Phân tích đánh giá chiến lược kinh doanh của bamboo airways

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Group 2
BAMBOO AIRWAYS

Team member
Đỗ Hoàng Anh Tuấn- HS 153025
Đặng Thị Hạnh Duyên- HS 150515
Bì Thị Thùy- HS150739
Vũ Thị Giang - HS150475
Trần Thị Kim Oanh- HE 153055
Đặng Hồng Minh-HS 153042

The date the project is turned in (DUE DATE) and word count.

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Table of Contents
1.

Executive summary

2.

Service organization’s Introduction

3.

Service Organization’s Situation Analysis

4.

5.

6.

3.1.

Business/company Context

3.2.

SWOT Analysis

3.3.

Competitor Analysis

3.4.

PESTLE analysis

Consumer Research
4.1.

Primary Research of the consumer and customer profile

4.2.

Key Insights

4.3.

Challenges and problems that the service provider is facing

Analysis and Evaluation of Current 7Ps Marketing Strategy
5.1.

Product strategy

5.2.

Pricing strategy

5.3.

Placing strategy

5.4.

Promotion strategy

5.5.

Physical evidence strategy

5.6.

Process

5.7.

People

Recommendations and Conclusion

1. Executive summary

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Aviation services are one of the core components of each country's civil aviation industry. It
not only facilitates the allocation of resources and products, but also acts as a bridge for global
integration and development.
This is a report to introduce and analyze the current situation of Bamboo Airways and make
some recommendations to remedy this situation. Businesses are using competitive pricing
strategies to compete with industry rivals and competitors strategy to attract users, help
increase market share. Bamboo Airways has used a lot of advertising platforms such as
websites, social networks, ... to advertise their products to customers. During the epidemic
situation, Bamboo Airways has just encountered some problems, but besides that, there are
still huge opportunities in today's market. And there will be some recommendations given in
this report

2. Service organization’s Introduction

Originated from national pride and inspiration on the trip of exploration, Bamboo Airways – a
member of FLC Group – was officially established in 2017.
“With the mission of connecting the tourist regions in the S-shaped country, raising Vietnam’s
image and people on the international map, Bamboo Airways starts its journey to fly high with
its spreaded wings based on the cooperation with the world’s leading brands in the aviation
industry” Bamboo Airways showed.
In 2017, the establishment of Bamboo Airways has drawn a great attention in the international
community. In March 2018, the agreement between FLC Group and France’s Airbus Group to
buy 24 aircrafts A321NEO was signed with a total contract worth of up to 3.1 billion US
dollars witnessed by General Secretary Nguyen Phu Trong and French Parliamentary President
Francois De Rugy.
By the end of 2020, Bamboo Airways has carried over 6 million passengers, 100% safe.
Shipping volume increased by over 10% compared to 2019, despite difficulties caused by the
market crisis.
At the age of 3, this airline aims to have a 30% domestic market share, which is a factor that

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changes the face of aviation services with a diversified and flexible product structure, good
service quality, on time, safe.
3. Service Organization’s Situation Analysis

3.1. Business/company Context

“The worst year in the history of civil aviation” is a phrase used by the Director General of the

International Air Transport Association (IATA) to describe 2020. There is a lot of data showing
that this is a valid statement. (Bamboo Airways, 2021)
Since the beginning of the year, the number of global flights has decreased by 49% compared
to 2019, worse, the number of passengers transported has decreased by 67%, according to
statistics of aviation research organization Citrium. Covid-19 has "blown away" $ 510 billion
in industry sales, claiming tens of thousands of jobs. The number of aircraft "covering mats" in
the hangars is so crowded that it has never been seen "in more than 40 years of work" by the
leader of the aircraft maintenance company Tarmac Aerosave. (Bamboo Airways, 2021)
"The number of airlines that have survived to see the sun is dwindling," IATA wrote in its late
November report. But in a tumultuous year that has exhausted most of the world's airlines,
there are still a few players who have made a spectacular comeback thanks to their adaptability
and sensitivity to opportunity. Fortunately among them, there is a face from Vietnam: Bamboo
Airways.
In 2020, Bamboo Airways has exceeded 10% of the total number of flights and number of
passengers compared to the previous period in 2020, continuously leading the list of airlines
recovering and exceeding their operating capacity after the epidemic. 100% of flights are
performed in absolute safety, without any incidents threatening security. Currently, the
company holds nearly 20% market share. (Bamboo Airways, 2021)
Responding to the new desire for more economical journeys and more flexible schedules, the
Bamboo Pass line of multi-purpose flight cards was born. Bamboo Pass's 4 flight card
packages with diverse functions, "filled" directly to the specific needs of each customer group.
Instead of 3 traditional ticket classes, a set of new customer benefits (branded fares) including

