PhamBinhHung_10190257_BBE_A1.

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 TABLE OF CONTENTS

INTRODUCTION....................................................................................................................................3
MAJOR FINDINGS.................................................................................................................................4

I. Introduction of 3 companies..........................................................................................................4

1. About Vietnam airlines..........................................................................................................4

2. About Vietjet Air....................................................................................................................4
3. About BamBoo Airways........................................................................................................5

II. Vision, Mission, Objectives, Goals and Core Value..................................................................5

1. Vision, Mission and Core Values...........................................................................................5

2. Objectives and Goals..............................................................................................................8

III. Organization’s form and function and its competitors...............................................................9

1. Organization’s size and scope................................................................................................9

2. Legal form............................................................................................................................10
3. Stakeholders mapping..........................................................................................................12

IV. The different business functions of Vietnam Airlines.............................................................14

1. Functional interrelationships................................................................................................14
2. The mutual relationships relate to priorities and organizational structure...........................15
3. Balanced Scorecard of Vietnam Airlines.............................................................................16

CONCLUSION.......................................................................................................................................19
REFERENCES.......................................................................................................................................20
 INTRODUCTION

Aviation is a growing industry in Vietnam. With increasing travel demand, airlines are welcoming a
huge number of passengers each year. For that reason, customers are more interested in the quality of
services and prices of airlines, and then start to dig deeper and make comparisons about those
companies.

In this report I described a variety of details, including mission, vision, core value, goals and
objectives of preferred aviation industry.  In addition, the study analyzes the goals of legal forms, the
scale & complexity of the entities, and the main stakeholders of the target firms. Stakeholder mapping
is often used to measure the organization's results. The study also analyzes objectively the
interrelationship of these features. Comparisons will also be performed between Vietnam Airlines,
Vietjet Air and Bamboo Airways to demonstrate gaps in activities and functions.
 MAJOR FINDINGS

1. Introduction of 3 companies
2. About Vietnam airlines
Vietnam Airlines, a multinational four-star carrier, is one of the most popular high-quality airlines in
Vietnam. Vietnam's national airlines were formed with a very small fleet in January 1956. The first
domestic flight began in September 1956. From 1976 to 1980, Vietnam Airlines extended and used
several international routes to Asian countries. Vietnam Airlines was officially established as a large
state-owned air traffic unit in April 1993. In October 2002, Vietnam Airlines unveiled the Golden
Lotus logo showing Vietnam Airlines transforming into an airline in the region and in the world
with scale and identity. It has become an airline that is global. On June 10, 2010, Vietnam Airlines
joined the multinational airline partnership alliance scheme dubbed SkyTeam. The event was the
culmination of the company's international market entry process. With on-going efforts, Vietnam
Airlines has formally been awarded the British Aviation Ranking and Assessment Organization
SkyTrax 4-star airline ranking and certification on 12 July 2016. During the last 20 years, thanks to
its strength in the modern fleets, Vietnam Airlines have continuously expanded and become a
prestigious airline. They have three classes for a flight: Economy, Business and Promo. Today,
Vietnam Airlines flew throughout the country to 21 provinces and cities in 26 countries and
territories, as well as 28 overseas destinations. (GIỚI THIỆU CHUNG VỀ VIETNAM AIRLINES,
2020). VNA has achieved a high degree of performance and productivity in aviation industry
activities, and even in financial terms. VNA registered on 50,1 percent market share in December
2019, with a combined revenue of VND100.316 billion, according to the annual report of VNA. The
company's overall annual growth is always double-digit. After the 2019 restructuring, the return on
equities (ROE) stood at 13.6% with EPS at 1.654VND, which is an improvement of 676.5% from
2015 to 2019.
3. About Vietjet Air
Vietjet Air was established in 2007, and is the first air carrier in Vietnam to use a modern model
which offers different flight services at economical rates and improves passenger convenience.
Opening the first sale of tickets on 15 December 2011, to 2014, Vietjet Air was ranked among the
top 10 low-cost airlines in Asia by Smart Travel Asia, and on 31 January 2015, just over 3 years
after take-off, Vietjet Air happily welcomed their 10th million passengers. After more than three
years of passenger service, Vietjet Air has confirmed its position as the latest, most successful low-
cost airline in the country and the region. Vietjet has four classes for a flight ticket: Economy,
Promo, Deluxe and SkyBoss, depend on customers’ needs, they can choose which class suitable for
them . As an accredited member of the International Air Transport Association (IATA) with an
IOSA Mining Safety Certificate, VietJet has just been classified the best in the world with 7 stars by
AirlineRatings.com, the largest organisation specialized in measuring the safety and goods of global
airlines. (HÃNG HÀNG KHÔNG VIETJET, 2020).
4. About BamBoo Airways
As the youngest airline in Vietnam, Bamboo Airways was officially founded in 2017 by the FLC
Group. With the slogan "Vietnamese inspiration for each program," Bamboo Airways set out for
themself the task of "Connecting tourist lands on the S-shaped strip of land," while at the same time
improving the reputation of the country and the citizens of Vietnam on the international map. In
addition, FLC wants to develop Bamboo as a regular 5-star airline, domestic and foreign aircraft
server. Bamboo services is also very good with four tickets classes for customer to choose: First
class, Plus, Business and Eco (Giới thiệu về hãng hàng không Bamboo Airways - Đại lý Bamboo
Airways, 2020)
5. Vision, Mission, Objectives, Goals and Core Value
1. Vision, Mission and Core Values
The table below is the vision, mission and core values of the 3 companies

