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Boeing Cooperation
File: Group 2 Strategic Account Business Plan.doc
Date Published: 06/26/2014
STRATEGIC ACCOUNT BUSINESS PLAN
FOR VIETNAM AIRLINES
Submitted by: Group 2
Group members: Diệp Quang Huy - 1158049
Nguyễn Trần Quốc Anh - 1158006
Phan Tuấn Vũ - 1158174
Hứa Bảo Duy - 1158025
26/06/2014
Group 2 Strategic Account Business Plan
Boeing Cooperation Page 2 11/12/2014
Table of Contents
Document Objective.......................................................................................................... 3
Account Background ........................................................................................................ 3
Customer Needs................................................................................................................. 6
Value Proposition .............................................................................................................. 7
Sales Opportunities ........................................................................................................... 7
Sales Strategies .................................................................................................................. 8
Financial Forecast ........................................................................................................... 10
Communication Plan ...................................................................................................... 11
Action Plan....................................................................................................................... 12
Required Resources ........................................................................................................ 14
Group 2 Strategic Account Business Plan
Boeing Cooperation Page 3 11/12/2014
Document Objective
The purpose of this plan is to introduce the background information, the business
relationship between Boeing and client Vietnam Airlines. Through that, we work out marketing and sales strategies, the way we approach our clients Vietnam Airline, and other clients as well. In addition, we also forecast the financial situation in the future that we
expected. Above all others, we build a possible strategy that we could get a long- term relationship and cooperate for development with our client.
Account Background
Objective
Boeing provide airplanes using advanced technology in the aviation industry such as
environment-friendly, saving fuel so that Vietnam Airlines can provide the best service around the world as well as extensive route network.
Boeing design golden lotus in the tail of Vietnam Airlines aircraft so that customers can recognize the beautiful image of Vietnam because it is the most meaningful symbols of Vietnamese people. Moreover, Vietnamese people assume the lotus as a symbol of ancient
culture, and their ability to stand adverse circumstances and retain traditions.
Client Profile
Mission statement: Bring beautiful images and the best services of the nation around the world.
Vietnam airlines- World Class Airlines:
During twenty years, its development is at an annual growth rate in double digit number, Vietnam airlines has grown and become a respected and prestige airlines in the Asian
aviation market due to owning a modern fleet, extensive route network and schedule convenient connecting flights. Beginning with non-regular domestic flights, today Vietnam airlines developed to 21 cities throughout the country and 28 international destinations in
26 countries and territories. In 2006, Vietnam airlines is awarded the IATA operational Safety Audit (IOSA) certificate, Vietnam Airlines is as an official member of the
International air transport association (IATA). In June 2010, Vietnam airlines joined Sky Team, the world second largest global airlines alliance, confirming its internationa l standards as well as a great development in process of integration into international market.
Client Business Objectives and Initiatives
Vietnam Airlines wants to reach 101 air planes in 2015 and 150 airplanes in
2020.Therefore, they want to buy some Boeing 787-9 aircraft with advanced technology
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aircraft, fuel-efficient and environment- friendly which make solid steps to integrate into global aviation industry as one of leading regional carrier.
Boeing will make and introduce the new features of new aircrafts as well as produce
according to client requirements in order to meet the expectation of our client.
Client Organization Chart
President and CEO Pham Ngoc Minh: will operate and take the highest responsibility in decision-making such as purchasing aircraft, extensive route network, increasing flight, personnel changes and it is approved by chairman Pham Viet Thanh.
Client Contact List
Name Title Telephone
Number E-mail Address
Mr. Pham Ngoc Minh President & CEO (84-4) 3.8732732 [email protected]
Mr. Pham Viet Thanh
Mr. Pham Ngoc Minh
Mr. Phan Xuan Duc
Mr. Nguyen
Van Hung
Mr. Le Hong Ha
Mr. Trinh Ngoc
Thanh
Mr. Nguyen
Ngoc Trong
Mr. Duong Tri
Thanh
Mr. Trinh Hong
Quang
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Internal Team Organization Chart
Internal Sales Performance Summary
In 2003: Vietnam Airlines purchased six aircrafts Boeing 777. This event marked the
beginning of the program to modernize its fleet. Prior to that, Boeing collaborate Vietnam Airlines to provide on-site training and help Vietnam integrate into global aviation environment.
