case study project management vietnamese h01

7/29/2019 Case Study Project Management Vietnamese H01

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CASE STUDY Project Management

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BI TP TNH HUNG Mn: Qu n tr D n

Ngy:25/11/2012 L p IeMBA H01Th i gian: 180 pht

Ch :FRITIDSRESOR TRONG TNH TH CP BCH(A): 10 TI NG U TIN

Johan Lundgren, gim c iu hnh (CEO) ca Fritidsreror, m t trong nh ng hng du lchhng u Thy in tht ln Cmt thm ha ang din ra nhng ti khng th xc nhc n nghim trng n u, Cc bn c th xc nh c khng?. Nhng nh qun lc p cao ng i quanh Johan u lc u. Th i khc l 1 h chiu chnht, ngy 26 thng 12nm 2004 v tt ch u k t thc kngh Ging sinh gia chng vh p ti tr s ca cng

ty Stockholm. Lundgren ln ting Hy gi nh xem tnh hung xu nht s ra sao? Mikael Edwards, gim c chuyn ph trch cc tnh hung khn ca Fritidsresor (sau y gitt l gim c khn c p), ng i bt u lm vic sut t khi nhn c nhng cuc gi cnh bo lc 4.10 sng pht biu Thm ha t nhin ng Nam ang tn cng Thi Lan khu vc chng ta ang c 5.000 khch.

Lottie Knutson gim c truyn thngtp on Fritidsresor co rm li iu c ngha ltrong tr ng h p xu nht, tt c 800 khch hngti Khao Lak m chng ta khng thbt linlc c t vong.

Christian Clemens, gim c khu vc th tr ng Thy in b sung V iu cng c nghal chng ta nn hy hai chuy n bay n Thi Lan hm nay, khin 700 v khch tht vng v chu tn tht 200 tri u krona (SEK, tng ng khong US$ 276.000).

Lundgren t ng k t C v nh chng ta ang nghim trng ha vn , ng khng? Gi itruyn thng ang a tin vmt tr n ng t, nhng tt cnhng g chng ta bit chc chnlc ny l chng ta c mt vi khchb thng nh v mt tinh th n ti Phuket. Nhn vincacng tyti cng thng bo rng ti Khao Lak khu ngh d ng ven bi n ca Fritidsresor,

hin ang ti p 800 khch, v tt cmi ngi u khng sao.Tuy nhin, Edward li khng dm chc nh vy. ng ni Ti khng thbt lin lc v i bt k ai ti Khao Lak, v chng ta n lc sut nhiu ting ng h. ng quen v i vic c th lin lc v i tt c nhn vin ca mnh mi lc mi ni. Xt cho cng, lnh vc kinh doanh c aFritidsresor l tchc cc chuyn du l ch n nhng ni xa l v kh ti.


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Lundgren nh n xt Thng tin a ra rtkl. Thm ha nh hng n chng ta haycha?Vi lng khchkh p thgii lun v t mc 30.000 , Fritidsresor c cc hthng x l nhng tnh hung t xut. Cc hthng bit cch phn ng khi c tai nn xe bus vha hon trong khch sn. Nhngln ny l ng t v h ang phn ng ra sao?

Lundgren pht biu Thi im ny, chng ta i theo nhng k hoch ca mnh. Mikael, anh vPeter Ulwahm l hai gim c khn c p ca Fritidsresor. Hai anh c nhim vgi nhng ng icc anh cn. Ch ng ta cng phi m bo r ng cc mng kinh doanh khc vn din ra bnhth ng. Nhng hnh khch khng t i khu vc chu vn s tham gia cc chuyn bay. T gi tr i, ti mun h p thng xuyn v i cc gim c Fritidsresor ph trch khu vc Bc u vcc gim c khn cp.

Lundgren quay sang ni v i nhng ngi cn li Hy m bo h tr cho cc gim c khnc p nhng ngun lc h cn. Chuyn bay ti p theo t i Thi Lan sct cnh trong mt ting

na, do chng ta phi s m quyt nh nhng vic nn lm. Lottie, c ngh chng ta nn nig vi cc khch hng, nhn vin v gi i truyn thng v chng ta phi truyn t thng i p nh th no?

Sau khi hng cc gim c cp d i tp trung vonhng nhim v tr c mt (tham kh o Ph lc 1 v l lch ca cc gim c ny), Lundgren t nhin ch t i mt thc tkhc nghit.Xem xt logic n tnh hung xu nht cng ng ngha v i vic phi s tn tt c khch hng.Fritidsresor c kh nng lm c iu ny khng hay phi nh n s tr gip ca chnh

ph?

V i nhiu chi tit cng vic v quyt nh phi tp trung nh vy, Lundgren mong r ng h cnhiu thng tin hn. Kt khi cng ty nhn c nhng cuc gi u tin n thi im lchn ting, tuy nhin hch c nhng thng tin rt m h v t gy. Chn ting ng h th thch cng ty, nhng Lundgren bit thch thc thc snm ch cng tyhin i mt v inhng quyt nh v nhim vquan tr ng nh th no.

Fritidsresor

c thnh l p bi doanh nhn Bengt Bengtsson nm 1961, Fritidsr esor bn tour v tchc

cc chuyn du l ch theo nhm tkhu vc Bc u.T nm 2001,Fritidsresor thu c s hu cahng du lch c ln c tn gi Hi p Hi Du L ch Quc T(TUI AG) mt trong nh ng t pon du lch hng u chu u c doanh thu kh p 16 n c thuc chu lc ny v hn 18 triult khch mi nm.

TUI l hng s hu cui cng sau mt chui nhng cng tymua li Fritidsresor. Tuy nhin, tt ng ca nh sng l p Bengtsson v n c ti p tc duy tr (t t ng tp trung vo tchc


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nhng nhm khch Scandinavia tham gianhng chuyn du l ch tr n gi. i v i nhiu ng iThy in, du l ch tr n gi l mt cch i ngh d ng ti nc ngoiv i th i tit m p hn v gi cphi chng. c tnh, vo nm 2004, hn 100.000 ng i Thy in (trn tng dn s hn 9 triu ngi) tham gia cc chuyn du l ch tr n gi vo kngh Ging sinh hay nm m i.Qua nhi u nm, cc im n a Trung H i nh Mallorca, Crete v qun o Canary v n lnhng im n yu thch. Cui thp nin 90,mt s a im xa hn nh Thi Lan, Vit Namv Bali c b sung vo danh sch im n du l ch ca Fritidsresor. Bn o Phuket n mtrn b bin pha Ty Thi Lan tr thnh im du l ch ht khch nht, v trong ting Thyin, t Phuket hin nay mang ngha li cun nh vng dng, b bin vs th gin cngging nh ngha ca t Bahamas i vi ng i M v t Ibiza trong suy ngh ca ng iAnh. (Tham kh o Ph lc 2 vs lt khch ca Fritidsresor nm 2004 s p xp theo im dulch).

T thi im TUI ti p qun Fritidsresor, TUI cng cvng chc v bin Fritidsresor thnhmt trong ba t p on du lch hng u Thy in. Hai i th cnh tranh l n nht caFritidsre sor l Apollo v MyTravel (cn c bit n vi thng hiu Ving v Always).(Tham kh o Ph lc 3 vth tr ng Thy in s p x p theo th phn). Cng ging nh cc ithca mnh, Fritidsresor hot ng tch cc trong ton bkhu vc Bc u,kinh doanh v t chc cc chuyn du l ch theo nhm t an Mch, Na Uy, Ph n Lan v Thy in. Nm 2004,s lng nhn vin ca Fritidsresor vo khong 1.500 trong 500 nhn vin cng tc ti 90im n du l ch. Hng nm, Fritidsresor qun l10 triu mti khch sn v 7.000 chuyn

bay. T p on khng s hu ton bs khch sn v my bay . Tuy nhin Fritidsresor s hu mt cng ty hng khng ca ring mnh vi tn gi Britannia Airways v i su my bay vmt h thng gm chn khch sn (Tham kh o Ph lc 4 v c cu Fritidsresor). Thngth ng, Fritidsresor cng thu trn gi nhiu my bay ca cc hng khc trn th tr ng. Bncnh , tp on TUI cng s hu tng cng khong 120 my bay.

