SM121_Group 1_Case US Airline Industry
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Transcript of SM121_Group 1_Case US Airline Industry
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The U.S. Airline Industry in 2009
Teaching Case #1 :
Prepared by :
Isyawal Jambek ± Awaludin Asa¶ad-David Gunawan
Master of Management - Universitas Gadjah Mada 2012
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outline
Preface
The History of the U.S. Airline Industry
Firm Strategy & Industri Evolution
after Deregulation
The U.S. Airline Industry in 2009 Looking to The Future
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Preface
1908
2008
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Facts...
Passengger traffic declinesharply
Profit margin evaporated
Most leading airlines reportedlarge losses (table 1)
Most leading airlines reportedlarge losses (table 1)
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IATA reported...
Total 2008 losses raised from $5 billion to $8.5billion
For 2009, revenue were expected to declined 12%
Net losses were forecasted to be $4.7 billion
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Some efforts...
Pemerintah memberikan dukunganmelalui sistem financial dankemudahan kredit
CEOs airline industry :
Short-termsurvival
Long-termprospect (Ex :consolidation,
Efficiency)
Yaa Allah...bisnis ko·rugi terus
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The History of the U.S. Airline Industry
The Airlineunder regulation
Deregulation1978
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The Airline under regulation (Pre-1978)
The firstscheduledairline servicebegan
Transcontinentalroutes were
control by threeairlines
Congressestablished theCAB
Theory of contestablemarket wasdeveloped
1920s
1930s
1938
1970
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The impact of deregulation (Post-1978)
Abolishedthe CAB
20 New
carriers hadset up
recession
The industryexperienceda profit slum
1978
1980
1981
1990
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Pr ofitability of the U.S. Ai r line I ndust r y, 1978-2008
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Firm Strategy and Industry Evolution
after Deregul ation
Strategi rute: Sistem Hub-and-Spoke
Merger dan Akuisisi
Biaya dan Harga
Differensiasi
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1 # Route Strategies:The Hub-and-Spoke System
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Manfaat sistem hub-and-spoke:
1. Meningkatkan efisiensi;
Memfokuskan fasilitas dan sumber daya
2. Memungkinkan maskapai menguasai pasar
domestik;
Setiap maskapai berbeda dari segi geografi.
Menghambat untuk masuknya pendatang
baru.
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Local Market Share of Largest Airlines
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2 # Merger dan Akuisisi
1. Maskapai besar ingin membangun jaringan (rute) nasional dan
internasional.2. Semakin banyaknya maskapai baru.
3. Masalah keuangan yang dihadapi
banyak maskapai.
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Skema Merger & Akuisisi diantara
maskapai penerbangan AS
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3 # Biaya dan Harga
Walaupun banyak dari pendatang baru
low-cost yang gagal selama tahun
pertama dari deregulasi penerbangan,
mereka dengan cepat digantikan oleh
para enterprnur yang bersemangat
untuk memulai/membangun maskapai
mereka.
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3 # Biaya dan Harga...
1. New entry Low-cost carriermenstimulan perang harga.
2. Pemangkasan harga melemahkanrevenue banayak maskapai.
3. Low-cost carrier berlomba memasang
tarif paling rendah;efisiensi struktur biaya dan servisbare-bones.
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Maskapai besar menanggapi low-cost carrier;
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Keunggulan low-cost carrier:
1. Struktur biaya yang lebih efisien.
2. Sumber daya yang lebih murah.
3. Pesawat baru yang lebih hemat BBM.
4. Posisi keuangan yang lebihmenunjang.
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4 # Differensiasi
Faktor yang mendorong differensiasi:
Ketidak mampuan berkompetisi dalam
harga. Kurangnya loyalitas konsumen akibat
deregulasi.
Margin keuntungan yang sedikit.
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Low price Dimensi Non-price
Differensiasi berfokus pada kelas Bisnisdan first-class;
Peningkatan service, inflight food, and
entertainment. Membangun kerjasama (Perhotelan,
rental kendaraan, Credit card, dll)
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The Industry in 2009
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Airline Cost Condition
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Labor
Rata-rata membayar karyawan tahun2007 sekitar $55.950
Adanya Serikat buruh 2002 ± 2009 , melakukan konsesi
terhadap karyawan. Kompensasi bagi
karyawan menurun.
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F uel
Harga minyak dunia yang mulai
berfluktuasi Antara 2002 ± 2008 harga
minyak naik dari $19 sampai $140 per
barel
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Eq uipment
Penurunan produsen pesawat terbangdari 4 menjadi 2, yaitu Lockheed
(1984) Boeing VS Air Bus
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Airport Facilities
Tax dari Airport yang tinggi. Tahun 2007
perusahaan penerbanganmembayar hampir $2 billion keAmerika Serikat
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Low-cost Carries VS Legacy Carries
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Entry and Exit
Akses masuk ke dalam industri yangsusah dan didominasi oleh maskapai
besar. Memaksa pendatang baru untuk
memulai penerbangan ke rute ± rutekecil
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Looking The Future
Optimis Pesimis
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