strategies for a transshipment hub: suvarnabhumi international airport
TRANSCRIPT
STRATEGIES FOR A TRANSSHIPMENT HUB:
SUVARNABHUMI INTERNATIONAL AIRPORT
AUTHORED BY:
MISS KAEWALIN MEELAKCHAI ID 5531210032
MR. NATTAPOL WATTANA ID 5531210128
MR. TANADE SIRINUMAS ID 5531210150
MISS THUNCHANOK RAJITVIT ID 5531210151
MISS NOPPASORN AMPHANRATANA ID 5531210164
MISS KHINE KHINE WIN ID 5531210444
SECTION 1
AVIATION BUSINESS MANAGEMENT
SCHOOL OF MANAGEMENT
A TERM PROJECT ADVISOR
DR. SUTHEP NIMSAI
A TERM PROJECT
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS OF 1210334
GLOBAL ECONOMIC TRENDS IN THAILAND EXPORTING AND SERVICE
COURSE
MAE FAH LUANG UNIVERSITY
SECOND SEMESTER, 2014
Strategies for a Transshipment Hub:
Suvarnabhumi International Airport
Authored By:
Miss Kaewalin Meelakchai ID 5531210032
Mr. Nattapol Wattana ID 5531210128
Mr. Tanade Sirinumas ID 5531210150
Miss Thunchanok Rajitvit ID 5531210151
Miss Noppasorn Amphanratana ID 5531210164
Miss Khine Khine Win ID 5531210444
Section 1
Aviation Business Management
School of Management
A Term Project Advisor
Dr. Suthep Nimsai
A Term Project
Submitted in Partial Fulfillment of the Requirements of
1210334 Global Economic Trends in Thailand Exporting and Service Course
Mae Fah Luang University
Second Semester, 2014
Contents
Page
Acknowledgements i
Declaration ii
Executive Summary iii
Part 1: Introduction to Suvarnabhumi International Airport 1
Part 2: Competitive Advantages of Suvarnabhumi International Airport 3
2.1 The Aviation System 3
2.1.1 Demand side 4
2.1.2 Supply side 6
2.1.3 The Regulatory and Business Related 7
Part 3: Analysis of Suvarnabhumi Airport 8
3.1 Competition Analysis 8
3.2 SWOT of Suvarnabhumi Airport 9
Part 4: Development Strategies to Become Transshipment Hub of Southeast Asia 11
4.1 Concepts and objectives of the Transshipment Hub of Southeast Asia 11
Part 5: Development Strategies 12
5.1 Perishable Center 12
5.2 Central Distribution Center 12
5.3 Government Management System 13
Part 6: Summary and Conclusion 14
References 15
i
Acknowledgements
We would like to thank our lecturer, Dr. Suthep Nimsai, for his beneficial lecture
document "Global Economic Trends in Thailand Exporting and Service" and suggestion. His
document and suggestion gave the directions to plan the outline of this report. For everything
you have done for us, Dr. Nimsai, we thank you.
We would also like to acknowledge the very significant contribution to this report of
the following person and organizations for pleasant and hospitable giving us permission to use
their information:
Airports of Thailand Public Company Limited
Assoc. Prof. Sompong Sirisoponsilp, Ph.D.
ASTV Manager Company Limited
Kasikorn Research Center Company Limited
Khata Vinin
Kriengsak Chareonwongsak
Ministry of Tourism and Sports (Thailand)
Ministry of Transport (Thailand)
Nisawan Pichdamrong
Panit Pujinda
Thai Airways International Public Company Limited
Thailand National Single Window
Tourism Authority of Thailand
Wilailuk Sereetrakul
ii
Declaration
We, Miss Kaewalin Meelakchai, Mr. Nattapol Wattana, Mr. Tanade Sirinumas, Miss
Thunchanok Rajitvit, Miss Noppasorn Amphanratana, and Miss Khine Win being members of
this project group, hereby declare that this project report entitled "Strategies for a Transshipment
Hub: Suvarnabhumi International Airport" is written by us, and is our own effort, and has not
been submitted before for any degree to any other University. All data and information from
these other sources presented in this report are correct and have been duly referenced and
acknowledged.
