SPD4464 Business Marketing
Presented by:Chau Ho Lam (13006367s) Wong Wai Kin (13610687s)Yip Yun Cheong (13609260s) Yim Ho Lun (13613978s)Zhang Kan (13609928s)
About HAECO
STPRM
Marketing Strategy
Airframe Service
Line Service
Engine Service
Component and Avionic
Service
Inventory Technical
Management and Fleet Technical
Management
About HAECO
About HAECO
Segmentation
Macro-segmentation
• BusinessTypes
• Large Aircraft CorporationsSize
• HeavyUsage rate
• CentralizedStructure of the procurement function
• Facilitating GoodsService application
• Straight rebuy & Modified rebuyPurchasing situation
STP
Segmentation
Micro-segmentation
key criteri
a
• quality-focus
purchasing strategies
• optimizers
importance of the purchases
• high strategic
STP
Targeting
Concentrated strategy
STP Only targets Airliners / aircraft owners
The service is providing Maintenance, Repair and Overhaul (MRO) for flight
Positioning Experienced High quality aircraft service provider for airlines
• Provide excellent services and make profitRight goal
• complete and high quality aircraft service system rivals are difficult to match
Unique value
proposition
strategic positioning:
STP
Positioning
Competitive Analysis
• Other companies like CASL also provide full range services
• Increasing demand in customized services
• Do not provide service in Europe
• Wide range and high quality service
S W
TO
STP
Broad range of service
Narrow range of service
Less Point of Service More Point of Service
Positioning Map
STP
Relationship with customers(Transactional Exchanges)
Main customers ServicesMRO service on A,B,C-checks.
Technical assistance, maintenance and cabin services.
High quality on-time redelivery.
HAECO
Completed Cathy Pacific A330 hangar inputs.
HAESL
Offer overhaul services on Trent 700 engines.
Taikoo
Supports Trent 700, thrust reverser repair
RM
Web Portal System
Real-time check
Comprehensive range of data
Trace process of repair orders
Relationship with customers(Value-added Exchanges)
1. Web Portal System
RM
747-400 Boeing converted freighter
program
Fire safety induction system &
smoke control system
200 hours of in-flight
testing
2. Additional Flight Testing
Relationship with customers(Value-added Exchanges)
RM
3. Aircraft Lease Return Support• created a special taskforce• be a middleman between airlines
Relationship with customers(Value-added Exchanges)
RM
HAECO
Thai Airways
Strategic alliance
• Strong technical ties with Thai Technical
• Aircraft components of HAECO from HK Bangkok• Thai Airways use component workshop of HAECO
• Obvious cost savings • Eliminate processing time of maintenance
Relationship with customers(Collaborative Exchanges)
RM
Overcome technical
difficulties
Share lease-return checking experience & technical knowledge
Joint problem solving
Relationship with customers(Collaborative Exchanges)
RM
Dunlop Taikoo Taikoo-thrust reversers HAESL-engine parts
Taikoo-Blocker door overhaul
TALSCO-shipping pallets
TALSCO-set landing gear
All electro-mechanical units
Eclectic breaking system
Source: http://www.haeco.com/HAECOGroup/group-companies/dunlop-taikoo.aspx
Relationship with suppliers(Collaborative Exchanges)
RM
Search cost
RiskSocial cost
Takes time and effort to search for alternative maintenance service.
Exists many uncertainty.
Conducts Intensive technique skills.
