SCHOOL OF International School of Business

GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS
Student name: HUYNH QUOC DUY Student ID number: 22049866
Student name: NGUYEN KHANH LINH Student ID number: 22027496
Student name: VO KHANH LINH Student ID number: 22085050
Student name: VU THI THANH THAO Student ID number: 22027496
Student name: BUI TUAN THINH Student ID number: 22060375

UNIT AND TUTORIAL DETAILS

Unit
Unit name: Omnichannel Marketing number: OM -T123WSB-2
Tutorial/Lecture: MKTG 3020 Class day and time: Tuesday 3:30 PM
Lecturer or Tutor name: NGUYEN THUY HANG

ASSIGNMENT DETAILS
Title: GROUP PROJECT
Length: Due date: 09/04/2023 Date submitted: 09/04/2023
Home campus (where you are enrolled): UEH-ISB, HCMC, VIETNAM

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ESIGN THINKING PROPOSAL

Thao T. Nguyen
School of Business, Western Sydney University
BUSM3006 Design Thinking for Creativity
Mr. Doan Duc Minh
February 27, 2022

1
 MARKETING PLAN
School of Business, Western Sydney University
MKTG 3020 OMNICHANNEL MARKETING
Mrs. NGUYEN THUY HANG
April 09, 2023

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 TABLE OF CONTENTS
1. Executive summary .......................................................................................................................5

2. Company Analysis..........................................................................................................................5

2.1. Company's Background.............................................................................................................5

2.2. Mission Statement.....................................................................................................................5

2.3. Product Description...................................................................................................................6

3. Market Analysis..............................................................................................................................6

4. Environment analysis.....................................................................................................................7

4.1. Macro environment (PESTLE)..................................................................................................7

4.1.1. Political ......................................................................................................................7
4.1.2. Economic....................................................................................................................7
4.1.3. Social..........................................................................................................................8
4.1.4. Technological.............................................................................................................8
4.1.5. Legal...........................................................................................................................8
4.1.6. Environmental............................................................................................................8
4.2. Microenvironment Duy.............................................................................................................9

4.2.1. Consumers..................................................................................................................9
4.2.2. SWOT Analysis..........................................................................................................9
4.2.3. Competitors and SWOT ..........................................................................................10
4.2.4. Suppliers...................................................................................................................11
5. Key issues......................................................................................................................................11

6. Marketing Objectives ..................................................................................................................12

7. Marketing strategy ......................................................................................................................12

7.1. Improving Brand Awareness and Gain Market Share ............................................................12

7.2. Increasing Revenue and 15% domestic flights during the day  in the next 2 years................13

7.3. Enhancing Customer Experience and Brand Loyalty ............................................................14

8. Recommendation .........................................................................................................................15

9. Control Procedures and contingency plan.................................................................................16

10. Conclusion...................................................................................................................................17
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11. Reference list...............................................................................................................................18

12. Appendix.....................................................................................................................................21

Appendix A: Vietnam's political stability index 2021...................................................................21

Appendix B: competitor's swot......................................................................................................21

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1. Executive summary 
Bamboo Airways is a relatively new airline that began operating in Vietnam in 2019. Despite this,
the business has quickly become prominent in the aviation sector. This marketing plan aims to give
an overview of the company's current situation, identify key issues, set objectives, and recommend
strategies to achieve those goals.
The plan's main objective is to increase market share, profitability, and brand loyalty by expanding
its customer base and improving its brand image. To achieve this, the plan focuses on a range of
strategies, including focusing on improving its customer experience and service quality, providing
affordable fare, and expanding to underserved regions.

2. Company Analysis

2.1. Company's background

Established in 2017, and officially taking off on January 16, 2019, Bamboo Airways is the first
private airline in Vietnam to provide high-quality services under the traditional airline model (Full
Service Carrier). On the journey of spreading wings, Bamboo Airways connects potential lands,
contributing to widely and effectively promoting the good values of Vietnamese culture and people
to friends around the world. Up to now, Bamboo Airways has been firmly in the position of one of
the three largest airlines in Vietnam, with three outstanding intrinsic strengths: Leading on-time
flight rate in Vietnam's aviation industry - Route network Inter-regional, inter-continental strong
growth – High-quality, compassionate aviation service.

