Marketing Assignment help essay on: Jet star asia airways – Singapore
- Introduction
Jet Star Asia Airways refers to one of low cost airline which has been operating & headquartered in Singapore. Jet Star Airways have been rendered to as an off shot of the Australian airways i.e. Qantas. The airways provide different types of services to its flyers. The airways majorly connect various destinations of Australia, Japan, South East Asia, China. The main foundation of Jet Star Asia Airways is seen at the Singapore Changi Airport.
In the year 2008, the Jet Star Airlines announced that the profit earned by the airlines has been estimated to increase by 20 percent. The number of flyers flying by the Jet Star Asia Airways has also increased with reference to 2008. The percentage increase in the number of passengers has increased by 4% approximately (Jet Star, 2008). The total load covered by the airlines has been estimated to be 75%. In the year 2011, the airlines carried approximately 2.7 million flyers. This number has been increased by 18% as compared to the previous year i.e. 2010. The revenue per passenger has also increased by 39.7%. The airlines also launched an airbus which majorly took in to consideration the flights on longer routes such as from Singapore to Auckland, Melbourne etc. The airbus launched by the same was known by the name A330 (Jet Star, 2008).
The seating offered by the Jet Star Asia was one of the most attractive & lucrative in nature. The seats offered by the same were made up of leather with a pitch of 30 inches. There were different ways with which the visitors could book the tickets for a particular destination. The flyers could either book their tickets online or could book them physically on the airports. The food & the beverages which were offered to the flyers within their flight could be bought at reasonable prices form the café known as the “Jet Cafe” (Jet Star, 2008). The flyers flying through Jet Star Asia could either have their food or drinks unless & until they were specifically ordered to do so by their practitioners or dietians. The Jet Star Asia has been offering more than 400 flights. The airlines have touched approximately 27 cities covering 14 countries all across Asia (Jet Star, 2008).
- Environmental Factors:
The four environmental factors which affect the business of the Jet Star Asia airlines have been discussed in this part of the report. The factors are as follows:
Þ Technological innovations: Innovations & Up-gradations in terms of technology with respect to the airlines industry has been referred to as one of the major aspects which would help in order to attract more number of flyers towards it. The first technological change which should be practiced within Jet Star Asia Airways would be terms of the reservation of the same (Schulte & Zhu, 2005). Apart from buying the ticket physically on the airport or through a travel agent, the two main substitutes would be to get the tickets booked online (company’s site) or by giving the concerned person a call.
Þ Low Trade barriers: The trade barriers would also have an affect over the Jet Star Asia Airways. Trade barrier refers to the restrictions which have been laid down by the government. The barriers in case of the airlines have been termed to be low (Jet Star, 2008).
Þ Globalization: The second major environmental factor which would affect the Jet Star Asia Airline would be the rise in globalization. Globalization has had a strong impact over the domestic airlines (Schulte & Zhu, 2005). With the disputes practiced between the pilot’s in the year 1989 was the time which lead to an overall impact of globalization over the airline industry. Fifteen years from now, the airline industry along with the labor market has been deregulated. It has adopted various approaches which would help in order to maintain proper relationship with the people belonging to the similar sector. Globalization in case of the airline industry could be defined in three different ways such as:
i. Low trade barriers & globalization of the market
ii. Labor laws as well as political structures which would help in order to maximize the level of exports & reduction in the overall spending of the same.
Þ Changing Demographics: The last environmental factor which would affect the Jet Star Asia airline would be the change in the demographics. Though, this airline has been regarded as one of the low cost airlines but the levels of growth in terms of number of passengers as well as the revenue generated have been increased significantly. The graph below shows how the visitors have changed its focus from an airline to a low cost airline in the recent years (Schulte & Zhu, 2005).
(Source: Jet Star, 2008)
- Factors which affect the company:
The two main factors which would affect the chosen company i.e. Jet Star Asia Airways have been discussed as under. They are as follows:
Þ Cultural Environment: The cultural environment in case of Singapore can be seen with regards to cultural shock, power distance, individualism, avoidance of uncertainty & masculine or feminity (Jet Star, 2008). The power distance in case of Singaporean organizations is quite high. The people working within the Singaporean MNC’s like to have an individualistic approach. They people love to accomplish their own or personal goals rather than thinking about the organization as a whole.
Þ Legal System: The legal system in case of Singapore could be taken into consideration with respect of the various rule & regulations enforced upon the organization. A set pattern of laws have been formulated which might affect the running of the airlines (Jet Star, 2008).
