic landscapes of the homeland that we have never seen, or to bring love back to us family This message has strongly hit the psychology of most air service users, especially travel believers, and children living abroad after a year of Covid influence, causing air service to be halted, bringing a powerful marketing effect.
Figure 4.4: Images extracted from Vietnam Airlines’ TVC advertising Tet 2022
Print ads of Vietnam Airlines J Walter Thompson Vietnam, part of a global campaign called
"Reach Further" to improve the quality of tourism The lotus flower, the symbol of Vietnam, is the central image, thereby introducing the destinations of Laos, Myanmar, Cambodia, and
Vietnam These print ads have brought a clearer sense of the brand and inspired viewers, demonstrating the role of Vietnam's bridge in the relationship between countries in the region.
The number of Internet users in Vietnam in 2021 has reached 70 million, which has spurred marketing campaigns on social networks, making it a fertile land that brands want racing to exploit Vietnam Airlines is also not out of that race.
Vietnam Airlines' media articles and images on the Internet always focus on conveying positive messages, conveying the airline's dedication to providing services, and bringing good experiences to customers.
Figure 4.5: Vietnam Airlines’ print ads
Figure 4.6: VNA’s flight attendants taking care of passengers' children
(Photo source: Spirit Vietnam Airlines)
Customers when registering personal information Employees on the Vietnam Airlines website will regularly receive information about tourist attractions, flights, and offers.
Vietnam Airlines has focused on promoting itself in major domestic newspapers such as Thanh Nien, and Lao Dong, In foreign countries, news of Vietnam Airlines is also published in newspapers such as Asahi, and Good Weekend, and Travel Trade, to target foreign merchant customers
In addition, in order to avoid unorthodox information, wrong guesses, and distort public opinion, Vietnam Airlines regularly opens annual reports and press conferences publicly to provide customers with accurate information real At the same time, through the view of public opinion to evaluate and give timely measures and reforms for service quality.
Figure 4.7: Vietnam Airlines press conference
Besides, as the national airline, Vietnam Airlines is always the leading airline in national, social, cultural, and educational events…
Vietnam Airlines Festa is an event in a series of cooperation programs to develop tourism, culture, and society between Vietnam Airlines and the Hanoi People's Committee This event is an opportunity for Vietnam Airlines to introduce its products and services to customers, and bring experience, activities, and attractive incentives.
(Photo source: Spirit Vietnam Airlines)
Figure 4.8: Experience area "Kids try to be a flight attendant"
In November 2020, Vietnam Airlines cooperated with the Hanoi People's Committee to organize the Hanoi Open Dragon Boat Competition combining art performance activities such as the singing, puppetry, activities aimed at celebrating the successful Party Congress, and restoring and preserving the traditional sport, promoting the image of Vietnamese people and art, and connecting the local and international communities
(Photo source: Spirit Vietnam Airlines) Sponsor
At the Golden Ball Awards 2019 and 2020, Vietnam Airlines plays the role of the main transportation sponsor, which has received high praise from customers community and public opinion when contributing to the success of the program
Continuing with its role as a sponsor for the ASEAN Chairmanship Year 2020 and the US- Million Summit in Vietnam, Vietnam Airlines really affirms to be a bridge connecting economy, politics, trade, investment, and culture culture… of Vietnam to the region and the world.
Especially, in the period 2020-2021, when the COVID-19 epidemic situation became tense, responding to the nationwide anti-epidemic movement, with the motto "No one is left behind", Vietnam Airlines has sponsored supporting many flights to epidemic-hit areas to welcome Vietnamese compatriots back home, carrying out flights to transport goods and human resources to serve the Covid-19 epidemic prevention and control campaign.
Figure 4.9: : Hanoi Dragon Boat Swimming Festival
In addition, to contribute to maintaining the role of the lifeblood of the economy during the recession, from March 2020, from March 2020, Vietnam Airlines has increased the exploitation of domestic and international cargo flights
The official website is designed with the company's main colors blue - and yellow Customers can completely track information related to their flight and itinerary through the information displayed on the website to make a booking In addition, this is also a place to provide information about the company, and commitments to quality standards, to help customers have an overview and increase trust in the service The content on the website is displayed in both English and Vietnamese, showing the goal of targeting both domestic and foreign customers.