2.2. Mission statement

Bamboo Airways' mission is to connect tourism destinations around the country and improve the
country's and Vietnamese people's international image. With a vision of 5-star service quality of
international standards, Bamboo Airways stresses the leading on-time performance in the domestic
aviation market, the increasing inter-regional and intercontinental network, as well as excellent
service and devotion from the aircraft. The statistics demonstrated Bamboo Airways' dependability,
as it maintained its status as the most punctual airline in Vietnam, with an average on-time
performance (OTP) of more than 95% in 2019; linking 22/22 local airports in Vietnam and
numerous significant airports in Asia, Australia, Europe,... 

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 2.3. Product Description
For every passenger to have a chance of flying, Bamboo Airways’ policy offers diverse and flexible
fare classes, including Bamboo Economy, Bamboo Premium, and Bamboo Business. Each class has
2 fares: Flex and Smart, except Bamboo Economy which has additional Saver and Saver Max. Each
fare has compatible benefits: luggage, meals, ticket change, seat selection, check-in priority, access
to business lounges, accumulative points in Bamboo Club, etc., thus providing suitable options and
meeting passengers’ needs and budgets. The airline will execute the first hybrid model in Vietnam
rather fully, including ticketing, baggage, and dining services at the most affordable pricing, so that
any consumer may feel at ease.

3. Market Analysis
Vietnam's service sector, particularly the aviation industry, is seen as a spearhead for the country's
rapid economic expansion given that it is a country that is opening up to the development of tourism
(Hoang, C. C., & Ngoc, B. H., 2019). Statistics show that Vietnam's aviation sector (AAGR) is
growing at the greatest pace in the Asia-Pacific region, on average by 14% between 2018 and 2023
compared to 5.5% for the whole area (Aviation Report, March 2020). Therefore, according to the
International Air Transport Association (AITA), the expansion of aviation also creates 2.2 million
employment in industries connected to air transportation and tourism services. With a growth rate
of 16% between 2010 and 2017, the airplane industry also demonstrates ongoing development, with
the number of aircraft anticipated to increase to more than 220 units in 2020 and 400 in 2030. The
system is predicted to grow at a rate of 14% by 2020 and 10% by 2030, placing it among the top 3
in SEA 

FLC Group studied the future evolution of the aviation sector and decided to start Bamboo Airways
in 2019. Bamboo Airways' unique selling point is the combination of low-cost characteristics while
retaining the cultural aspects of conventional aviation and prioritizing service to fulfill the demands
of all market groups. In Vietnam, Bamboo Airways competes with a variety of licensed airlines,
including Vietjet Air (VJ), Jetstar, and, most notably, the national carrier Vietnam Airlines (VNA).
According to Aviation Report (2020), 430 million USD worth of income (around 10 trillion VND),
was lost by the Vietnamese aviation sector as a result of Covid. 

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4. Environment analysis

4.1. Macro environment (PESTLE)

4.1.1. Political 

The stabilization of the domestic political environment is one of the factors that determine the
safety of commodities for distribution both domestically and internationally. Vietnam, a one-party
state ruled by the Communist Party of Vietnam (CPV), has contributed significantly to international
relations since joining ASEAN in 1997. Thus, internal disputes and politically sensitive protests are
tightly regulated as part of a commitment to upholding social order, economic progress, and
territorial integrity. (GOV.UK, 2021). 

According to the Global economic update for 2021 from the World Bank, Vietnam's political
stability score is -0.11 out of 194 nations, compared to the average of the world ( -0.07 points).
(Appendix A). As a result, Vietnam's terrorism rating is low, indicating that the government will not
be readily destabilized or toppled. Taking advantage of this stability, the government has prioritized
investment in airport infrastructure from 2021 to 2030, investing in 6 new airports and modernizing
the most important tourist airports with a total investment capital of around 16 billion USD,
bringing the total number of airports to 28 (International Trade Administration, 2020). As a result, a
significant opportunity arose for a large airline, and Bamboo Airways entered the market early,
attracting funding from both local and foreign sources to develop its network in Europe and the
Americas.

