VISION “To be existing airline and to serve domestic region which prioritize on quality service, with the best human resources in order to support company development and employee welfare” A focused concept Vision statement above has described that Sriwijaya Air want to be part of Airline competition, not only in Indonesia but also in Asia, As a one of existing airline in Indonesia and serving almost all destination in Indonesia, Sriwijaya Air has felt to maintain their quality on services to be able to compete with the other airline in Indonesia and in Asia.
Sriwijaya air has thought that one of the key elements to maintain their service quality is support from the employees. To get employees support Sriwijaya Air has seen the challenge in the future where every airline will trying to expand their business and to get as much as skilled employees while the number of skilled employees are limited. To answer that challenge Sriwijaya Air has committed to develop human resources. Instead of air crew, human resources also refer to ground crew which is consisting of marketing, maintenances, ticketing etc.
Sriwijaya Air realized that it’s not an easy work, it’s not an 3-4 months work and it needs brief investment but in other hand Sriwijaya Air believes that Sriwijaya Air will gain the benefit in the future and able to create motivation for employees to give more value to the company not only doing necessary work and at same time Sriwijaya Air will be able to reach their objective Give back and advocacy Instead of it Sriwijaya Air also committed to pay more attention on employee welfare.
Increased cost of living might give direct impact for employee’s performance. Employees can easily decide to transfer to another company if there’s no appropriate compensation from company. Based on that reason Sriwijaya Air also dedicated to giving more attention to employee’s welfare. But vision above is not giving the picture how the company social responsibility doing. It seems company focusing only to gain profit and does not care about circumstances. Company should make a correction and start to focus on social as well. Plausible chance of success
As I mentioned above the company have a high concern on human resources development, with the purpose to maintain and increase the quality of services. MISSION “Dedication to human resources development to reach the best service and to accord passenger expectation” On that mission statement, we can see how company gives a brief concise and follow the components: 1. Customer : this mission statement obviously included customer on their mission statement with “to accord passenger expectation” company trying to say that customer is the everything for company and company committed to meet what passenger want and expected. . Product or services : the first sentence showing the purpose of company to serve the best service to the customer through the quality of human resources. But it’s not defined by the company, what kind of product or services that they have. And so for the recommendation I would like to add airlines after the word “the best”. 3. Markets: for markets, company is not mentioned the specific market that they are targeted, company mentioned customer in general as “passenger” only. Company should be more specific to notify which market they focus on. 4.
Technology: Through human resources Development Company wish to be able to raise the quality of service and meet passenger expectation, because company believe the best equipment might be useless without capable human resources. 5. Concern: a company is more concern on business growth with developing human resources and makes those human resources become an asset for company. But this mission have trying to show their concern for public image in general, just to meet passenger expectation but in other hand, company is really concern to the employees where company committed to develop human resources.
Recommendation: to mention clearly what kind of products or services are the business all about, define which market that they are targeted and give brief sentence for company concern for public image. “Dedication to human resources development and become the best airline in service’s and to accord and connect businessman expectation” Objective “Intertwined with its ability to be consistanly safe, reliable and customer friendly and its operation, supported by the best human resources” Serving the best for customers on the airplane is Sriwijaya Air main objective, which translate customers’ payment into value and utility.
While any other airline has trying to remove in-flight service in order to reduce air fare Sriwijaya Air consistent on In-flight service includes serving customers with food and drink, providing them with information on anything asked, providing customers with blankets, assisting them with the carry-on luggage, and a host of other assistance. Ground services include ticket sale, seat reservation, checking in, baggage handling, etc. Sriwijaya Air believe that customers are not paying for just transportation, but a service, with all the frills that go to make the customer feel valued by the service provider.
Sriwijaya Air is no budget airline; passenger has to be fulfilling and enjoyable. Instead of it aircraft maintenances also become Sriwijaya Air objective. Company believe to gain customer reliable, company has to serve the best aircraft maintenances to avoid something unexpected happen. Customer can easily transfer to other airline and consider not to return again if customer were not feeling secure to use that services. (1) “to raise the brand’s market share from 9% to 11%;” and (2) “to continue building the brand’s brand equity