1.    Introduction

●      Introduce the client company/business of focus (establishment, business line, key facts, etc.) and the overall view of the industry (market share, market values, level of competition, etc.)

●      Introduce the aim, purpose, and components of the report

Example:

Brand Overview:

-        Year of establishment: In April 1993, the Flag Carrier of Vietnam (Vietnam Airlines) officially became a state-owned air transport enterprise.

-        Service: Vietnam Airlines provides a range of services, including passenger transportation, cargo services, and aviation-related services.

-        Situation: Being a dynamic, modern international airline with Vietnam's cultural identity, for more than 20 years of development with double-digit growth, Vietnam Airlines has been leading the Vietnam aviation market - one of the world's fastest-growing domestic markets.

-        Vietnam Airlines has deployed 3 main ticket classes: Economy class, Premium Economy class, and Business class. In particular, each main ticket class will be divided into small ticket classes to meet the needs of passengers.

Objective of the report:

The article analyzes the current status and potential of the Vietnamese aviation market and delves deeper into Vietnam Airlines' competitors.

→  By conducting a benchmark analysis, this report aims to identify Vietnam Airlines' competitive advantages and areas for improvement.

Industry Overview:

The total passenger market in the first 6 months of 2023 is estimated to reach 34.7 million passengers, an increase of 49.6% over the same period in 2022; of which international visitors reached 14.7 million, an increase of nearly 5 times compared to the same period in 2022, equal to 73.5% compared to the same period in 2019; Domestic visitors reached 20 million, down 3.4% over the same period in 2022 but up 8.1% over the same period in 2019. (Civil Aviation Authority of Vietnam - 2023)

-        Political Factors:

The global Covid-19 pandemic has caused huge damage to the air transport industry. In Vietnam, the 2020 audited financial statements of airlines all show a sharp decline in revenue and profits, for example, Vietnam Airlines had a pre-tax loss of VND 8,743 billion. Faced with that situation, the government has many policies to support this industry, specifically: a policy to reduce 50% of aircraft takeoff and landing prices and departure and arrival flight operating service prices for domestic flights land; applying an environmental protection tax on aviation fuel equal to 70% of the prescribed tax rate and extending it until 2021. In addition, the government also applies policies to support businesses in restructuring deadlines, repaying loans, waiving interest and reducing loan costs, solving capital difficulties, and so on.

-        Sociocultural Factors:

            According to the results of a survey done by Booking.com of more than 24,000 travelers across 32 countries and territories to predict emerging travel trends, 60% of Vietnamese travelers are looking for an opportunity to prepare for an apocalypse — learn the basics, survival schools, camouflaged cabins, self-sufficient accommodations, and eco-friendly spots. Surprisingly, 47% of the always-online generation (Gen Z) and the millennials will want to do this. (2023 Travel Trends - Vietcetera)

-        Level of competition:

Vietnam's aviation industry is growing at its strongest in many years with double-digit growth for five consecutive years. Domestically, the aviation industry has the participation of five airlines including Vietnam Airlines, Vietjet Air, Jetstar Pacific, Bamboo Airways, and Vasco, which international organizations consider to have the fastest growth rate in the world. In addition, according to the announced plan of the Civil Aviation Authority of Vietnam, there will be 3 new airlines: Vinpearl Air, Kite Air, and Vietravel Airlines, bringing the total number to 8 Vietnamese airlines operating in the same market.