In 2015: Vietnam Airlines expect to use Boeing 787 aircrafts because they desire to bring to the best flying experiences for passengers
Current Engagements and Status
Boeing commit and guarantee to provide high quality goods and services in order to satisfy our client needs:
Improve and increase standardization of our product and service with suitable price.
All activities of us are to ensure strict compliance with the provisions of law.
Build and maintain business relationship and collaboration closely.
W. James McNerney, Jr.
Chairman, President & CEO
Dennis A. Muilenburg
Vice Charirrman,President & Chief OperatingOfficer
Tom Downey
Sr Vice President
Communications
John Tracy , Chief
Technology Officer; Sr.
Vice President
Engineering, Operations & Technology
Greg Smith , Executive
Vice President,
Chief Financial Officer
Timothy Keating ,
Senior Vice President
Government
Operations
Anthony (Tony)
Parasida,
Senior Vice President
Human Resources
Diana Sands,
Senior Vice President
Internal Governance
Shep Hill,
President
International
J. Michael (Mike) Luttig, Executive Vice
President & General Counsel
Law Department
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Ensure after-sales service and customer care such as always support when our product have a malfunction.
On-time delivery.
Value Delivered to Client
Our account team commits three core values that deliver to Vietnam Airlines as a result of
successful projects:
Integrity: we always practice and perform the highest moral standards so that we keep and
maintain our reputation. Furthermore, we also work with the highest responsibility and take the blame for our own actions
Quality: we desire to provide the best quality of products with respect, love and high
responsibility for our client
Trust and respect: meeting our client satisfaction is an important part to get trust and respect
of client. In addition, we respect ourselves, colleagues, partners, clients and we cooperate in respect.
Customer Needs
For Boeing, establishing long term relationships with clients is essential, this also surviva l matter when this is relationship between business to business. Customers - airlines
companies - are very clever and subtle, they pose very high standards in business relationships, and if we know how to please them, maybe they will open other opportunity
doors for us. First, what they require in a long term relationship is trust, process building trust take a long time before customers can totally believe that we are the best choose for they. Trust usually go along with prestige, because in a professional business, every words
should be valuable and speaker must comply as what they say. It is okay to make a mistake, but acknowledge your mistake and do everything possible to fix it; once mistrust, distrust
thousand times. It is said that trust take place nearly 50% success of the whole relationship. Second is work style, customers don’t want to do business with ones who don’t show respect for them. From the way we talking, working to how we use our gestures, control
behaviors or/and seriously attitude. These factors could be very influent to conversations when two sides discuss or dealing a new contract. Finally is benefits, customers always
want benefits if they have relationship, especially long term relationship? They want to know as soon as possible about upcoming product lines before other companies, they want to have a better price in dealing contract and other offers that other companies won’t have.
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Value Proposition
For client company which is doing business with our company, Boeing ensure that there
are statements and commitments that guaranty their success. When we research, develop, produce and improve our products, we always head to follow to the world trend. We observe and analyze trends so that we can identify which one will be popular in coming
years, then we develop our product base on these factors and launched the product line appropriate for the trends we predict, moreover, we also offer customization for customers
in order to attract attention and make them more interested in these products. For business, one step ahead mean a huge step before competitions and three, four step ahead mean they are ahead of their time. Predicting opportunities and risks allow us to help customers
minimize and eliminate cons and take maximum advantage of opportunities so that their outcome can be highly positive and enlarge their success. We confident that our actions
have purpose, and we act long time before competitors. We go ahead our competitors in order to help our customers go ahead theirs.