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8 groups of benefits are deployed by Bamboo Airways. The ticket structure is more

fragmented, providing more diverse, flexible and economic options for passengers in a
financially sensitive period.
Not only drastically expanding the fleet in terms of quantity in 2020, Bamboo Airways also
upgraded in quality. From 19 aircraft at the end of 2019, the airline is operating nearly 30
aircraft at the moment, including the world's most advanced aircraft, such as Boeing 787-9
Dreamliner wide-body aircraft, jet aircraft Embraer force E195. These two remarkable new
aircraft lines also established the first operating position of a private airline in Vietnam.
(Bamboo Airways, 2021)
In addition, Bamboo Airways also promoted the opening of 6 new domestic routes, expanded
the network scale to 85 routes (60 domestic + 25 international) to increase market share with
the goal of capturing 30% of the domestic market share in the coming year. 2020. (Bamboo
Airways, 2021)

3.2. SWOT Analysis

Strength
● There are many new planes, attractive combo packages and the highest punctuality
index among the 4 airlines. (elines,2021)
● A team of experienced pilots and flight attendants are carefully recruited.
Weakness
● The international route network is too short for long flights compared to other major
airlines in the region.
● It is not possible to create a main transit point for international airports in Vietnam like
other countries in the region.
● Bamboo Airways' fares are quite high, not only on domestic routes but also on
international routes.
Opportunity
● Vietnam is emerging as a popular tourist destination, the number of visitors surpassed
10 million in 2016, an increase of 26% over the previous year. In the first 9 months of

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2017, the number continued to increase by 30% compared to the same period last year.
This trend is expected to continue. This is an opportunity for Bamboo Airways
(Bamboo Airways, 2021)
● In May, Bamboo Airways announced a cooperation with international consulting firm
Yates & Partners, aiming to achieve 5-star certification as soon as 2023. (VnExpress,
2021)
Threats
● The policy of "ASEAN open sky" creates favorable conditions for international airlines
to penetrate into the freight transport market of our country. (Báo Chính Phủ, 2019)
● Currently, the Vietnamese aviation market has the participation of 68 foreign airlines
from 25 countries/regions, creating great competitive pressure for Bamboo Airways.
(Dương Ngọc, 2019)
● Not only international airlines but also domestic airlines have many challenges. On the
trend towards flight quality as well as price, Vietnam Airlines and Vietjet Air are a big
competitor for Bamboo Airways.
● Many flight routes have not been exploited yet (elines, 2021)
3.3. Competitor Analysis

Currently, Bamboo Airways is facing direct competition with Vietjet Air and Vietnam Airlines
in the domestic market.
Vietnam Airlines: Positioning itself as a national brand, along with it comes premium quality,
being selected, trusted and used most often, highly appreciated for its image and quality of
customer service. With 67% of users saying that this is the first brand to mention when it
comes to the aviation industry, 73% think that this is a high-class brand with good service

quality.
Strength
● Good service quality, always serving attentive food during the flight.
● Pay special attention to the safety of passengers. Flights usually leave and land on
time.

