Recommended Assignment Structure and Detailed Guidelines

1.    Introduction: 1- 2 slides (~1 minute)

○  Provide key information about the company, including its current business strategy, marketing strategy, and business situation.

Example: 

Founded in 1956 and rebranded in 1993, Vietnam Airlines has become a leading carrier in Vietnam, implementing strategies like brand differentiation, competitive positioning, and sustainable development.

The airline industry is a dynamic industry with intense competition (Competitive Strategies in the Airline Industry 2022), therefore Vietnam Airlines, like any other airline, also faces challenges in terms of price competition, route competition, and attracting passengers in a saturated market.

○  Summarize the business goals and detailed marketing objectives (as provided mostly in the client brief and based on your background research)

Example:

As a widely known modern airline brand name with a unique culture, Vietnam Airlines aims to become a leading 5-star international airline in Asia. Besides, this brand also aims to become a digital airline by 2026. (Vietnam Business Forum)

2.    Full situational analysis (5Cs model): 5- 10 slides (~5 minutes)

○  Develop a full situational analysis for the client company using the 5Cs model: Context, Competitors, Company, Customers, and Collaborator. 

Context:

• Political Environment: Vietnam Airlines operates in a political environment influenced by government policies and regulations. As a state-owned enterprise, it may be subject to government decisions and interventions.

• Economic Conditions: The economic conditions in Vietnam and globally can impact travel demand. Economic growth, exchange rates, and income levels are crucial factors affecting the airline industry.

Example: According to Tony Tyler, The International Air Transport Association’s Director General and CEO, “Whenever GDP growth has slowed below 2.0% the airline industry has lost money.” (vietnamtourism.gov)

• Social Factors: Social trends, cultural preferences, and travel behavior of the population influence the demand for air travel services.

Example: Cultural knowledge helps to understand how tourists travel, what they expect from their trip, how they make travel decisions, and to foster customer satisfaction and loyalty (Manrai & Manrai, 2011b, pp. 45-46).