4.1.2. Economic
One of the key sectors supporting Vietnam's economy nowadays is tourism. Statistics from the first
quarter of 2023 show that 2.69 million visitors visited Vietnam, bringing in 6.85 billion USD from
the sale of lodging and meals (Mark, B, 2023). Even though these figures are still lower than they
were before the Covid-19 outbreak, they still demonstrate the market's recovery as just 3.6 million
visitors are to visit in 2022. Therefore, Carolyn Turk, the Country Director for Vietnam at the
World Bank, suggests that solid investment execution be a critical aspect to promote growth to aid
the country's economic growth for the future.

4.1.3. Social
Social, demographic, and cultural characteristics in each location influence market supply and
demand, changing pricing and producing unpredictable variables (Worthington and Britton, 2006).
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During the next 20 years, there will be around 82.2 million people utilizing it, generating
approximately 35 billion USD of GDP for the country and approximately 2.4 million employment
for the South, minimizing the nation's unemployment rate (IATA report). As a result, as Vietnam
develops into one of the most significant tourism convergences both at home and internationally,
not only the aviation industry but also chases associated with services are fostered.

4.1.4. Technological
The production of aircraft components is a limitation for Vietnam's aviation industry when it is still
dependent on foreign suppliers. According to a Bamboo Airways report, Vietnam's FLC Group has
inked an MOU with Airbus for up to 24 A321neo aircraft to cater to clients in the mid-range market
segment with the lowest operating expenses. As a result, Bamboo Airways has completed more than
14,000 flights that were 100% safe, with an average load factor of 90% and an OTP rate of 93.9%,
the highest in Vietnam's aviation sector since the beginning of 2019.

4.1.5. Legal
In accordance with the 1992 Vietnamese Constitution, which was amended and supplemented by
Resolution No. 51/2001/QH10 of the 10th National Assembly at the end of 2001, it is necessary to
ensure aviation safety and security, meet national defense needs, and effectively utilize aviation's
potential for the nation's socioeconomic development. Additionally, the government provided
assistance to the aviation sector during the Covid 19 outbreak in order to prevent it from collapsing,
sustaining resources and allowing the sector to flourish after the pandemic was under control

4.1.6. Environmental
The global aviation industry, including passenger waiting and road transportation, generates 2.5%
CO2 and 1.9% of greenhouse emissions (Hannah Ritchie, 2020). Analyzing the global condition,
Bamboo Airways' Airbus A320neo became the first "ambassador" in Vietnam to deliver a
meaningful message about the environment when it was designed with the conspicuous huge text
"Fly Green" to symbolize the campaign spirit to protect the environment. At the same time, the
campaign served as a powerful inspiration for businesses and individuals to protect the environment
by making even the smallest changes in their daily routines.

4.2. Microenvironment Duy

4.2.1. Consumers
Bamboo Airways offers cheap to high-priced services for all audiences in an effort to become a 5-
star airline with safe, effective, and quick flying services. Furthermore, Bamboo Airways also
symbolizes the ideal for everyone to experience the service and improve their way of life by

8
catering to all market segments. Consequently, Bamboo Airways immediately became well-known
and was only utilized two years after it was introduced.

4.2.2. SWOT analysis

Strengths Opportunity

1. A modern aircraft fleet:  1. Vietnam's expanding tourist sector

the model numbers A321NEO and A320NEO Bamboo Airways, with its association with
help save 16% fuel, reduce noise by 75%, and resorts from FLC, will be an advantage when it
reduce emissions by 50% (Bambooairways) can help customers have an easier travel
experience.
2. Solid financial support provided by FLC
Group 2. The Asia-Pacific region's growing need for
 FLC is a Vietnamese multi-industry air travel
organization with a variety of enterprises, such Data from February 2023 shows a 55.5%
as golf courses, hotels, and real estate. increase in RPKs (Revenue Passenger
Kilometers) compared to February 2022
3. A cost-effective pricing approach: (Mobility Outlook Bureau, 2023)
Bamboo Airways has policies on various ticket
classes, with 4 levels: Saver, SaverMax, Flex, 3. Development of a global network
and Smart. Vietnam is gradually transitioning from an
industrial manufacturing economy to high-tech
4. Roomy and comfortable cabins goods production, leading to products with great
The seats are changed to comfortable textures demand for air transport (Khue. V, 2022).
and there is an upgrade of seat selection based
on different ticket types 4. Low-cost airlines are becoming more
popular
5. High requirements for safety The worldwide low-cost airline market will
With a vision of 5-star service quality increase at a CAGR of 10.4% between 2022 and
according to international standards, customer 2030, owing to the rise of the tourist industry and
service standards are guaranteed growing urbanization. (Business Wire, 2022)

