Final Meeting Situation:

Your government is deregulating the air travel industry. You are considering the feasibility of
launching a new airline, operating routes from your city to London, New York and Australia.
Hold a meeting to discuss your possible strategy.
1. What should your main objective be in this venture?
Develop a specialized brand in the market: towards Vietnamese culture identity.
2. What sort of image would you want to create for your airline? Choose one or two of the
following.
Culture and nostalgia
- Culture: for foreigners wanting to enjoy Vietnamese culture
- Nostalgia: for Vietnamese people missing their homeland
3. How many classes of travel should you offer? (có argument)
- Cover 3 classes: reach more customers
- Focus on upper class: improve brand imagine, remind customer about our brand by one
special feature; can use marketing to boost brand imagine
-> focus on 2 upper class
4. Which of these services should you offer in each class?

Group Services First Business

Food Food served on Vietnamese plates x x

Four-course meals x

Steel or silver cutlery (not plastic) x x

Complimentary drinks x

A sweet to suck at take-off x x

In-flight Plenty of leg-room x x

space
Plenty of space for hand-luggage x x

Recreati A newspaper to read x x

 onal Videos of the latest film releases x x
services
A relaxation audio tape for nervous x x
flyers

Massages and manicures x

Other On-board duty-free sales x x

services
x x
Short waiting times between checkin
and take-off

Chauffeur-driven limousine to take x

travelers to and from the airport

5. Should you allow passengers to smoke? (có argument)

- No-smoking : safe, not to affect clothes
- Have 1 smoke room: still dangerous, cost more money
-> no smoking

6. You would like to give travelers a taste of your national identity when traveling. How could
you do this?
National dress: innovative Ao Dai
National dishes: 3 courses
- Appetizers: salad, soup
- Main dishes: Pho, Banh Mi
- Dessert: Yogurt, Coffee
Local music: No
- Passengers busy with lots of things
- Not interested in music on plane
Decor:
- Color: white (basic), Grey (luxury), Blue (friendly)
- Brocade, Dong Son drum patterns with Indigo fabrics.
7. What name would you give your airlines?
V-Bay
- Name is important
- V- flight: simple
- V - Bay: bay means fly; bay remind to Halong Bay, a symbol of Vietnam
- V: standing for Vietnam
8. What would your main problems be in this venture? How could you solve them?
- Long payback period due to luxury segment
→ Restream MKT budget to customized target audience
- Risk of cultural inaccuracy
→ Hire expert with professional knowledge
468
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CEO: chairwomen: Nhung (8)
Finance director: Trang (3,5,7)
Cultural expert: Vi (1,2)
Marketing director: Giang (4)
R&D director: Phương (6)
SCRIPT
C: Hello everyone, welcome to our BOD meeting. Right, let’s get started. As you all may guess,
this meeting purpose is to discuss the launch of a new airline owned by our company. Today we
have our core directors here: Trang from Finance, Giang from MKT, Phuong from RnD and a
special guest - Vi, our cultural expert. Okay, today’s meeting expected outcome is to decide the
launching of our airline, its essential components as well as coming up with suitable next-steps.
There are a lot of items on the agenda so please stick to the time-boxing so that we’ll wrap up in
time. My secretary will take the meeting minute so we can start right away with the first item:
Main Objective

1st, 2nd items:

C: So first of all, we should discuss our main objective in this venture. Do you guys have any
ideas?
RD: I suggest our company should develop a specialized brand in the market, and follow our
own specialized niche, like: towards Vietnamese culture identity.
C: That’s what I also want. Thus I invite Miss. Vi, our cultural expert, came here for our cultural
consultation. But what about the market share?
M: Well, in today's economy, Vi-jet is the most populous airline in our country with the cheapest
prices to attract customers with low budgets so if we have the same market share with them, we
can’t compete.
F: Yeah, that’s right. So we should focus on luxury customers who can afford high quality
services. Although we need a massive capital to invest, we can get more profit later
C: Well, OK. Towarding culture is kind of interesting and suitable for us right now. So let’s turn
to the brand image of the airline. Miss Vi, do you want to recommend something?
Cul: Uhm, in my opinion, I will choose culture and nostalgia. The word “culture” is aimed at
foreign customers, who want to experience a new culture, the Vietnamese culture imbued with
national identity. The other is directed to Vietnamese people, who are living abroad for working,
studying, etc. They will want to feel their homeland right in the flights.
C: Wow, I’ve never even thought about it. That’s a great idea!
C: We haven’t heard from Phương
RD: How about safe and dependable, friendly and informal service or something like that?
M: I think our airline of course has all of them, but the most prominent feature of our airline, the
image that we leave in the minds of our passengers, should be related to Vietnamese culture.
That will match with our main purpose.
C: Yeah, I think this idea is reasonable, and also interesting. So we decided to choose it, is that
ok?
All: Ok.

