Конкурентоспособность услуг и направления ее повышения Зайцева (1194026), страница 11
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For the present research passenger air travel services were chosen. As a target company for the research there was chosen JSC "Aurora Airlines", which is based in Yuzhno–Sakhalinsk, Vladivostok and Khabarovsk, is part of “Aeroflot Group” in Russia, and a regional airline carrier in the Russian Far East. The company was founded as a result of merging and rebranding of the Far-Eastern carriers such as "SAT" and "Vladivostok Avia" in November 2013. The airline conducts regular flights between cities of the Russian Far East and Siberia, performs local transportation throughout the regions of the Far East including international routes to Japan, South Korea and China.
The company's mission is to ensure the availability of transport all over the Far East air traffic communication small towns and regional centers of the Federal District, which occupies one third of the territory of Russia. The vision of its mission lies in the fact that the airline will be an agent of change and continuous improvement for the Far East through the implementation of international standards in civil aviation.
The airline is committed to be a leader among Russian companies and a dominant position in the transport market in the Asia–Pacific region. The strategic objectives of the company are to increase mobility, to ensure transport accessibility of the Far Eastern Federal District on a fundamentally higher level of quality and efficiency.
The growth in market share associated with the expansion of the route network and the benefits airlines flying on new routes. Decrease in the international market share in 2014 was due to the highly competitive routes. At the same time in 2015 with the aim of developing economic relations between Asia–Pacific countries and the Russian Far East has increased the frequency of the most promising international destinations from Vladivostok, Yuzhno–Sakhalinsk, Khabarovsk to China and South Korea to support the development of TOR and tourism in the Far East Federal District, which significantly to increase passenger traffic in these areas, and, accordingly, slightly increase the share of the international market. The increase in the share of inter–regional market is linked to the expansion of the airline's flight network.
Number of passengers carried in 2015 increased by 7 % compared to 2014 year. If we compare airline activity for 2015 and the year of its foundation, passenger traffic increased by 3.4 times in 2 years, which is associated with the expansion of the Roadmap flights and increasing flight frequency.
The main claim to Sakhalin Airlines is the cost of tickets for the Far East to Moscow cheaper to fly than to Khabarovsk and Vladivostok. According to the CEO, this situation has arisen from an existing federal program subsidizing Far Eastern airline. On compensation for flights to the western part of Russia allocated a lot of money, and on subsidies for inter–regional transport operates another scheme. The money goes only to those areas where passenger traffic does not exceed 10 thousand. People a year.
A number of restrictions that put forward the ministry of transport, do not allow the subsidy program to graduation paper effectively. Rosaviation decision due to the fact that in 2015 passenger traffic on some subsidized areas was higher than that provided by the program.
The company shows good operating performance and financial position. Over the past year, the airline has shown steady growth for the main operational indicators, increasing passenger numbers and opening new routes, while most airlines tend to reduce traffic.
Looking at the international market, competitors are airlines such as the «Korean Air» and «Asiana». Both competitors are on the market long enough that definitely inspires confidence with customers, consumers and preference is given to foreign companies, considering them a priority. On the international market, the development of a network of foreign carriers in Russia hinder intergovernmental agreements that establish the frequency of flights on the limitations and the number of airlines.
At the interregional market main competitors: "the S7", "Yakutia", "IrAero", "Ural Airlines". On the intra–market "Aurora" is the only carrier performing socially important transportation, but the airlines do not forget about competitors who may soon become a major intraregional market by expanding its route network and increasing fleet. Such airlines as "Khabarovsk Airlines" and "East" today operate small–scale passenger transport and routes, do not coincide with the routes of the "Aurora Airlines".
Demand for passenger transportation is variable, often a great need there is in the holiday season, for the spring–summer period and long holidays in the other seasons of the year accounts for the peak of activity and demand for air travel. JSC "Aurora Airles" on the program, if possible charter flights in addition to the existing schedule, holding a variety of events with a flexible tariff policy to increase the loading of aircraft. Also on this demand affect economic factors (living standards, wages) and political (the relationship between the two countries, the threat of terrorism), performing international flights, some countries have mutual territorial claims and complex international relations.
Based on the built competitor card, it was noted that the airline "Aurora" there is a high market share, as the representation of a marketplace offers more choices of services and greater frequency of flights, and a significant growth rate, which is connected with the constant discovery of new areas and also increase flight frequency. "Ural Airlines" and "IrAero" have a small market share, with good hold on the market. "Yakutia" has a negative growth rate, although it has quite a stable market share. «S7» although it has a smaller share of the market represented, but it is a strong competitor, as "Aurora Airlines" we should not forget that at any time a young company can easily lose share occupied.
For the analysis of the competitiveness of services was carried out market research. For the analysis of the competitiveness of the collected primary information containing the opinions of independent people, as well as secondary information, containing accurate data on the basis of which has been estimated as the ratio of the competitiveness of the services offered by our services and services of competitors. The object of the study was the airline "Aurora", the subject – the competitiveness of its services. The aim of the study was to determine the competitiveness of the "Aurora Airlines"’s services in comparison with its competitors.
Thus, the "Aurora" competitive services was assessed using the information collected through the survey of consumers, and the Federal Air Transport Agency data for marketing research. To assess the competitiveness of the experts were used as evidence, viewed as a result of the activities of airlines and the data which are of individual character, and reflect the current views of consumers and their satisfaction.
