Assignment Structure

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:

Established in April 1993, Vietnam Airlines, the Flag Carrier of Vietnam, has evolved into a state-owned air transport powerhouse, offering passenger and cargo services alongside aviation-related services. With over two decades of rapid, double-digit growth, Vietnam Airlines has cemented its position as a leader in Vietnam's burgeoning aviation market. Reflecting a blend of dynamic modernity and Vietnamese cultural identity, the airline offers three primary ticket classes—Economy, Premium Economy, and Business—each further subdivided to cater to diverse passenger needs.

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:

In the first six months of 2023, the passenger market reached 34.7 million passengers, a 49.6% increase from 2022. International visitors increased by nearly five times, reaching 14.7 million, while domestic visitors reached 20 million, down 3.4% but up 8.1% from 2019.. (Civil Aviation Authority of Vietnam - 2023)

• Political Factors:

The Covid-19 pandemic has significantly impacted the air transport industry in Vietnam, leading to a significant decline in revenue and profits. The government has implemented policies to support the industry, including reducing aircraft takeoff and landing prices, applying an environmental protection tax, and supporting businesses in restructuring and capital difficulties.

• Sociocultural Factors:

Booking.com's survey reveals 60% of Vietnamese travelers are seeking survival education, survival schools, and eco-friendly accommodations, with 47% of Gen Z and millennials also interested in such experiences.

• Level of competition:

Vietnam's aviation industry is experiencing strong growth, with five airlines participating and international organizations recognizing its fastest growth rate. The Civil Aviation Authority plans to add three new airlines, bringing the total to eight Vietnamese airlines.

2.    Benchmarking Analysis

●      Competitor profiles and rationales for choosing those competitors to do the benchmarking work. (If the client recommends the two competitors, you don't need to provide rationales for choosing them).

Example:

Vietjet Aviation Joint Stock Company, Vietnam's first private airline, offers air transportation, e-commerce, and is ranked 7 stars in aviation safety by AirlineRatings.com, a prestigious organization evaluating global airlines' safety and products.

            Bamboo Airways, established in 2017, is Vietnam's first private airline offering high-quality services under the traditional model. Among Vietnam's top three airlines, it excels in on-time performance, growing inter-regional and inter-continental networks, and quality services, with an average punctuality rate of over 95%