Company Vision Mission Core Values

Vietnam Airlines - Maintaining the - Delivering a range - Safety is a
No. 1 spot as of offerings and priority, the
Vietnam's leading high quality that cornerstone of all
transport firm meets every operations
- Being Asia's customer's needs - Consumers are the
leading airline and - Build a friendly heart, VNA
the first and professional recognizes the
preference of working creation of a trust-
customers (the atmosphere with related enterprise.
annual report, multiple employee - Employees are the
2019) growth primary property.
opportunities All major pay-as-
 - Effective you-go policies
business, are built on a
shareholder reasonable basis
benefits and have
confidentiality meritorious
(the annual report, advantages in
2019) preserving
organizational
consistency of
continuity and
growth.
- Growth on an
ongoing
foundation. Using
creativity as a
philosophy of
development,
Vietnam Airlines
continues to
evolve in all areas
to produce great
results by
innovative
thinking. (the
annual report,
2019)
Vietjet Air - According to - To extend LABOR
Vietjet’s annual their national, - Highly trained
report, their vision regional and technical and
is “To become a global flight engineers.
global airline network - Experienced
group with an continuously; pilots with many-
extensive regional - Innovation for hour flight.
 and worldwide aviation services - Cabin crew young
flight network, - - To allow air and active.
providing not only travel to FLEET
airline services Vietnamese and - New generation.
but also consumer civilians around - Modern and fuel
services across the world the most efficient
advanced e- popular form of SYSTEM OF
commerce transport. MANAGEMENT
platforms; a - To provide - Apply specialized
trusted and highly their clients with flight control,
prestigious brand excellent support procedures and
in the eyes of and with a warm maintenance tech
travelers all over face to offer solutions such as
the world.” (the pleasure and AMOS, AIMS,
annual report, satisfaction. (the AirFase,
2019) annual report, Intellysis, etc. (the
2019) annual report,
2019)
Bamboo Airways - Connecting tourist - Make a clear - The core values of
lands on the S- difference in its Bamboo Airways
shaped strip of timing ratios, are individuals,
land safety flight ratio who are the
- Connecting tourist and service management
attraction all over efficiency. board and the
Vietnam as well - Become the first clients, and the
as raising the airways company values of the
image of Vietnam to apply new whole airlines.
and our people on hybrid segment Bamboo Airways'
the international - Offering millions key principles are
map. (the annual of passengers, a committed
report, 2019) "more than just a employees, happy
flight" experience clients, safe
(the annual report, travel, premium
 2019) service and good
performance
flights. (the
annual report,
2019)

