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Análise De Modelos De Negócio De Companhias Aéreas De Passageiros

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Análise De Modelos De Negócio De Companhias Aéreas De Passageiros Analysis of passenger airlines’ cargo business models João Nuno Vilela da Silva Thesis to obtain the Master of Science Degree in Civil Engineering Supervisor: Professor Vasco Domingos Moreira Lopes Miranda dos Reis Examination Committee Chairperson: Professor João Torres de Quinhones Levy Supervisor: Professor Vasco Domingos Moreira Lopes Miranda dos Reis Members of the Committee: Professor Maria do Rosário Maurício Ribeiro Macário July of 2014 Acknowledgments Accomplishing this dissertation demanded an extra effort and dedication from myself, as well as some of the people that I had the opportunity to contact, in which I would like to express my gratitude. To Professor Vasco Reis, my dissertation supervisor, for all the support and encouragement given throughout this work, for the availability and knowledge shared regarding air cargo transport. To all the interviewed cargo agents, their know-how deeply contributed to this dissertation viability and my personal knowledge. My sincere acknowledgement to Mr. Amilcar Horta, Account Manager in Portugal from AF-KLM Cargo, Mr. Bruno Aires, Cargo Manager at TAP Cargo, Mr. Fernando Gomes, Cargo Manager in Portugal from Emirates SkyCargo, Mr. Mário Ferreira, Country Manager in Portugal from Lufthansa Cargo, Mr. Paulo Quelhas, Commercial Manager Spain & Portugal from British Airways World Cargo, Mrs. Teresa Mourão, Cargo Manager from Iberia Cargo, Mr. Onur Simsek, Cargo Agent from Turkish Cargo, Mr. Jan Odermatt, Cargo Manager from SWISS WorldCargo, Mr. Linus Virtanen, Cargo Manager from Finnair Cargo, Mr. Herman Hoornaert, Head of Cargo from Brussels Airlines Cargo and Mr. António Sousa, Cargo Manager at SATA Cargo. To English teacher Ângela Gonçalves, for the final review of this document. Finally, and most importantly, to my parents for all the support, understanding, encouragement and affection given, throughout my academic career. Also would like to leave a word of appreciation to my friends, which directly or indirectly helped me to reach this point in my life. I II Abstract Air cargo industry suffered considerable developments over the last decades. One of the main agent that changed this industry were passenger airlines. Performing cargo operations, airlines wishes to improve operational results providing a service that complements or supplements the passenger business. Unveiling cargo business from passenger airlines, Osterwalder’s business model proposition was adopted. This model examines company’s essential attributes in their modus operandi. A market analysis was also performed inquiring cargo agents. These provided the necessary information to fill the canvas proposed by Osterwalder. In order to achieve the main goal of this document, classify and define passenger airlines cargo business models, information was scrutinized and categorized according to business models blocks. Taken into consideration previous studies in air cargo business models, these were reformulated and provided extra attributes according to the information evaluated. At the end of the document, it is revealed a new framework for passenger airlines cargo business models, in which airlines could follow three main models subsidiary high-end, subsidiary low-end and unit business. Key words Business models; Air cargo; Passenger airlines; Osterwalder’s business model canvas; Passenger airlines cargo sector; Market analysis III IV Resumo A indústria da carga aérea tem sofrido consideráveis desenvolvimentos nas últimas décadas. Um dos principais agentes que alteraram esta indústria foram as companhias aéreas de passageiros. Estas, ao integrarem operações de mercadorias, procuram melhorar os seus resultados operacionais no fornecimento de um serviço que possa complementar ou suplementar o negócio de passageiros. Desagregando as operações de carga foi adotado o conceito de modelo negócios proposto por Alexandre Osterwalder, no qual olha para o interior de uma empresa e revela características relativas ao seu modo de operação. Na recolha de informações foi necessário uma análise de mercado através de inquéritos a agentes de carga. Adoção do modelo de Osterwalder para as operações de carga de companhias aéreas, permitiu perceber elementos fundamentais na performance de um sector de carga. Preenchendo o quadro proposto pelo autor, informação relativa ao modo operacional foi escrutinada e analisada para assim atingir o principal objetivo deste documento, classificar e definir modelos de negócios das companhias aéreas de passageiros no sector de carga. Tendo como base modelos de negócios de carga aérea resultante de estudos anteriores, estes foram reformulados e detalhados com a apresentação do modelo final, qual propõe que estas transportadoras áreas possam seguir um modelo subsidiário de alto nível, modelo subsidiário de baixo nível ou modelo de unidade de negócios para o seu sector de carga. Palavras-Chave Modelo de negócios; Carga aérea; Companhias aéreas de passageiros; Modelo de Osterwalder; Sector de carga; Análise de mercado V VI Index ACKNOWLEDGMENTS .................................................................................................................................. I ABSTRACT ............................................................................................................................................... III KEY WORDS ............................................................................................................................................. III RESUMO .................................................................................................................................................... V PALAVRAS-CHAVE..................................................................................................................................... V INDEX ...................................................................................................................................................... VII INDEX OF FIGURES .................................................................................................................................... XI INDEX OF TABLES ................................................................................................................................... XIII 1. INTRODUCTION ................................................................................................................................... 1 1.1. Motivation ................................................................................................................................................ 1 1.2. Objectives ................................................................................................................................................ 2 1.3. Methodology ............................................................................................................................................ 2 1.4. Dissertation structure ............................................................................................................................... 3 2. STRATEGY AND BUSINESS MODELS ..................................................................................................... 5 2.1. Strategy ................................................................................................................................................... 5 2.1.1. Concepts ............................................................................................................................................... 5 2.1.2. Dewulf’s Proposition .............................................................................................................................. 6 2.1.2.1. Cargo airlines strategy ................................................................................................................. 6 2.1.2.2. Influencing elements of strategy development ............................................................................. 9 2.2. Business model ..................................................................................................................................... 11 2.2.1. Concepts ............................................................................................................................................. 11 2.2.2. Osterwalder model proposal ................................................................................................................ 12 VII 2.2.2.1. Concept and definition ............................................................................................................... 12 2.2.2.2. Nine blocks canvas .................................................................................................................... 14 2.2.3. Airlines business models ..................................................................................................................... 18 2.2.3.1. Outsourced model ..................................................................................................................... 19 2.2.3.2. Unit business ............................................................................................................................. 20 2.2.3.3. Subsidiary model ....................................................................................................................... 21 2.3. Integration of strategy and business model ........................................................................................... 23 3. AIR CARGO MARKET RESEARCH AND ANALYSIS .................................................................................
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