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● Building an image suitable for brand positioning, worthy of a high-class airline:
courteous uniforms, creating sympathy for customers, including Ao Dai for women and
gile for men with yellow - blue tones
● Communication and PR build a "clean" image.
● Build very good communication about your brand:
▪ Press advertising targeting the business customer segment, often using large
newspapers with a nationwide distribution such as Labor, Youth ...
▪ Overseas VNA uses major newspapers in key markets: Asahi, Goodweeken, Travel
Trade...
▪ The frequency of broadcasting news about the company's commercial activities on
domestic and international news bulletins is high.
Weakness
●

Selling costs: Ticket prices are high compared to other domestic airlines, the price is
quite high compared to the average income of Vietnamese workers.

●

Media campaigns mainly targeting the business segment. Although there are plans and
strategies to participate in the low-cost market segment, it has not yet achieved much
success and has not captured the low-cost airline market share.

Vietjet Air: is oriented to be a low-cost airline, impressing customers with the dynamism and
youthfulness of its staff, attracting customers with attractive promotions. Therefore, 59% of
customers choose because this is the first low-cost airline in Vietnam.
Strength
● The "cheap" communication strategy, which mainly focuses on consumer price
awareness, is suitable for a wide range of customers. The “flying dream for all
Vietnamese people” that Vietjet evokes is a beautiful dream in a rapidly growing
middle-class market like Vietnam.16
● According to CAPA calculations, VietJet's brand recognition in Vietnam is 98%.
Because Vietjet has succeeded in building the image of "the sexiest airline in Vietnam".
Bearing bricks and stones, but at the same time, VietJet was as famous as alcohol.
Weakness
● Although widely known in Vietnam, outside Vietnam the situation is completely
opposite, Vietjet is just a relatively new brand, not many people know.

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● Using the "offensive" communication method, associated with the name "bikini
airline", the advertising method is somewhat bold, this is not in line with the customs
and traditions, receiving a lot of mixed opinions.
Emirates: is one of the two national airlines of the United Arab Emirates with Etihad Airways

and is headquartered in Dubai. The airline will serve scheduled customers with nearly 550
flights per week, serving 87 cities and 59 countries.
Strength
● Strong Backing – Emirates has the strong backing of the Government of Dubai. This is
a great strength for airlines because of their business success.
● Good customer service – Emirates offers good customer service and as a result, the
airline has a huge response from customers.
● Huge workforce – Emirates has a strong workforce of around 50,000 employees. This
will help airlines operate better.
● Good reach – Emirates airlines have an excellent coverage covering around 70
countries on about six continents.
● Excellent advertising – Emirates has great advertising and branding for the airline. It is
done through print, online advertising, TV, etc.
● Service Excellence – Emirates airlines shine in customer service, in-flight
entertainment, exclusive lounges and more.
● Size – Emirates airline has the big advantage of having large aircraft. This is a huge
power as it can accommodate a maximum of passengers.
Weakness
● Reliance on International Traffic – Emirates airlines rely heavily on International
Moving Traffic.
● Fierce Competition – There seems to be fierce competition and limited market share
growth for the airline.
● US market – Emirates seems to find it difficult to dominate the US market. This is a
weakness as the US market can take more revenue for the airline company.
● Catering to high-end travelers – Emirates airline doesn't seem to cater to the middle
class and tourists. In fact, this is another weakness as the target customer becomes less.
● Accidents and Incidents – There are a number of instances when Emirates flights are

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involved in accidents that cause great damage and affect the airline's image.

3.4. PESTLE analysis

Political
Political stability is essential for the airline industry to maintain and develop. Geo-political
crisis and trade disputes may impact on it seriously and contrast.
Vietnam is a one-party state ruled by the Communist Party of Vietnam (CPV). The CPV
provides strategic direction and decides all major policy issues which the government then
implements. Vietnam is one of the more politically stable countries in SouthEast Asia
(gov.uk,2021). According to The World Bank (2020), Vietnam political stability index was
-0.07 points. For comparison, the world average in 2020 based on 194 countries is -0.07
points, it's impressive value. Nowadays, our country has friendly and cooperative relations
with 189 countries, of which 17 are strategic partners and 13 are comprehensive partners; has
economic relations with more than 230 economies, has signed 15 free trade agreements
(FTAs), including new generation FTAs ( Ministry of National Defence ,2021).
That has created a great opportunity for airlines to access not only domestic but also
international markets and Bamboo Airways is no exception. Beside the domestic market,
Bamboo is currently operating many international flights and continues to expand its network
of routes to countries in Asia, Europe and America.