2. Objectives and Goals

Company Goals Objectives
Vietnam Airlines - Obtaining 5-star status and - Total customers: 178.6
becoming a top-tier airline in million clients (2021-2025)
Asia (the annual report, 2019) - In 2019, the domestic
minimum market share
reached 55%.
- Invest in the technology
towards Digital Airline and
Market Environment (the
annual report, 2019)
Vietjet Air - Becoming a multinational airline - Promoting cargo
with extend regional and global transportation to deal with the
flight networks (the annual ongoing pandemic
report, 2019) - Adding 12 aircraft to the
fleet.
- Building feasible plans for
post-Covid-19 phase (the
annual report, 2019)
Bamboo Airways - Connecting tourist attraction all - Operation of 37-40 domestic
over Vietnam as well as raising and regional routes
the image of Vietnam and our - Expand the aircraft fleet of
people on the international map. aircraft to 40-50 aircraft
(the annual report, 2019) - In 2020, 30 percent of
domestic market share was
accounted for
- A 5-star airline with Skytrax
 ranking (the annual report,
2019)

2. Organization’s form and function and its competitors

1. Organization’s size and scope
The business form depends on the number and performance of employees. According to Darshana
(2019), there are 4 styles of organization:
Micro-enterprises: Including the small business sector where job levels and investment capital are
limited. The company that hires fewer than 50 people. Sales are below VND 10 billion. They have
less than VND 3 billion of capital. ("Factors to identify the micro enterprises, small enterprises and
medium enterprises", 2019). This form of business was very various, with all criteria being enforced
by microenterprises (business and business environment, 2019).
Small businesses: these are operated by private bodies and include a limited number of people
employed in the long run to grow their business, thus growing their amount of revenue. The agency
has less than 250 staff. There is less than VND 100 billion in sales. Their wealth is under 50 billion
VND,  ('Factors to identify micro, small and medium enterprises', 2019). They are private
corporations operated by sole individuals that act in collaboration and are able to change in size and
sales structure appropriately (business and business environment, 2019).
Medium-sized enterprises This involve all voluntary staff and, in particular, international
organizations who have the capacity to intensify their rapid tempo. The organization has around 250
workers. The turnover is smaller than VND 300 billion. Their wealth is smaller than VND 100
billion. "("Factors for the recognition of micro, small and medium-sized businesses", 2019). This
include multinational companies operating for future development reasons as part of the government
sector, thereby helping to further improve the organization 's internal aspects (market and business
climate, 2019)
Large enterprises: This type of organization focus their purchase for technology including
Enhanced accessibility, assured up-time and privacy. The company has more than 1000 employees
with the annual revenue is over 1 billion USD, they have several offices located in their country and
some are internationally (SMB, SME, and Large Enterprise: Business Size Classification Matters,
2020)
In compliance with provisions of Vietnam Decree No. 39/2018 / ND-CP of 11 March 2018 of the
Government, the medium-sized business is above this standard, and has a capital of between 20
billion and 100 billion workers, and over 300 employees. These three airlines together have over
 1000 milliard VND in total and over 1000 in human capital, which is why they are very big and
large-scale firms. The reason that the company is very big is also a massive size of activity.  Airlines
would be able to reach their goal by providing large sizes and requirements.