Switching costsHIGH to
customers
RM
Relationships of marketing mix(s)
Product(Services)
People Physical evidence
Excellence service Awards / certificate
Awards = motivational factors
Satis
fied
peop
le de
liver
s exc
ellen
ce se
rvice
Marketing strategy
Airframe Service
maintenance checks
cabin reconfiguration
in-flight entertainment system
avionics modification
structural modification
winglet modification
lease-return checks engine services
in-house support
Transit Checks and Certification
Ramp Services
Engine Services
AOG Services and Aircraft
Interior Enhancement Solutions
(ArIES)
Marketing strategy
Engine Service
Rolls-Royce Engines
GE-Aviation Engines
Pratt & Whitney Engines
Component and Avionics Overhaul
Landing Gear Overhaul
Aerostructures Repair
Technical support
Field Service Support
Component and Avionic
Service
Marketing strategy
Inventory Technical Management and
Fleet Technical Management
Inventory management
Component Engineering & Repair Management
24/7 AOG Support
Customization of Aircraft Maintenance
Programme (AMP)
Certificate of Airworthiness Application
Maintenance Planning & Scheduling
Maintenance Control
Marketing strategy
Evaluation on product (Services) strategy
• Criterion:
Facilities Location
Scope of Service
Compare with China Aircraft Services Limited (CASL) and Pan Asia Pacific Aviation Services Limited (PAPAS)
Marketing strategy
Scope of ServiceCompany/
ServicesHAECO CASL PAPAS
Airframe ✓ ✓
Line ✓ ✓ ✓
Engine ✓ ✓
Component & Avionics
✓ ✓
Inventory & fleet technical
management
✓ ✓ ✓
HAECO has competitive advantages over PAPAS but facing high level of rivalry threats from CASL.
Marketing strategy
Facilities LocationCompany/
Facilities location
HAECO CASL PAPAS
ASIA ✓ ✓ ✓
AMERICA ✓
EUROPE
HAECO enjoys competitive advantages as the target customers extends from regional airliners to international airliners.
Marketing strategy
Improvements on product (service) strategy
• Why improve?
Maintain competiveness
Differentiate from
competitors
Marketing strategy
1. Increase the degree of customization to differentiate from CASL
More low cost Airliners
Industry trends: Leasing aircraft
Modification
Specialized unit offers
tailored solution
Marketing strategy
2. Expend the business locational boundaries to maintain competiveness
Penetrate into the Europe market
Invest on overseas facilities
Begin with popular destination: huge demand on MRO services
London
Paris
Frankfurt
Marketing strategy
People of HAECO
Enhance morale
WorkshopsIncrease professionalism
License examStrengthen delights
Health program
• Retain current staff
Marketing strategy
People of HEACO
Recruit new Staff
graduate trainee program
practical training opportunities for
IVE students
aircraft maintenance
mechanics trainee (AMMT) program
Marketing strategy
Evaluation on People strategy
Achieve “Honour of Manpower Developer” from the Employee Retraining Board (ERB)
Marketing strategy
Evaluation on People strategy
Poor working conditionPoor benefit packageCannot attract new bloodAffect the capacity
Marketing strategy
Improvement on People strategy
Organization structure
Strengthen communication
Simplify
Stress and Relaxation workshop
Reinforce team spirit & cohesion force
OrganizeEmployment policy
More beneficial payment package
Higher incentives
Revamp
Marketing strategy
1. Line Maintenance
award
3. Sustainability
award
2. Approval award
Physical evidence Of HAECO
Marketing strategy
• Airframe maintenance : ranked second in the“Top 10 Airframe MROs”• Line maintenance : “Excellent Performance
Award 2012” • Engine overhaul : Rated “gold” under the
Rolls- Royce’s Centre
1. Line maintenance award
Marketing strategy
2. Approval award• HAECO product obtain approval over than 30 Countries• European Aviation Safety agency (“EASA”) & Hong Kong Civil
Aviation Department (“HKCAD”)
Marketing strategy
3. Sustainability award
• A silver medal from CLP Power Hong Kong• Bronze medal at the Hang Seng Pearl River
Delta Environmental• "5 Year+ Caring Company" accreditation
Marketing strategy
Evaluation on Physical evidence strategy
Gain prizes from industry every yearCover widest range of approval Neglect “employee” in sustainable development
Marketing strategy
Improvement onPhysical evidence strategy
• Allocate more resources on internal affairs• Create a balanced work of life• Refine working environment
Marketing strategy
Top Related