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Aviação Comercial No Brasil.Pdf FUNDAÇÃO DOM CABRAL – FDC ALEX SALVADOR PRATES ERIK RANTIN LUCAS DIOGO COUTINHO CORREIA OTAVIO MENEGUETTE PEDRO BARON RÔMULO ASSUNÇÃO MACHADO AVIAÇÃO COMERCIAL NO BRASIL: COMPREENDENDO OS MODELOS DE NEGÓCIOS ATUAIS E TENDÊNCIAS PARA O SETOR Belo Horizonte / MG 2017 ALEX SALVADOR PRATES ERIK RANTIN LUCAS DIOGO COUTINHO CORREIA OTAVIO MENEGUETTE PEDRO BARON RÔMULO ASSUNÇÃO MACHADO AVIAÇÃO COMERCIAL NO BRASIL: COMPREENDENDO OS MODELOS DE NEGÓCIOS ATUAIS E TENDÊNCIAS PARA O SETOR Trabalho de Conclusão de Curso apresentado ao programa de Especialização em Gestão Empresarial – SEST SENAT, como requisito parcial para a obtenção do grau de Especialista. Área de concentração: Gestão de Negócios. Orientador: Prof. Me. Marcos Eugênio Vale Leão Gerente do programa: Paula Oliveira Belo Horizonte / MG 2017 AGRADECIMENTOS Agradecemos, em primeiro lugar, a todos os professores e profissionais da Fundação DOM Cabral, em especial ao nosso Orientador Professor Mestre Marcos Eugênio Vale Leão, que nos transmitiu toda sua energia, conhecimento e disponibilidade, além de nos desafiar a pensar de forma diferente ao longo do curso, e, principalmente, durante a construção de nosso Projeto Aplicativo. Queremos registrar também nossos sinceros agradecimentos às nossas famílias e amigos, que sempre nos apoiaram durante a trajetória de desenvolvimento do presente estudo. E, por fim, agradecemos aos nossos líderes da LATAM Airlines Brasil, que nos permitiram o acesso a este rico curso de Gestão de Negócios, promovido pela Fundação DOM Cabral em parceria com o SEST SENAT/ITL. RESUMO A proposta do estudo desenvolvido traz um detalhamento da situação atual do setor de aviação comercial brasileira, analisando aspectos econômicos e mercadológicos, além de compreender os diferentes modelos de negócios e suas possíveis estratégias de posicionamento futuras pelas companhias aéreas nacionais. Sabendo da relevância deste modal para o Brasil e sua fragilidade sob aspectos ou variáveis não controláveis (como o dólar, o barril do petróleo, o clima, a regulação etc.), pretende- se, por meio deste estudo, o entendimento das alavancas que possam fortalecer o setor e que sirvam de referência para empresas e profissionais do segmento. Com fundamentação teórica, pesquisas e estudos de caso de outras empresas aéreas de mercados internacionais buscou-se entender as características que influenciam no sucesso de determinada estratégia. Aprofundou-se o entendimento do posicionamento das empresas aéreas que operam atualmente no Brasil, entendendo suas dificuldades e fortalezas. O resultado do estudo é a proposta de um modelo de negócio para o segmento aéreo que seja mais aderente à realidade brasileira, levando em consideração particularidades locais, tais como economia, preferências do consumidor, regulação local e concorrência. Como resultado, sugere-se um posicionamento híbrido das companhias aéreas que pretendem atuar no mercado doméstico brasileiro, unindo uma proposta de eficiência em custos e percepção de valor. Palavras-chave: Vantagem competitiva. Aviação. Mercado doméstico. Low Cost. Modelo Híbrido. ABSTRACT The proposal for development of this study is to bring in a detail the current situation of the Brazilian commercial aviation sector, analyzing economic and market aspects, besides understanding the different business models and their possible future positioning strategies by the national airlines. Knowing the extreme relevance of this modal choice to Brazil and its fragility under noncontrollable aspects or variables (such as the dollar, oil barrel, climate, regulation, etc.), we intend, through this study, to understand what are the levers to strengthen the sector and serve as a reference for companies and professionals in the segment. With theoretical basis, research and case studies of other airlines in international markets and sought to understand the local characteristics that influence the success of a certain strategy. The understanding of the positioning of the airlines operating in Brazil means understanding their difficulties and strengths, in deep. The result of this study is the proposal of a business model for the commercial domestic aviation market that is more adherent to the Brazilian reality, taking into account local particularities, such as economy, consumer preferences, local regulation and competition. That is a clearly defying environment. As a result, it is suggested to adopt an hybrid positioning of the airlines that intend to operate in the Brazilian domestic market, joining a proposal of efficiency in costs and perception of value. Keywords: Competitive advantage. Aviation. Domestic Market. Low Cost. Hybrid Model. LISTA DE FIGURAS Figura 1 - Empresas participantes do CRI Nacional 2015 ......................................... 