Trong m t s nm trc, trong v sau khi TUI mua li Fritidsresor, tnh trng qun l caFritidsresor r t ln xn. Ch trong vng su nm,thi im Lundgren c tuyn vo nm2003, ng tr thnh CEO th5 ca hng. Trc , ng m nhn v tr gim c iu hnhcho hng MyTravel i th tr c ti p ca Fritidsresor (Tham kh o Ph lc 5 v l lchLundgren). Khi ng gia nhp Fritidsresor, cng ty thua l0,5 t SEK ch trong kho ng t nm 2001 n 2003. ng cng rt bt ng v i s l ng hot ng ang din ra ti cng ty. Cnc vo hiu sut ti chnh ngho nn ca cng ty khi nhn t ngoi vo, Lundgren khng t ngtng c cng ty li c c nihot ng nhth. ng gii thch nh sau:

Ti nhn ra r ng cng ty ly hot ng thay v ly k t qu lm c s . Ti mun mtdoanh nghi p h ng t i k t qu, mt doanh nghi p khng phi to ra nhu c u m l png nhu c u. Thi lm vic cng phi thay i. Khch hng no cng ssn lng


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tr cho bt k dch v noca chng ta. Thm vo , c nhn ti lm vic vi con ng ihiu qu hn v i nhng quy trnh, iu c ngha l cn gin lc c cu nhngngi lm vic hiu qu c t duy v tra quyt nh trong cng vic. Trc nay cngty khng quen v i nhng iu ny. Mc d quanhiu ln sang tnchs hu, ngi sngl p vn mt lng khng ri cng ty cho n gia thp nin 90, v t tng ng qu cang vn hin hu ti y cng chng ta. Ngay by gi, timun nhn vin hy trnh xanhng quyn s tay h ng dn v sch m t. Nhn vinkinh doanh c a Fritidsresor khngth ni Ch , ti phi kim tra iu . Hphi c trao quy n quyt nh ngay t ckhc v c th ni Vng, ti c thhtr . Chng ta ang kinh doanh trong ngnh dch v.

Lundgren bi t ng ang i theo bc chn bn v CEO tr c, nhng ngi mang n t ng qun l ca ring h. ng nh li l i h: Ton th nhn vin u thy c mc tiu. Nhng anh vn phi a r a ch dn. l cng vic ca anh. i vi Lundgren, iu ny cngha l ng phi dn dt cng ty v i nhng ch dn vmc tiu v nhim v thay v nhngchin l c v m thot ng chi ti t. Tm nhnti chca ng Hy bin nhng c m v k ngh thnh hin thc chuyn ti hai mc tiu: Lm cho cc khch hng hi lng nht vt c l i nhun cao nh t trong kinh doanh. ng ni:

Tm nhn trn l ngun cm hng ca chng ta. Thm ch nu khch hng bc vo vn phng chng ta v ni Ti mun n Mallorca th thng tin vn cha . iu h thc smun l dnh thi gian cng gia nh hay i mua sm cng bn b.H c cm, v chng ta l nhng ng i bin c m thnh hin thc. Tm nhn ny ch ngcho chng ta. Nh vy, c th xc nh thc o nh gihai mc tiu trong tm nhn .Thnht, lin tc nh gi hi lng ca khch hng bi v c c s hi lngtuyti ca khch hng l u t ca chng ta cho nhng thi im kinh doanh kh khn. Khicnh tranh gia tng, chng ta mun chng ta s l la chn trc tin ca khch hng. Mc tiu thhai l i nhun scung c p svn l n nht trong kinh doanh u t vocc hng mc sn phm, vo con ng i, vv

Lundgren cng a ra mt vi chin l c chn lc gip t c cc mc tiu, nhng trn ht,ng tp trung vo vic m bo r ng nhn vin nhn thc r tm nhn v mc tiu. ng ni:Hphi thc c cng vic ca h ph h p v i k hoch thc hin tng th nh th no.

V nu h thc c, hshiu lm th no gp sc v h c ngha th no trong cngty. Bn a ra nhng iu kin lm vic hp l v b c ra khi con ng h lm vic.ng lc gn nh st ng song hnh cngh.

Mc d Lundgren v nhmqun l c p cao ng i li nhm trin khai tm nhn v cc mc tiu,h quyt nh khng a ra cc gi tr r rng. Hcm thy cc gi tr khng th c t


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nhng yu t trn m phi t cc nhn vin duy tr chng hng ngy.Lundgren gi i thchnh sau:

Chng ti cm thy chng tich n thun a ra cc gi trs khng mang li tnhthuyt phc. Thay v th, chng ti triu t p tt c cc gim c li tho lun ring vvn nng cao hiu bit ca nhn vin v cc gi trca cng ty.

Tr c cuc hp ti rt ho hng vnhng iu chng ti c thhc hi v cc vn cth pht sinh. Tuy nhin, ti rt tht vng. Ti sao? Nhm lnh o cm thy chng tikhng th a ra cc gi trt c p ca mnh. Cng ging nh l quyt nh xem m tngi nn nh th no! Tht khng ng tin cy v iu c thd dng tr thnhnhng ngn thoa m. Chng ti mun cc gi trct li s lm nn cc c im cacng ty phng thc thc hin mi vic m chng ti mong mun. Nhng gi trcnmang li cho cng ty chng ti mt c tnh, ng th i thhin nhng tiu ch m chng ti

mong mu n c mi ng i nhn thc trn th tr ng. Nhng a phn trong cu c hp cp n thnh tchyu kmca chng ti trong thi im . C l l khng c g bt ng ,tuy nhin vn tht vng.

Cui ngy h p vi cc nhqun l , nhm lnh o c p cao quy t nh s khng dng nhngl i lca mnh din t cthv cc gi tr. Lundgren gi i thch nh sau:

Sau khi cn nhc, chng ti quyt nh khng a ra nh ngha no c. Thay v th,chng ti quyt nh bqua t cc gi tr m tp trung vo cch hnh xca mnh. ngin, chng ti khng dng t cc gi tr khi cp n bn thn mnh. Quan im ca til cc gi trs quyt nh cch hnh x v cch hnh xs thc y vn ha doanhnghi p. Chng ti quyt nh t tr ng tm vo cch hnh x- yu t chng ti munkhuyn khch yu t hu hnh v dnhn thy trong th c t th ng nht. Cui cng,chng ti a ra kt lun trc cc nh qun l rng sau y l nhng cch hnh x mchng ti mong mun c thy t chnh bn thn mnh: mang t cht ca ng i chinthng, h ng ti khch hng, bit cch kinh doanh v yu thch cuc sng.

Nm Lundgren ti p qun Fritidsresor l mt nm va l th va chong ngp i vi ng. ngnhn xt y l ln u tin ti m nhn v tr CEO. Ti tng m nhn cc v tr trong mngti p th v kinh doanh trn sut con ng s nghi p ca mnh, v ti cng m nhn v trgim c iu hnh cho mt s th trng c trng. Nhng ti cha bao gi m trch v trtng gim c iu hnh, v ti cng ang hc hi.Da trn trch dn li ng va ni, c th thy n lc ca ng dng nh thu c thnh qu. T thua l233 triu SEK (tng ng32 triu la M) n doanh thu 7.128 tri u SEK (kho ng 983 tri u la), r rng l n th iim , Fritidsresor thot cnh thua l . (Tham kh o Ph lc 6 vmt s s liu v tichnh v mt s s liu khc ca Fritidsresor). Nh s chuyn h ng th tr ng tt gn v i


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nhiu sng kin mi trong c cu cng ty, nm 2004, Fritidsresor c kh nng tngmc l inhun thm khong 300 tri u SEK.

Fritidsresor dng nh c th t l i nhun chng y nu nh cccuc in thoi mang tin t cvthm ha ng Nam khng bt u rung ln.

