Air Freight Service Development Plan : Case: CMA CGM Logistics Vietnam
Nguyen, Giang (2014)
Nguyen, Giang
Lahden ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014052810668
https://urn.fi/URN:NBN:fi:amk-2014052810668
Tiivistelmä
Being one of the fastest-growing nations in the world, Vietnam is trading across the border actively and at the same time attracting multiple foreign investments. Import and export activities are occurring vigorously which leads to a huge potential for international transportation sectors, particularly for aviation industry. Hence, the ultimate goal of this thesis is to establish a development plan of air freight service for the case company – CMA CGM Logistics Vietnam (CCLOG VN).
The study is performed deductively with the assistance of quantitative method. All of the information and knowledge is collected through various sources. Secondary data is acquired from books, journals and Internet while primary data is only gathered from a survey which is a pivotal process for drawing a thorough plan later on.
SOSTAC® model is the key planning framework for this study in which SOSTAC stands for Situation Analysis, Objectives, Strategy, Tactics, Actions and Control. This model would not be applied effectively without the use of different complementing tools. PESTEL and Porter’s Five Forces are employed to discuss deeply the external factors including the current situation of the market as well as competition in order to accurately evaluate the opportunities and threats. Also, Fishbone diagram reflects insightfully the internal strengths and weaknesses that the case company is facing at the moment. In addition, STP (Segmenting, Targeting and Positioning), Gantt chart and 4Ps Marketing Mix are key tools in drawing the plan into details.
It is concluded that possibility exists in developing air freight service for maritime clients which is the key customer group of CCLOG VN at the moment. In fact, the service will be introduced as an additional service besides sea transport with focus on sample products and spare parts. Furthermore, companies with foreign direct investment (FDI) located in industrial zones in Ho Chi Minh City and neighboring provinces are main targets for CCLOG VN to concentrate on. Last but not least, it is suggested that further research related to financial matters be performed so that the case company can have a broader view on how much benefit they will get from this service development.
The study is performed deductively with the assistance of quantitative method. All of the information and knowledge is collected through various sources. Secondary data is acquired from books, journals and Internet while primary data is only gathered from a survey which is a pivotal process for drawing a thorough plan later on.
SOSTAC® model is the key planning framework for this study in which SOSTAC stands for Situation Analysis, Objectives, Strategy, Tactics, Actions and Control. This model would not be applied effectively without the use of different complementing tools. PESTEL and Porter’s Five Forces are employed to discuss deeply the external factors including the current situation of the market as well as competition in order to accurately evaluate the opportunities and threats. Also, Fishbone diagram reflects insightfully the internal strengths and weaknesses that the case company is facing at the moment. In addition, STP (Segmenting, Targeting and Positioning), Gantt chart and 4Ps Marketing Mix are key tools in drawing the plan into details.
It is concluded that possibility exists in developing air freight service for maritime clients which is the key customer group of CCLOG VN at the moment. In fact, the service will be introduced as an additional service besides sea transport with focus on sample products and spare parts. Furthermore, companies with foreign direct investment (FDI) located in industrial zones in Ho Chi Minh City and neighboring provinces are main targets for CCLOG VN to concentrate on. Last but not least, it is suggested that further research related to financial matters be performed so that the case company can have a broader view on how much benefit they will get from this service development.