39 Figura 2 - Relação com Investidores GOL ................................................................ 63 Figura 3 - Comunicação da Azul Linhas Aéreas sobre seus principais serviços e realizações ................................................................................................................ 64 Figura 4 - Principais entraves ao desenvolvimento sustentável da aviação comercial brasileira .................................................................................................................. 106 Figura 5 - Modelo híbrido para o setor aéreo .......................................................... 108 Figura 6 - O processo simplificado do modelo híbrido para o setor aéreo .............. 115 Figura 7 - Proposta de valor com maior aderência ao passageiro brasileiro ........... 117 LISTA DE TABELAS Tabela 1 - Registro de aeronaves no Brasil .............................................................. 19 Tabela 2 - 10 Maiores Empresas em receitas adicionais em 2015 ........................... 54 Tabela 3 - 10 Maiores Empresas em receitas adicionais sobre o total de suas vendas em 2015 .................................................................................................................... 55 Tabela 4 - Perfil das maiores companhias aéreas que operam no Brasil ................. 68 Tabela 5 - As Nove Liberdades do Ar ....................................................................... 75 Tabela 6 - Fator determinante na escolha da companhia aérea ............................... 99 LISTA DE GRÁFICOS Gráfico 1 - ASK e RPK doméstico ............................................................................. 17 Gráfico 2 - Variação ASK e RPK ............................................................................... 17 Gráfico 3 - PIB Brasileiro ........................................................................................... 17 Gráfico 4 - Load Factor ............................................................................................. 19 Gráfico 5 - Variação Load Factor .............................................................................. 19 Gráfico 6 - Tarifa média ............................................................................................. 20 Gráfico 7 - Movimentação de cargas ......................................................................... 21 Gráfico 8 - Importância de inovação para a liderança ............................................... 40 Gráfico 9 - Fatores que motivam a Inovação nas empresas ..................................... 41 Gráfico 10 - Caminhos estratégicos para inovação ................................................... 41 Gráfico 11 - Parcerias estratégicas para inovação .................................................... 42 Gráfico 12 - facilitadores para inovação .................................................................... 42 Gráfico 13 - Visão para inovação .............................................................................. 43 Gráfico 14 - Como executar os projetos de inovação ................................................ 44 Gráfico 15 - Origem do investimento ......................................................................... 44 Gráfico 16 - Empresas brasileiras são inovadoras? .................................................. 45 Gráfico 17 - Matriz de avaliação de valor da Southwest Airlines ............................... 50 Gráfico 18 - Participação no mercado aéreo doméstico americano em 2016 ........... 52 Gráfico 19 - Participação dos tipos de receitas adicionais dentro das principais companhias aéreas americanas em 2013 ................................................................. 56 Gráfico 20 - Receita por passageiro embarcado (em USD) ...................................... 57 Gráfico 21 - Participação das maiores empresas no RPK (Receita por assento/quilômetro) nas rotas domésticas Brasil ...................................................... 58 Gráfico 22 - Aproveitamento de Horas Voadas por Aeronave-Dia (GOL e LATAM) . 60 Gráfico 23 - Custo Assento Quilômetro CASK (R$/ASK) - (GOL E LATAM) ............. 61 Gráfico 24 - Comparativo % sobre LF (Load Factor) ASK e RSK em 2016 .............. 69 Gráfico 25 - Comparativo sobre LF, ASK e RPK no primeiro semestre em 2017 ..... 69 Gráfico 26 - Companhias Modelo LCC Por Regiões desde 1949 e em maio de 2017 .................................................................................................................................. 71 Gráfico 27 - Relação entre número de funcionários por aeronaves na frota ............. 72 Gráfico 28 - Funcionários por aeronave em cada companhia ................................... 72 Gráfico 29 - Distribuição de LCCs por países na AL e Caribe desde 1949 e em maio de
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