Miss Kaewalin Meelakchai
Mr. Nattapol Wattana
Mr. Tanade Sirinumas
Miss Thunchanok Rajitvit
Miss Noppasorn Amphanratana
Miss Khine Khine Win
iii
Executive Summary
Suvarnabhumi International Airport positions in the major airport of Thailand which is
the gate to Thailand. In 2015, Thailand and 9 countries members of ASEAN agree to open
AEC (ASEAN Economic Community) that they can reduce some barrier to motivate the
economic. People can fly easier also freight can be increased from the reducing of restriction
and tax. The aviation industry is also affected. Thus Suvarnabhumi International Airport has to
compete with Airports of other countries especially of ASEAN member countries members.
Thus Suvarnabhumi Airport has the competitive advantagesto become the hub as it set
a goal as transshipment hub. Moreover, it has to find the way to become a hub or reach a goal
by checking its current strategies positions in order to realize the customers and understanding
the direction of the organization. Then we have to create the SWOT Analysis to analyze the
position of Suvarnabhumi Airport in order to create the strategies to achieve the goal.
Finally, the strategies that can make Suvarnabhumi Airport achieve the goal are Firstly,
the Development of perishable center that currently there is only Thai Cargo that operate for
perishable good but its service is appropriate for only import and export. It cannot provide the
service as a hub that serve with the huge lots. Secondly, Suvarnabhumi Airport should add
more service that is Central Distribution Center in order to improve their goal from
transshipment hub to become aviation logistics hub. Last, the Thai government should develop
the procedure to be faster.
1
Strategies for a Transshipment Hub:
Suvarnabhumi International Airport
Part 1: Introduction to Suvarnabhumi International Airport
During 2010-2014, Suvarnabhumi International Airport gains numbers of aircraft
movement and passengers about 11.90% and 9.14% respectively. However, its numbers of
freight decreased about 3.35%. The numbers of aircraft movement, passengers and freight
increased highly during 2010-2012 about 24.90%, 23.23% and 6.57% respectively. Nevertheless,
as a result of unstable political situation at the end of 2013 to first half of 2014, it decreased the
numbers of aircraft movement, passengers and freight about 10.41%, 11.21% and 9.31%
respectively. However, the numbers of flight to Thailand slowly increased under the
rehabilitation plan of Thai government (Airports of Thailand Public Company Limited, 2014).
During 2014, the numbers of passengers who uses Suvarnabhumi International Airport
are 46,497,257 people while the capacity of airport can support about 45 million passengers per
year and freight product accommodate 3 million ton per year (Airports of Thailand Public
Company Limited, 2014). According to Airports of Thailand Public Company Limited (2014),
Suvarnabhumi airport handled 423,992 flights, increase 16.4 percent over 2012. These number
has shown that the tourism tends to growth in the future. In 2030, the amount of tourism that
comes to Asia-Pacific seems to increase approximately 1.8 billion tourists. About 85 percent of
19 million tourists who come to Thailand are travel by air. Moreover, Thailand expected to have
around 120 million ASEAN tourists in 2015. In term of import and export, Thailand has
advantage about geographic location because nearly other countries in Asia Pacific such as;
Japan, China, India and emerging countries namely Cambodia, Laos and Vietnam. The
government appreciate the opportunities to expand the airport for support among of passenger
and freight product that continuous increasing (p. 26).
2
This paper concern strategies to develop Suvarnabhumi Airport become to Transshipment
Hub of ASEAN and distribution center to extend product and passengers and prepare the abilities of
Thailand to support the new opportunities.The importance that Thailand gain advantage over other
counties is location.In order to more benefits for Suvarnabhumi airport that, such as; extend and
develop Free zone,creation the perishable center to become the transshipment and distribution center.
3
Part 2: Competitive Advantages of Suvarnabhumi International Airport
2.1 The Aviation System
Airport is one of the players in the market which supports the aircrafts to take off and
land that carry passengers or freight and handles the passengers and freight to be convenient and
safe. In the market, there are not only passengers who want to travel and airline and airport who
operate and support passengers but also the regulatory and other agencies that can affect to
whole market which shown in the following figure:
The aviation system
Source: Bieger/Wittmer
From this figure, it shows that there are three main players including:
1. Supply system that is the aviation industry.
2. Demand system that is the customers who use air service.
3. The regulatory and business related that have the effect to the market in both positive
and negative side.