Figure 4.11: Official website Vietnam Airlines Figure 4.10: The flight carried 300 medical soldiers to aid Ho Chi Minh City
In order to make it easier for customers to track information about the airline, flights, and book tickets, Vietnam Airlines has also developed an application platform for mobile phones However, registering an account on the application is still difficult because there are many errors that cannot be fixed.
Figure 4.12: Vietnam Airlines fanpage interface on Phone app
The investment in both quality and image on social networking sites such as Facebook,Instagram, and Youtube Vietnam Airlines is always done carefully, as a way of expressing its message and voice to customers Especially the fanpage on Facebook, Vietnam Airlines has reached 2 million followers, the enthusiastic response to questions and regular updates of the airline's announcements, domestic and international travel information has helped the fanpage receive much 5-star appreciation.
Vietnam Airlines' personal sales team includes staff at sales agents, staff on hotlines, websites, and fan pages, who are well-trained Customers can be guided, help and answer questions enthusiastically
Vietnam Airlines regularly offers promotions on special occasions, such as holidays, anniversaries, to attract customers and stimulate demand.
At the annual Vietnam Airlines Festa event, participants also have the opportunity to receive discount codes when buying flight tickets, free tickets, or attractive gifts.
In addition, when cooperating with banks like VIB, other booking applications such as Traveloka, Momo, and Vietnam Airlines also offer special incentives for users when paying with partner bank cards or booking tickets on partner apps.
Service Processes management
Level of participation: Low - Employees and systems do all the work to provide services to customers.
Customers can choose to book tickets through two methods
- Buy tickets directly: customers can choose to buy tickets at agents or ticket offices Here, customers will provide personal information and the flight they want to the staff, after being confirmed, the staff will issue tickets.
- Buy tickets online: through the official website, Vietnam Airlines software, or electronic payment software of partners This process requires customers to register for an account on these platforms After choosing a flight, payment method, and ticket information, it will be sent to the customer's email.
The process from when customers buy tickets to when they use the service is a long period of time, so it's easy for problems to arise Customer service staff should be responsible for managing, notifying, and promptly handling issues related to a schedule change, verification, ticket refund, etc to ensure information accuracy and legitimate interests of customers
When customers arrive at the airport, there will be a team of staff to guide customers through the procedures to check-in The information that needs to be verified includes personal information, ticket information, baggage information, etc This process can take a bit of time,passengers usually have to arrive 1-2 hours early to queue up However, now Vietnam Airlines has applied automatic check-in kiosks and an online check-in website, which will help speed up the check-in process for customers.
After checking in, passengers will be directed to the waiting room Here, passengers are served food and drinks and can shop or rest before departure.
A notification will be sent to passengers that their flight is about to depart and ask them to board the plane quickly
The flight attendants will guide you through the necessary procedures before the flight takes off and the escape skills to ensure safety
During the flight, the flight attendants will constantly go around checking, ensuring safety, and assisting passengers, to ensure they have a great in-flight experience.
After disembarking, passengers will be directed to the conveyor belt to receive their luggage In the case of checked baggage, the electronic information board will display the flight number so that the passenger can find the baggage.
After that, customers can use Vietnam Airlines' shuttle bus to get to their destination.
Based on the blueprint chart, we can identify the fail points, and weak points to analyze the reasons why the service failed or was not appreciated to find timely remedial measures.
Buy ticket The website interface is confusing and difficult to use, making it difficult to buy tickets
Redesigning the website, optimizing the user interface
Mobile software makes it difficult to register an account to buy tickets
The instructor does not provide Train staff thoroughly, ensure to customers with promotional information provide full promotional information for customers
Losing time when changing personal information or changing return tickets
Simplify the process of information change and ticket exchange
Waiting Flights can be delayed for a long time
Arrange flight schedules more reason to avoid overlapping flights
Serve food, drinks, and other activities Entertainment activities to help passengers reduce fatigue while waiting for
Check in in Long check-in time, time-consuming queues and check-in procedures
Perform online check-in or check-in at automatic kiosks
In-flight Passengers others make noise, affecting the experience of others
Welding flight attendants g do not need to be reminded and take measures for these cases
Take baggage The pickup area is crowded, customers can easily pick up their luggage by mistake or can't find their luggage
Do not let passengers on many flights pick up goods at the same locationColor
Physical evidence management
Vietnam Airlines uses a brand identity kit with 2 typical colors: turquoise and yellow, bringing reliability and a feeling of luxury and high class.
