PERSONAL PROJECT MANAGEMENT OF INFORMATION SYSTEMS PEGUIN AIRLINE

VIETNAM GENERAL CONFEDERATION OF LABOUR
TON DUC THANG UNIVERSITY
FACULTY OF INFORMATION TECHNOLOGY

PERSONAL PROJECT
MANAGEMENT OF INFORMATION SYSTEMS
PEGUIN AIRLINE

Instructor: TS PHẠM THÁI KỲ TRUNG
Students: NGUYỄN HOÀNG NAM – 518H0406
Class:

18H50301
Year:

HO CHI MINH CITY, 2022

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VIETNAM GENERAL CONFEDERATION OF LABOUR
TON DUC THANG UNIVERSITY
FACULTY OF INFORMATION TECHNOLOGY

PERSONAL PROJECT
MANAGEMENT OF INFORMATION SYSTEMS
PEGUIN AIRLINE

Instructor: TS PHẠM THÁI KỲ TRUNG
Students: NGUYỄN HOÀNG NAM – 518H0406
Class:

18H50301
Year:

HO CHI MINH CITY, 2022

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LECTURER’S REVIEW
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Ho Chi Minh City, day month year
(Signed, full name)

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TABLE OF CONTENT

CHAPTER 1: BUSINESS ANALYSIS..........................................................................2
1.1 Introduction of Penguin Air Pty Ltd..............................................................2
1.2 Customer identification.................................................................................2
1.2.1 Base-building...................................................................................3
1.2.2 Current Environment.......................................................................3
1.2.3 Scope in the future...........................................................................3
1.2.4 Target's Customer............................................................................4
1.2.5 Value proposition.............................................................................4
1.2.5 SWOT analysis................................................................................5
1.2.6 Porter’s five forces...........................................................................6
1.2.7 Excel Tasks......................................................................................7
CHAPTER 2: DEVELOPING A MOCK-UP OF A NON-FUNCTIONING BUSINESS
WEBSITE..................................................................................................................... 11
Discussion:........................................................................................................16
Web Usability Guidelines..................................................................................16
Identify additional methods of interaction.........................................................16
Conclusion.........................................................................................................16
Summary........................................................................................................... 16
REFERENCES............................................................................................................. 18

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CHAPTER 1: BUSINESS ANALYSIS
1.1 Introduction of Penguin Air Pty Ltd
- Penguin Air Pty Ltd is an airline based in Moorabbin Airport Australia.
Penguin Air offers regular services to select regional centers within Victoria and a
regular service to Flinders Island (in Bass Strait). Penguin Air also specializes in
offering ad hoc services, operating executive charter services throughout Victoria, as
well as a small freight service.
- In 1987, Penguin Air Pty Ltd operated as a public transport operator where
their daily services involved locales similar to the Puritan municipalities of Lakes
Entrance, Geelong, Portland, Warnambool and Launceston Tasmania. Not only that,
Penguin Air Pty Ltd also accepts government contracts to transport medical inventory
from a designated location to Melbourne. Additionally, the civilian government has
begun subsidizing airfares for children and the elderly over 60 with the end of a push to
promote less travel in the Australian corridor.
- Between 2004-2005, Penguin Air Pty Ltd decided to discontinue service to
Geelong, Warnambool and Launceston. This is due to declining passenger numbers and
stiff competition from low-cost airlines such as Tiger and Jetstar. In 2006, they were
awarded only one of two contracts to fly to Flinders Island. Skeleton-like development
events called The Winter Solstice Blood are being held that could help increase profits
for Penguin Air Pty Ltd.
- Penguin Air Pty Ltd also has a website to promote unborn events and programs
to potential guests. Their website is not streamlined to explain behind the scenes,
making it easy for guests to navigate through their site. Their website is not compatible
with mobile interpreters, which makes the booking and payment process complicated

for guests.