Each players can affect directly or indirectly the market condition. This report focuses on
the demand side first that is cash inflow to market and aviation industry or, in Thailand,
Suvarnabhumi International Airport.
4
2.1.1 Demand Side:
The major market of Suvarnabhumi Airport
The major market of Suvarnabhumi Airport is East Asia & Pacific and Southeast Asia.
From the characteristic of East Asian & Pacific and Southeast Asian, they would like to travel in
the natural places but there are many competitors such as Australia so we have to promote the
variety of product and service, provide fast transportation i.e. air traveling, and easier
immigration process (Tourism Authority of Thailand, 2013). So the Airport of Thailand should
collaborate with Tourism Authority of Thailand to promote the tourism according to their
tourism flavor.
Moreover, the market which is in the 3rd
of aircraft movement is South Asia although the
amount of passengers and freight are less than Europe and Middle East which have aircraft
movement less than South Asia since, in South Asia, there are many airlines and each airlines
operate many aircraft to Thailand. On the other hand, in Europe and Middle East, there are less
aircraft operated but they carry more passengers and freight to their countries. The reason might
be that Europe and Middle East are settled further than South Asia thus their fleets are operating
fewer (Airports of Thailand Public Company Limited, 2013).
Source: Airports of Thailand Public Company Limited
5
Source: Airports of Thailand Public Company Limited
Not only the passengers that are in the demand side affect the market but, in the supply
side, every organization of aviation industry can affect as well. Moreover, it has to prepare to be
ready to support higher demand.
6
2.1.2 Supply Side
The competitive advantages of Suvarnabhumi International Airport
Location
Thailand is located in the center of region and surround by neighbor countries. In
addition Thailand has low risk in term of natural disaster compare to neighbor countries. Even
Thailand suffers flood in the recent year, but it is a predictable and preventable situation. The
following information is the comparison with Thailand and Singapore. Thailand is located in the
center of Southeast Asia which land-based catchment area is larger than Singapore where is
located in the southern tip of Southeast Asia. This makes Suvarnabhumi airport has a great
prospective for ground transport connection to countries in Southeast Asia (Pujinda, 2007, pp.
69-80).
Infrastructure
Thailand have the efficiency to develop countries. Thailand have the labor market and
the efficiency infrastructure to developing specialize road transportation. According to the
Thailand Transport Portal, Thailand has expand of economics, industry, agriculture and services.
So it affects to growth of city rapidly (Chareonwongsak, 2015).
Thai government concern to develop the infrastructure, the first are to carry forward
continuous the multi model of transportation and have developed to reduce cost of transportation
with the utilize effective of energy. That improve the intercept between rail structure and road
structure, including develop route high speed railways connect with region. Second, the
government set creation connection gateways between ASEAN countries. Thailand have
advantage with location geographic to connect ASEAN and Asia Pacific area. That emphasize to
develop transportation and logistics and develop economics between Thailand and boarding. In
term of Suvarnabhumi airport structure, these are set the policy to support service to other
countries (Ministry of Transport (Thailand), 2014).
7
Government Subsidy
Ministry of Tourism and Sports had set up the tourism policy in 2013 – 2016, the
objective is to revive and stimulate the tourism sector for growth and sustainability, also to
accelerate and create the potential to earn income from tourism. And the more revenue and
income distribution implement alongside the development that endure (Ministry of Tourism and
Sports (Thailand), 2011).
Moreover, Thai government tried to promote Bangkok as a tourism sector. This will
increase the number of passengers in Suvarnabhumi airport. The Thai government also tried to
promote Bangkok as the city of medical health care, art, cultures and recreations (Sereetrakul,
2012, pp. 99-105). According to the world’s industrial countries aging society rate are increased,
There groups have more time and budget to use the services. So the air transportation will be the
first choice to select.