Sales Opportunities
Vietnam airlines (VNA) is a big company located in Vietnam – a country in South East Asia. For many years, Vietnam’s economy growth increase significantly and become one
of the most developing nation of Asia. This lead to many opportunities that Boeing and VNA can together take full advance of the demand of people. As a developing country, more and more people want to travel for business or tours, so we try to become major
manufacture airplanes for VNA. The demand is diversified but the supply could be not enough, therefore we will fill it with our product line. For example, big planes should be
used for long range flights, and medium planes should be used for short range flights; if airplanes isn’t used for the purpose of its production, operating costs and maintenance costs will rise dramatically. To avoid that, we try to have contracts with them to provide suitable
planes for the right flights and above all is these planes must meet with their requirements. We want to sell planes for they fit with domestic and international flights, because we know
that they have to increase the number of airplanes as reasonable as the demand. Recent years, the amount of people use VNA go up strongly and VNA is searching for aircraft manufacturing companies that have product integrated features they need. Obviously,
Boeing also research about VNA and know what they want and need. Therefore, we come to them and offer opportunities base on win – win attitude. Boeing has product line of
airplanes suitable for various uses such as domestic or international, short range and long range, medium or big capacity. Moreover, Boeing intend to have a long term relationship with VNA so that both sides will have long term benefits and continue seeking and reaching
new opportunities.
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Sales Strategies
At the beginning, before Boeing take any action to airlines companies, Boeing has to find
ways to enter the market in Vietnam. In order to accomplish this stage, there are steps that need to be followed and carried out:
Reconsider and analyze airlines companies to determine financial situation,
direction, trend and what they are needing. This step has to be completed precisely and carefully, because throughout years, things change and strategies of Boeing
could be old fashion and aren’t useful anymore. Airlines companies in Vietnam mostly aim to developing countries to claim the market, this mean, there are many opportunities here for Boeing to gain sales. Financial situation of a company is
critical because it decide should they purchase more planes or they choose solution that maintain the scale. Most of airlines companies try hard to expend scale in one
way or another, and from customer’s point of view such as VNA, there are many ways that apply to buy new planes from Boeing. The two major ways they choose are capacity and range. These major ways are relatable to Boeing’s business
customers because today, airline companies’ choices are whether or not to operate short range flights or long range flights and whether or not to have high capacity or
low capacity flights. Direction is the way how Boeing’s customers operate their forms of planes, combining two major factors, there are four combinations available: short range and low capacity, short range and high capacity, long range
and low capacity, long range and high capacity. Each company choose the best possible direction for their own business and depend on internal and external
elements of their business, each combinations also have advantages and disadvantages. Trend is now a new way of thinking in attracting customers and being responsible to society. Almost every airlines companies in the world now
need airplanes that reduce fuel consumption and release less emission, Boeing has to consider and find out if its target company is also head to these trends or they
might not the trend followers but the trend creators. Therefore, Boeing needs to know all above so that it can identify what the airlines companies really want are, for each factor changes, final result or analysis changes, and then Boeing’s tactics
also changes, therefore every moves should be carefully.
Collect reports and statistics for analyze the demand and habits of Vietnamese in recent years because it definitely changes due to the economics growth rate of
Vietnam. Within 3 years around now, Vietnam’s economics growth rate change although decreases ( 7.34% - 2011, 6.1% - 2012, 5.54% - 2013) (1) but the standard of living of people still increases which mean they have more demand in enjoy their
lives so they want to travel places to places by planes. In the other hand, economics growth rate go down but still, there are more investors invest in Vietnam and this
also lead to demand travel for work rise. To prepare for this market, Boeing need
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to find out where the investments come from and produce planes that flexible with the demand for planes of customers to serve business men.
Figure out elements that affect to airlines companies’ big decision such as: culture, traditions, habits… These factors could have a great effect to they because parts of
people, and essential of each nation. Therefore, Boeing has to study and research a lot in order to avoid failures because of lack of knowledge.
Then, Boeing must predict situations and opportunities in at least 1 year from now on, Boeing should aim to times that the demand of travel by planes of Vietnamese increase and
there are average 3 periods:
From June to August, this period in time when students have summer vacation and
lots of Vietnam family take a trip to abroad or domestic for travel. Airlines companies will need more planes so that the supply can meet with the demand. Moreover, many business men combine travel for work and relaxation together to
save time, Boeing will hit to that psycho and provide for these companies planes that can classify into classes.