In Vietnam Airlines, by 31 December 2019, they have 6,409 employees working in different parts of
the company. Vietnam Airlines' workforce has seen a persistent rejuvenation pattern and
Higher level of technical integrity. The company’s performance continued to set another record with
VND 100,316 billion, a rise of 1,4% year-on-year; a combined pre-tax profit of VND 3.388.9
billion, more than 2.3 per cent relative to the previous year. The holding corporation of which a
achieved VND 74,693.89 billion in sales and VND 2,899.34 billion in pre-tax sales.  Profit, an
improvement of 20 percent year-on-year and more than 8.3 percent relative to the AGM programme.
(the annual report, 2019).
In Vietjet, there are a total of 5,092 staff, skilled, excellent, seasoned, young and involved. In 2019,
Vietjet is continuing to grow and expand its core aviation market. With the intention of being the
pioneer in the domestic industry, Vietjet has concentrated on flight network expansion of more than
25 million passengers on almost 140 thousand domestic and foreign flights. The organization has
been working towards the picture of the global aviation community. Revenue and earnings before
taxes from core company operations rose by 22 percent and 27 percent year-on-year to VND 41.252
billion and VND 3,869 billion , respectively. In 2019 Vietjet received seven Airbus aircraft, which
translates to a turnover of VND 12,014 billion from the aircraft exchange. In 2019, the consolidated
before tax sales and benefit hit VND 50.603 billion, respectively, and VND 4.569 billion. (the
annual report, 2019)
Bamboo Airways is a new airline but not for that they are a small company. They are a subsidiary of
FLC Group - a large corporation with a total of 10,000 employees.
 As can be seen from the information, Vietnam Airlines is the company who has the most
employees, which means their size and scope are the larger than the two other companies.
2. Legal form
Three main types of legal structure occur, according to The Business Environment Book (Ian W
Chris B., 2006),
A sole trader, one-man-owned firm. It is risky to be a sole trader since the investor is not
autonomous of the corporation and has total personal liability for the firm, its debts and contractual
obligations. They control all the company's properties and are free to dispose of them, hire workers
and sell under a corporate name.
Partnership is owned by two or more individuals. They can occur when people work together
without formal agreement, but typically trade as a collaboration is agreed
The corporation is owned by the shareholders' council, which holds the company's shares, not by
individuals. Value is dependent on own shares. Moreover, losses directly affect shareholders. There
are also small public and private small firms.
 Public limited enterprise:
There are a class of non-profit organizations that offer social service. Corporations in the public
sector provide public goods and services such as security, safety, police, public utilities, public
transportation, and administrative services, etc. ("Business and Business Environment" 2018)
 Small private company:
This covers government-owned for-profit companies, including citizens and groups, and some
private organizations. They are an important aspect of the economic system of the nation that private
people and profit-making groups sustain. They are also the key source of growth and prosperity in
the world and the output of per capita revenue, rising the GDP of the nation. ("Business and
Business Environment" 2018)
 Joint-stock corporation:
A company with equal privileges and responsibilities is a joint-stock business. A joint stock
company exchanged concerns contrasted with a public entity traded on a controlled exchange.
Joint stockholders can purchase or publicly market those stocks. Yet, unlike ordinary shares or
preference shares, joint-stock shares carry specific liabilities. In corporate policy decisions and
mutual and numerous company commitments, investors have a free vote. ("A guide to legal
form", 2011).

In 1956, during the war against American, Vietnam Airlines was founded with the name was
“Vietnam Civil Aviation” in form of a public limited company (HISTORY BEGIN, 2020). By
officially transforming its operational model into a joint stock corporation, 2015 marked a major
turning point for Vietnam Airlines, demonstrating the essential position of the relationship between
shareholders and the overall enterprise. (HVN: Tổng Công ty Hàng không Việt Nam - CTCP | Tin
tức và dữ liệu doanh nghiệp | CafeF.vn, 2020)
Vietjet Aviation Joint Stock Company was established in November 2007 by 3 main shareholders
are T&C Group, Sovico Holdings and HDBank with an initial charter capital of VND 600 billion.
Because they have stakeholders, they are a joint stock company. (Công ty Cổ phần Hàng không
VietJet | Wikiwand, 2020)
Bamboo Airways was established in 2017, they are a subsidiary of FLC Group - a large corporation.
According to the definition of legal form, Bamboo is a joint stock company.
3. Stakeholders mapping
According to Mosaic ventures, there are three major groups: internal (employees, managers)
stakeholders, external (community, government) stakeholders, and related participants
(shareholders, clients, suppliers). A group of interested individuals is the main stakeholders and is
willing to prevent the project from fulfilling the full set of objectives that can lead towards a project
failure.
In Vietnam Airlines, owners, companies, and staff are the key stakeholders. The map below is the
stakeholders mapping of Vietnam Airrlines, Vietjet and Bamboo Airways.