3rd item:
CEO: The third item we must make a decision on is how many classes of travel we should offer
to customers ? Phương, have you researched other brands ? What do you think about it ?
RD: It depends on our target customer. If we want to focus on costly service, we should offer
first class and business class…
Cul: Why don’t you cover all three classes ? You can expand your market and reach more
customers.
RD: Let me finish my speech. Offering all classes isn’t beneficial for our brand. We should boost
one thing so that our customers can recognize us. If we can do well in marketing, this can be
our strong point that our brand will become proud of our country.
MD: I entirely agree with you. We can boost our brand based on our specialized features in
order to be a well - liked brand of Vietnamese.
F: Can I add something here? Offering 2 higher classes absolutely needs a huge budget since
there are many different items costing much higher money such as food, furniture, service,.. and
so on. However, if our marketing is effective, and sales are high,we can have an enormous
venue from our target market.
C: Ok, so we conclude that we will offer first class and business class because the advantages
outweigh than disadvantages

4th item:
Nhung: Okay. So now we will choose which services should be served in each class. There are
a total of 14 services listed on the agenda. So does anyone have an idea on this matter?
Giang: I believe we should first divide these services into 4 groups: in-flight space, Catering
services,recreational services and the remaining ones.
Trang: I couldn’t agree more . As we all know, first class fare is almost double the fare of
business class. So I suppose it's better to offer all these services for first class.

Nhung: It sounds right. but I assume we should look at each service group in turn to make sure
we don't miss any. Let's start with the first group: FOOD, which contains Food served on
Vietnamese plates, Four-course meals, Steel or silver cutlery (not plastic), Complimentary
drinks and A sweet to suck at take-off.
Phương: In my opinion, for business class, food does not need to be served on Vietnamese
plates but can be replaced with plastic plates. Moreover, about the 4-course meal, we can only
serve 3 dishes for business class including salad, main course, fruit for dessert and besides that
there will be an optional drink.
Nhung: That’s an excellent idea. What about Complimentary drinks?
Trang: In my view, it should only be free for mineral water or some sodas, and an extra fee is
required for smoothies, teas or coffees so that we can get more money
Nhung: Hmm… Ok, it’s a good point. Who had another idea?
Tất cả: No….
Nhung: Okay, so let's move on to the second service group, the in-flight space.
Giang: Can I say something here? These two types of services should be required in both flight
classes. Because the comfort of sitting on the plane is extremely necessary and these two
services do not cost too much for our company.
Vi: I think so,too. The comfort when sitting on the plane will greatly determine whether
passengers will continue to use our airline next time or not.

