CNG TY HNG KHNG HU HN XINGAPO (SIA)

PGS. TS. Hong Vn Hi - i hc

Onc gia, H Ni
Cng ty c thnh lp nm 1947, l hng hng khng Malaya. Hng ny thuc quyn
s hu ca mt s c ng BOAC (l t chc tin thn thuc Hng hng khng Anh quc),
ca hng hng khng Qantas v mt vi c ng khc. Cc Chnh ph Malaixia v Xingapo
chim phn s hu chnh, chim a s vo nm 1966. Cho n nm 1971, nhng ch s
hu chnh gm: Chnh ph Xingapo (42.8%). Chnh ph Malaixia (42.3%). Chnh ph
Branei (4.7%). BOAC (4.1%) v Qantas (4,1%). Vo nm 1972, cng ty phn thnh hai
cng ty thuc s hu ton phn ca hai chnh ph: Cng ty hng khng Malaixia v cng ty
hng khng Xingapo.
Ch tch Cng ty hng khng Xingapo l ng J.Y.Pillay, ngi c Xingapo b nhim
vo Hi ng qun tr chung nm 1971 trc khi phn chia thnh hai cng ty. Pillay v cc
thnh vin khc ca Hi ng qun tr u l nhng ngi ca Tp on dch v dn dng
Xingapo.
Trong thp nin 1969-1979, cng ty hng khng Xingapo t mt cng ty c quy m
ng hng th 59 trn th gii (v chi s tn - kilomet) tr thnh cng ty ng hng th 9
trn th gii, vi mc tng trung bnh hng nm l 46%. Trong nhng nm 1980, Cng ty c
th t ho v nhng thnh tu to ln ca mnh. Theo ng Pillay th khng c g phng i
khi ni rng: theo cc nh gi ca nhiu ngi th chng ti thng xuyn hng u hoc
trong nhm dn u v mi chi tiu. Theo Vin nghin cu du hnh quc t (INTRAMAR)
th Cng ty hng khng Xingapo ng hng u trong s 52 hng trong khu vc v tt
c cc tiu chun ca mt hng hng khng, nhng tiu chun l:
Dch v v thc hnh cc tc nghip
Tn trng hnh khch chiu khch
Uy tn ca hng hng khng
Tinh thn t gic v thn tnh
Tnh nhy cm ng khm phc vi cc nhn xt, yu cu ca hnh khch.
S nh gi ca INTRAMAR c cng b 3 nm 1 ln v c cng nhn chung l tiu
chun nh gi ca ngnh hng khng. Chi tiu dch v v thc hnh cc tc nghip c
coi l quan trng hng u.
Vo nm 1980 v 1981. cng ty ny ng u th gii v vn ti hng. Trong nm 1989,
cc bo ch nhn nh rng cng ty hng khng Xingapo dn u trong thng k theo
di ca Nht Bn.
Nm 1982. J.Y.Pillay nhn nh: thnh cng v tht bi ca mi hng hng khng l ph
thuc vo cht lng phc v m n cung cp. C quan cung cp thng tin ca hng pht
hnh cc giy t lin quan n cc lnh vc khc nhau ca vic phc v c cht lng.
Thnh cng ca cng ty hng khng Xingapo l kt qu tt yu ca vic pht trin nhanh
v hin i ha lc lng bay. pht trin tch cc cc tuyn bay mi, hun luyn i ng
nhn vin c hiu qu v nng cao cht lng dch v mt t.
Dch v sn bay Xingapo (Xingapo Airport Terminals Service) l b phn trc thuc cng
ty (cng ty bao gm cc b phn chinh l: lc lng bay tc l phi i my bay, b phn
dch v sn tc l b phn dch v mt t v b phn kinh doanh lin quan nh bo him
hng khng, khch sn, ngn hng pht trin hng khng v.v...). Dch v sn bay chu trch
nhim v cc dch v mt t ca cng ty v bo m cho cng ty l mt trong 10 hng
hng khng hng u v vn ti. Cn v vn hun luyn th ng Pillay nhn xt: Theo
truyn thng, Cng ty hng khng Xingapo thng xuyn u t ln cho hun luyn v pht
trin nghip v ca i ng nhn vin, hng nm cng ty chi t 30 triu n 40 triu la

Xingapo. s chi ph cho nhn cng lao ng ca cng ty chi chim 16% trong tng chi ph
ca cng ty (so snh vi M l 42% v Hip hi vn ti hng khng quc t l 35%). Theo
nh gi chung vo u nhng nm 1980, Cng ty hng khng Xingapo thng c c im
l gi nhn cng lao ng r, nhng c cht lng, nng sut lm vic tuyt vi.