January – February: this period in before and after Lunar New Year (Tet). This time people will have New Year vacation and they will use that for holiday and try to
return hometown and stay with their family.
March – May: there are many festival in this periods and people will go the places
where festivals take place.
Next, Boeing will establish business relationship with airlines companies. Depend on
which companies, Boeing will has suitable plan and tactics, but it is good if Boeing want to set up business with companies that have relationship with Boeing before such as VNA.
The strength when cooperate with VNA are both side can skip seeking for trust stage and head toward main business because both already understand how each side work and they can know what the other need. Therefore, procedures and dealing will be easy and fast,
also convenient. The weakness of this is the profit of Boeing won’t as high as if do business with others, because VNA obviously will negotiate a better price which beneficial to them.
Opposite, if Boeing want to set up relationship with other companies, there are steps need to be done:
Contact the division responsible for the company's transactions and to appoint a
representative to introduce and recommend business relationships with them.
Offer attractive benefits as well as jointly open up other business opportunit ies
doors.
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Finally, open up the campaigns to promote the image of Boeing and partner to attract customers who use their services. The campaign will mainly target the periods mentioned above, besides that, Boeing will provide partners with aircraft product lines have been
integrated features consistent with the requirements of the financial situation, developing direction and trends of the partner. In fact, the requirements of the partner company Boeing
has been investigated and determined prior to creating suitable intervals for Boeing production before and will provide partners when the campaigns began.
Financial Forecast
2011 2012 2013 2014 (before plan) 2014 (after plan)
Sales revenue 68.748B 81.7BB 86.62 88.35B 91.55B
Cost of goods sold 55.87B 68.56B 73.19B 74.65B 77.35B
Unusual expense 94M 47M 30M 22.2M 23.7M
Before using plan After using plan
Sales revenue 88.35B 91.55B
percentage 2% 5.7%
This table shows the data of Boeing from 2011 to 2014 about the income statement of
Boeing. In my opinion, the revenue of Boeing steadily increase each year from 2011 to
2013, which means when the Boeing gets the good contract with a partner like their clients,
they will have the increase over 2% in 2014.
The revenue of Boeing from 2010 to 2013 which show stability and that increase in each
year with over $10,000,000 so base on the strategy of Boeing in 2014, we think the revenue
of Boeing will increase more than that because in 2014 we will cooperate with many
airlines in the world and we focus on producing the Boeing 787 to deliver good on 2015.
In addition, the revenue from 2012 to 2013 with increase over 6% and we think that can
Group 2 Strategic Account Business Plan
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increase more than in 2014 because in 2014, we carry out the unusual expense such as
facilities, advertisement, employees to have the good choice for Boeing, we will decrease
the other expense to save the money for manufacturing. Moreover, we have the target 2014
with increase over 7.5% about the revenue of Boeing and we think that will be come true.
By this way, we will give you an example to demonstrate what we say can realize in the
future, when we buy a Boeing 777 with the price is over $320million, we will get the sales
revenue increase about $3.2 billion per each so in 2014, we have many contracts to order
the Boeing 777 and that is one of thing can get more money for Boeing.
On the other hand, when we use the strategic plan in 2014, we can easy to recognize the
different from using plan and not. If we don’t use the plan for business in 2014, we just
increase about 2% but when we use this plan, we can get more money for this with about
3.7%.
Communication Plan
Objective: the purpose of Boeing not only about connecting and communicating with customers but also about how we get the profits for company. We don’t use so much the
internet, advertising on TV to show products of company or use the Facebook such as page, we just give the information on main website, if an investor or a partner want to buy or
connect with us, we will have a day or a meeting to meet them and interchange with them about their purpose, what they need. For example, the purpose of Boeing in 2014 which get more profits than 2013 which means we must sell more planes so we need the
communication plan to help us can connect easier with the customers.
Audiences: we focus on airlines companies, army force. Throughout the customers, we can use the communication to make the influence from other investors. About the army, we have good business with the USA Army such as producing more fighters or
manufacturing orders base on the USA Army. With this thing, we can confirm our level in the international market.