Gorvenment
 a) Employees:
While employees work for an airline institution, the organization needs to be professional and
productive to satisfy customer needs. Vietnam airlines listed its core principles in the company's
2019 annual report, with the workforce being one of its cherished properties, showing employees'
significance in their business. Employees play an important part in business growth with 2
remaining businesses. The first reason why employees are classified like this is that they are all
working people, only company only customers make up the instructions below. Employees have no
leverage and no desire.

b) Customers:
Customers are crucial to a company's failure or success. For an airline corporation, consumer role is
very significant, but due to stakeholder mapping it is low-power and low interest. They do their best
to satisfy clients. The number of customers rose in 2019, leading to a 6.68% rise in their earnings-
Vietnam Airlines (Annual Survey, 2019). Overall, much of the company's goals are to meet
consumer demands, so that the company's revenue comes primarily from clients. Moreover, the
number of passengers improved, which means the level of operation and technical skill of airline
firms is strong and allows customers confidence. Generally, all of 3 companies are always interested
in the customer experience and always listen to feedback to improve the quality of their services.

c) Shareholders
Shareholders who belong to an airline corporation in general have a positive contribution to the
company. They are liable only for the company's loans and other bonds beyond the sum of the
company's capital contribution. Vietjet and Bamboo are private companies shared by different
companies or individuals, while Vietnam Airlines is the national airline. The Government is the
biggest shareholder of Vietnam Airlines while holding 86.19 percent of the company. Other
shareholders, both local and overseas, have the right to vote and to make a major decision for
Vietnam Airlines in at least 6 months (2019 annual report). In addition, they can review any
management problem as they need it. This is the 2019 table of Vietnam Airlines’ shareholder
composition according to the 2019 annual report:
Conflicts of benefits from different stakeholders:
Conflicts between stakeholders are inevitable while running a joint stock company. The most
common case in every company is the company just want to pay salaries for employees based on
their performance, but employees always want to have as much money as possible. Besides,
customers-employees conflicts disputes may lead to some business problems although it just
misunderstanding between customers and employees or the employees’ attitude. Other cases that are
also common in large companies are environmental protection. It has caused a lot of controversies
when companies discharge waste into the environment, causing public condemnation.
4. The different business functions of Vietnam Airlines
1. Functional interrelationships
An organizational framework specifies the course of such operations in order to accomplish the aims
of an organisation (Kenton, 2020). There are 4 primary business systems.
A functional structure is the first and the most essential. It is also defined as a bureaucratic
organizational structure that splits up an entity, depending on the specialization of the workers,
breaks up an organization. A practical structure has been introduced for most small and medium-
sized businesses. The application of a hierarchical management system distinguishes the
organization from marketing, development and operations.
The second group is common amongst large corporations with several business divisions. The
organization using this approach builds administrative staff, called a divisional or multidivisional
structure, on the basis of its products, facilities or associates. The business blends with thousands of
goods and businesses, which ensures that any company works with its own chairman and
corporation.
 The third type is the younger Flatarchy, which is used for various start-ups. As the words mean, the
system and chain of control are flattered, and workers are given a lot of power. The fast
implementation speed of organizations that use this style of system is high.
A matrix structure is the fourth and last hierarchic type. This system matrices staff through multiple
supervisors, divisions or groups. For example, an individual employed in a matrixing company may
have consumer and sales duties.