X l cuc gi u tin: Mikael Edwards, Gim c Kh n C p

Cuc gi u tin n lc 4.10 sng. N d p tt hi vng ca Mikael l c ngngon mt msau khi dngmt ba ti phong ph m ging sinh. Edwards l mt gim c nghi p vcaFritidsresor v l mt trong b y gim c khn cp lun th ng tr c nhn c in thoi lgii quyt. m trch v tr gim c khn cp ng ngha v i vic ng v ngi pht ngntrc bo ch l nhng ngi u tin c nhn vintr c trong tr s cng ty lin lc khi cs cbt th ng xy ra. Nhi u nm nay, Fritidsresor lun ct c nhn vin trc 24h/ngy titr s cng ty. Vo ban ngy, s ng i tr c l ba cn vo bui ti l mt. Nhn vin caFritidsresor t i bt k khu vc no trn thgii u c h ng dn lin lc v i nhng nhnvin tr c ny trong tr ng h p xy ra bt k sc no d lnhnht. By trong s 10 ln, ccsc qu nh nn bo cov chngch c ghi li. C mt s ln, nhn vin trc cng thng bo cho ngi pht ngn trc bo ch trong tr ng h p xy ra mt ssc nh chuyn bay b hon hay mt khch hng ng c thc n nhng s c c kh nngkhin gi i truyn thngch . Tuy nhin, v i nhng sc ln hn, nhn vin trc c yu cu gi cho gim c khnc p (Tham kh o Ph lc 7 v c cu x l nhng s c khn c p ca Fritidsresor). Thngth ng, mi thng ch c mt n hai ln c thng bo vs c ln, v thm ch phn l n

cc sc cng khng cn tr c ti p x l. Edwards hi vng r ng s c ny cng thuc mttrong snhng cuc gi khng cn tr c ti p x l nh vy.

ng ngi dy trn ging c th nghe r, ngnghe thy gim c kinh doanh t i Phuket v athng bo vs c m ng ta ngh l mt vn bom bn ngoi mt khch sn trong h thng.ng th i, mt phi hnh on trong khch sn ti bi bin Patong g n cng gi in lc4.10 sng thng bo scnhiu t ang chm trong xoy n c. Nhn vin trc xin li v nh thc Edwards ch v cht thng tin nh vy. Edwards ni ng lo. T t hn l c s c g th c thng bo. ng gc my v trongmt khc, ngh n vic quay l i ngti p.

Thng th ng, nhng thm ha l n s c thng bo qua nhng cuc gi y hoang mangv i nhng m tchi tit hnnhng g ng va nghe th y. Vi thng trc , Ai C p xy ra v nbom dn n tnh trng ln xn, nhng tnh trng ln xn dnhn bit. Ti thi im ,Edwards bi t t ra nhng cu hi no v thc hin nhng bc hnh ng no. Ln ny,nhng on thng tin a ra mc d khc thng nhng dng nh khng khn c p.


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Nhng Edwards ch c cht thng tin nh vy v iu nykhin ng bn khon. ng r iging v bt tivi xem cc tin tc. ng ly sch h ng dn v cc tnh hung khn c p cacng ty v va lt qua n mc d ng thuc lng, va lt qua cc knh tin tc. Tivi atin vmt tr n ng t bin ngoi phm vi Sumatra nhng khng c chi tit g thm.Lina, khng c thng tin r rng. Hay l gi i truyn thng cng nghl Ging sinh?

Cng chnh trong thi im , Knutson, gim c truyn thng ca cng ty gi in cho ng.C cng nhn c mt cuc gi t nhn vin trc do sch h ng dn v cc tnh hung khnc p ch dn nn thng bo cho ngi pht ngn trc bo ch. Knutson ang nghl Ging sinhxa Stockholm v yu cu Edwards n vn phng cng sm cng tt. Edwards g i mt chictaxi v trong 15 pht mt phn t gi r t di nh sau ny ng ni ch i taxi n trongmt m ma ng Thy in ti tm.

5.15 sng, Edwards c mt ti ta vn phng ba tng nm trung tm Stockholm v thy nhn

vin trc mt mnh ngi cng khng c thm thng tin no. Edwards nhn l t h thng t v nm c s lng khch Bc u m Fritidsresor c ti Thi Lan. Sau , nggi cho nhn vin ti Phuket ni Fritidsresor m tr s vn phng kinh doanh Thi Lan. Cnc tr n s chnh lch mi gi l hn su ting, hin lc l bui tra Thi Lan v ming i chc ang vn phng.Lthay, ng cm thy r t lo lng. Vi cuc in thoi t i c tnhiu tr l i ch vn vn trong m t pht, sau mt tn hiu. Nh mt trong s tn hiu tr li ,Edwards ngh ngnghe thy gim c ti u Phuket ni c nhng khch hng b bm tm v tryxc do bmt con sng lntn cng nhng mi vn khc u n. Sau mt tn hiu.

Edwards bi t ng cn tr gip c mt bc tranh thng tin r rng hn. ng in cho mttrong snhng gim c khn cp khc, Peter Ulwahn v gim c ny c mt na gi sau. Vo 5.42 sng, mt tin vn t tp on tin tc TT chi nhnh Thy in ca Reuter xcnhn c mt tr n ng t ngoi phm vi Indonesia gy ra cc t sng thn v nhiu dukhch angmt tchti Phuket, Thi Lan. 6.00 sng, CNN cng xc nhn tin tc nhngcng khng c cnh quay hay thng tin g thm. Edwards cng cha hnh dung c thm hal n ti u.Khong 6.30 sng,mt trong s nhng cuc gi ca ng c tn hiu tr l i t i sca Thy in ti Thi Lan.V i s ang Bng Cc, cch Phuket vi gi bay nhngng cng nghe tin vtr n ng t vt ra kh lo lng. Sau khi gc my, Edwards gi in

cho nhn vin ti Phuket, ng bt lin lc thnh cng v yu cu nhn vin gi cho ngi i s.Thi im ny, Edwards bit r ng tnh hnh Phuket t hn mt cht so v i nhng g ng nghe c tnhng cuc gi u tin. Tuy nhin c v tnhhung ny vn c thgii quyt c.

Edwards v Ulwahncgng tm kim thm thng tin.H in cho cc gim c ti ng Nam, c bit l ti Thi Lan, Sri Lanka v Campuchia, ng thi cng tm kim cc tu khchtrn vng n Dng tu c th ang ch khch ca Fritidsresor. H kim tra ch c chn


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s khch ca Fritidsresor t i vng ny, quc tch ca h v cc im r i cng ti Thi Lantrong ngy theo lch trnh v hai ngi cng nlc xc nh v tr nhng nhn vin Fritidsresor.

Edwards v Ulwahn cng chun b sn sng nhn ngy cng nhiu cuc gi t du khch vngi thnsau khi tin t c vthm ha c cc phng tin thng tin i chng cung c p. Vn

phng u no thit l p mt trung tm nhn cuc gi ti ch, tuy nhin cng cn c kchhot v phn cng nhn vin ph trch. n thi im , Edwards cng cnh bo nhng chinhnh kinh doanh ca Fritidsresor t i Thy in. Mc d hm l chnht, theo th ng l,cc chi nhnh kinh doanh c nhim v bt u nhn cc cuc gi t 10 h s ng. Tuy nhin,Edwards yu cu cc chi nhnh ny bt u nhn cc cuc in thoi t 8 h sng v phn b gp i s lng nhn vin ln 25 ng i. Trong tr ng h p h khng thtr l i mt s cu hi,h c yu cu ch dn cho ng i gi truy cp vo trang web cng ty c c nhng thngtin chung. S in thoi khn c p cung c p cho cc khch hng c ci t sao cho c th chuyn h ng nhng cuc gi qu ti n nhng i din kinh doanh t i bt c chi nhnh no Thy in u tin sn sng trl i. Vi trung tm nhn in thoi o c trnh t ny,Fritidsresor s c thi gian s p x p mt trung tm trl i tn tm ti vn phng chnh.

Sau mt khong thi gian, Edwards v Ulwahn lin lc c v i tt c cc chi nhnh, ngoitr Khao Lak th tr n ngh d ng ven bi n Thi Lan, cch Phuket hai gi v pha Bc. (Thamkho Ph lc 8 vbn khu vc Phuket). T i Khao Lak, Fritidsresor s hu 10 khch sntrong c khch sn theo phong cch Thi l n nht ca Fritidsresor mt trung tmven binh ng ti i tng khch l cc gia nh. Khch sn ny mang thng hiu Blue Village thng hiu m Fritidsresor ch s dng cho m t s khch sn chn lc. Trong m t cuc inthoi vn tt khc v i mt gim c pha chi nhnh Phuket,Edwards nghe c mi vn ti Khao Lak dng nh u n, t nht th cc ng nghip Thi ni vi chng ti nh vy.H gi cho ai ti Khao Lak .