Contrary to the noisy and crowded outside the airport, the Vietnam Airlines lounge always maintains a quiet and comfortable place suitable for passengers to rest while waiting for take-off The voice of the crew and continued staff bring considerate, thoughtful, and reliable
The waiting room has an area of up to 720 m2 with 3 main areas: the new lobby, sending goods, looking up information; buffet & bar area, health care massage equipment and passenger service area with ancillary services At the lounge, you can read, eat, rest, shower, and even have your own smoking room without affecting the surrounding passengers.
For each ticket class, passengers will be placed in separate compartments But in general, the space in the compartments is large and easy to move Seats are comfortable, with many custom modes to bring comfort to passengers The accompanying equipment is modern, bringing entertainment, helping customers forget about fatigue on the flight For premium business class tickets, customers will have a private space.
All means of transport have one thing in common: they have unpleasant synthetic odors To solve this, Vietnam Airlines has cleaned and deodorized the aircraft regularly In addition, Vietnam Airlines restricts the serving of strong-smelling foods and prohibits passengers from bringing smelly foods on board.
Since rebuilding the lounge in 2017, Vietnam Airlines has chosen the old concept, combining classic and modern features for its lounges This design gives a feeling of nostalgia, suitable to promote the image of Vietnam's history, culture, and art to foreign tourists.
The planes are painted in the airline's signature blue color Blue is said to be the color of trust, so painting the plane with blue will somewhat make passengers feel secure when boarding the plane
Inside the plane is a modern design of Boeing aircraft, bringing feel safe and confident for passengers.
Up to now, Vietnam Airlines fleet owns more than 100 new generation wide-body aircraft, most of which are aircraft of 3 AIRBUS A321 series AIRBUS A350 AND BOEING 787 These aircraft are regularly maintained by leading technical experts of Airbus and Boeing, achieving a VAECO certificate - the maintenance certificate of the US Civil Aviation Administration and 11 other countries.
In addition, the aircraft is equipped with a safety system, a temperature, and humidity balance system, a screen system, a reading light, and a headset for entertainment purposes on board. passenger plane.
Golden Lotus – Logo of Vietnam Airlines is the work of artist Victor Kubo, Japanese The image of the lotus represents perfection and enlightenment, being both sacred and noble and everyday, soft, graceful, poised, and steady Yellow brings perfection, luxury, and quality.
Vietnam Airlines uniforms show the Vietnamese brand identity The design of the new uniform is stylized in a modern, industrial-style while still retaining the traditional beauty of the Vietnamese Ao Dai.
In addition, the uniforms ensure the safety requirements on the plane such as being non- flammable, anti-static, anti-heat, anti-cold, easy to move, etc long time.
Figure 4.17: Vietnam Airlines’s staff uniforms
People management
Vietnam Airlines's human resources apparatus is divided into two, one is the leadership board consisting of the leaders who give instructions down to the implementation levels, and the other is the staff who directly work with customers.
Frontline: This is a group of employees presenting Vietnam Airline providing services to customers including security personnel, ticket inspectors, baggage controllers, flight attendants, pilots,
Backstage: For example manager, marketing department, flight route control department, The good coordination between departments is also one of the factors leading to VietnamAirlines's success
Figure 4.18: Vietnam Airlines staff (Photo source: Spirit Vietnam Airlines) 4.7.2 Customers
Customer feedback is the final factor as well as the result of Vietnam Airlines's collective efforts An airline's success or failure depends entirely on its customers Therefore, Vietnam Airlines has developed specific policies for its customers in order to satisfy their needs The care is not limited to old or new customers, all users of Vietnam Airlines's services are served enthusiastically and thoughtfully.
CONCLUSION
Evaluation and recommendation
Vietnam Airlines always tries and actively diversifies services to improve customer experience.
Focusing on customer reviews and feedback about the types of services they provide and on that basis, VNA always improves continuously to provide customers with the best services.
VNA has increasingly affirmed its competitiveness after the pandemic through appropriate business strategies to capture market share and fulfill its mission in the post-Covid-19.
Enhance, improve more for economy ticket class.
The quality of the customer support system needs to be professionally trained and improved in communication skills when consulting and supporting customers in the process of using the service.
Strictly control the quality of food and drinks provided to customers in flight.
VNA's pricing policy is aimed at all 3 customer segments (high-end, mid-range and low-cost) so it is very difficult to maximize profits.