2. The mutual relationships relate to priorities and organizational structure.

Analyzing Vietnam Airlines' hierarchical framework, the company has used a functional top-down
system.

- Firstly, the leadership of VNA mirrors the institutional model. The head of the company is the
general assembly of shareholders, which, accompanied by the supervisory board, has strong
corporate responsibilities. The General Shareholders 'Meeting is, according to Vietnam Airline
(n.d.), The highest decision-making body of Vietnam Airlines, open for all eligible shareholders
to register, to be governed by the General Annual Meeting and by Special General Meeting, and
accepted by written opinion. The Supervisory Board is a body chosen to control the financial
status of Vietnam Airlines and take responsibility for the execution of the delegated duties
before the General Meeting on behalf of the shareholders and all the corporate, strategic and
organization operations of Vietnam Airlines collectively, critically, and fairly. Vietnam Airlines
has full powers on behalf of Vietnam Airlines to determine and exercise Vietnam Airlines'
privileges and obligations. The Director General is the official Vietnam Airlines delegate and the
regular airline operator. Secondly, the use of the functioning framework by Vietnam Airlines.
Diverse duties allow Vietnam airlines to understand what they need to do and to explain each
department and each Vietnam airline specifically. Viet Nam Airlines has unique responsibilities.
The Executive Vice-President leads each room and has seven major divisions. VNAs are divided
according to their roles and abilities into smaller divisions or teams. The organizational structure
can achieve greater operational efficiencies if employees with similar skills and experience work
together and execute identical tasks. The introduction of the functional and divisional system
could give Vietnam Airlines several advantages. However, the functional structure also has
certain weaknesses. Any of the downsides of the divisional model entail uncontrollability,
excessive spending and workload disparity.

3. Balanced Scorecard of Vietnam Airlines

Department Objectives Measure Target Initiative

- Accounting - Profitability - Total - Attracting - Implementation
and - Increase revenues more and operation
financing revenues - Profit investors of a modern
before tax from passenger
overseas airline
- At least a payments
2.2 percent system. Build
increase in and enhance
profit online channel
experience with
the Lotusmiles
account
- Customer - Lower price - Skytrax - Guide to a - Use wireless
- On-time - Software 5-star connectivity to
flight for aviation satisfy
- Attract more measuring - Open up a customers'
clients satisfaction range of entertainment
levels new needs
services throughout the
 flight.
- Keep investing
in customer
service services
and offer
rewards
- Internal - Strengthen - Expanding - Open up - Enhance and
processes collaboration foreign more develop
with market offers, get emerging
international more technologies
companies informatio for specialized
n about aviation
food, services
luggage,
etc.
- Learn and - Become a - KPIs - Increased - Advanced
growth Digital - Productivity labor Wireless IFE
Airline. efficiency functions.
by 4% Implement
resilient digital
transition and
enable
technical usage
4.0.

Based on the BSC table of Vietnam Airlines, we can see the close relationships with each other. In the
Objectives section, when becoming a digital airline, VNA can easily connect and enhance its brand
with domestic and international customers, thereby cooperating with international airlines, helping
VNA to attract more customers, thereby increasing VNA's revenue. In measuring, to expand overseas
markets, the company creates software to measure customer satisfaction, thereby attracting more
customers, and the company achieves established KPIs. In targeting, VNA is aiming to become a 5-
star airline. VNA has to expand to many other services, adding more information about in-flight
services such as food, luggage transportation, etc. To do that, VNA must increase its labor productivity
by 4%, thereby helping it attract more foreign investors and increase their profits by at least 2.2%.
 CONCLUSION

This article offers me the ability to understand a lot about the aviation organization's efficiency or
structure. Balance Scorecard for success evaluation was used. Then I use the Stakeholders mapping to
see the main actors. The differentiation between three companies: Vietnam Airlines, Vietjet Air and
Bamboo Airways for a higher understanding of these three. In addition, the successful framework
teaches me in how businesses handle their staff, improve benefit and the efficiency of individuals
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