Tin tc nghe c t gim c chi nhnh Sri Lanka thm ch cnkh quan hn. C mt consng l n mang theo tn ph nhng n khng tc ng n nhng khu v c m a s khch caFritidsresor ang ngh d ng. Hin cha xc nh c v tr ca 476 du khch nhng gimc chi nhnh ang nlc trong cng tc ny. Campuchia khng hb nh h ng. Cn li ThiLan, tro ng c cc chi nhnh ca Fritidsresor v 4500 hnh khch (ch tnh ring Phuket) v

50 nhn vin Fritidsresor , ch u tc ng khng khi p nht. (Tham kh o Ph lc 9 vs l nghnh khch s p x p theo qu c tch). Tuy nhin, tnhng ngun tin Edwards c c, tnh hnh c nhn vin pha Thi Lan kim sot tt. Gim c chi nhnh Phuket bo co ngang m s lng khch v cho n thi im c khong 10-15 khchb thng. Gimc ny cng ct c nhn vin n cc khch sn, ni chuyn vi khch hng v cung c pthng tin khch c th lin lc v i Fritidsresor t i Phuket.


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Tuy vy, Edwards v Ulwahn vn bn khon vnhng thng tin h nghe c. Nhng thngtin vn tt, r i rc v c lc cn mu thun. S im lng tKhao Lak r t khc th ng, thmch cn k qui. Sau mi thm ha, khch hng th ng gi n gii bo ch nhanh n niFritidsresor i khi bit thng tin nh truyn thng nhiu hn l nh vo cc knh thng tincamnh.Song ti thi im ny, iu li khng xy ra. Hai gim c khn c p ra quy t nhy l mt trong hai ho c ba tnh hung trong nm cn huy ng nhng kin c p cao. H thng bo cho nhm lnh o cp cao, in cho Tor Claussen thnh vin tronghi ng quntr ph trch mng hoch nh v dch v, bo co r ng Chng ti cho rng chng ti cn s h tr ca mt trong s nhng lnh o cp cao. Trn thc t, Claussen cng s m nhn c cuc in thoi v i ni dung tng tt Lundgren, CEO Fritidsresor. Trc ,Lundgren cng b nh thc b i cuc gi ca gim c truyn thng Knutson.Hu ht ccthnh vin trong nhm lnh o cao cp u c mt vo sng chnht ny.

Thy in, mi ngi c ngh ba ngy n Ging sinh, v mi ngi thng a nhaur ng Thy in l quc gia ng ca gia khong N oel v Nm M i. Tu y nhin, do nhn vincng ty bit thng tin vtr n ng t, nhiu nhn vin gi in n vn phng vo buisng Ging sinh, cng l bui sng Ngy m Bc thng bo h c thh tr . Edwards yucu mt s ngi n gp sc v mt s ngi khc d phng. Khong 10 h sng, 15 nhn vin c mt vn phng v mt s ngi ang trn ng t i. Khi nh ng nhn vin va ti ni,Edwards phn cng cng vic cho h: mt vi ng i ny kim tra cc tuyn bay, vi ng ikia kim tra cc im n, nhm khc bt u kch hot li trung tm nhn cuc gi khn c pt p trung.

Edwards ni V tip theo, y cng ch l bt u. Thng tin sbt u vtkh p mi ni,c thng tin ng, c thng tin sai lch, nhng chng ta khng th ni thng tin no ng thngtin no sai. Ai gi n cng c yu cu no v chng ta ang ng th i ni v i tt cming i. Hai ti ng r i na s l khong th i gian bn lon. n tra, cuc gi tm ting tr cdng nh tr thnh k c xa xm.

ng ph v i gi i truy n thng: Lottie Knutson, Gim c truy n thng

Lottie Knutson, gim c truyn thng kim thnh vin hi ng qun tr cng bmt cuc git nhn vin trc lc 4.10 sng nh thc. Ban u, c cho rng ch l mt s t p luyn.Song nhn vin trc ququyt Khng. C nhiu xe ang ng p trong xoy nc v dng nhmt tng trong khch sn bcun i. ang i ngh Ging sinh v i chng v ba con ti nh

bm Huskvarna cch Stockholm ba gi ng t theo hng Ty, K nutson r i gi ngv rt ra bn lit k nhng danh m c cn kim tra ca ngi pht ngn trc bo ch.

Knutson lc ny phi thc hin cc b c cn thit vvn truyn thng. u tin, c incho gim c khn cp vchc chn r ng ng ang trn ng ti vn phng. Sau khi xc


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nhn k l ng mt s thng tin nhn vin trc thng bo cho c,chng hn nh s l nghnh khch ti cc im n ch u tc ng ca thm ha, c truy c p mng Internet v c p nhtthng tin trn trang web cng tytxa. Sdng mt chc nng cho php c p nht trang web mkhng cn lp trnh web, c t mt bng rn nh trn u trang ch cng ty, thng bo tintc ni bt v nh p mt ng link t i mt trang khc c g cc thng tin t i va nghe c. (Tham kh o Ph lc 10 vmt nh chp mn hnh trang ch cng ty vo bui sng hm). Do phi mt vi gi m i v ti Stockholm, c gi in v nh thc mt trong s nhnvin ca mnh, Jim Hofverberg ngi ang ngh Ging sinh ti th Stockholm. C yu cuanh n vn phng v c p nht thng tin trn trang web mt cch chnh xc v bt tay vo tmkim thm thng tin trong khi c tm cch v vn phng.

Gi i truyn thng nhanh chng gi in. Do Knutson m nhn v tr nhn vin truynthng trong nhiu nm, hu nh cc phng vin u d dng gi n s di ng tr c ti p cac. Phng vin u tin gi ngay sau 6 h sng qua in boTT, chi nhnh ca Reuter t i Thyin. Knutson c tnh tng s khch Thy in ang ngh d ng ti Phuket v a ra mt vi kin. Ch trong vng vi pht, TT a ra mt bc in bo khc, trch dn l i Knutsonr ng khong 10.000 n 15.000 du khch Thy in ang ngh d ng ti Thi Lan.

Vi vng thayqun o v ng gi c, Knutson in cho CEO Lundgren. ng cng angdnh k ngh Ging sinh cng gia nh mt khu vc khc, song ng ni sdng k ngh giachng, li xe vStockholm. H thng nht r ng c ltt nht nn triu hi cc lnh o c pcao v . Vo 8h sng,Knutson tr l i phng vn qua in thoi trong chng trnh tin tcchnh ca i pht thanh Thy in, nhc li cc con s m trc c thng bo cho TT.

Sau , c bt tu vStockholm.

Vti vn phng, Knutson thy tnh trng bn lon v tuyt vng c kim sot. Edwardsv Ulwahn ang phn cng cng vic, cc nhn vin c giao b t k nhim v no u anglm vic hiu qu, in thoi chung lin tc. Hofverberg c mt ti ,ht tho lun v inhn vin trc li h p vi gim c khn c p nhm m bo r ng anh s c nhng thng tin trctip v m i nht, gip anh c p nht lin tc thng tin trn trang web mt cch chnh xc. Cc nhnvin ni b c yu cu chuyn trang web cng ty vch thng tin chung c p nht.

n gi pht ny,mi ngi cng nhn thc r ng c l y l mt thm ha trn quy m l n.Sau khi a ra nhng bn tin kh quan, cc phng tin truyn thngli cung c p nhng tinng ngi. Vo 11h sng, TT a tin Ton b ng i Thy in ti khu vc Thi Lan u thot vng nguy him.Mt ting sau, tin ny c ci chnh thnh Hin cha r c ng iThy in no b thng hay t vong khng. Cng vo bui tra,tin tc th i s ca itruyn hnh Thy in a ra d bo u tin rng mt ng i Thy in c th tvong.Sau , do phm vi ca thm ha cth hn, con st vong c d on cng tng dn.


