Internal_Analysis_final_draft - Internal analysis The...

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Internal analysis The internal analysis is the analysis that shows method of how the company uses their resources and develops them to create competitive advantage for the company. 1. Resources 1.1 Human Resources First of all, let’s look at resources of Bangkok airlines. Bangkok Airlines is a subsidiary company of Bangkok Airways Co., Ltd., which currently has 1,903employees. People are particularly important resource for helping Bangkok Airways learn how to continuously innovative as a methods of achieving successful growth. It creates intangible resources, which are relatively difficult for competitors to analyses and imitate, which includes knowledge, trust, managerial capabilities and organizational routines. 1.2 Physical resources Presently, Bangkok Airways owns 17 airplanes, consisted of 8 ATR 72-500s, 6 Airbus 319s, and 3 Airbus 320s. The brand new Airbus A320, which can carry over 162 passengers, allows the airline to operate on longer and denser route. Equipped on this aircraft, the most modern flying technology out there. The 144-seater A319 offers 2 classes’ configuration and an extended operational distance up to 3700 nautical miles (6800 km) and longer for long-haul trans-Atlantic flight, while having the same fuel capacity as the A320 As for the ATR 72-500, a 70-seater turbo-prop aircraft with spacious seating and great cargo capacity, is a very popular choice of airlines in more than 65 countries for short distance flight. Bangkok Airways also owns three private airports, which are Samui International Airport (1989), Sukhothai Airport (1996) and Trat Airport (2002). Sukhothai airport is an airport serving Sukhothai , a town in the Sukhothai Province of Thailand . The airport offer
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only two destinations, which provided by Bangkok airways only, to Bangkok (Suvarnabhumi) and Lampang. Trat Airport is located in Trat , Thailand . The airport has one runway with a small tarmac and an open air terminal. The airport offer three destinations, which provided by Bangkok airways only, Bangkok (Suvarnabhumi), Koh-Samui, and Phuket. Samui International Airport is located on Samui Island in the southern part of Thailand. The airport is about 2 kilometers north of Chaweng, the big village. The airport is placed close to the Big Buddha Pier where Ferries to koh Pa Ngan depart from. The only indoor area of the airport is the gift shop; other areas are all open air. The airport has domestic terminal and international terminal. Samui airport has served over a million passengers per year, and it is the fifth busiest airport in Thailand. Samui Airport offers 9 destinations with 5 airlines, Bangkok-Suvarnabhumi, Chiang Mai, Hong Kong, Krabi, Phuket, Singapore, Trat, U-Tapao, Subang. However eight of the nine destinations are provided by Bangkok airways. 1.3 Reputational resources Their brand and reputation of Bangkok airways are decent among their customers with the differentiate strategy of being a boutique luxury airlines. Boutique airlines are airlines that focus on low fares with high quality services and high technology equipment and planes. Bangkok airways has a good reputation of safety, Bangkok airways have only 3
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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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Internal_Analysis_final_draft - Internal analysis The...

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