人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_04.docx

AirTranAirways-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor:CharlesM.BylesA. CaSeAbStraCtAirTranAirways(www.airiran.8m)isacomprehensivestrategicmanagementcasethatincludesthecompany'scalendaryear-endDecember2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandrecommendathree-yearstrategicplanforthecompany.HeadquarteredinOrlando.Florida,AirTranAirwaysistradedontheNewYorkStockExchangeundertickersymbolAAI.B. ViSiOnStatement(proposed)AirTranAirwaysstrivestobecomethemostprofitableandsafeairlineintheworld.C. MiSSiOnStatement(actual)AirTranAirwaysisdedicatedtoprovidingqualityflightservices(2)withemphasisonsafety(7)andsatisfactiontoalltravelers(1).WestrivetomaintainourexcellenceasoneofAmerica'slargestlow-fareairlinesintheindustrybycommittingtosalesgrowth,fare/costcontrols,geographicalexpansion(3),fleetefficiency(4),andmaximizationofourshareholders'wealth(5).Wedeliverasustainableprofittosupportourgrowthandbroadenroomforimprovements.Wearecommittedtoouremployees(9)byconsistentlymotivating,retaining,promoting,andrewardingthemthroughcompensation,benefits,andjobsecurity.Webelievethatprideandhardworkwilltransformusintoastronger,financiallyviablecompany,whileprovidingourcustomerswithgreatserviceandmorechoices(6,8).1. Customer2. Productsorservices3. Markets4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concern(orpublicimage9. ConcernforemployeesD. EXternalAUditOpportunities1. Otherairlinesarecuttingbackinroutesand/orflights2. Someairlinesfiledforbankruptcy3. Highentrybarrierduelargecapitalinvestmentrequirement4. Additionalairportsecurityreliefsairlinesformaintainingandinstallingcostlysecurityequipment5. Deregulationoftheindustryin19786. InternetbookingcausestheairlinestobemoreefficientThreatsFuelpriceshasbeenincreasinginCASMby45.6percentIncreaseinlaborstsduetolaborunionsRegulatoryissuesrelatedtoU.S.DepartmentofTransportationandFederalAviationAdministrationIntensecompetitionamongairlinesWarandterrorismcoulddisruptleisureandbusinesstravelersDeclineinbusinessandpleasuretravelbyaverage8percentSensitivetoeconomicdowntimewithlossforecastfor2009ofUS$4.7billionCPM-CompetitiveProfileMatrixAirTranJeBlueSouhwestCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreRatingWeightedScoreAdvertising0.1010.2020.2030.30Service/ProductQuality0.0720.2840.2830.21Price0.0820.1630.2440.24Management0.0510.0520.1030.15FinancialPosition0.0920.1810.0930.27Customer1.oyaltyo.o20.2030.3040.40Product1.ines0.1010.1030.3020.20MarketShare0.0610.0630.1820.12CustomerService0.0820.1630.2440.32Safety0.0810.0830.2420.16TeChnOlOgyo.o20.2040.4030.30Employees0.0520.1030.1540.20GlobalExpansion0.0410.0430.1220.08Total1.001.812.842.95ExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunHies1.Otherairlinesarecuttingbackinroutesand/orflights0.1020.202.Someairlinesfiledforbankruptcy0.1010.103.Highentrybarrierduelargecapitalinvestmentrequirement0.0520.104.Additionalairportsecurityreliefsairlinesformaintainingandinstallingcostlysecurityequipment0.0630.185.Deregulationoftheindustryin19780.0310.036.Internetbookingcausestheairlinestobemoreefficient0.0830.24Threatsi.FuelpriceshasbeenincreasinginCASMby45.6percent0.1030.302.Increaseinlaborcostsduetolaborunions0.0830.243.RegulatoryissuesrelatedtoU.S.DepartmentofTransportationandFederalAviationAdministration0.0620.124.Intensecompetitionamongairlines0.0930.275.Warandterrorismcoulddisruptleisureandbusinesstravelers0.0510.056.Declineinbusinessandpleasuretravelbyaverage8percent0.1040.407.Sensitivetoeconomicdowntimewithlossforecastfor2009ofUS$4.7billion0.1030.30TOTA1.1.002.53E. InternalAUditStrengths1. Costadvantageduetobeingasmallcarrier2. Maintainstobealow-costcarrier3. Servesinamoreconcentratedmarket,mostlyintheeasternUnitedStatesHighlyrankedinoverallqualitybyAirlineQualityRatio(AQR)fortheyear2008ExperiencedmanagementteamOffersflightstoCancun,MexicoHeadquarteredinOrlandohelpstheoperationalcostWeaknesses4. DependenceonAtlantamarketforhub5. Smallmarketsharecomparetootherairlines6. Muchhighercurrentdebtagainstcurrentassetby$124million7. Higherlossesin2008by400%8. Averagefleetageis4.5yearsold9. Increaseinlongtermdebtby13%10. OverallincreaseinOperatingCostperASM(CASM)by15.5%FinancialRatioAnalysis(October2009)GrowthRates%AirTranIndustryS&P500Sales(Qtrvsyearagoqtr)-12.90-8.00-9.30NetIncome(YTDvsYTD)NA6.60-2.80NetIncome(Qtrvsye