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Trong b c tranh thng tin , Knutson cn c thda trn nhng ngun tin ring caFritidsresor suy xt. Trc tin, hin vn cha thbt lin lc vi Khao Lak v 20 nhn vinFritidsresor . C cho rng i v i mt doanh nghi p lm trong ngnh dch v, y l mttnh hung t xut. Nhn vin ti Phuket r rng l cgng tm cch ti Khao Lak nhng

b qun i cm ng. Mt h ng dn vin du lch cng mt nhm khch ri Khao Lak cgi thng bo c khng c php quay li. Cc tin nhn in thoi bt u r r thng tin.

Nhng ngi thn ca khch hng nhn c cc tin nhn v gi cho trung tm nhnin thoi khn c p ca Fritidsresor. Nh ng tin nh n vn tt cho bit nhiu k hch sn v conng i b nt b sngcun tri khi b . Mt tin nhn vn tt v khng r rng tmt ngnghip angngh l c thdch l s tn ph ton b Khao Lak.Mi n lc bt lin lc v icc ng nghi p Fritidsresor t i Khao Lak c thm thng tin u tht bi.

n tra, Knutson v nhm nhn vin truyn thng ca c, nay c thm hai thnh vin, bt uchia ss suy on ngy cng r ca mnh cho nhng tchc bn ngoi cng ty nh sau Tnhhnh t hn rt nhiu so vi suy ngh ban u ca chng ti. Chng ti hin ang tm kimthng tin v scung cp thm cho cc bn ngay khi c th. Nhm nhn vin truyn thng vocuc cc nhn vin khc trong cng ty c thtp trung vo cng vic ca h m khng b gi i truyn thng lm gin on. L i ch dn thuc chnh sch cng ty nay tr thnh li tmnim: Knutson ch o cc nhn vin dch v ng quan tm t i gi i truyn thng. Hy t ptrung vo cng vic ca cc bn v htr cc khch hng ca chng ta. Hy chng ti ng ph vi cnh phng vin.

Knutson nh n ra r ng nhn vin gc Thi s c gi i truyn thng Thi Lan to iu kin h tr , do c quyt nh c Hofverberg i Thi Lan ngay ti . C ni v i HofverbergChng ti mun anh l i mt, l i tai ca chng ti v gip nhn vin ca chng tagii quyt cc vn v lin lc truyn thng. Ti nay c mt chuyn my bay r i Gothenburgti Phuket. Anh c th i khng?. Hofverberg tr vchun b c v ly hchiu.

Chnh sim lng t nhn vin ca chnh cng ty ti Khao Lak khi n Knutson lo s nht. C quen gii quyt s lng thng tin khng l mi khi c sc xy ra theo thng ltiFritidsresor. V i mt triu du khch mi nm v cc hot ng kinh doanh tr i kh p 90 qu cgia, thi im no cng c sc mt khu vc no . Cng ty quen v i vic nghe th y s

c n ni nhm truyn thng vn thng a nhau khi h t my trl i t ng Vvn ng t v ni la, xin b m phm 1;vvn bnh tt, nhim khun ng c thc n v stxut huyt, xin bm phm 2; vvn nh cng v tr hon, xin bm phm 3;v xung t vni chin, xin bm phm 4. Tuy nhin, trong tnh hung ny, khng li t t ng t ngtng no ph h p v i thm ha ny thm ha c th l bt c iu no.


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Cn c vo tnh hnh s bvthm ha trn, Knutson cgng hnh dung n tnh hung xunht c th. Hu qusra sao n u tin nhn in thoi t ng nghip l chnh xc, Khao Lak b cun tri v 800 khchmt tch u tvong? Ch ring ngh khin c kinhkhi p. Tnh hung xu nht h tng t ra l mt tai nn my bay xy ra v 180 ng i ckh nng t vong. l con skhng khi p r i. ng thi, bn cnh cng tc cu h thc a cn thc hin, c gim c truyn thng nn ni g v i gi i phng vin?

Knutson c mt nguyn tc lm vic lsn sng a ra kin tr c gi i truyn thng d tintc c xu hay khng vinh danh cng ty. C ni vi nhn vin ca mnh Cc bn khng th che giu ch bi v tin xu. V mt cng ty hot ng trong lnh vc d ch vcn c PR khi kinh doanh t t, c tin rng trong nh ng tao on kh khn, cc nhn vin cng vn phi c im v thng thong. Phng php cn bng pht ngn trc cnh nh bo ny l cchKnutson t o dng nim tin ca h vo Fritidsresor. Cng ty sn sng to iu kin nu phngvin mun ly kin ca mt nhn vin chuyn trch trong mng tr n gi trc khi a tin v mt skin no , chng hn nh v nh bom Bali ngy 11 thng 9. Thm ch Fritidsresor cn in cho gi i truyn thng vnhng sc khnh, v d nhcuc vn ng ch chn saysa ca thanh thi u nin trn cc o Hy L p (khu v c Fritidsresor khng dn khch t i t nhiu nm nay) hayvh cnh ti nhng ni xa xi thuc Kazakhstan khng nm trong l chtrnh.

Nhng lm th no c c thcung cp thng tin cho cc phng tin truyn thng rng vitrm ngi ang mt tch v c th t vong trong khi c cha nm c ton b tnh hnh?V mt khi nhng tin tc ln trang u cc bo, chng s nh hng nh th no n cc

nhn vin? C tin rng d mt cng ty c chun b t tng cho nhn vin vskhng hongtt n u, khng c cch no chun b t t ng cho h nhn thy tn cng ty m chnh mnh ang lm vic xut hin trn cc tiu bohay bng yt th . Mi ng i sphn ng vcng ty c th cn phi ch u nhiu sc p hn.

Dn d t cng ty: Johan Lundgren, CEO

Cng ging nh Knutson,thi im , Johan Lundgren, CEO Fritidsresor ang n Gingsinh mt a im cchxa Stockholm. Sng sm tinh m, k hi Knutson g i in thng bocho ngnhng tin tc t i, ngay l p tc ng gia nh v li xe sut nm ting t Harnosand v Stockholm.

V n vn phng, Lundgren phi kim ch khng trc ti p kim sot tnh hung. ng t nhc mnh: cng ty c c cu gii quyt cc vn khn c p ti ch l c l do.Nu ng phv quy trnh, ng ch lm cho vn tr nn ri lon hn. ng yu cu bn thn: ng ch cmt nhim v, l t ra mt c cu v stp trung ton b r rng v m bo r ng mi


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nhn vin u c nhng ngun lc cn thit. Trn ht, ng phi chc chn r ng mi ngi uang xoay s . Nu khng, mi l thi im ng nn can thi p.

Khi xem xt xung quanh, Lundgren nhn thy Edwards v Ulwahn ang ph trch cc hotng ti ch. i v i nhng tnh hung khn cp nghim trng, thng lca cng ty l phi c

hai gim c khn c p phi h p gii quyt, v sau mt s ting ng h nht nh, hai gimc khn cp khc s n thay th . Lundgren cng thy Knutson v nhm ca c ang bn r nng ph v i gi i truyn thng, vChristian Clemens, gim c iu hnh khu vc Thy inang gii quyt cc vn lin quan n khch hng v kinh doanh.

Sau khi lin lc vi cc gim c iu hnh khu vc Bc u, Lundgren i qua vn phng vthy nhn vin angly thng tin t gim c ti cc im du l ch, thng bo cc hng hngkhng v nhn in thoi t khch hng. Ngi ny ph trch lin lc v i pha Sri Lanka,ngi kia lin lc vi pha Phuket.

Lundgren n m c r ng c quan Tr Gip Bc u (NA) trc k hp ng v iFritidsresor v vn h tr nhng du khch trong vng nguy him c thng bo v thm ha v cc nhn vin y tca NA cng lnk hoch n Thi Lan ti hm . Cng tcchun b cho nhn vin ca chnh Fritidsresor sang Thi Lan cng ang c thc hin. Domt nhn vin no bd nhim v c giao v nh gi ghm c, Lundgren thy Edwards ct cmt ngi khc vo v tr .Ging nam s c bn ca Brit xuyn quacc ting n khi anh ta ht ln Bn no , thay Caroline ph trch khu vc Sri Lanka, c yva i Thi Lan.

