Publication: ANÁLISIS COMPARATIVO DE MODELOS DE BAJO COSTO APLICADO POR AEROLÍNEAS EN CHILE Y REFERENTES EN EUROPA
Date
2020-09
Authors
VELOSO BAEZA, CRISTIAN RODRIGO
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Abstract
Chile es un país que ha experimentado un aumento superior al 10% en la cantidad de pasajeros transportados anualmente. Esta cifra ha aumentado en porcentajes similares desde el año 2015 hasta diciembre de 2019, por lo tanto, es importante considerar los factores que influyen en esta situación. (Junta Aeronautica Civil, 2020) En el año 2015, la primera aerolínea Low Cost en Chile comenzó sus operaciones, realizando modificaciones que cambiarían el modelo de negocios en la industria, principalmente en vuelos domésticos, donde se puede observar la competencia que surge principalmente entre Sky Airline y LATAM Airlines. En 2017, comienza sus operaciones la ULCC JetSMART, con una nueva forma de volar que reduce servicios y se enfoca en ofrecer precios aun más bajos que la competencia, considerándose como una aerolínea ULCC. En el trabajo de título, se ha podido representar el aumento de la cantidad de pasajeros transportados en los últimos 4 años (sin considerar 2020, que es el año en curso) y se ha realizado un análisis del aumento porcentual en pasajeros transportados anualmente. Además, se ha mostrado cuantitativa y cualitativamente el impacto que ha tenido el ingreso a la industria de la Aerolínea JetSMART, que en 2017 representó el 2,9% de los pasajeros transportados (Junta Aeronautica Civil, 2020). Este porcentaje aumentó en 2018 a 12,2%, mientras que en 2019 la participación de JetSMART aumentó hasta un 14,9%. Esto definió el impacto que tuvo este aumento de concentración de mercado en la cantidad de pasajeros transportados y en el factor de ocupación, debido al aumento de oferta en los itinerarios para rutas domésticas. Los factores más importantes para conocer los procesos de una LCC, es conocer la estructura estratégica que tiene ésta, lo que permite identificar cuál es el enfoque principal de cada compañía aérea (Perendreu, 2016). Es por esto por lo que se realiza un análisis del microentorno y macroentorno de la industria de aerolíneas de bajo costo, con la realización de análisis de 5 fuerzas de Porter, y análisis FODA y PESTA, en la que se conoce cuál es la ventaja comparativa de la compañía en relación con empresas similares en la industria. (OCCMundial, 2019). En los casos analizados, todas las aerolíneas tienen aspectos en los que éstas destacan, además de tener aspectos negativos tanto en sus estrategias operacionales o comerciales. En relación con la calidad de servicio, también existen notorias diferencias en las evaluaciones que tienen cada una de las aerolíneas, lo que demuestra que cada aerolínea de bajo costo tiene sus particularidades en la industria. Con respecto a la industria low cost en Chile, las aerolíneas pueden alinear sus esfuerzos en aplicar estrategias comerciales que son utilizadas por aerolíneas de bajo costo, sin embargo, el mercado en el que operan es fundamental para conocer los límites de estas estrategias. Existen casos como el análisis de rutas o estrategias comerciales en el que la industria chilena se ve imposibilitada de innovar, principalmente debido a las condiciones geográficas que impactan en el caso de Europa y Chile. Una aerolínea tiene múltiples desafíos para los próximos años, tanto a nivel operacional como estratégico, por consiguiente, se debe evaluar cuál es el posicionamiento que tiene una LCC con respecto a estos aspectos. Se debe evaluar la posibilidad de tener un alto poder de negociación, para así poder beneficiarse en términos de acuerdos comerciales, costos y eficiencia general en las operaciones de una aerolínea, sin embargo, para esto se debe tomar decisiones que influyen directamente en la operación de la compañía. El trabajo realizado muestra cuáles son los aspectos en las que cada aerolínea destaca de manera positiva y negativa, mostrando cuál es la ventaja competitiva de cada compañía en las principales estrategias que debe analizar una aerolínea low cost en la industria.
