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整理好了。我想這會比較容易將有用的point分到各問題當中，然後再想答案。而且這樣沒那麼容易遺漏。
大家看看有沒有幫助。
另外 pre-seen information 只是節錄了Intheblack 那篇 passage 其中一段...不知那些篇幅有沒有用的呢?
Blue sky man
Airlines have had a tough decade.
- September 11 attack in 2001
- SARS outbreak in 2003
- soaring fuel prices in 2004
- the global financial crisis exploded in 2008
= with the number of premium air passengers falling by 25 % as a result.
=>budget airlines is a light at the end of the tunnel
Known in the aviation industry
low-cost carriers, no-frills approach has seen them thrive
while older style, full-service airlines have taken some heavy blows.
- Japan Airlines, Asia’s oldest full service airline, declared bankruptcy.
- Tiger Airlines announced its initial public offering
- Australia’s Jetstar and Malaysia-based AirAsia announced the first alliance between two low-cost carriers
Jetstar
- the successful offshoot of Qantas
- record growth since its launch in 2004.
- CEO Bruce Buchanan predicted that passenger revenue will increase from around A$2.3 previous year to A$2.6 billion in the 12 mths to 30/6/2010
AirAsia
- voted best low-cost airline in the world in last year's prestigious Skytrax awards
– dominates in the South-East Asian market.
Jetstar and AirAsia
- two largest low-cost airlines (in revenue terms) in the Asia Pacific.
- Together they earned nearly A$3 billion in 2009.
- Analysts have called the alliance a 'killer proposition',
1. hundreds of millions of dollars will be saved through the joint purchase of aircraft
2. the sharing of ground operations and aircraft parts.
- CEO Bruce Buchanan says:
1. Jetstar is the number one in terms of revenue and RPKs [revenue passenger kilometres]
2. AirAsia’s the number one in terms of passengers.
3. Our long-haul network’s a lot bigger. But we are both very profitable and growing much faster than the competition.
Other examples
Having two budget carriers dominating a market is nothing new:
- Ryanair and Flybe dominate Europe
- Southwest and JetBlue are the major players in North America.
Buchanan says:
- predicts "Asia as deregulating and see a strong opportunity there"
- "just like when North America and Europe deregulated, similar sort of explosion in services and opportunity in South-East Asia Signs that Asia market is starting to open up. "
e.g. Recently the lucrative Kuala Lumpur to Singapore route was liberated after decades of protectionism.
- Cost is a key dynamic in the relationship
- “The virtuous circle for our business is:
lower costs lead to lower fares ->
generates more passengers travelling->
leads to lower costs."
- "If you can provide something in that business model that actually provides a step-change, you can provide a step-change in growth as well.”
Professor Murali Chandrashekaran says:
1. Full-service airlines
from the Australian School of Business researches the airline industry, most recently concentrating on customer satisfaction in the US market.
2. Alliance is going to make a meaningful difference.
- The Asian market is really grow ing compared with the stagnant markets in North America and Europe
3. The alliance can make big cost savings
- by sharing the ground staff and operations. The way for low-cost carriers to save costs is to get the plane in and out of the gate as fast as possible.
Aircraft design
- alliance was formally announced on 6 January this year
- work has progressed to developing cooperative arrangements for passenger handling at over-lapping airports in Australia and Asia.
- The first procurement tender for engineering is in the works
- the alliance partners have started discussions with the aircraft manufacturers on appropriate aircraft design for low-cost carriers where the routes cover large distances over water.
- In the past.. Influencing aircraft design has traditionally been the domain of the full-service carriers as it’s been seen as a valuable way to drive their product proposition.
- Now.. low-cost carriers are getting in on the act."
Buchanan: "If you can influence the air-craft design you can: "
- "make quite an impact on the economics of the business"
- "Once the design is set it drives a lot of the constraints in the business"
- "including the way you operate your turnaround times and passenger density on an aircraft"
- "including fuel efficiency and engineering requirements if a whole raft of things is set”
Considerations (key factor)
- Jetstar and AirAsia already run the same aircraft type
and while this was a key factor in the moves towards an alliance
Other considerations
Jetstar’s CEO "it certainly wasn’t the only consideration. We looked at every other carrier in the region."
AirAsia gets close to Jetstar in terms of:
- growth rate,
- scale,
- size,
- business model profitability,
- very similar structure in terms of the specifications of both businesses,
- very similar business models,
- very similar culturally
Culture is critical
For Buchanan, culture is critical.
- “If you don’t have a culture focused on driving costs out and airfares down as well as looking for growth,"
- it’s very hard to get alignment on joint projects, because you just come at it from such different perspectives."
- When you look at alliances involving full-service carriers they are focused on revenue opportunities."
- We looked at those opportunities but they introduce complexity into the business and that adds costs.
Focus - taking out costs
Buchanan: “We thought the first low-cost carrier alliance should focus on taking out costs."
- "It should be an operational alliance where we share ideas, synergy, procurement, specifications and assets. These are low-hanging fruit, they are easy for us to go after"
Major players know each other well
- AirAsia and Jetstar share a similar heritage and the major players know each other well.
- Conor McCarthy, Ryanair’s head of operations in the 1990s, helped start Jetstar.
- He is also a shareholder and board director of AirAsia.
- AirAsia’s CEO and founder,
- the ebullient accountant turned entrepreneur Tony Fernandes, has known former Qantas CEO Geoff Dixon and current incumbent Alan Joyce for many years.
- But there’s no full equity merger in the wings; both sides says the partnership purely operational."
The Airline industry is complex
in terms of:
- "cross-border ownership laws"
- "Asia’s not at a North American or European stage in terms of a common single market"
- “Rather than waiting for governments and other parties to create a market environment that would allow that,"
=>"we just want to get on and seek the opportunities that are accessible at the moment."
原帖由 orioleの马甲 于 2010-10-11 19:04 发表 
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楼主:orioleの马甲
发表于 2010-10-11 18:01