Lin lc vi cng ty m

Lundgren chuy n s tp trung vo cc vn tr c ti p ca mt CEO. Trc tin, ng lin lcv i ch s hu Fritidsresor TUI AG. M c d Fritidsresor cha c nim yt tn trn snchng khon, TUI c mt trn sn Giao Dch Chng Khon Frankfurtv i v tr dn uchu u trong lnh vc du l ch v cc dch v i km.

Lundgren cho r ng ch tch ca ng, Peter Rothwell, thnh vin trongban CVn v Hi ngQun Tr ca TUI AG ang theo di thng tin vthm ha ang l n dn ny v ss m hi v

tnh hnh ti chnh v hot ng ca TUI Nordic (tn cng ty Fritidsresor trong tp on).

Ti hnh lang, Lundgrenngu nhin g p Henrik Norlin, gim c ti chnh Fritidsresor ng icng va ti vn phng. Lundgren yu cu Norlin l p mt phn tch v iu dxy ra vtnh hung xu nht trn gc ti chnh. Lundgren ni v i Norlin: Chng ta khng bitthm ha kinh kh ng n u, tt c chng ta u ang tp trung vo cc khch hng v ng ithn chu nh h ng ca thm ha. Tuy nhin, c lm phn tch trong kh nng ca anh v v i


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nhng thng tin chng ta bit trn gc ti chnh. l Thi Lan, v anh bit cc con s ti chnhca chng ta. Trn c s , chng ta cng phi chun b d phng tr ng h p TUI gi n.

Nu TUI g i in th sao? Bo co ti chnh nm c vkh quan theo nh bo co s bv cc thnh qucui nm m gim c ti chnh v nhn vin l p ra. Lundgr en t nhin bitr ng nhng con s cui cng ng s bo co ln TUI c ls khc bit ng kso vi bo coti chnh .

t phng h ng

Lundgren t nhc bn thn rng ngay lc ny, thit hi ti chnh do sng thn gy ra ch l vnph. Thm ch v mi nhn vin dng nh rt bn r n v lun chn lun tay, ng bit ng

phi t tr ng tm ging nh trong cc hon cnh bnh thng khc. ng nhanh chng triu t pcc nh qun l c p cao t i vn phng v m i h vo phng hi tho. ng ti p nhn cc bn

tng k t ca h v pht biu C v nh chng ta u c chung mt suy ngh: Nm 2004,nucc bn khng lin lc c v i nhng bn hu quan th iu thc s ti t xy ra. V nuchng ta khng bit chc chn, chng ta nn gi nh n tnh hung xu nht. V th hy raquyt nh cn c trn tnh hung xu nht . V hy nh tr ng tm ca chng ta l quan tmchm sc khch hng.

Lundgren cng nhn mnh: bn cnh , vn nn gi nguyn c cu cng ty. Cc gim ckhn cp Edwards v Ulwahn vn ph trch cc khoch hot ng linh ho t v nhng ng ikhc th tp trung vonhim v c giao tng ng. Lundgren ch n gin b sung mt s cuc hp nh k vi chng trnh h p c nh. Cc cuc h p thc y mt shot ng v ang c tin hnh. V d, gi nh n tnh hung xu nht ngha l trong s 52 nhn vinca Fritidsresor t i Thi Lan, mt s ngi tvong, mt s mt tch hoc b thng. iuny c lkhin nhng nhn vin Fritidsresor ti sc n ni kh m chm sc cc khchhng, do ch phn b cng vic l cha . Thay vo , cn thay th ton bs nhn vinny. Nhm ca Claussen ph trch mng hoch nh v dch v c nhim v tm kim nhngng i thay th t Stokholm ho c nhng khu v c khc, tip c nhng ng i thay th ny sang Thi Lan. ng thi, Lundgren cng mun cmt lnh o c p cao sang Phuket, khng

phi ra cc quyt nh m l hin hu sn sng phi k t h p. Claussen c ch nh, btchuyn my bay thhai t i Phuket t i hm do Fritidsresor chu n b.

Gi nh n tnh hung xu nht cng ng ngha v i vic i ng gii quyt cc vn khncp cng phi sn sng v c s p xp di hn, di hn bt k ln no trong lch s Fritidsresor. H thng cc gim c khn cp lm vic hai ng i mt v lun phin trong ba ca. Lundgren yu cu cc gim c khn cp cng p dng hthng vi ton b nhn vin. ng


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ni Ai cng phi c ng. Khi bn mt mi, bn str nn ngu ngc. V khi bn xung sc, bn ss p r t nhanh.

Phn cng nhng n hn vin ng tin cy v cc ngun lc cn thit m bo r ng cc hotng gii quyt tnh hung khn cp c thc hin hiu qunht c th, Lundgren cng ngth i lo lng cho cng vic kinh doanh c a Fritidsresor. Cng ty ln lch trnh a25.000khch Bc u i nghltun .Nhng khch hng ny mun mi d ch v ng ng tin h

b ra, thm ch ngay ckhi mt khu vc khc xy ra thm ha. ng cng cn phn bnhnggim c v nhn vin gii ph trch cng vic kinh doanh th ng nht. Do , khng thhuyng nhng nhn vin kinh doanh ti cc vn phng Bc u gii quyt khng hong ny.Loitr ra 1.500 nhn vinca tp onti khu vc Bc u, ng c th huy ng bao nhiu nhnvin htr gii quyt khng hong? V i nhng vn phngti cc im du l ch, h c thhuyng bao nhiu nhn vin t cc vn phng khc ti chu htr cho nhn vin ti Thi Lan?

Cc hot ng ph i h p ng ph thm haThm ha nh vo khu vc kinh doanh nh y cm nht ca Fritidsresor. Khng ch v ThiLan l im kinh doanh mang l i l i nhun cao nh t cho cng ty nh doanh thu trn mi khchm cn v y l mt trong nh ng im du l ch n khch nht ca cng ty. Tt c cc chuynti Khao Lak u c t kn tr c nhiu thng, v trong tt c cc khch sn dc theo b

bin di 20 km u c khch ca Fritidsresor. c tnh, Fritidsresor c tng cng khong 4.800khch Thi Lan. Khng th xc nh con s chnh xc do mt s l ng nh khch ch mua vmy bay, sau i du lch t do. Theo t t cnhng g Lundgren bit, c thnhng khch

thm ch khng cn Thi Lan na. V nu xem xt bn ngoi phm vi cng ty, cn hai ith chnh ca Fritidsresor l Apollo v MyTravel(cng c khch ti khu vc , d t khchhn Fritidsresor ) sgii quyt vn ny ra sao? Thm vo , nhiu ng i Thy in khc cngang c mt ti Thi Lan nhng li khng thuc vtp on du lch no m idu lch tdo.

Xem xt thnh phn lng khch du lch ti Thi Lan, nhng ngi Scandinavia, c bit lng i Thy in chim s ng nht. Mc d so vi dn s Thi Lan hn 60 triu ng i, cons 80.000 ng i Thy in (trn tng dn s9 triu ngi) n tham quan Phuket nm 2003ch l con snh. Chm sc c tt cmi ngi v mang li an ton cho hl cmt nhimvl n. BNgoi Giao sphi thc hin nhim v .B ny cha a ra cnh bo du lch ti khuvc Thi Lan nhng bc s c s m thc hin, cng nh ang nlc s tn nhanh chng.

Cn c vo gi nh tnh hung xu nht, Lundgren bn khon c nn ra quyt nh ng nduy nht lcu h tt c cc khch khng. C ngha l a t nht l 5.000 khch v nh bngmy bay. Lm th no Fritidsresor c thgii quyt c vn ? V trch nhim s tn(c


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vhot ng ln ti chnh) l thuc v cng ty hay h c thda vo sh tr ca chnh ph trong nh ng tnh hung cng cc nh th ny?

