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Estudio De Las Viabilidades De Negocio De Una LCC (Low Cost Carrier) En África

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Estudio De Las Viabilidades De Negocio De Una LCC (Low Cost Carrier) En África MEMORIA Estudio de las viabilidades de negocio de una LCC (Low Cost Carrier) en África Jordi Mensa Vendrell Ingeniería Aeronáutica Proyecto Fin de Carrera Tutor: Pedro Monagas Asensio 6 de junio de 2014 Estudio de las viabilidades de negocio de una LCC (Low Cost Carrier) en África A la iaia, perquè ara sí que puc anar solet 2 Estudio de las viabilidades de negocio de una LCC (Low Cost Carrier) en África Índice Índice ..................................................................................................................................... 3 Lista de figuras ...................................................................................................................... 7 Lista de tablas ........................................................................................................................ 9 INTRODUCCIÓN ................................................................................................. 11 I. Agradecimientos....................................................................................................... 12 II. Introducción y justificación ...................................................................................... 13 III. Objeto de estudio ..................................................................................................... 16 IV. Alcance ..................................................................................................................... 17 V. Antecedentes ........................................................................................................... 18 VI. Especificaciones técnicas .......................................................................................... 19 1. ESTUDIO DE MERCADO: ÁFRICA ..................................................................... 20 1.1. África ....................................................................................................... 21 1.1.1. Descripción geográfica y clima .................................................. 21 1.1.2. Demografía ................................................................................ 22 1.1.3. Política y colonialismo ............................................................... 22 1.1.4. Economía y recursos .................................................................. 23 1.2. MPI (Market Potential Indicator)............................................................... 24 1.2.1. Tamaño de mercado .................................................................. 26 1.2.2. Crecimiento de mercado ........................................................... 27 1.2.3. Intensidad de mercado .............................................................. 28 1.2.4. Capacidad de consumo de mercado ......................................... 30 1.2.5. Infraestructura comercial .......................................................... 31 1.2.6. Libertad económica ................................................................... 32 1.2.7. Receptividad de mercado .......................................................... 34 1.2.8. Riesgo del país ........................................................................... 35 1.2.9. Total MPI ................................................................................... 35 2. MODELOS DE NEGOCIO EN AVIACIÓN COMERCIAL ......................................... 39 2.1. Modelo tradicional .................................................................................... 40 2.2. Modelo lowcost ........................................................................................ 41 2.3. Modelo lowcost Premium ......................................................................... 42 3 Estudio de las viabilidades de negocio de una LCC (Low Cost Carrier) en África 3. PLAN DE EMPRESA ......................................................................................... 44 3.1. Resumen ejecutivo ...................................................................................... 45 3.2. Definición del negocio ................................................................................. 48 3.2.1. Descripción del servicio ............................................................. 48 3.2.2. Misión ........................................................................................ 48 3.2.3. Visión ......................................................................................... 48 3.2.4. Objetivos .................................................................................... 48 3.2.5. Antecedentes ............................................................................. 49 3.3. Análisis de mercado .................................................................................... 51 3.3.1. Ghana......................................................................................... 51 3.3.1.1. Descripción geográfica ............................................... 51 3.3.1.2. Clima ........................................................................... 51 3.3.1.3. Demografía y religión ................................................. 52 3.3.1.4. Economía .................................................................... 52 3.3.1.5. Infraestructuras .......................................................... 53 3.3.1.6. Política ........................................................................ 54 3.3.1.7. Relaciones exteriores ................................................. 54 3.3.2. Análisis del sector ...................................................................... 55 3.3.2.1. La aviación comercial en África .................................. 55 3.3.2.2. Tasas aeroportuarias .................................................. 59 3.3.3. Mercado potencial..................................................................... 61 3.3.3.1. Área de influencia ...................................................... 61 3.3.3.2. Segmentación de mercado ........................................ 63 3.3.4. Análisis de la competencia ........................................................ 65 3.3.5. Análisis DAFO ............................................................................. 70 3.3.5.1. Análisis interno ........................................................... 70 3.3.5.2. Análisis externo .......................................................... 72 3.3.6. Conclusiones .............................................................................. 75 3.4. Plan de marketing ....................................................................................... 77 3.4.1. Política de marca (Branding) ..................................................... 77 3.4.1.1. Nombre ...................................................................... 77 3.4.1.2. Logo ............................................................................ 78 3.4.1.3. Colores corporativos .................................................. 78 3.4.1.4. Eslogan ....................................................................... 79 3.4.1.5. Código de vestimenta ................................................ 79 3.4.1.6. Código publicitario y creatividades ............................ 80 3.4.1.7. Código visual del avión ............................................... 82 3.4.2. Marketing Mix ........................................................................... 84 3.4.2.1. Política de producto ................................................... 84 3.4.2.2. Política de pricing ....................................................... 87 3.4.2.3. Política de distribución ............................................... 89 3.4.2.3.1. Canal directo .................................. 89 3.4.2.3.2. Canal indirecto ............................... 90 3.4.2.4. Política de promoción ................................................ 91 4 Estudio de las viabilidades de negocio de una LCC (Low Cost Carrier) en África 3.4.3. Presupuesto del Plan de Marketing ............................................. 95 3.5. Plan de operaciones .................................................................................... 96 3.5.1. Localización de la empresa ........................................................ 96 3.5.2. Código IATA ............................................................................... 97 3.5.3. Flota ........................................................................................... 98 3.5.3.1. Elección: compra o leasing? .................................... 98 3.5.3.2. Tipo de avión y configuración ................................. 99 3.5.4. Red de rutas ............................................................................... 101 3.5.4.1. Network inicial (2015).............................................. 103 3.5.4.2. Network futuro (2020) ............................................. 106 3.5.5. Proveedores ............................................................................... 111 3.5.5.1. Mantenimiento ........................................................ 111 3.5.5.2. Handling .................................................................. 111 3.5.5.3. Combustible ............................................................. 112 3.5.5.4. Catering ................................................................... 112 3.5.6. Decisiones estratégicas en la operativa .................................... 112 3.5.6.1. Gestión del crecimiento en Accra ............................ 112 3.5.6.2. Conexiones .............................................................. 113 3.5.6.3. Acuerdos interline ...................................................
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