Economic
The Vietnamese economy grew 2.9% last year from a year ago, according to government
estimates released in late December, 2020. “With this performance, Vietnam has delivered one
of the highest growth (rates) in a year where the rest of the world were in deep recessions,”
economists from Bank of America Global Research said in a report.

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Gross domestic product (GDP) growth rate in Vietnam 2026 (Statista,2021)
Vietnam’s real gross domestic product has been experiencing positive growth for the past five
years since 2016, and is projected to continue to do so through 2026. (Statista,2021). Gross
domestic product (GDP) in 2020 is estimated to increase by 2.91% over the previous year,
although this is the lowest increase of the years in the period 2011-2020, in the context of
complicated developments of the Covid-19 epidemic, this is a great success for Vietnam with
the growth rate in 2020 among the highest in the world (General statistics office, 2020)
Tourism has become one of the major sectors within the economy of Vietnam in recent years,
with a direct GDP contribution of over nine percent in 2019 (statista,2021). As Vietnam
shifted its heavy reliance on agriculture towards a service economy, tourism has been an
essential part of economic growth in recent years. Vietnam had one of the highest numbers of
international tourist arrivals in the Asia Pacific region in 2019, with yearly increases in tourism
receipts before 2020 (Statista,2021).
Strong economic growth and the structural shift of the economy from agriculture to services
contribute to Vietnam becoming the world’s seventh fastest-growing aviation market. For the
period 2016-2021, Vietnam is expected to have the highest average growth rate in Southeast

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Asia at 17.4 percent, compared to the 6.1 percent in ASEAN (International trade
Administration,2020). However, due to the negative impact of the COVID-19 pandemic, the
Civil Aviation Administration of Vietnam (CAAV) in

2020 that regulated the aviation

industry, forecasts that the number of air passengers in Vietnam will likely drop by 46% to 43
million and Vietnamese carriers could lose more than $1.3 billion or worsen in revenues.
While the aviation industry is struggling, the huge investment in aviation infrastructure and the
potential growth of MRO services are the bright spots for Vietnam’s aviation future
(International trade Administration,2020). Vietnam has 22 airports, of which 11 are
international and 11 are domestic. The Government has set key priority for airport
infrastructure investment from now till 2030 by investing in the construction of 6 new airports
and upgrading most tourism hub airports with a total investment of approximately $16 billion
to increase to a total of 28 airports (14 international and 14 domestic airports).
All of the above economic factors bring a lot of opportunities and challenges for Bamboo
Airways on the way to conquering the Vietnamese aviation market.
Sociological
When gross domestic product (GDP) and the tourism needs increase day by day, the needs for
traveling by airlines also rise. According to a World Bank report, the growth of tourists
traveling by air in Vietnam ranks first in Southeast Asia. In the period 2016-2021, Vietnam
grew 17% compared to Southeast Asia's average of 6%.
Mr. Dinh Ngoc Duc, Director of the Tourism Market Department, Vietnam National
Administration of Tourism, affirmed: "Currently, more than 80% of foreign tourists come to
Vietnam from airlines, the number of domestic tourists traveling by this means is also
increasing day by day. Aviation and tourism are like two wings of an airplane that have a close
relationship."
The Ministry of Industry and Trade of the Socialist Republic of Vietnam quoted a survey by
Nielsen ( 2020) that compared to the global average, Vietnamese consumers have a stronger
priority for local products, with 17% of people surveyed said that they only buy domestic

goods, and 59% said they mostly buy domestic goods (compared to the global average of 11%
and 54%, respectively). Ms. Louise Hawley, General Director of Nielsen Vietnam, (2020) said
that locally sourced products are very important in Vietnam and have an advantage over less