Weaknesses  Threats

1. Short operational history and limited 1. Vigorous rivalry in both home and foreign
9
 global network markets
Not many flights have been operated yet due to The market includes established airlines and
being a new airline established airlines at home and abroad

2. Limited brand awareness 2. Political and economic unrest in some

From the end of 2020 onwards, Bamboo markets
Airways currently holds 20% of the market Vietnam's strong trade and investment interests,
share, compared to its competitor, Vietnam which are on the rise, are still unclear because of
Airlines, which holds 40% of the domestic bad debts in the banking sector, reform of state-
market share. owned enterprises, and public investment
(Matthew, B. 2017)

3. Rising cost of gasoline

Dinh Viet Thang, director of the Civil Aviation
Administration of Vietnam (CAAV), claims that
the cost of fuel accounts for 40–50% of the
operational expenses of Vietnamese airlines,
resulting in losses that can reach hundreds of
billions of dong (Vietnam News Agency, 2022)

4.2.3. Competitors and SWOT 

In the Vietnamese market, the two main competitors that Bamboo Airways directly competes with
are Vietnam Airlines and Vietjet Air. Vietnam Airlines is the most popular major airline in Asia in
2018, with over 97 routes and an average of 360 flights per day. Vietnam Airlines' strength stems
from the government's strong backing, as well as its vast financial size, which is constantly
investing in new fleets and augmenting and enhancing human resource training. Vietjet has been
recognized as Asia's top low-cost airline since entering the Vietnamese market in 2011, with
consumers impressed by the freshness and vitality of its crew.  Based on the analysis, the
competitors all have different strengths and weaknesses as well as different opportunities and
threats (Appendix B)
According to analysis from rivals, despite having outstanding customer service procedures,
Vietnam Airlines' user group is composed primarily of conditional consumers due to the airline's
high ticket pricing. In contrast, Vietjet Air offers the lowest pricing in the market but has restricted

10
service policies, frequently has flight delays and its personnel in managing problems has not
pleased clients. As a result, Bamboo Airways' prospective possibility to differentiate itself from its
primary competitors is to become a bilateral airline with domestic and international tourism
destinations; at a reasonable price while still achieving the finest service quality in the Vietnam
segment.

4.2.4. Suppliers
According to a report by Bamboo Airways in early 2019, the airline held a signing ceremony for a
strategic cooperation agreement between Bamboo Airways and the world's leading Singapore
Aviation Technical Services Company - SIA Engineering (SIAEC). SIAEC has invested heavily in
ideas and technology in four areas: robotics and automation, data analysis, digitalization, and
auxiliary manufacturing. The purpose of investment is to maximize the aircraft's capabilities while
also assisting each other in the long run to expand and enhance aviation services.

5. Key issues
Fierce competition: The main threat that Bamboo Airways faces are the fierce competition
between the aviation industries. Because this industry in Vietnam is very competitive to gain
market share. 
Economic fluctuations, inflation, and fuel price changes: In addition, economic fluctuations,
inflation, and fuel price changes also have a significant impact on Vietnam's aviation
industry. 
 Typically, the impact of the COVID-19 pandemic caused a significant decrease in the
number of customers and revenue.
Moreover, over the years, customers become more discerning and careful in choosing an airline
that can meet their needs. Including reasonable prices, good service, comfortable seats,
and in-flight food is worth the money they spend.