Chile has experienced an increase of more than 10% in the number of passengers transported annually. This indicator has increased in similar percentages from 2015 to December 2019, therefore, it is important to consider the factors that influence in this situation. (Junta Aeronáutica Civil, 2020) In 2015, the first Low Cost airline in Chile started its operations, making changes that would change the business model in the industry, mainly on domestic flights, where the competition between Sky Airline and LATAM Airlines has been perceived. In 2017, the ULCC JetSMART started its operations, with a new way of flying that reduces services and it focuses on offering prices even lower than the competition, being considered as a ULCC airline. In this thesis, it has been possible to represent the increase in the number of passengers carried in the last 4 years (without considering 2020, which is the current year) and an analysis of the percentage increase in passengers carried annually has been carried out. In addition, the impact of the entry to the industry of JetSMART Airline, which in 2017 represented 2.9% of the passengers transported (Junta Aeronautica Civil, 2020), has been shown quantitatively and qualitatively. This percentage increased in 2018 to 12.2%, while in 2019 JetSMART's participation increased to 14.9%. This defined the impact that this increase in market concentration had on the number of passengers transported and on the load factor, due to the increase in the supply of itineraries for domestic routes. The most important factors to know the processes of an LCC, is to know the strategic structure that airlines have, which allows to identify which is the main focus of each airline (Perendreu, 2016). This is why an analysis of microenvironment and macroenvironment of the low-cost airline industry is carried out, with Porter's 5-force analysis, and SWOT and PESTA analysis, in which the competitive advantage is known. of the company relative to similar airlines in the industry. (OCCMundial, 2019). An airline has multiple challenges for the coming years, both at an operational and strategic level, in consequence, it is necessary to evaluate which is the position that a low-cost carrier has with respect to these aspects. The possibility of having a high bargaining power should be evaluated, in order to benefit in terms of commercial agreements, costs and general efficiency in the operations of an airline, however, for this, decisions that directly influence the operation of the company. The work carried out shows which are the aspects that stand out in a positive and negative way of each airline analyzed, showing which is the competitive advantage of each company in the main strategies that a low-cost airline should analyze in the industry.
Chile has experienced an increase of more than 10% in the number of passengers transported annually. This indicator has increased in similar percentages from 2015 to December 2019, therefore, it is important to consider the factors that influence in this situation. (Junta Aeronáutica Civil, 2020) In 2015, the first Low Cost airline in Chile started its operations, making changes that would change the business model in the industry, mainly on domestic flights, where the competition between Sky Airline and LATAM Airlines has been perceived. In 2017, the ULCC JetSMART started its operations, with a new way of flying that reduces services and it focuses on offering prices even lower than the competition, being considered as a ULCC airline. In this thesis, it has been possible to represent the increase in the number of passengers carried in the last 4 years (without considering 2020, which is the current year) and an analysis of the percentage increase in passengers carried annually has been carried out. In addition, the impact of the entry to the industry of JetSMART Airline, which in 2017 represented 2.9% of the passengers transported (Junta Aeronautica Civil, 2020), has been shown quantitatively and qualitatively. This percentage increased in 2018 to 12.2%, while in 2019 JetSMART's participation increased to 14.9%. This defined the impact that this increase in market concentration had on the number of passengers transported and on the load factor, due to the increase in the supply of itineraries for domestic routes. The most important factors to know the processes of an LCC, is to know the strategic structure that airlines have, which allows to identify which is the main focus of each airline (Perendreu, 2016). This is why an analysis of microenvironment and macroenvironment of the low-cost airline industry is carried out, with Porter's 5-force analysis, and SWOT and PESTA analysis, in which the competitive advantage is known. of the company relative to similar airlines in the industry. (OCCMundial, 2019). An airline has multiple challenges for the coming years, both at an operational and strategic level, in consequence, it is necessary to evaluate which is the position that a low-cost carrier has with respect to these aspects. The possibility of having a high bargaining power should be evaluated, in order to benefit in terms of commercial agreements, costs and general efficiency in the operations of an airline, however, for this, decisions that directly influence the operation of the company. The work carried out shows which are the aspects that stand out in a positive and negative way of each airline analyzed, showing which is the competitive advantage of each company in the main strategies that a low-cost airline should analyze in the industry.
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Keywords
ANÁLISIS COMPARATIVO , AEROLÍNEAS , MODELO DE NEGOCIOS