1.2 Customer identification

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1.2.1 Base-building
- The Aviation industry establishment has quite a bit of history to be discovered.
Some of these include the fact that the airline industry was facing a period of low
revenue when the 2001 terrorist attacks in the United States and the 2003 Iraq and
SARS crises led to a decline in revenue. significant downturn in international and
domestic aviation markets, stoking international fears. aviation.
- Next, the aviation industry in Australia must also have government
intervention. What drives a successful airline company is the power of economies of
scale. When an airline company has large economies of scale, other airlines cannot
compete with that airline company's low prices, which results in the airline industry
being monopolized by a particular airline company. body. To address this, the
Australian government established the ACCC, whose main task is to monitor airline
prices and ensure they are not excessive.

1.2.2 Current Environment
- The aviation industry faces a major problem from 2020 to 2021, which is
COVID-19. During the initial period of shutdown in countries, the aviation industry
suffered greatly due to border closures and the decline of patronage at airports. The
aviation industry is currently recovering slowly at 2022 as countries with little COVID19 begin to open their borders. The airline industry still has a long way to go to

recovery as customers remain discouraged from traveling during the global pandemic.

1.2.3 Scope in the future
- The future of aviation remains uncertain. There will be changes when
passengers aboard the plane without sufficient proof of passport. They may need proof
of a COVID-19 vaccination if available in the future. At the same time, the pre-flight
procedure is very complicated, so passengers will not want to take the plane as a means
of transportation when there is a need to travel. While there will be additional costs,

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customers won't have to stick with commercial airlines, where high numbers of people
increase the risk of COVID-19 transmission.

1.2.4 Target's Customer
- Age: Adults (50%), Elderly people (30%) and Children (20%)
- Gender: Male and female.
- Attractions: Moorabbin, Flinders Island, Gateway Portland and Lake.
- Purpose of flight: Business trip or vacation.
- Income level: high because they are willing to pay to avoid airport delays
long.

1.2.5 Value proposition
- Penguin Airline provides business, leisure and freight services. Penguin
Airlines offers these services at a low cost. Penguin Airlines allows customers to fly on

their own planes without waiting at the airport. Furthermore, Penguin Airline provides
meals and ground transportation to. Penguin Air's team has extensive regional and
general aviation expertise to provide the best service to everyone. With Penguin Air,
you can take advantage of all the benefits associated with jet exclusivity:
- Fly on your own plane
- Avoid lengthy delays at the airport
- Complete travel solution, including ground transportation and catering
to drink

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1.2.5 SWOT analysis

Strength

Weakness

1) Penguin Air offers special services.
This type of service allows the
penguin airline to stand out among
other airlines.
2) Penguin Air also has exclusive
services. The service is offered to
customers who do not wish to be
delayed by flights of regular low-cost

airlines.
3) Penguin Air also provides freight
services. This service acts as one of
Penguin Air's diversification services.

1) Penguin Air has an outdated
website that makes it uninteresting for
users to browse through their website.
2) With an outdated website, it is not
possible to make online booking and
payment facilities. This has limited
their potential to get more customers
if they don't update their website.
3) Their services are not extended to
other parts of Australia. This has
limited their potential in developing
them across Australia

Business operators

Threaten

1) Penguin Air receives government
subsidies for children and seniors over
60. The reason the government
subsidizes is to promote more tourism
to regional areas in Australia.
2) Penguin Airlines has a government
contract to provide medical
transportation at certain times.

Penguin Air can use this service as an
opportunity to enhance its brand and
value.

1) Penguin Air will face threats from
low-cost airlines including Tiger Air
and Jetstar. Low-cost airlines have
small economies of scale that allow
them to have low fares.
2) Locations controlled by Tiger Air
and Jetstar such as Geelong,
Warnambool and Launceston, where
social events take place.
3) Tiger Air and Jetstar may have an
updated version of their website
where it is more user-friendly and
stable to use. With these benefits,
customers will use their services
more than

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1.2.6 Porter’s five forces
Bargaining power of suppliers

In the aviation sector, the power of
suppliers is considerable. Since planes
require more complex components and
there are no substitutes, each seller has
control over the price of the product.
The power of suppliers will be higher
than that of low-cost airlines because
they need to produce more planes.
Most likely low-cost airlines will buy
in bulk to save production costs.
Penguin Air, a small airline, lacks
purchasing power in this market due to
its size.