However, the opportunities that Bamboo Airways has now also helps them improve their flights to
increase the number of customers. That is the growth of the post-pandemic tourism industry is
increasing. In addition, Bamboo Airways has also been licensed by the government to expand the
number of aircraft to improve the group's operating capacity (Bamboo Airways, 2019). Moreover,
thanks to the cooperation of the world's leading hotel and aviation consulting company Yates &
Partners, Bamboo Airways is able to improve all services, and aircraft interiors and train staff to be
more complete in the future.

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6. Marketing objectives 
The objectives of the Marketing plan for Bamboo Airways include:
 Improving Brand Awareness by 20% and Gaining 15% Market Share in the next 2 years
 Increasing 20% Revenue and 15% domestic flights during the day in the next 2 years
 Enhancing Customer Experience and Brand Loyalty by 20% in the next 2 years

7. Marketing strategy 
Bamboo Airways airline has shown promising growth in terms of fleet size, routes, and passenger
numbers. However, to achieve its growth targets of increasing revenue by 20%, increasing domestic
flights by 15%, and improving brand awareness and customer satisfaction by 20% in the next two
years, Bamboo Airways needs to focus on the following marketing strategies.

7.1. Improving Brand Awareness and Gain Market Share 

Several studies have demonstrated that the brand image of airlines can affect both their brand equity
and the purchasing patterns of passengers. (Seo and Park, 2018) To improve brand awareness and
loyalty, Bamboo Airways must focus on building a strong brand image that resonates with its target
audience. It must invest in advertising and promotional campaigns that highlight the airline's unique
selling propositions, such as affordable fares with 5-star quality, modern aircraft, and exceptional
customer service. Moreover, the airline must leverage digital marketing channels such as social
media, email marketing, and search engine optimization to reach out to potential customers and
engage with existing ones.

Individuals and organizations are putting more and more pressure on the aviation business to make
changes that make it more sustainable and minimize its bad effects on the environment. (Rüger &
Maertens, 2022). From the very first day of its establishment, Bamboo Airways has consistently
pursued a sustainable development strategy through many environmentally friendly campaigns and
products. To further improve its brand image, Bamboo Airways can also focus on sustainability and
social responsibility. The airline can implement eco-friendly practices such as reducing plastic
waste and carbon emissions. Bamboo Airways should promote its "fly green" campaign which aims
to raise awareness, reduce in-flight plastic waste, and conserve ecology at the destination; it also
deploys a plan to expand the fleet with fuel-efficient engines, aiming to minimize the impact of
climate change, ensure efficient business, and contribute to sustainable economic development.
(Civil Aviation Authority of Vietnam, 2019) It can also partner with local communities to support
social causes and give back to society. These initiatives can help Bamboo Airways differentiate

12
itself from its competitors and appeal to customers who prioritize sustainability and social
responsibility.

Bamboo Airways can also focus on improving its online presence to improve its brand image. The
airline can invest in a user-friendly website and mobile app to make it easier for customers to book
and manage flights. Additionally, it can leverage social media platforms to engage with customers
and provide real-time updates on flight schedules and promotions. By improving its online
presence, Bamboo Airways can reach a wider audience and provide a seamless travel experience for
its customers.

Bamboo Airways can invest in advertising and promotional campaigns to increase brand awareness.
The airline can also engage with customers on social media platforms and create targeted marketing
campaigns to reach a wider audience. Additionally, the airline can partner with other companies to
offer joint promotions and loyalty programs to attract more customers. 

7.2. Increasing Revenue and 15% domestic flights during the day  in the next 2 years
To increase revenue by 20%, Bamboo Airways must focus on both increasing its customer base and
improving its ancillary revenue streams. To attract more customers, the airline can offer
promotional fares and loyalty programs, as well as partner with hotels and other travel-related
companies to create bundled travel packages. Additionally, Bamboo Airways can increase its
ancillary revenue streams by offering in-flight retail sales, advertising, and other services such as
travel insurance and car rentals.