Other low-cost airlines are growing, creating great competition pressure for VNA
High price policy but low discount leads to unattractive retail agents.
The unique advantage of VNA's price policy is that it offers full service.
Increase sales activities with resellers with more favorable pricing policies.
Develop a more flexible pricing policy to increase consumer demand by segmenting the target market more rationally and effectively in order to maximize service profits.
Direct distribution channel, ticket office, not really maximum support for customers in the process of learning and using the company's services.
The online distribution channel has many limitations: the system makes errors many times during the purchase and payment process of customers, causing dissatisfaction.
VNA's distribution network is very diverse and rich, but it is not serious, the management is not strict → the distribution management system is not effective.
VNA needs to strengthen a department to monitor and effectively handle limitations or errors that cause damage to customers in a timely manner during the use of services and products in order to improve service performance and quality.
Focus on building and developing online distribution channels, creating maximum favorable conditions when using the service.
Invest a lot in advertising strategies but have not achieved great results Has not attracted the maximum attention of consumers.
Fare promotion strategy for customers is not good due to low popularity, lack of information. Typically, a discount strategy for round-trip flights, but the time given is not reasonable → and can’t meet customer needs.
Research and improve advertising strategies to bring maximum effectiveness, especially in the media to stimulate the demand and ability of customers to use the service.
Implement programs or campaigns with positive meanings: charity, sponsorship activities, events with guests who are today's big influencers, to develop strong public relations they.
Offer more reasonable promotions, such as flexible time frames in promotions to attract and meet the needs of many customer segments.
The DCS system is often in an error state that records customers' bookings, causing them to cancel their flights.
The automatic check-in system does not have the automatic ticket printing feature so has not improved the overload when checking in at the airport.
The process of carrying out the procedures before boarding the plane is cumbersome and inflexible because it has to be done in order at each stage, taking a lot of time.
Improve and improve the quality of ground service: improve the quality of the sales consultant support department to promptly advise and answer customers' questions about itineraries and fares.
The support department completing other procedures at the airport must always be in the best condition to minimize possible risks.
Absolutely ensure the stability of the flight schedule by ensuring the correct flight time and reducing the delay rate of flight cancellation due to subjective reasons.
The service environment at Vietnam Airlines is consistently ranked as one of the best in the aviation industry: the image of a lotus flower linked with Vietnamese culture offers Vietnamese people a sense of patriotism when they experience service in Vietnam here.
The Covid epidemic is occurring; however, due to the limited space available, a safe distance cannot be established.
Scent is a factor that influences customer behavior, conduct market research to determine which scents will appeal to the most clients.
To create a safe distance, Vietnam Airlines needs to increase the size of the waiting room before boarding the plane.
The training system (including teaching staff, training curriculum, facilities) is still limited and has not completely kept up with the changes in the regulations of the Civil Aviation Authority of Vietnam.
Incomplete ticketing and service consulting system, information about promotions, ticket exchange and return methods, flight date, and time are not specific.
The Covid-19 epidemic sharply reduced the number of flight hours of pilots and flight attendants → directly affecting the salary and bonus regime of employees.
Continuously upgrade the training system to well support the employee training process.
VNA should pay attention to the employee's compensation and benefits policies, etc., in order to encourage them mentally and spiritually to promote their ability to work and orient their long- term attachment to the brand.
Continuously improve human resource training, in order to ensure that the quality of employees is always in the best state in the process of serving customers.
Conclusion
Through the essay we can easily observe that Vietnam Airlines has a very effective marketing- mix strategy based on the in-depth facts and overview that the essay evaluated Despite intense competition from domestic low-cost carriers, and international high-end airlines,and also heavily affected by the Covid-19 pandemic, Vietnam Airlines, on the other hand, continues to have a significant presence in Vietnam, owing to a systematic and visionary marketing approach The numbers that have grown continuously over the years are the clearest proof of the results of a smart and well-executed strategy Including acknowledgment of 4-star airline standards according to international standards This is a typical example of the success of this strategy, a great example for many businesses to learn and give appropriate directions themselves.
However, there are still many things that Vietnam Airlines hasn't gotten right, and this article offers suggestions for improving marketing policies so that the company can continue to thrive.
Thereby, improving the position and image of Vietnam Airlines in the market and bringing better values to the Vietnamese community.
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