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familiar products. This trend has become an advantage for young domestic airlines like
Bamboo Airways.
The strong development of the aviation industry leads to an increase in the demand for
aviation human resources. According to statistics, the overall human resource of the aviation
industry is currently about 44,000 people, it is expected that from 2021-2025, the industry
needs more than 60,000 employees (Vnexpress, 2020).
Since the aviation market has stronger competition with the participation of many airlines, it
has led to the phenomenon of attracting aviation human resources with a high salary and bonus
regime, especially for the potential pilot force. competition among domestic airlines
( Transportation magazine,2020)
Currently, there is only Viet Flight Training in the country that can only train 80-100 pilots
each year, so it is not enough to meet the demand. Meanwhile, Vietnam Airlines alone
currently has nearly 1,200 pilots, but its demand is calculated on the basis of flight output, the
number of aircraft exploited by 2020 is 1,340 people…
FLC Group has just started the construction of Bamboo Airways Aviation Training Academy
in Quy Nhon with a total investment capital of nearly 700 billion VND in the formation and
development phase. It is expected that after completion and operation in 2020. By 2022, the
Academy will train nearly 3,500 students per year, focusing on professional specialties such
as: pilots, flight attendants, engineers. technician, ground operator, flight operator and
mechanic training…

Technological
Certainly, without technology, the aviation industry cannot function for a second! Technology
has been the backbone of the aviation industry since its inception. The explosion of science
and technology, especially the emergence of artificial intelligence, has contributed to changing
the face of the aviation industry around the world, including Vietnam. Major airlines have
applied new trends such as Biometrics, Blockchain, Robotics and Autonomous vehicles,
Virtual Reality, Augmented Reality..... in order to maximize the process and service quality.
That requires bamboo Airways to make more efforts in applying technology to its services, in
order to compete with domestic and foreign competitors.
The limited technology for manufacturing aircraft components in Vietnam is also a big
challenge for domestic airlines like bamboo Airways when the technology is still heavily

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dependent on foreign suppliers. According to Bamboo Airways, in March 2018, the agreement
between FLC Group and France’s Airbus Group to buy 24 aircrafts A321NEO was signed with
a total contract worth of up to 3.1 billion US dollars. Continuing on June 25 2018, Bamboo
airways – FLC Group officially signed an agreement in Washington, DC to buy 20 new
aircrafts boeing 787-9 Dreamliner with a worth of US $ 5.6 billion.
However, the development of technology may reduce the demand for the airline industry in
the future as well. For instance, many companies and government departments around the
world are using Zoom, MS Teams, and other similar technologies to conduct meetings
remotely instead of flying down to the meeting venues. This will certainly reduce the demand
for the business class for many airlines.

Legal

Aviation is an industry of special importance, not only in economic development, but also in
matters of security, military and national sovereignty (The social republic of Vietnam,2021).
Therefore, the Vietnamese government always creates favorable conditions to support the
development of domestic and international aviation enterprises by enact the degree
66/2006/QH11 - Vietnam civil aviation Law published by SOCIALIST REPUBLIC OF VIET
NAM

provides for civil aviation activities, covering aircraft, airports, airfields, aviation

personnel, air navigation, air carriage, aviation security, civil liability, general aviation and
other activities related to civil aviation.
"Over the years, the state has had relatively good policies to support private airlines,
contributing to creating a developed and competitive market, as well as helping more people to
fly. "- Dr. Bui Doan Ne, General Secretary of the Vietnam Aviation Business Association.
Recently, the Civil Aviation Administration of Vietnam proposed to impose a floor price for
domestic air tickets. According to the draft submitted, it is expected that from November 1 to
the end of October next year, the minimum level of airfare is 20% of the prescribed maximum
price. Depending on the group of routes, the suggested floor price is from 320,000 VND to
750,000 VND one way. If this proposal is approved, many airlines will not be able to launch
promotions for cheap tickets such as 0 VND and 99,000 VND. It will be a disadvantage to
promote passengers to use the service for not only Bamboo Airways

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Environmental
The aviation industry has been blamed for being a big contributor to global warming. It is

responsible for around 5% of global warming (Timperley, 2020) which causes a huge public
concern.
Statistics conducted by Statista in 2019 showed that commercial aviation firms emitted over
900 million metric tons of CO2, which is an increase from 627 million metric tons of CO2
emissions in 2004. In 2020, the majority of passenger aviation activities were canceled across
the globe due to the coronavirus (COVID-19) pandemic. As a result, the aviation industry
experienced a roughly 60 percent decline in CO2 emissions during 2020 compared to 2019.