Nhung: Make sense…. Ok. The third group of services is recreational services. includes: On-
board duty-free sales , Short waiting times between checkin and take-off, Chauffeur-driven
limousine to take travelers to and from the airport. What do you think about these services?
Trang: The first is On-board duty-free sales. In my view, this service is necessary in both
classes, because it is an important extra revenue for our airline's profit. And for the short waiting
times between check in and take-off, it should only be served in first class. Because when
waiting, passengers have time to experience other services at the airport, which can increase
extra profits for your company.
Vi:Hmmm I do not think so. Because long waiting times can cause discomfort for passengers.
Moreover, waiting time increases the number of passengers in the waiting space at the same
time, which means we need to hire more staff. Can we hear what Trang has to say?
Trang: OK, so next is about Chauffeur-driven limousine service to take travelers to and from the
airport. Right? I suppose that this service should only be applied to first-class cars, because it is
extremely expensive to equip limousines with comfortable interiors.
Nhung: I see what you mean. Anyone want to add something ? So we move on to the rest of
the services. They are: a newspaper to read, Videos of the latest film releases , A relaxation
audio tape for nervous flyers, Massages and manicures.
Vi: I think all of the above services should be available in both classes.
Giang: I’m sorry but I disagree. The preparation of a newspaper, videos of the latest movies
and relaxing music is necessary for all classes. But massages and manicures should only be
offered in first class.
Phương: Could you go into more detail about this idea?
Giang: You know, the equipment for this type of service is quite complicated. Moreover, the
staffing and training fees also cost amount of money
Phương: I have no objection but I want to add something. Usually for short flights, passengers
often choose business class instead of first class, and that would not be reasonable to travel.
Guests choose services such as massage or manicure.
Nhung: Ok I think that just about covers the fourth item. All the services we discussed are
noted in this table. Let’s move on to the next item.

5th item:
C: The fifth item is that Should we allow passengers to smoke. This‘s a crucial issue which we
must discuss. What do you think about it ?
Cul: It’s ridiculous to permit smoking in a plane. It annoys and has a negative effect on both
others’ health and our airway brand. We don’t want to make poor impression on our customer
hating smoke
M: It is also not safe on a plane. Smoke can cause fire which extremely dangerous
F: What’s about having a particular room for smokers. There are many vip customers requiring
to smoke on planes. Recently, I met a millionaire who wanted to smoke on a plane and then…..
C: Trang, your example can cause overgeneralization, can we focus on this question and think
about the major ?
F: OK, so my suggestion is having smoke room TRAG lag
RD: I afraid it is unfeasible, although we have a room for smoker, smoking on a plane is on risk
C: I also think so. 4 of 5, so to save money, the better idea is no smoking

6th item: trang lag lắm HUHU ngồi gần

cam đi
Không nghe thấy m nói gì cả

C: Well, I think that covers the fifth item. Now, we’ll go to the next one, which is to define the
taste of our national identity when traveling. Giang, would you like to kick off?
M: Yes, the first important idea of marking the brand identity is having cabin crew in national
dress, I mean Ao Dai. You know, the charming ao dai will help to honor the flight attendants'
beauty. And about the idea of male uniform, I think that the combination of a white shirt, dark
blue pants, and an outer vest will create an elegant and appealing suit. So, what do you think?
Cul: Ao Dai is really a great idea, but I’m afraid that female uniforms will end up preventing them
from getting their work done properly. They’re expected to be on their feet for most of the trip.
R&D: Just a moment…Looking good and being comfortable at the same time. Innovative Ao
Dai may do good. It meets all of our requirements: tradition, youthfulness, and convenience.
C: Innovative Ao Dai is a superior option. Thank you. The next thing is about national dishes.
We have decided on serving 3 course meals in advance. Do you guys have any ideas?
Cul: I’d like to recommend Pho Cuon and Sup Cua or salad for appetizers. As far as I’m aware,
both foreigners and Vietnamese people enjoy those dishes.
C: I think those are enough for appetizers. What about the main dishes?
R&D: Vietnam cuisine really provides us with a wide range of choices. Dishes with broth like:
Pho, Bun Bo Hue; or Banh Mi, Banh Xeo …
F: Wow, what a rich culinary background we have! And I remember something. Many young
people and households enjoy Bun Dau Mam Tom and Banh Cuon. These dishes' ingredients
are quite cheap so that we can make profits.
C: You must be joking? Huh. Their unpleasant scent will drive our customers away and no
one will dare to take our plane again. We should prioritize the most reasonable things. And now,
the last one is dessert.
Cul: Isn't Vietnam also known for its desserts and snacks? We can serve them as desserts.
C: Could you be a bit more specific about your idea? TRANG LAG QUÁ HUHU
Cul: I mean…like, we have chè, right? This is a kind of colorful Vietnamese dish that belongs to
the category of desserts, drinks. Although it is especially popular as a chilly treat on hot
summer days, people can enjoy this dish either hot or cold. Additionally, Vietnamese coffee of
course must be served as well, people around the world love it.
Everyone: *nods
C: Brilliant! We have a list of potential dishes now so we can go into more detail of the menu in
the next meeting.

