the strategic management for competitive capabilities building of thai airways international public company limited

Abstract

The main objectives of this study were to examine, to analyze, and to present the strategic approaches for building the competitive capabilities of Thai Airways International Public Company Limited (TAIPCL). Data from both of 48 TAIPCL at a high level of administrators and 90 customers with in-depth interviewing and 250 TAIPCL at moderate level of administrators with qualitative questionnaire approaches. All statistics were employed: frequency, percentage, mean, standard deviation, factor analysis. Research findings were as follows: 1) As a strategic managerial situation of TAIPCL, 14 crucial issues of highest level of administrators and 4 crucial issues of customers were found; 2) For a result of factor analysis, 16 issues were as crucial variables, 80.835 percent for explaining the variance of all, and (P<.05); and 3) Appropriate approaches for developing the strategic management of TAIPCL, the 8-Synthesized Model was as follows: (1) doing employees’ clearly career path and Succession plan, (2) doing regulations for selecting the highest administrators with transparency and no sanction from politicians, (3) building networking with concerning agencies and seeking the chances from AEC, (4) making and developing the completed ICT system , (5) making strategic plans for structural growing up of agencies of TAIPCL that could free making decision, (6) establishing a set of committees for analyzing strength and weak points for improving the working, (7) doing continuing educational projects for increasing potential and competency of employees, and (8) searching for money experts and establishing special committees for analyzing the balanced problems between incomes and expenditures for highest efficiency of TAIPCL.