c trng ca i ng qun l SIA l: cc quan h lm vic n , gip ln nhau, c bit
l vi cc t chc chnh ph khc. V d ng Pillay ng thi cn l ch tch ca Ngn hng
pht trin Xingapo (DBS) - c quan ti tr ch yu cho SIA. SIA cng c mi quan h lm
vic hp tc rt quan trng vi mt t chc chnh ph khc, l Hi ng xc tin du lch
Xingapo (Xingapo Tourist Promotion Board
(STPB). Trong nm 1984. ph ch tch ca SIA l Lim Chin Bens c b nhim lm ph
ch tch ca STPB v nm 1986 c bat lm ch tch STPB.
Trc khi c s b nhim ny, mi quan h gia SIA v STPB c s gn b cht ch vi
nhau. Hai t chc ny thng xuyn c cc cuc hp chung phi hp k hoch hnh
ng. C hai t chc cng s dng mt c quan qung co c rt nhiu chin dch qung
co chung. Cc bo co hng nm ca STPB ch r mt s in hnh cng tc vi SIA.
Th d nm 1980/1981 trong s phi hp vi hng hng khng Xingapo, tng cng c 22
nhm i l du lch t cc th trng c la chn c li ko vo h thng du lch
Xingapo. V Vn phng ti London vi
s hp tc ca hng hng khng Xingapo ln u tin tin hnh mt chin dich bn hng
chp nhong, quy m ln ti H Lan.
Nm 1972, ngay t ngy u pht trin, SIA pht trin mc tiu chin lc ca mnh,
chin lc nu r: bin SIA thnh mt hng hng khng t cht lng hng u ca khu
vc ng Nam trong vic thc hin cc dch v bay trn ton th gii. Bnh lun v
im ny, ng Lim Chin Beng ngy 14-5-1986 nhn nh iu quan trng hn c l ci
g lm cho chng ti c c nh hng trn. l nim nhit huyt mong mun hnh
ng ca chng ti... Chng ti quvt nh phi lm cho mnh khc vi tt c cc hng
hng khng khc trn th gii. Cc dch v bay ca chng ti, phong cch ca chng ti, li
thng ip ca chng ti phi lm sao mang tnh c trng v ni bt. Chng ti mun tr
thnh mt hng quc t, nhng ng thi vn gi c bn sc chu . Chng ti coi vic
phc v hnh khch trong khi bay l cng vic u tin s mt v lm cho c gi Xingapo tr
thnh hnh tng hin thn cho bn sc ca hng hng khng.
Cho n nm 1981, cc mc tiu chin lc chung c nh ra nh sau:
Hng mang mu c Xingapo
Nm bt mi c hi pht trin v bin cc c hi tr thnh hin thc.
Cung cp cc dch v tin li, an ton v kinh t cho hnh khch.
Thc y s tng trng kinh t v thng mi du lch ca nc cng ha.
u t vo cc ngnh kinh doanh lin quan n ngnh dch v hng khng
Nhng mc tiu ny c em ra xem xt nh gi li ti cuc hp bn trn ca ban qun l
hng, hp hai ngy bt u t 29-11-1981 nhm n nhn cc thch thc ca nhng nm
1980. Cuc hp bn trn iu chnh cc mc tiu nh sau:
Thc hin cc dch v c cht lng cao nht cho khch hng. Cc dch v phi an ton,
c tin cy cao v kinh t
Pht trin thu nhp m bo cung cp cho vic ti u t v hon vn c phn mt cch
xng dans cho c ng.
p dng cc phong php qun l hu hiu i vi ngun nhn lc trn quy m ton cng
ty, pht trin, khuyn khch v gi gn nhng cn b nhn vin c tm c cao cp, nhng
ngi s ng gp cho cc mc tiu ca tp on.