The CO2 equivalent emissions for each km a passenger travels varies depending on the length
of the flight, the aircraft cruising altitude and weight (Credit: BEIS/Defra/BBC)

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The level of CO2 equivalent produced by each km a passenger travels varies greatly
depending on which cabin class they fly in (Credit: BEIS/Defra/BBC)
Meanwhile, The problem of environmental pollution in Vietnam is increasingly concerned. As
surveyed by Q&Me in 2021, the environmental issue that was the most concerned among
Vietnamese was air pollution, according to 79 percent of the respondents. After air pollution,
water pollution also received a lot of attention from Vietnamese respondents, as stated by 71
percent of them.

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Most concerned environmental issues among people in Vietnam in 2021 (Statista,2021)
According to degree 66/2006/QH11 Article 7: Environmental protection in civil aviation
activities- Vietnam civil aviation Law published by SOCIALIST REPUBLIC OF VIET NAM,
Organizations and individuals engaged in civil aviation activities shall observe the
environmental protection law. Aircraft, air navigation facilities and equipment; airport and
airfield facilities and equipment and other technical equipment on the ground shall meet
environmental protection standards and be inspected in order to prevent and promptly respond
to adverse environmental impacts.
Therefore, Bamboo airway must be serious in finding a sustainable development strategy to
minimize the impact on the environment.
4. Consumer Research
4.1 Primary Research of the consumer and customer profile

Pursuing the Hybrid model - a model located in the middle segment of traditional airlines and
low-cost airlines, but Tre Viet Airlines (Bamboo Airways) sets the criteria for its staff to
provide 5-star standard quality to all customer segments. According to Tinh Anh Chứng

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Khoán, the special page of”Báo Đầu Tư”, the target audience of Bamboo Airway is every
customer segment. “The goal of service employees is to provide the best possible service, not
to satisfy choosy customers. This is a value that Bamboo Airways follows at all times. They
also have a specialized orientation on routes and flight schedules, as well as a variety of
special offers for specific consumer groups” said by Mr. Dang Tat Thang, Chairman and
General Director of Bamboo Airways.

With the goal of not being picky about customers, but always focusing on providing the best
services and products, Bamboo Airways has been aiming to optimize the benefits for each
specific target group. In fact, Bamboo Airways has paid attention and made moves to develop
tourism customer groups. However, with the strength of punctuality as well as time flexibility
for "night flights" and other added services such as BamBoo Eco ticket class (for customers
who do not need baggage deposit services and flying less than 2 hours domestic), Bamboo
Airways can use this as an advantaged to aim to potential group of people who are on business
trips. According to data from Vietnam Aviation Department, in the first 6 months of 2019,
Bamboo Airways carried out 6,700 flights, the number of on-time flights was 6,287,
corresponding to an OTP rate of 93.8%, higher than the general rate of 84.8% of the entire
aviation industry in Vietnam.
Basically, their customers are people with high demand for air services. Their ages are quite
diverse, but mostly between 24 and 50. They move with a high frequency, have no fixed travel
schedule, and don't place emphasis on price because they must follow personal schedules.
Reference groups such as work colleagues, as well as feedback from people who have used it,
influence the choice to use their services (with the same purpose of going on business).
Friends and family are frequently unable to influence purchasing selections because their work
is not of the same sort.

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Age of customers who use airline services.