2.1.3 The Regulatory and Business Related
Free-determination Agreement
To drive the aviation policy is quite open the Liberal Air Policy by the airports in all the
rules creates incentives for international airlines using airports in the contracting country, such as
the imposition in various types or termination of certain fees including improving conditions. In
terms of international air traffic agreements, it provides more motivation (Ministry of Tourism
and Sports (Thailand), 2011).
8
Part 3: Analysis of Suvarnabhumi Airport
3.1 Competition Analysis
In 2006, Suvarnabhumi airport is the 15th
busiest airport in the world with the record of 43
million passengers handled and also the first busiest in Southeast Asia by passenger traffic.
Moreover the airport is the 19th
busiest cargo airport in the world and the second busiest in
Southeast Asia with 1.2 million tons of cargo.
Thailand is located on the center of Southeast Asia. Its land based reservoir area is bigger
than Singapore. Suvarnabhumi airport has advantage from land transport linking to most
countries in Southeast Asia.
Changi Airport is the operator of Singapore. Changi Airport wants to become the air-hub
and serve worldwide. (Changi airport group,2015).More than 100 airlines operate at Changi
Airport flying approximately 320 cities in about 80 countries and national territories. About
6,600 flights land or depart from Changi each week, with greater than 54.1 million passengers
passing through the airport per year.
Tableshows the comparison between the two Southeast Asian airport regions
9
The study show that there are Amsterdam, Singapore, Frankfurt and Bangkok.
Amsterdam and Singapore the region very far, their land is limited.
In the other word Frankfurt and Bangkok airport region as a similar situation. Their
located is the hub .The strengths of Thailand is the efficient Gateway Model.Thailand wanted to
change to another field that is not specialization of Thailand and this is differing from its
development potentials. Since Thailand decided in this way it might cause non-profitable budget
and lose their competitiveness with Changi Airport.
3.2 SWOT of Suvarnabhumi Airport
Strengths
Airport is located in the good location (Airports of Thailand Public Company Limited.,
2011)
Airport has the area for future expansion
Suvarnabhumi Airport serves Multimodal Transport (Vinin, 2011)
Suvarnabhumi airport is expanding terminal area in phase two (Skyscanner, 2015)
More connecting flight more than competitor (Singapore) 123 flights/week
Weaknesses
Suvarnabhumi airport is a state enterprises, so the management is generally controlled by
rules and regulations, so the task will be delay (Sahavicha, 2009)
Slow expansion plan since the third runway has not been approved and the Suvarnabhumi
terminal is not enough for passengers (Mahitthirook, 2015)
Area of warehouse and perishable center are not enough to serving demand
(Vaniskrobjinda , 2014)
The infrastructure of Suvarnabhumi airport lower than Shangri Airport
(Ngamsangchaikit , 2013)
10
Opportunities
Supporting the budget from the government
Government support Suvarnabhumi to the transshipment hub (Thailand National Single
Window, 2014)
Open skies in 2015 will attract more tourists both ASEAN and foreign countries and also
increase employment rate (Leong, 2014)
Demand of passenger travel are increasing because of ASEAN (World Tourism
Organization, 2014)
The Tourism Authority of Thailand promote campaign to bring in foreign tourists. (The
Tourism Authority of Thailand, 2015)
Many airline provide the promotion to attack the tourist (ThanOnline, 2015)
The price of jet fuel decreases (Index Mundi, 2015)
Treats
Political uncertainty affect tourism (Hadyn, Taberi and Watthanakhomprathip, 2013)
The global financial crisis affect to aviation industry.
Thai Civil Aviation did not pass ICAO standard (Mahitthirook, 2015)
Lose opportunity for Suvarnabhumi airport when neighbor countries develop their
aviation industry such as Singapore,Malaysia,China (Sukmanob, 2013)
Competitive between Singapore. Singapore wants to be hub (Mackey, 2014)
11
Part 4: Development Strategies to Become Transshipment Hub of
Southeast Asia
4.1 Concepts and objectives of the Transshipment Hub of Southeast Asia
Thailand is being developed to be a Regional Hub of Aviation Logistics and
Suvarnabhumi airport would be developed to be a Transshipment Hub of Southeast Asia.
