Oasis Hong Kong

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This is our group presentation about OASIS Airline Hong Kong ini Business Strategy class

This is our group presentation about OASIS Airline Hong Kong ini Business Strategy class

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  • Threat of new entrant high: tingginyainvestasiawaltingginyatarifkaryawantingginyahargabahanbakarbesarnyabiayapajakbandaraBarganing power of customer: konsumenbisaberpindahmaskapaijikahargatidaksesuaiBargaining power of supplier: untukmendapatkanpesawatrelatifmudahnamunperluadanyacampurtanganboeingdalamjualbelipesawattersebut, pembelianbahanbakarharusmengikutihargaminyakduniaThreat of Subtitute: lemahkarenatidakadaalternatif lain denganhargamurahRivalitas: tinggikarenaadaperangharga
  • Low cost harusmemiliki armada ygbanyakuntukmenutupi operation costDifferensiasi: kombinasi long haul dan low costKompetensi: fare structure offer products and services that were not significantly inferior than major competitorRecomendasi:menambah armada dengansewamelakukanproteksi (hedge) terhadaphargabahanbakarmemasukibisniskargomenyasar market studentmenjalinkerjasamadenganpesawat point to point setempathttp://www.bisnis.com/infrastruktur/transportasi/12476-jumlah-penumpang-pesawat-global-2014-diduga-naik-32http://medan.tribunnews.com/read/artikel/14709/penerbangan-meroket-penumpang-pesawat-capai-58-juta

Transcript

  • 1. Oasis Hong Kong Airlines: The First Long-Haul, Low-Cost Airliner in AsiaMuhammad Fajar – 29109359 Angga Satria – 29109370 Yudhawijaya Imandaru - 29109386
  • 2. Oasis Hong Kong Airline• Didirikan oleh Stephen Miller, mantan CEO dari Dragon air• Sebagai penyandang dana adalah Developer Property Raymond Lee and istrinya Priscilla• Tambahan investasi lainnya dari Allan Wong dan Richard Lee
  • 3. The Oasis ModelOasis Hong Kong Airline menawarkan penerbangan jarak jauh yang murah dengan service standarMenawarkan 2 kelas dalam penerbangannya yaitu kelas ekonomi dan kelas bisnis, low-cost carrier hanya ditawarkan pada kelas ekonomi Perencanaan awal rute penerbangan Oasis Hong Kong Airline termasuk ke USA (Oakland, Chicago), Jerman (Berlin, Cologne), Italy (Milan), London Gatwick (UK)Oasis Hong Kong Airline pada saat tersebut hanya menawarkan satu rute penerbangan ke London Gatwick (UK)
  • 4. Tickets HK$ Oasis Cathay Pasific British Airways Virgin AtlanticKelas Ekonomi 1,000 5,880 - 9,550 2,250 – 4,525 5,532 – 17,263 Kelas Bisnis 6,600 44,952 21,350 44,897 – 46,813
  • 5. Oasis Fare Types • Available year-round • Reservation held for 72 hours before payment • Unlimited free changes to flight and date Flexi Fare • Changes to passenger name allowed on payment of change penalty plus fare difference • Refundable subject to cancellation penalty • Booked 45, 21, or 14 days in advance Advance • Payment must be made at time of flight confirmation • Changes to flight, date, and passenger name allowed with penaltyPurchase Fare and fare difference • Refundable subject to cancellation penalty • Semi-flexible fare available year-round • Payment must be made at time of flight confirmation Value Fare • Changes to flight, date, and passenger name allowed with penalty and fare difference • Refundable subject to cancellation policy • Discount value fare • Payment must be made at the time of flight Hot Deal • Changes to flight, date, and passenger name not permitted • Non-refundable
  • 6. Problem Identification1. Kurangnya Armada dari Oasis Hong Kong Airlines 2. Hanya Melakukan Pemilihan Long-Haul Route3. Tingginya harga Bahan Bakar yang selalu berubah mengikuti harga pasar4. Kurangnya Memfasilitasi Passenger ke Primary Airport
  • 7. Type of Carriers Commercial CarriersScheduled Airlines Charter Airlines Feeder Airlines
  • 8. Airline IndustryTraditional Carriers VS Low-Cost Carriers
  • 9. Airline Industry in Hong Kong Bandara Internasional Hong Kong termasuk bandara ke-5 tersibuk di duniaPada tahun 2005, lebih dari 78 maskapai penerbangan melayani sekitar 5300 penumpang di Bandara Internasional Hong KongDalam 1 tahun Bandara Internasional Hong Kong menangani sekitar 40.7 juta penumpang dan 3.4 juta ton kargoHong Kong menjadi hub lalu lintas udara antara negara-negara timur dengan negara di dunia barat
  • 10. Airlines in Hong Kong
  • 11. Analisis PEST • Keadaan politik yang stabil Politik • Tingginya transparansi publik • Sistem pajak yang rendah • Infrastruktur transportasi yang terorganisir dengan baik • Menganut paham ekonomi Liberal dan Kapitalis • Perdagangan bebas Ekonomi • Tingkat Inflasi -0.3 (2005) dan 0.9 (2006) • GDP (PPP) US$ 34,200 (2005) • Pertumbuhan ekonomi 7,9% (2005) • Rata-rata pengeluaran untuk liburan HK$9,320 – Nielsen (2005) • Campuran antara budaya Cina dan budaya BaratSosial Budaya • Banyak warga negara Hong Kong yang menuntut ilmu di Inggris • PNS di Hong Kong mendapatkan tunjangan untuk menyekolahkan anaknya di Inggris • Penetrasi Internet yang tinggi 59% (2005) Teknologi • E-business menjadi pilar utama di industri penerbangan Hong Kong
  • 12. Industry Analysis Intensity of Threat of competitive new rivalry entrants Bargaining Threat of power of substitute customers Bargaining power of suppliers
  • 13. OASIS Airlines Activity System Travel agentStandard sell ticket Service Low-Fare Low Maintenance cost Low-Fare Using Using Typessecondary website airports sell ticket Standardized High Long-Haul Boeing Aircraft 747-400 Utilization
  • 14. Referensi• http://www.nytimes.com• http://www.indexmundi.com• https://www.cia.gov/library/publications/the- world-factbook