แผนกลยุทธ์เส้นทางบินภายในประเทศ บริษัทการบินไทย จำกัด / สิรภพ จตุรพรอนันต์ =Strategic plan for domestics flights of Thai Airways international public /Sirapop Jaturapornanun
Thai Airways International Public Company Limited (THAI) is the national airline operating in domestic and international commerial avation with national pride and a long history company. However, the competition among this industry has intensified due to the rise of domestic Low-Cost Airlines and other factors. As a result, THAI could not compete on price with other airlines. As a result, THAI reduced domestic flights to only 4 routes, including Chiang Mai, Phuket, Krabi and Koh Samui. This independent study explores the THAI's internal and external environment, analyzes the attractiveness of the industry, finds strengths and weaknesses of the company as well as analyze customer behavior, for developing a strategic plan.
The objective is to create the organization's strategy in order to satisfy the customers and gain competitive advantage of the company to grow steadily and sustainably.Thailand's domestic airline business grows continously, as the rise of tourists in each year, political stability and the change of consumers behavior response to the increasing number of Low-Cost Airline. However, the ticket price is the primary factor that influences consumer purchase decisions which is not THAI competitive advantage. Therefore, the study purposes the differentiate strategy in quality and service, use a Value based pricing strategy, combined with integrated marketing to increase the awareness of the customers about the intentions of the airline, "Smooth as Silk", has never been changed from the past. These will lead the company to be the successful airline in Thailand domestic industry.