- Functions of Management
The four main functions of management which could be applied to Jet Star Asia Airways have been discussed in the following section of the report. The four key functions of management are:
Þ Planning & Strategizing: The first management function refers to planning & strategizing. This function of management would be quite helpful as it would help the Jet Star Asia to look ahead & strategize various courses to be taken into consideration in the years to come. Planning refers to the first step while strategizing a particular course of action (Jet Star, 2008). A detailed & a structured plan of action should be maintained which would help in order to perform a specific job. In order to prepare the strategies to be taken into consideration, the Jet Star Asia Airlines should plan in advance as it is said that “with proper planning half of the things are done”. Planning at Jet Star Asia Airways would take into consideration effective & efficient contribution, adjustment as well as co-ordination within the enterprise. This refers to one of the most basic function of management which would take into consideration formulation of plans, procedures, policies & strategies (Jet Star, 2008). Planning would help in order to create a balance between the demand & the fulfillment of the needs etc with the resources available.
Þ Leading: The second function of management refers to leading. Leading would help the Jet Star Asia Airways to influence all the people, to work towards the accomplishment of the ultimate goal of the organization. Effective leading within Jet Star Asia Airways would help to motivate the employees, subordinates, manager. This would help in order to practice smooth communication within the organization as well as use power in the most effective manner (Jet Star, 2008). It must be noted that, various strategies should be adopted by the managers at Jet Star which would motivate the subordinates to work in the effective as well as efficient manner. In order to practice effective leading within the organization, the employees should be well versed with the values, beliefs, attitudes of the people working within the enterprise. Leading within Jet Star Asia would help in order to contribute towards a better understanding of the management functioning (Jet Star, 2008).
Þ Controlling: The third management function refers to controlling. Controlling takes into consideration whether all the plans, policies, procedures are being taken at place or not. This aspect of the management keeps in mind whether effective & efficient utilization of the resources is being done or not. At Jet Star Asia Airways, this function of management would discover the deviations of actual performance from the standard performance. Controlling has been referred to as a systematic process which would help Jet Star Asia Airways to keep a check upon the overall performance of the same (Jet Star, 2008). This aspect would help the airways to record the experience as well as contribute towards the needs in the future. Controlling would take into consideration two main aspects i.e. it helps in proper co-ordination & also helps in future planning of the same.
Þ Organizing: The last management function refers to organizing. This aspect would help the Jet Star Asia airways to practice proper synchronization as well as combining all the aspects under one place. The three main sources which should be taken into consideration at Jet Star Asia Airways refer to finance, human as well as physical resources. It must be noticed that, all the three sources should be well organized so as to maintain effective & efficient functioning of the same (Jet Star, 2008). At Jet Star Asia Airways, the organizing function should follows the various steps mentioned as under:
i. Proper identification of the activities: The activities to be performed within the organization should be identified. This would help in order to prepare books of accounts, maintain sales figures, maintain high levels of quality, stock, etc (Jet Star, 2008).
ii. Organizing the activities for different departments: The next step would be to organize the activities based upon the different departments (Morden, 2004).
iii. The last step would be to classify the authorities based upon the different departments. This means that the mangers would be required to act in a given order known as hierarchy. The classification of the authorities would help the managers to formulate strategies, policies, procedures, etc (Morden, 2004).
- Recommendations:
Some of the recommendations for Jet Star Asia Airways which would help in the progress of the same in the coming 5 years would be as under:
Þ The first recommendation for Jet Star Asia Airways would be in terms of proper planning. It must be noted that proper planning must be practiced within the airways. This function of management would be quite helpful as it would help the Jet Star Asia to look ahead & strategize various courses to be taken into consideration in the years to come (Management Study Guide, 2008).
Þ A detailed & a structured plan of action should be maintained which would help in order to perform a specific job.
Þ The quality of people recruited within the airways should be of the top most quality. They should be such people who would help in order to attract as well as influence subordinates (Drucker, 2001).
Þ Various approaches should be taken up within the organization which would help in order to motivate the employees towards the accomplishment of the futuristic goals.
Þ All the resources within the airways should be organized in the most effective as well as efficient manner (Morden, 2004).
Þ The three main sources which should be taken into consideration at Jet Star Asia Airways refer to finance, human as well as physical resources. It must be noticed that, all the three sources should be well organized so as to maintain effective & efficient functioning of the same (Management Study Guide, 2008).
- Conclusion
Hence, it could be concluded that Jet Star Asia has been rendered to as one of the low cost airlines. The four environmental factors which could affect the business of the same are innovations in technology, globalization, low trade barriers & changing demographics. The four main functions of management i.e. planning & strategizing, organizing, leading & controlling have been discussed in the report with respect to Jet Star Asia Airways. Some of the recommendations have been provided in the report which would help Jet Star Asia airways to be at the top in the next 5 years to come (Drucker, 2001).
The first recommendation for Jet Star Asia Airways would be in terms of proper planning. A detailed & a structured plan of action should be maintained which would help in order to perform a specific job. The quality of people recruited within the airways should be of the top most quality. The three main sources which should be taken into consideration at Jet Star Asia Airways refer to finance, human as well as physical resources. It must be noticed that, all the three sources should be well organized so as to maintain effective & efficient functioning of the same (Management Study Guide, 2008).
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