Ti a ha vic s dng v nng cao hiu sut ca tt c cc ngun lc. v vic thay i hp

l ha cc mc tiu ca cng ty, ng Lim Chin Beng ni: SIA c qun l nh mt doanh
nghip kinh doanh, ch khng phi nh mt t chc mang mu c uy tn quc gia.
Thi im t nhn ha cng ty SIA l vo thng 12 nm 1985. Trong thi gian trc khi
cha t nhn ha. gim c cng ty thng tuyn b: cht lng dch v, s pht trin cc
li ch lu di. s o to tuyt ho i ng nhn vin, s hot ng trn cc phng tin
hin i, tit kim nhin liu, l mc tiu ch yu ca cng ty. Nhng sau thi im t
nhn ha, trong thip chc mng nm mi nm 1986 ca ch tch cng ty, nu r: tt c
nhng mc tiu, nhng gi tr vn s tn ti, ch c iu chng ta phi thm vo mt mc
tiu quan trng na, l li. iu khng c ngha l trc y li l mt t ng xu
trong SIA nhng yu t li cha bao gi c nh gi vi tt c kha cnh ton din v
cha c coi nh mt mc tiu c tnh sng cn. Tt c chng ta u mun lm c
tin sao cho c th i mi. hin i ha cc phng tin, lc lng bay ca chng ta,
sc hun luyn v pht trin i ng nhn vin ca chng ta. Nhng by gi chng ta phi
tn trng cc quan im ca gii u t vo cng ty v chng ta phi hon vn li cho h,
chng ta phi p ng c s tin tng ca h i vi chng ta. Mt ln na ti nhc li,
gii u t rt nghim khc, h i hi ngi bo v phi gi gn ti sn ca h.
Sau cuc gp g ngy 23 thng 8 nm 1982, ng L Quang Diu tuyn b ti Kuala
Lmpua vi th tng Malaixia rng: hai th tng nht tr xp t hp tc gia SIA v
Hng vn ti quc gia Malaixia (MAS) cho dch v vn chuyn con thoi chung gia Kuala
Lmpua v Xingapo. Tr li cu hi v mi quan h gia tp on v Chnh ph v dch v
con thoi ny, gim c iu hnh SIA gii thch rng: Hng hng khng thng xuyn
thng bo cho chnh ph v nhng n lc ang tip din pht trin dch v.
u thng 9 nm 1982, ti cuc hp bo Jakarta, th tng L Quang Diu cng b
mt s sp xp c trin vng khc, l chuyn bay thng gia Xingapo v mt vi im
trong ni a Indonexia, trong c Bali. (Bali l im dng chn rt thun li, ch phc v
ring cho hng Garuda mang c ca Indonexia k t nm 1979, khi m chnh ph Indonexia
khng cho cc hng nc ngoi c c hi quan h v). Th tng ni rng tt c
cc tuyn trc ht phi c trnh cho Garuda cho Garuda c th kim tra th trng.
ng ni thm rng SIA khng c nhu cu c bit trong vic trin khai cc tuyn m li ch
ca Xingapo l ch tng thm thng mi du lch. Mc d SIA c chnh ph hi
kin, nhng gim c iu hnh SIA gii thch rng li ngh trn l sng kin ca Chnh
ph trn tinh thn hp tc ASEAN. Vo thng 4 nm 1986. SIA v Garuda hng dch v
n Ball bng cch s dng my bay ca Garuda vi i bay hn hp. San ng thi
Bali c m cho 4 hng hng khng nc ngoi.
W
Trong bi ni chuyn ti cuc gp g nhn ngy quc khnh vo thng 8 nm 1986, th
tng L Quang Diu k li cuc ni chuyn vi ng Joe Pillay. ng Pillay ni
na a rng, c l n lc chnh ph phi rt khi cng ty SIA, v ngnh ny khng
pht trin c na. Th
tng p li ng bn c ca mnh: tin lng ca chng ta cao ri. Chng ta t
n tt nh. Th tng nhn xt rng: Cc hng hng khng khc ang hc tp kinh
nghim ca SIA. Cc bn hy yu cu SIA cnh tranh vi h... iu g s xy ra? Nhng
iu g lm cho ban qun l SIA lo lng th cng lm cho ti lo lng.
Cu hi tho lun:
Nng lc ct li ca SIA l g? Mc tiu chin lc v gii php chin lc ca SIA?
So snh gii php chin lc ca SIA vi VNA.