4.2 Key Insights
In general, the frequency of using air services is very diverse for different age groups. With the
group's survey, targeting the main age group of university students (18-24 years old), their

frequency is only 1 to 3 times (51,5%). However, with the age of 24-50, those who have
started or consolidated their careers, their frequency of using air services will be more.

Frequency of using airline services.
When being asked about “Which of the following airlines do you know?”, most of the
respondents choose Vietnam Airlines, 180 respondents, accounting for 88.2%. This result is
also quite accurate, when Vietnam Airline was a long-standing brand , when it was founded in

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1956, and achieved 4-star quality according to international standards. While Bamboo brand
was just born in 2017 and is trying to build a position for its brand.

Brand Identity for different airline brands in Vietnam.
About region: The people who use airline services most are those who live and work in big
cities, especially cities with airports and airline systems. Their income is mostly above-average
(> 15 million/month). In the survey of our group, the income of the group is mainly under 10
million VND, because the age group from 18-24 accounts for 71.6%.

Monthly income of respondents.
They are also very interested in sub-factors such as seat comfort, the level of commitment to

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delay cancellation, luggage volume, accompanying incentives and of course the price factor.

Sub-factor that customers care in airline services
In the group's survey, 204 people were surveyed and 27% of them had ever used Bamboo's
services.

“Have you ever used Bamboo Airway service?”
The way customers become customers of Bamboo is also quite diverse, mostly through social
networks and TVC. In fact, Bamboo focuses on the TVC segment, when it is the airline of the
FLC group and has a lot of financial support. Bamboo ads are often shown in the golden time
frame, so the reach is quite good to the majority of TV viewers

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How do Bamboo’s customers know Bamboo?
In our survey, 41,8% of Bamboo’s customers have used Bamboo services 2-4 times, next is
36,4% for those who used Bamboo services once.

Frequency of Bamboo's customers using its services.
The most-used tickets are economy class tickets. This is a cheap ticket and provides basic
airline services, very suitable for young and low-income customers.

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Most used ticket is Economy class ticket
About the way of buying tickets, the most popular way is buying tickets online, through the
airline's website (47,3%), or the website of ticketing support services, or e-wallets (50,9%)

The different way of buying Bamboo ticket
For those who not use Bamboo service yet, customers also prefer buying ticket on main
website of airline brand (70,5%) or via supporting ticket ordering website/e- wallet (55,7%)

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The different way that non-Bamboo’s customers prefer to buy tickets.
About the form of payment, most Bamboo’s customers choose mobile banking (47,3%) or
using an e-wallet (41,8%). These are all quick and convenient payment methods

Payment methods that are used by Bamboo’s customers.
For those who do not use Bamboo service yet, customers also prefer online payment method,
such as Internet Banking (66,4%), e-wallet (57,7%), Mobile Banking (51%)

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Payment method that non-Bamboo’s customers would like to use.
The most preferred form of promotion for customers is a discount when booking tickets via ewallets. It is also quite understandable when their main form of payment is online or via ewallet

Promotion program that Bamboo’s customer like

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Promotion program that non-Bamboo’s customer like

4.3 Challenges and problems that the service provider is facing
In our survey, up to 76.5% of 204 people surveyed know Bamboo. However, 149 customers
haven’t really tried out Bamboo Airways services. One of the most important reasons is that
besides Bamboo, customers also have a lot of alternatives options.
Bamboo's main competitors include Vietnam Airline and Vietjet Air. Bamboo also faces many
difficulties in competing for brand positioning with Vietjet and Vietnam Airlines. Because
these two big brands have made a lot of special impressions with customers with various
awards and articles. Like Vietjet is always at the forefront of price, Vietnam Airline is always
proud of its diverse and best service quality with clients.

Bamboo also has a bit of a communication challenge. The company's current communication
strategy has not been effective for customers' target public. Specifically, about advertising: the
company has had advertisements on television with specific messages. However, their Internet
advertising, especially on Facebook (channel interactive media and bring the most exposure) is
less prominent than remaining firms. Mass media advertisements are also directed

traditionally, or follow other brands but nothing stands out to make a name of the firm.

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