Bt ch p tt c, Goran Gardo, gim c cng ty hng khng Britannia Airways trc thucFritidsresor v cc nhn vin ca mnh lm vic vi trung tm giao thng ca TUI ti c tm thm my bay cu h. Tuy nhin, n thi im , dng nh h khng c nhiu vnmay thu c my bay tnhng nh mi gii cc chuyn bay t do nhng ngi thngth ng vn huy ng c nhiu my bay trn kh p thgi i. Gardo cng lin lc v i BNgoiGiao xem chnh ph c thcung c p cho h nhng ngun lc no, c bit l cho nhng dukhch b thng nng. Tuy nhin, n t ng ca Gardo l BNgoi Giao khng nhn ra mcnghim trng ca tnh hnh thc t ti Thi Lan. Fritidsresor phi cung c p thng tincho B nhm m bo nhn c shtr hcn.

Trong m t cuc h p vo bui chiu hm , Lundgren hi Knutson v nhng b c truyn

thng ti p theo. C trl i r ng Ti ngh n lc phi cng b tnh hnhxu nht v acho ng mt t giy. y l thng tin ti s cng b tr c gii bo ch. Chng ta bit tnhhnh t hnso vi suy ngh ca nhng nh chc trch v gi i truyn thng n nay cng atin. S lng du khch mt tch ca ring cng ty chngta ln t i 800 ngi. Chng ta khngth loi tr kh nng nhiu ng i trong s h tvong. Ti mun t chng ta v ln bctranh thng tin v lin hv i thc t.

Lundgren xem xt nhng hly ca vic cng bnhng thng tin ny v cn nhc xem c phi l bc ng n hay khng.

Ra nh ng quy t nh v kinh doanh: Christian Clemens, Gim c iu hnh khuv c Th y in

Sut ngy u tin c thng bo vthm ha, Christian Clemens, gim c iu hnh th tr ng Thy in au u tnh ton xem nn a raquyt nh no vi cc khch hng Thyin c Fritidsresor ln lch trnh i Thi Lan cng ngy. Clemens cng c mt ti vn phng v bit r ng c hai chic Boeing 767 ch t kn v ln lch xut pht trong hm ,mt chic xut phttMalmo t i pha Nam v mt chic tGothenburg t i b bin pha Ty. iu c ngha l 730 khch Thy in ang nng lng v khng bn tm g khc ngoi vic chnloi kem ch ng nng no hay chn nh hng bn b bin no dng ba ti.

Tuy nhin, do nghe c tin tc vvthm ha, mt vi khch hy chuyn i.V i nhng yucu hy lch , nhn vin giao dch vn xc nhn mt cch ngn gn cc quy nh vvic hychuyn i, c ngha l khng hon tin. Tuy v y, do m c nghim trng ca tnh hnh ngy cngr rt, cng ty nhanh chng ra quyt nh mi khch hng hy chuyn i u c hon tin.


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11 h tra, Clemens v cc nhn vin kinh doanh quyt nh gi in thoi cho cc khch hngc lch trnh n Phuket. Cc khch hng c thng tin vmt thm ha t nhin ang xy rati Phuket v thng bo h c thhy chuyn i nu hmun. Khong 10% khch yu cuhy. Sau , cng ngy cng c nhiu tin tc vv thm ha, nhm kinh doanh nhc my lnv gi cho cc khch hng cn li ln thhai, ln ny cc nhn vin a ra xut r rngv vic hy v. Li mt ln na, ch c 10% khch hy. S lng khch cn li kh l n, 2 h chi uhsti sn bay Malmo v ln chuyn bay u tin. Clemens nhn ng h v nhn ra r ng cth cc khch hng ny c mt ti snh i v ang lm thtc ln my bay.

Clemens g p Peter Ahlstrom, gim c mt t ca cng ty hng khng trc thuc Fritidsresor v hi kin ca ng vvic hy cc chuyn bay. Ahlstrom tr li Nu nh chnh chng ta lng i hy ccchuyn bay, c hai iu khng th: khch hng c hon tin ton b. Do chng ta ang ni vmt quyt nh lin quan t i hai triu SEK y. Gim c khn c p ch c quyn ra quyt nh lin quan t i s tin ti a l 250.000 SEK (tng ng v i$35.000). V i cc quyt nh lin quan n s tin ln hn, cn c ch k ca mt trong nh ngthnh vin hi ng qun tr . Clemens b sung Bn cnh mt ti chnh, tt nhin mi ng iu cm thy r t kh chu khi chng ta lm hng nhng k ngh ca h. V hy ngh xem cnh bo ch s t vth no nu chng ta nghim trng ha vn .

Ahlstrom nh li nhng tnh hung trc y, chng hn nh ngy 9/11, khi my bay t iFlorida ph i chuyn h ng gia chng. Nm trc , h cng iu mt s my bay cu h t iAi C p trong hai l n khc nhau. Ahlstrom ni: Hy chuyn bay khng phi l la chn smt.Tuy nhin, ng cng chra r ng hai chuy n bay hm nay l chuyn bay chung v i MyTravel vApollo hai i th ca h, c ngha l khch ca hai i th ny cng c mt trn hai my

bay ca Fritidsresor. Clemens thng bo cho Ahlstrom Chng ta ni chuyn vi cc i th . Hcho r ng chng ta ang nghim trng ha vn . V thnu chng ta hy cc chuyn

bay, ch c chn chng ta cng skhin khch ca h kh chu.

Edwards bc vo phng vi in thoi trong tay Ny cc bn, ti cmt ng i ph trch tisn bay hin ang gi my. Khch ang ln my bay v chng ta c tm ngi trn . Ng i ph trch hin ngn khch ln my bay. Chng ta nn lm g ?

Clemens nhn quanh vn phng c khng gian rng v nhng bc tng lm bng knh. ngkhngg p c cc thnh vin trong hi ng qun tr tho lun v cc vn . Theonhng g ng thy trc , Gardo ang tho lun v i BNgoi Giao v cc htr khquan,Claussen ang trn ng n Phuket, cn Knutson v Lundgren ang trao i k l ng v cc pht ngn v cng b tr c gi i truyn thng. Clemens trng cy vo nhng ng nghi p trong phng v bit r ng chnh hphi ra quyt nh lc ny.


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18


19/25

Ph lc 1 Fritidsresor, cc v tr qun l chcht trong su t 24 gi u tin

Johan Lundgren, T ng gim c kim Gim c iu hnh (38 tui)

kt hn v c hai con.Gia nh p Fritidsresor d i cng vTng gim c t nm 2003

sau 13 nmgn b v i i th tr c ti p MyTravel c a cng ty, chc vcui cng l Gimc iu hnh ti Thy in. Trc ,tng gi v tr Chtch Sunquest Vacations t iCanada.

Lottie Knutson, Gim c cng dn doanh nghip v truyn thng (40 tui)

kt hn v c ba con. Gia nh p Fritidsresor t 1999 v tr thnh vinHi ng qun tr kim Gim c truyn thng. Trc ng lm vic cho cng ty t vn truyn thng JKL;cng tyqung co Bates Thy in; b phn truyn thng doanh nghi p ti Scandinavian

Airlines; ng cn tng l nh bo ti Svenska Dagbladet, m t trong nh ng t nht bo l nnht Thy in. ng tt nghip ngnh phng vin ti i hc Stockholm.

Christian Clemens, Gim c iu hnh Fritidsresor Thy in (44 tu i)

kt hn v c mt con. Vo Fritidsresor nm 2004 vi t cch thnh vin Ban iu hnhkim Gim c iu hnh trn th tr ng Thy in. Tr c tng lm vic cho MyTravel t nm 1990, ch c v cui cng l Gim c iu hnh ph trch Always, Spies, vTrivselresor. M t sv tr ng tng kinh qua l qun l im n v gim c marketing v

sn phm.

Peter Ulwahn, tr ng b ph n Sn xu t v dch v (35 tu i)

kt hn v c mt con. Vo Fritidsresor t nm 1994, hin l tr ng bphn Sn xutv dch v. Cc nhim v trc y trong cng ty: h ng dn vin, qun l im n,tr ng b phn Qun l cht lng & yu cu ca khch hng, Gim c iu hnh vtr ng b phn Cc dch v ngy ngh. Mt trong tm Gim c Khn c p (chuyn x lnhng tnh hung khn c p) t nm 2002.