Messages: Based on the Strategic of Boeing, we have a specific plan to get the profits for company in 2014 like according to customers and products to have good ideas. We develop
products throughout customers’ needs in order to building long-term relationship with customers and improve the reputation.
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Tools and activities: for communication plan, we will use newsletters, advertisement to show new products, the purpose of Boeing which connect the attraction of audiences so we
can easy to get the focus from audiences about new products, by this way we can make the
believe from customers when we take and fix the comments from customers to get more advantages for customers.
Resources: the main market of Boeing is in America, Boeing provides products for the army to serve country and for the airline brands in America.
Timescales: Time always the important element in business so that Boeing always
punctual when delivering the products. This helps Boeing maintain not only customer relationship but also the reputation.
Evaluation and amendment: in order to improving the business, Boeing receives all complains of customers. After that, we reconsider the problems and update products if
these complains are useful and possible to do so. Thus, customers will trust Boeing products’ quality and Boeing products are more and more complete.
Action Plan
Action Person Responsible Time Frame
Research airlines companies’ financial
situation, direction, and trend
Collect their financial
data and statistics (1)
Find common points in
their operation way
among recent years (2)
Identify which trends
they are chasing (3)
R&D department 12 months
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Combine (1), (2) and (3)
to know what they are
needing
Carry out survey about
Vietnamese to know
their demand and habit
(4)
Investigate situation of
Vietnam economic in
these years (5)
Figure out relationship
between (4) and (5) to
find how they are
influent each other
Research about
Vietnam’s culture,
tradition, habits… and
other elements that can
affect to Vietnamese’
psychology
Search for times in year
that people usually have
free time to use airlines,
classify into periods so
that Boeing can create
specific plan for each
period
Detect what Boeing
should handle and
provide for airlines
companies in each
periods
R&D, Sale and Marketing department
12 months
Establishing business
relationship to airlines
companies, decide if
Boeing want to do so
with companies already
Sale and Marketing department
3 – 6 months
Group 2 Strategic Account Business Plan
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have relationship or new
companies.
Establish tactics and
plans for companies
decided, analyze SWOT
Sales and Financial department
3 – 5 months
Open campaigns to PR
image for Boeing and
partners Marketing department 2 – 4 months
Produce and provide
planes that integrated
features partner
companies want and
need
Manufacture department 12 – 36 months
Required Resources
Vietnam GDP Growth Rate. (n.d.). . Retrieved June 20, 2014, from http://www.tradingeconomics.com/vietnam/gdp-growth
Market Watch. (2014, January 1). . Retrieved June 15, 2014, from http://www.marketwatch.com/investing/stock/ba/financials
Boeing Official Site. (n.d.). . Retrieved June 15, 2014, from
http://www.boeing.com/boeing/commercial/prices/ Vietnam Airlines Official Site. (n.d.). . Retrieved June 26, 2014, from
http://www.vietnamairlines.com/wps/portal/en/site/about_us/our_background?lang=en&country=vietnam&country_code=VN&
Boeing and Vietnam – Working Together for Mutual Success. (n.d.). . Retrieved June 25, 2014, from http://www.segvn.org/eventDetail?event_id=10
Fleet Information. (n.d.). . Retrieved June 25, 2014, from
http://www.vietnamairlines.com/wps/portal/en/site/flight_info/fleet_information?lang=en&country=vietnam&country_code=VN&
Group 2 Strategic Account Business Plan
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Culture & Values. (n.d.). . Retrieved June 25, 2014, from http://www.boeing.com/boeing/aboutus/culture/index.page
Boeing Corporate Organizational Structures and Leaders. (2013, October 9). . Retrieved
June 25, 2014, from http://www.boeing.com/boeing/companyoffices/aboutus/whq/index.page
CDK - Proud to be part of Vietnam Airlines success. (n.d.). . Retrieved June 25, 2014, from http://cdk-
group.com/index.php?option=com_content&view=article&id=15&Itemid=12&lang=en