Bamboo can also use a market expansion strategy to extend the growth in the market to increase its
revenue and market share in the future. market expansion strategy is Expanding the number of
potential customers by targeting underdeveloped geographic areas or application segments.
(Mullins et al., 2005) Therefore, Bamboo Airways can consider expanding its services to
underserved regions in Vietnam. There are many regions in Vietnam that are not well-connected by
air travel and have few flights such as Can Tho, and Bamboo Airways can take advantage of this by
offering flights to these areas. By doing so, the airline can tap into a new customer base that is
currently underserved by other airlines. Additionally, by offering flights to these regions, Bamboo
Airways can differentiate itself from its competitors and establish itself as a reliable and customer-
focused airline. 

Bamboo Airways should also consider expanding its international routes to attract more customers
from other countries. The airline can partner with other airlines to offer connecting flights and
13
expand its reach in the global market. By offering more international flights, Bamboo Airways can
increase its revenue and gradually establish itself as a major player in the airline industry.

Moreover, Bamboo Airways should also consider offering more competitive pricing for daytime
flights. This will help the airline attract more customers who prefer to travel during the day.
Additionally, the airline can offer promotions and discounts for daytime flights to encourage more
bookings.

7.3. Enhancing Customer Experience and Brand Loyalty 

Customer satisfaction is crucial to the success of any airline, and Bamboo Airways must prioritize it
to retain its existing customers and attract new ones. To enhance the customer experience, Bamboo
Airways must invest in training its staff to provide exceptional customer service, improve the in-
flight experience by offering more comfortable seating and better food and beverage options, and
streamline the booking and check-in process to reduce wait times and improve efficiency. Bamboo
Airways can also introduce new services and amenities to attract more customers and create a
positive brand image.  Moreover, consumers tend to choose products or services from companies
with strong brand evidence, which can quickly lead to brand loyalty for the business. (Oh & Park,
2020) Therefore, by creating and enhancing a positive brand image, Bamboo Airways can create
more brand loyalty.

To further improve customer satisfaction, Bamboo Airways can also offer personalized services
such as customized meals, in-flight entertainment options, and special assistance for passengers
with disabilities or special needs. These services can help the airline stand out from its competitors
and attract more customers who value personalized attention and care during their travel experience.
Bamboo Airways can also invest in technology to enhance the travel experience. This can include
offering a mobile app for booking and managing flights, providing in-flight Wi-Fi, and streaming

To measure the success of its marketing strategy, Bamboo Airways should regularly review
customer feedback and analyze key performance indicators such as load factor, revenue per
available seat mile (RASM), and customer satisfaction scores. It should also adapt its strategy based
on changing market conditions and customer preferences to stay ahead of the competition and
continue to grow its business.

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8. Recommendation 

Bamboo Airways has experienced tremendous growth in the Vietnamese aviation industry since its
establishment in 2017. To sustain this growth, the airline needs to consider extending its
operations to underserved regions by adopting appropriate marketing objectives and
strategies. According to the Growth Extension-Market Expansion, expanding to underserved
geographic areas is a primary objective that can be achieved by a market share leader in the industry
with marketing and distribution competencies and resources to develop new global markets or
application segments.

To expand to underserved regions, Bamboo Airways Airline can consider adopting several
strategies. Firstly, the airline can offer affordable fares to entice customers to travel to these areas.
Secondly, it can partner with local tourism boards and hotels to offer package deals that include air
travel, accommodation, and other tourism-related services. Thirdly, the airline can invest in
marketing campaigns that educate potential customers about air travel and its benefits, especially in
areas where air travel is not a common mode of transportation.

To successfully implement these strategies, Bamboo Airways must conduct thorough research and
planning to ensure that the expansion is sustainable and profitable in the long term. This could
involve identifying the most promising regions for expansion, evaluating the potential demand for
air travel in these regions, and determining the most effective pricing and marketing strategies to
use. In addition, the airline can invest in infrastructure development to improve the infrastructure of
the regions they serve, which can further benefit the airline and the local communities.

Expanding to underserved regions presents several benefits for the airline, including tapping into
new markets and reaching new customers, benefiting from the low competition, and government
support to expand air travel to remote areas. With careful planning and execution, expanding to
underserved regions can be a sustainable and profitable strategy for Bamboo Airways.