M: The next section is to determine whether we should play local music as passengers board
and disembark or not. Why don’t we make use of this time to promote our country’s music to
foreigners?
Cul: I’m not against it but during that time, everyone is busy with loading luggage, finding their
seats, chatting and being excited. The atmosphere is too chaotic to be able to listen to music.
Am I right?
F: Yeah. It’s difficult to choose any songs that please everyone and if we play music, we also
pay for the some equipments
C: So most of us agree that there will be no music during boarding and disembarking time.
Good!

M: Here comes the final section: decor. As we are developing a cultural and nostalgia image,
colors blue, grey and white may be the finest hues.
R&D: What are the meanings of the colors?
M: Well, blue represents both the sky and the sea and it has positive effects on the mind and
the body. White is a basic color but when we mix it with grey, these two colors will give us the
feeling of luxury. And somehow, these three colors coming along with each other give off a
nostalgic feeling as we see a lot in designing.
C: The explanation is clear enough. That’s great.
M: I’m glad that we’re on the same boat. So, the next step of decor is designing patterns on
objects inside the plane. Vi, i might need your professional advice.
Cul: Yeah sure. Do you know what is the most popular Vietnamese pattern? It is
brocade.
Everyone: (*ohhh, nodding)
Cul: Brocade is a unique pattern of Vietnam and the thing that made it more special is that each
Vietnamese ethnic group creates its own type of brocade. So it means that we have a diverse
range of patterns to choose from.
C: I can see your point. And remember that we have decided on the color blue. We can put
brocade patterns and indigo fabric together by using the letterpress method.
Cul: May I interrupt here? One more detail I would like to suggest is the Đông Sơn drum
pattern. Having more than one pattern will make the design less boring, I mean, more dynamic.
C:That appears to be fine. So I suppose that we have covered all the sections of defining brand
identity.

7th item:
C: The seventh item is the name of our airlines. The name is absolutely essential, right ? It can
represent all of our qualities. What do you think about “V- flight”, V as in Vietnam
Cul: Hmm.. I suppose it is quite simple, do you think so? Jus NGHE ĐC CHƯA
M: In English it remind to HaLong Bay, a proud of our nation ỔN R
RD: I prefer V- Bay, it is quite easy to speak and remember nhưng vẫn không rõ lắm đâu,
nhiều
C: Ok, so we have decided the name. V - Bay . I hope with this name, our brand can reach a lot
of people and well - development in the future

8th item: Main problems and solutions

C: Right, looks like we’re almost done, the last item on the agenda is the launching’s potential
problems and how to solve them. Trang, what do you think is our major risk, financially
speaking?
F: Well, I think that one of the biggest problems is that we are not expecting a full payback any
time soon. As you all know, we are launching a new luxury airline, which means spending a
huge load of capital on aeroplanes, decoration, hiring, marketing and all that stuff…
R&D: That doesn’t sound right for me, we don’t know what’s gonna hit us on the way so a long
payback period is never ideal. Any suggestions on how to deal with this?
MKT: Well, there are two things that MKT can do: Cut the MKT budget and raise ticket prices,
even though I don’t prefer the second option. However, we can cut the MKT budget by
narrowing the segment, focusing on promoting sales to high-income stakeholders instead of
mass travellers, this will also increase sales if executed in high-demand seasons, how do you
think?
C: I appreciate that, we get your idea, Giang, please explain yourself in detail with a plan of
execution later. Are we all set on this? Okay, nice.
So, are we all clear about every issue? If there is any question, please raise your voice so we
can all be on the same page.

C: Alright, I think that’s the end of our agenda. Thank you for contributing. To wrap up, we are
going to launch this airline as soon as we get all the planning and execution done. Please check
your mail regularly to keep up with changes (if there are any) and don’t forget to send your
department’s plan by the end of next week. That’s all, have a productive week, guys. And thank
you, Vi for your help, we really appreciate that.