The survey showed that the price is the most important argument for consumers (4.84), flight safety (4.64), the firm's reputation, its reliability (4.19). The least important parameter is the presence of loyalty programs.
The most famous is the "Aeroflot", it is known 98 % of respondents. Company «S7» recalled 82.2 % of respondents, while 57.2% used its services. Airline "Yakutia" 28.6 % and 14.3 %; "Ural Airlines" – 19.6 % and 7.2 % respectively. Under other airlines called in mainly Russian or foreign airlines, the values of which were too small for comparison. Airline "Aurora" know 53.6% of respondents, and 28.6% in the open question mentioned that the use of its services. At the same time, the closed question "" Aurora "airline whether you use the service?" 54.7% of respondents answered "Yes", which exceeds the value of the open survey of nearly 2–fold. 67% of respondents provided by the airline "Aurora" services were satisfied.
"Aurora" yields «S7» on the overall assessment of the respondents, in general, we can talk about adequate competitiveness of its services. Having a subjective assessment of consumers, it was necessary to compare the services provided by the "price" criterion from the point of view of the "lower / higher." After all, for most consumers, price is the main criterion for choosing the airline, as the quality of services provided by the company are virtually on the same level. Players in this market compete in price competition. For this desk study was conducted in prices for air tickets provided by different companies. "Aurora" has a competitive advantage in 3 of the 11 areas, while the «S7» 5 out of 11, "Yakutia" two in one direction and "Ural Airlines" and "IrAero". «S7» is a leader in both customer opinion, and according to experts. Airline "Aurora" in both cases takes the position "a contender for the leadership." Inferior "Aurora" in the opinion of consumers on the criteria of "quality of service" and "reputation", while on the "price" of customers more satisfied with its services. "Aurora" needs to pay more attention to quality of service and reputation to become a leader, at the same time we should not forget about the price and try to keep on the same level as the price for a ticket to the «S7».
In order to enhance competitiveness in the enterprise based on specific rules are utilized objects and subjects of an estimation of competitiveness, which together make up a system to ensure competitiveness. Ensuring the competitiveness of products – is primarily the management of its quality and value, aimed at achieving optimal proportion of quality and price. Unacceptable solutions to improve the quality, increase the costs so that the service is losing competitiveness, as well as solutions to reduce costs at the expense of quality.
"Aurora" is necessary to improve service quality, to expand the geography of flights due to the development of new air craft or by code-sharing agreements with partners that will expand the geography of flights without significant costs for the purchase of new aircraft for improving the competitiveness of the airline services. Improve the quality of services is also possible with the help of staff training, improve their professional and cultural level. It was possible to identify the problems that exist in the Khabarovsk branch, the insufficient graduation paper of the marketing department. The proposed measures mainly involve advertising campaigns. In advertising it is necessary to emphasize the company's mission, convenience and frequency of flights. Advertising can be used more frequently in the holiday season, but do not forget about advertising outside the season. It is also important to mention your brand, the visual representation - Figures residents of the Far East and the main purpose of communication with the population's needs. The reputation of the airline can be improved by informing the Company intended for residents of the Far East, on the implementation of socially significant flights, as well as emphasizing that "Aurora" is a subsidiary of "Aeroflot".
Analyzing the activity of airlines 'Aurora', it should be noted that almost all the principles of ensuring the competitiveness of the system are present. Activities of the airline aimed primarily at meeting the consumer – the mobility needs of the population of the Far East, as well as the mobility of sparsely populated settlements, ensuring their social – significant transportation at an affordable price. The company constantly improves, expands its route network and increase the frequency of flights, in response to customer needs.
The aim to evaluate the competitiveness of services and the development of measures for its improvement was achieved.
In the first chapter the essence of competition was considered different approaches to the definition of the competition, the essence of competitiveness, its levels. Were considered factors affecting the competitiveness on the part of the enterprise and the state, various methods for assessing the competitiveness of goods and services, as well as the criteria to be considered when assessing the competitiveness.
The second chapter consists analysis of the JSC "Aurora Airlines" activity, competitive analysis was carried out, competitiveness of services "Aurora Airlines" was assessed. On the results of the evaluation problems associated with the level of competitiveness in comparison with a competitor have been identified.
In the third chapter system for ensuring the competitiveness was reviewed, that is needed for maintaining or increasing the level of competitiveness. Measures were proposed to improve the level of competitiveness "Aurora Airlines" to the «S7».
To the company has successfully operated in the market, it has to produce or provide a competitive product. The competitiveness of products is expressed in its characteristic, which reflects the difference from competitors' products, both in terms of compliance with public needs, and on their satisfaction with costs. For consumers and producers have their own point of view of competitiveness.
On competitiveness influenced by many factors, different in their level of impact on the company level to the level of the state. The competitiveness of products is determined by the totality of the factors that determine its quality, price, product finishing to the consumer, product promotion. By the criteria of competitiveness include the price, operating costs, or that provided by the service, advertising, image and credibility of the company, the ratio of supply and demand. Criteria such as quality, price, reliability, trust, representativeness in the market are important for competitiveness, but in today's market, they are perceived as self-evident.
There are various methods for assessing the competitiveness of goods and services, which have their own specific, depending on the assessment of the subject.
The activity of JSC "Aurora Airlines" was analyzed. The company has a good production performance and financial position. Over the past year the airline has demonstrated steady growth for the main operational indicators, increasing passenger numbers and opening new routes, while most airlines tend to reduce traffic.
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