BANGKOK AIR(2) - Click icon to add picture Special topics...

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Click icon to add picture Bangkok Airways Special topics in Managerial Economic2011 Group5
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Click icon to add picture AGENDA BACKGROUND INTERNAL ANALYSIS EXTERNAL ANALYSIS CURRENT STRATEGY CURRENT SITUATION OF THE COMPANY RECOMMENDATION FOR STRATEGY
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BACKGROUND
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Click icon to add picture BANGKOK AIRWAYS A Boutique Airline Started in 1967 by Dr. Prasert Prasarttong-Osoth Offering 11 international destinations in 8 countries and 9 domestic destinations Its 4 major businesses: Airline Airport Catering Click icon to add picture
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INTERNAL ANALYSIS
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INTERNAL ANALYSIS Human Resource Physical Resource Financial Resource Reputational Resource Subsidiaries RESOURCES CAPABILITIES CORE COMPETENCIES COMPETITIVE ADVANTAGE
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INTERNAL ANALYSIS Human Resource Having 1,903 of employees Creating intangible resources  Knowledge  Trust  Managerial capabilities  Organizational routines Physical Resource Currently owning 17 airplanes  8 ATR 72-500s (70 passengers)  6 Airbus 319s (144 passengers)  3 Airbus 320s (162 passengers) Ownership of 3 private airports
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INTERNAL ANALYSIS Financial Resource Operating profit of 778 million with 3.1 millions passengers serving Forecasting a 2011 operating profit of 892 million baht Aiming for a 15% jump in year-on-year operating profit A 29% rise in revenue Reputational Resource High technology of equipment and aircrafts comparing to other low cost airlines Higher safety standards comparing to low cost airlines 3 accidents since 1987 and only 38 passengers were killed
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INTERNAL ANALYSIS Subsidiaries(1) Bangkok Air Catering co. ltd. A food catering company
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This note was uploaded on 02/13/2012 for the course ECON 101 taught by Professor Teerana during the Spring '11 term at Thammasat University.

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BANGKOK AIR(2) - Click icon to add picture Special topics...

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