Suvarnabhumi airport can be an effective airport and Thailand’s driver if it provides
good service, acceptable price, can expand the service, and the related departments agreed to
make Suvarnabhumi airport to be transportation hub of Southeast Asia, said by Dr. Suvat.
About 50 years ago, airplanes need to refuel every 2,000-3,000 kilometers because of low
technology, so Thailand is located in the proper geographical tends to be aviation hub of the
world with no doubt. Nowadays, technology has developed, thus airplanes can fly around 12
hours with 12,000 kilometers without landing. This reason can answer why the significant of
Thailand’s geographical is decreased. Anyway air transport and sea transport is somewhat
different, sea route has fixed area but not for air route.
However, aviation hub of Southeast Asia is supported by Thai government by the
following strategy:
Defining air policy: by setting Suvarnabhumi airport as the main airport and others as
network airports, including adjust rules and regulations, in order to reach the maximum
benefit when contribute the open sky. On 12 January 2004, Thailand was the first success
country that makes an open sky agreement with China. In the future, Thailand has a plan
to do an agreement with India, including make an open sky agreement with 10 countries
within ASEAN, expected to finish in 2004.
In physical by agencies related to improve the airport and service system basis,
including support activities. Increasing the performance to operate the airport and service
related. As well as set the transportation network linking the airport with the community
and producers. To increase the efficiency of Suvarnabhumi airport and promote tourism
industry in order to attract tourists to Thailand (Pichdamrong, 2004).
12
Part 5: Development Strategies
5.1 Perishable Center
Nowadays, Suvarnabhumi Airport has only a small perishable center that operate by Thai
Airways. According to SWOT Analysis of Suvarnabhumi Airport, it should build a large
Perishable Center or Cold Chain Storage in the airport to support the increasing of air freight in
the future. And when Suvarnabhumi Airport has a large perishable center, people would take an
interest in transport goods to Suvarnabhumi Airport because the people see that Suvarnabhumi
Airport has readiness to be a hub (Vinin, 2015).
5.2 Central Distribution Center
Thailand set the strategies to develop Suvarnabhumi Airport to be the hub of distribution
in Asian which mean the center of import and export goods with other countries. In addition
value added would add to goods from the country of origin before distributes goods to other
destinations.
The development of aviation logistics to be region hub, there are 2 categories; Transit or
transshipment hub and Central distribution center by using products from the producer countries,
then add value-added services.
The advantage of being transit or transshipment hub is increasing in employment rate and
the other is central distribution center does more advantage to country than transshipment hub
because the central distribution center could create the value added in the country, create the
employment, and attract the foreign direct investment (FDI) that lead to exchange the technology
and new knowledge for Thai people.
Therefore, Thailand should drive Suvarnabhumi Airport to become the central
distribution center, and remain ahead of the competitors, otherwise, the competitors such as the
airport of Singapore, Malaysia will outpace Suvarnabhumi Airport. Because the analysis shows
that the competitors have only less potential of location than Suvarnabhumi Airport.
13
And to drive Thailand to be the central distribution center of the region, all stakeholders
should seriously consider about readiness and development to make Suvarnabhumi airport as the
central distribution center by developing the speed, agility and accessibility of transportation
such as to improve the customs procedures, develop infrastructure and technology to meet the
world standard, including development of skill and quality of logistics human resources
(Sirisoponsilp, 2009).
5.3Government Management System
Government management system should be faster by reducing unnecessary operational
procedures and regulations. Because government approves the project slow. So the competitors
may outpace Suvarnabhumi Airport.
14
Part 6: Summary and Conclusion
This paper concern to develop Suvarnabhumi airport become to Transshipment hub of
Southeast Asia for prepare service for passenger and cargo that increasing. The strategies to
develop transshipment hub are analysis from internal and external environment that affect
Suvarnabhumi airport. The analysis shows that Suvarnabhumi airport has more potentials than
the competitors. However, Suvarnabhumi airport should develop itself by building a large
Perishable Center or Cold Chain Storage in the airport, developing to become central distribution
center, moreover the Thai government should also improve own procedure to be faster.
15
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19
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