Mikael Edwa rds, Gim c qu n l khng ho ng TUI B c u (38 tui)

Gn b v i Fritidsresor t nm 1988, hin l tr ng bphn Qu n l khng hong TUI t iBc u. Cc nhim v tng lm trc y ti cng ty: h ng dn vin, qun l im n,QDC (Ch t lng v yu cu ca khch hng), gim c tc nghi p. Mt trong tm Gimc khn c p t nm 1996.

Ngun: Fritidsresor


20/25

Ph lc 2 Cc im n ca Fritidsresor cho khch du lch tThy in, 2004

a. Cc im n ca Fritidsresor, li t k theo phn trm tng lng khcht i thm

im n Ph n trm l ng

khch hng nm

L ng

khch Qun o Canary 25% 422.500Hy L p 14% 236.600Du d ch ng di (vd: Thi Lan,Braxin) 11% 185.900Sp 8% 135.200Th Nh K 8% 135.200 7% 118.300Ty Ban Nha (gm cMallorca) 7% 118.300Bun-ga-ri 5% 84.500Ai C p 4% 67.600B o Nha 3% 50.700Maroc 1% 16.900Mt s im s i nng v tm khc 4% 67.600Dy An- p 3% 50.700

100% 1.690.000

Ngun: Fritidsresor, http://corporate.fritidsresor/templates/Page.asp?id=2333 , theo nh gi thng 4/ 2005.

b. Nh ng im n theo ma ng v ma h, nm 2004 (phn trm lng khch ti thm)

im n MA H, 2004 im n MA NG, 2004im n L ng khchhng nm (%)

L ngkhch

im n L ng khchhng nm (%)

L ngkhch

Hy L p 13,30% 225.446 Qu n o Canary 20,20% 340.704Th Nh K 7,50% 127.426 Thi Lan 7,10% 120.666Sp 7,50% 127.426 Ai C p 2,90% 49.686Ty Ban Nha(gmMallorca)

6,40% 107.822 B o Nha 1,30% 21.294

5,80% 98.020 Sp 1,30% 21.294Bun-ga-ri 5,20% 88.218 Braxin 0,80% 14.196Qun o Canary 5,20% 88.218 0,80% 14.196B o Nha 1,70% 29.406 Maroc 0,80% 14.196Ai C p 0,60% 9.802 Ty Ban Nha (gm

Mallorca)0,80% 14.196

Du l ch ng di 1,20% 19.604 Th Nh K 0,40% 7.098Cc im s i nngv tm khc

3,50% 58.812 Hy L p 0,40% 7.098

Cc thnh phl n 0,40% 7.098Dy An- p 2,50% 42.588Cc im khc 2,10% 35.490

Tng lng khchhng nm

58,00% 980.200 T ng lng khchhng nm

42,00% 709.800

Ngun: Fritidsresor, http://corporate.fritidsresor/templates/Page.asp?id=2333 , theo nh gi thng 4/ 2005.
http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333


21/25

Ph lc 3 Th tr ng du l ch v du lch tr n giThy in theo th phn nm2004

Cng tydu l ch Lng khch Th ph n

Fritidsresor (g m TEMA v Sportresor) 540.000 32%MyTravel (g m Ving v Always) 575.000 34%Apollo 350.000 21%STS Solresor 80.000 5%Cc cng ty khc 145.000 9%Tng 1.690.000 100%

Ngun: Tc gitng h p t Fritidsresor, http://corporate.fritidsresor/templates/Page.asp?id=2333 , theo nh gi thng 4/ 2005

Ph lc 4 Fritidsresor (TUI B c u), C cu tchc

TUI AG

Fritidsresor Holding AB

Flightscng tyhngkhngBritannia

Fritidsresor ABCc khch sn

Th y inFritidsresor TEMASportresor

Na-UyTEMASportreiser

an MchStar Tour TEMASportsrejser

Ph n LanFinnmatkatTEMA

Ngun: Fritidsresor, http://corporate.fritidsresor.se/templates/Page.asp?id=1888 , theo nh gi thng 4/2005.
http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor/templates/Page.asp?id=2333http://corporate.fritidsresor.se/templates/Page.asp?id=1888http://corporate.fritidsresor.se/templates/Page.asp?id=1888http://corporate.fritidsresor.se/templates/Page.asp?id=1888http://corporate.fritidsresor.se/templates/Page.asp?id=1888http://corporate.fritidsresor/templates/Page.asp?id=2333


22/25

Ph lc 5 L lch Johan Lundgren, T ng gim c

kt hn v c hai con nh.38 tui, JohanLundgen kh i nghip l mt ngh s chi kntrombon sau khi h c v m nhc ti Thy in,

Vng Quc Anh v Hoa Kt nm 1982 n1985.

K t nm 1986, ng lm vic trong ngnh cngnghi p du l ch, ban u ch l h ng dn vin tiFritidsresor trong hai nm. Sau ngtr i quanhiu v tr kinh doanh v marketing tiMyTravel tr c khi tr thnh Gim c iuhnh nm 1996. ng gn b v i MyTravel su t13 nm cho ti nm 2003, v tr cui cng lGim c iu hnh ph trch th tr ng Thyin.

Trong su t nhng nm thng , ng cng thamgia r t nhiu kha hc o to kinh doanh t itr ng Kinh t Stockholm v Chng trnh Pht

trin qun tr ti IMD (H c vin pht trin qun tr quc t) ti Lausanne, Th y S.

Nm 2003, ng c tuyn thng vo v tr Tng gim c ca Fritidsresor. Sau 7 thngth thch,vi bn p v tr hin ti ca ng lc l ngi ng u i thcnh tranhMyTravel Th y in, ng gia nhp Fritidsresor nm 2003.

Ngun: Fritidsresor

Ph lc 6 Fritidsresor/TUI B c u Nhng con s chn lc ca th tr ng Bc u

1998 1999 2000 2001 2002 2003 2004

Doanh thu (MSEK)* 6.505 8.027 9.021 9.096 7.651 7.128 7.467Khch hng (v: nghn) 1.403 1.567 1.712 1.607 1.340 1.240 1.260L i nhun tr c thu (MSEK)

170 206 173 111 -260 -233 255

Nhn vin 1.738 2.113 2.389 2.200 1.925 1.602 1.491Bin 2,60% 2,60% 1,90% 1,20% m m 3,40%

Ngun: Fritidsresor, http://corporate.fritidsresor.se/templates/Page.asp?id=1956 , theo nh gi thng 10/2005. * Do Fritidsresor tr c thuc TUI AG, tnh hnh ti chnh ca cng ty c bao g m trong bo co th ngnin ca cng ty m, Fritidsresor khng c bo co thng nin ring. Doanh thu c c c tnh tnng da trn doanh s.
http://corporate.fritidsresor.se/templates/Page.asp?id=1956http://corporate.fritidsresor.se/templates/Page.asp?id=1956http://corporate.fritidsresor.se/templates/Page.asp?id=1956http://corporate.fritidsresor.se/templates/Page.asp?id=1956


23/25

Ph lc 7 Tchc khn c p ca Fritidsresor: Bo co cc tnh hung t xut

Nhn vin ti im n Cc trs ca Fritidsresor Cc cn bnhn in thoiv x l tnh hung

Ngun: Tc gitng h p t cc ti liu ni bca Fritidsresor

Tr honchuyn bay

Tai n n xe but

autim

Vi khu nsamonella

Vn phngtr c24/7

Qun lkhn c p

Pht ngntrc bo

ch


24/25

Ph lc 8 Thi Lan Phuket v Khao Lak

Ph lc 9 Du khch ca Fritidsresor Sri Lanka v Thi Lan vo 26/12/2004

im xu t pht Phuket Sri Lanka

Thy in 2.900 231an Mch 202 15

Na-Uy 560 0Phn Lan 863 230

4.525 476

Ngun: Fritidsresor


25/25

Ph lc 10 Trang ch ca Fritidsresor vo 26/12/2004

Ngun: Fritidsresor

Lu : Ni dung c khoanh trn l: Thng tinquan tr ng: Vthm ha ng Nam

case study project management vietnamese h01

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