Bargaining power of customers

Penguin Air will have strong
purchasing power as most consumers
prefer low-cost airlines. Penguin Air
has grown tremendously since
receiving government subsidies for
children and the elderly, transforming
consumer power. They will also target
higher-income customers who are
willing to pay for their service and
avoid airline delays. Since there are so
many passengers looking for the
cheapest ticket, Penguin Air offers a
wide range of services that its
competitors do not have.

Competitive rivalry

Competition will continue to be fierce
in the aviation sector as different
airlines continue to reduce ticket prices
or offer incentive programs and
package services in the future. presence

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of low-cost airlines such as Tiger Air
and Jetstar.
In the aviation sector, there are few
suppliers but many customers. This
means that only a handful of airlines
can survive. Penguin Air doesn't need
to worry about new entrants because
entering the field requires huge
amounts of cash. In addition, airlines
rely on economies of scale, which
means long-term relationships with
suppliers. This will be a disadvantage
for new entrants unless they have a
great relationship with the supplier

Threats of new entrants

Threat of substitute products or
services

These are related services that meet the
same basic needs as airlines for other
internal means of transport such as
cars, trains, trams, etc. Cars are the
most competitive alternative to
Penguin Air as most visitors to Victoria
take a car to their destination.

1.2.7 Excel Tasks

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According data of tycoon, it can provide the information include:
+ Adult has 50.51% of all customer and it is the main customer target for company.
+ Moorabbin has 38.14% of destination choice.
+ Most of customer carries luggage from 10-20 kg
+ Total profit is 2.974,47 $

CHAPTER 2: DEVELOPING A MOCK-UP OF A NONFUNCTIONING BUSINESS WEBSITE
Base on three main websites:
Homepage

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Booking page:

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Confirmation page:

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Discussion:
- Visibility: I used the concept of visibility by headlined WELCOME TO PENGUIN
AIRLINE; yellow on white background and capitalized. The Book Now button has a white
background for highlighting. This refers to the simplicity and usefulness of the design.
- Consistency: Design consistency can be achieved by developing a design interface that uses
comparable actions and components. The use of back-and-forth links when a customer goes
through the checkout process simplifies the consumer experience due to the similarity of the
ingredients and their location.
- Affordable: There is a Booking button on each page that you can click to go to the next stage
of the booking process, which is to go to the booking page. There is a home button placed next
to the title that will take the user back to the main page.

Web Usability Guidelines
- Help and Documentation: The main page provides business contact information, allowing
visitors to find more help. There is a CONTACT US section on each page for support.
- Show system status: Customers are provided with a filter search system that allows them to
select an option from a drop-down menu or by manually entering a city or town. This allows
users to choose the type of ticket that best suits their preferences. On the checkout page, a
description of the product is displayed to allow the user to check their information and tickets

Identify additional methods of interaction
1. Create a family of penguins for participating customers and offer members special
packages from the most basic to the most luxurious. The member who uses the most
Penguin services will receive more incentives, which will encourage lower tier
members to use more services to get an upgrade.
2. Use a variety of social media platforms like Facebook, Instagram, and Twitter to
increase your exposure and create interesting, trending content to attract more

consumers.

Conclusion
- These are the website development initiatives that Penguin Air should take. With this
website, it will be easier for consumers to navigate their website, and the booking and
payment processes will be greatly simplified. Website development is not enough. Employees
need to be familiar with the operation and improvement of their site to avoid future mistakes.

Summary
- Determined flight time detected from spreadsheet data:

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The number of tourists gradually increases on weekends and Fridays are the most crowded
times
- Determined flight destination detected from spreadsheet data:

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REFERENCES

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