Furthermore, as Bamboo Airways expands, it can also consider other growth extensions strategies
such as product diversification, market penetration, and market development. For instance, the
airline can introduce new services such as cargo transportation or expand its services to serve more
domestic and international routes. In addition, the airline can increase its market share by offering
more competitive pricing, improving its customer service, and enhancing its brand image.

15
In conclusion, extending its operations to underserved regions is a viable growth extension strategy
for Bamboo Airways. By adopting appropriate marketing objectives and strategies, conducting
thorough research and planning, and investing in infrastructure development, the airline can
increase its revenue, strengthen its market position, and contribute to the development of remote
regions.

9. Control procedures and contingency plan

One of the possible problems that Bamboo Airways may face when expanding to underserved
regions is the lack of infrastructure. Many remote areas do not have well-developed airports,
which can make it difficult for airlines to operate flights smoothly. This lack of infrastructure can
result in delayed or canceled flights, which can cause inconvenience for passengers and negatively
impact the airline's reputation. To solve this problem, Bamboo Airways can work with local
authorities to develop airports in underserved regions. The airline can invest in the construction of
airport facilities and runway upgrades, which can improve the safety and efficiency of air travel in
remote areas. Additionally, Bamboo Airways can collaborate with other airlines to share resources
and reduce the cost of infrastructure development.

Secondly, expanding to underserved regions can also pose a challenge for Bamboo Airways in
terms of limited market demand. Many remote areas have a small population, which may not
generate enough demand for air travel to make it financially viable for the airline. This can result in
low load factors and reduced profitability. To address this challenge, Bamboo Airways can
implement a market research strategy to identify the potential demand for air travel in underserved
areas. By analyzing market trends and consumer behavior, the airline can develop targeted
marketing campaigns to increase awareness of its services in these areas.

Additionally, Bamboo Airways can offer competitive pricing and attractive travel packages to
incentivize passengers to choose air travel over other forms of transportation. Another possible
problem that Bamboo Airways may face is safety concerns. Flying to remote areas can be
challenging due to unpredictable weather conditions and limited navigational aids. This can
increase the risk of accidents and safety incidents, which can negatively impact the airline's
reputation and cause harm to passengers. To mitigate safety concerns, Bamboo Airways can invest
in advanced safety technology and equipment, such as weather monitoring systems and advanced
navigational aids. The airline can also provide comprehensive safety training for its pilots and crew
members to ensure that they are well equipped to handle emergencies and unexpected situations.
16
10. Conclusion
In conclusion, Bamboo Airways has made significant progress in establishing itself as a major
player in the aviation industry in Vietnam. However, the airline must be aware of the challenges
that it may face when expanding to underserved areas. By addressing issues related to
infrastructure, market demand, safety, and customer experience, Bamboo Airways can continue to
grow and contribute to the development of the aviation industry in Vietnam.

17
11. Reference list
Anonymous. ( 2021, February). Overseas business risk: Vietnam. GOV.UK. Retrieved from
https://www.gov.uk/government/publications/overseas-business-risk-vietnam/overseas-
businessrisk-vietnam

Bamboo Airways hợp tác chiến lược với công ty kỹ thuật hàng không hàng đầu thế giới. (n.d.).
Bamboo Airways. Retrieved from
https://www.bambooairways.com/jp-vi/ve-chung-toi/tin-tuc-va-bao-chi/thong-cao-bao-chi/
bamboo-airways-hop-tac-chien-luoc-voi-cong-ty-ky-thuat-hang-khong-hang-dau-the-gioi/ 

Business Centre British Business Group Vietnam. (December 2019). Aviation Report Mar 2020.
Retrieved from
https://britchamvn.com/wp-content/uploads/2020/12/Vietnam-2020-%E2%80%93-Aviation-
Sector-Briefing.pdf

Civil Aviation Authority of Vietnam. (2019). Chiến dịch “Fly Green” của Bamboo Airways. Chiến
Dịch “Fly Green” Của Bamboo Airways | Cục Hàng Không Việt Nam. Retrieved from 
http://beta6.caa.gov.vn/doanh-nghiep/chien-dich-fly-green-cua-bamboo-airways-
20191106150907212.htm

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12. Appendix
Appendix A: Vietnam's political stability index 2021

Appendix B: Competitor's SWOT

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