4
Mar

La semana pasada tuvimos el placer de contar en el Aula Abierta de Turismo con Juan Carlos Iglesias, Director General de Ventas y miembro del Comité de Dirección de Vueling.com y EXMDET 2007 por el IE Business School.

Bajo el título de “VUELING, LA OTRA OPCIÓN DEL BAJO COSTE“, Juan Carlos analizó la evolución de la empresa, su modelo de negocio y nos mostró cómo una compañía con definición de “low cost“, aprovecha sus atributos diferenciales para modificar en parte su estrategia de negocio buscando nuevos clientes y abriéndose a nuevos canales de distribución sin perder su espíritu de compañía de bajo coste.

Analizó la imagen de marca de la compañía y cómo una potente campaña de publicidad ha logrado un excelente posicionamiento en la mente de los consumidores, con un nivel muy alto de reconocimiento espontáneo. Campaña que no sólo cubría publicidad tradicional y online, sino acciones “Below the Line” muy novedosas en el sector (como miembros del Cirque du Soleil abordo) y asociaciones de marca (co-branding)con otras compañías.

Revisando el modelo: nuevo modelo + innovación + precios competitivos

Tras profundizar en su distribución en los distintos canales de venta (en los que prima con gran diferencia, como es obvio, la venta directa a través de su página web), compartió con los asistentes el por qué abrirse a otros canales en los que tradicionalmente las “low cost carriers” no han tenido presencia. “Pero”, comentó, “¿quién discute la apertura a los GDS cuando la mismísima Southwest Airlines también lo ha hecho en EEUU?”.

Con respecto a la segmentación de clientes, tienen clara su estrategia de acercamiento al segmento Business. Consideran que el servicio que ofrecen (ocupa los primeros puestos según sus usuarios en puntualidad y en satisfacción general del servicio) encaja perfectamente al cliente de negocio y puede convertirse en una elección natural para este segmento. La apertura a los GDS permite el desarrollo futuro de este colectivo.

Estos cambios van acompañados de una restructuración organizativa, que permita desarrollar la nueva estrategia, y una revisión de su imagen corporativa, que madura.

Desde aquí, sólo me queda agradecer a Juan Carlos Iglesias, su participación en este Aula Abierta, y a todos los asistentes, que animaron el debate posterior con sus preguntas y experiencias personales.

Comentarios

ニューバランス レディース 25 Octubre 2013 - 22:34

Upton was made after the House of Representatives passed a bill requiring swift approval of the Keystone XL pipeline,But we are interested in his assertion that Keystone “will.help bring down prices at the pump” Is this correctThe FactsFirst of all even if the Keystone XL pipeline were suddenly approved it would not be completed until at least 2014 so building it would have no impact on gasoline prices this summer predicted to be near record highs We could not find any experts even those referred to us by Uptons staff to say that the prospect of the pipeline being built in the future would somehow impact the price of gasoline todayStill Upton did not specifically claim that this supposed decline at the pump would happen anytime soon though from House Speaker John Boehner on Feb 17 claimed “House GOP acts to address rising gas prices” after the bill containing the Keystone XL provision was approved Second the price of gasoline depends on a complex array of factors though the largest one is the price of crude oil (See by the Energy Information Administration)The Keystone XL pipeline which would carry 11 million barrels per day is specifically designed to deal with the fact that increased production of crude oil in Canada and the Great Plains in that area overwhelming refinery demand and it is difficult to get the oil to the Gulf Coast the center of US refining This has depressed the price of crude oil in the Midwest though the Midwest refiners have not passed on the savings to consumers (The price of gasoline in that area essentially is dependent on the global price because otherwise refiners would not ship the gasoline there)A historical note: West Texas Intermediate crude oil is priced at Cushing Oklahoma and historically traded at a premium to other crude oils Cushing pipelines flow to the Midwest not to the Gulf Coast but the price of WTI crude has recently traded at a discount because of the oversupply in the Midwest (Heres that shows the route)There is a lively debate among oil-industry analysts about whether Keystone will impact gasoline prices in the Midwest a noted oil economist that the pipeline would increase gasoline prices in the upper Midwest He said yesterday that he stands by that estimate figuring it would amount to between five and ten cents per gallon “Overall the pipeline will have no impact on prices consumers pay None The reason is that the products produced from the crude will be sold into the world market — exported — if prices fall below world levels” he said in an email “This means that consumers outside the Midwest will get no benefit from the line while consumers in the upper Midwest may pay more”Last year however the Department of Energy disputed Verlegers analysis in The memo asserted that “gasoline prices in all markets served by” refiners in the East Coast and Gulf Coast “would decrease including the Midwest” However the memo also noted that “the current distortion of Midwest and Gulf Coast oil prices caused by the Cushing congestion will be alleviated whether or not the President approves the Keystone XL pipeline permit application”Verleger responded by supplying us with testimony that he said demonstrated that “Keystone people testified under oath that they would use the pipeline to manipulate prices” It is rather technical material but on pages 90 to 92 you can see testimony about how producers would get lower “netbacks” from Houston but offset the lower netback from higher netback pricing in Chicago (A netback is amount paid at the point the oil is put into the pipe)We spoke to other oil experts and received a mixed verdict on whether Keystone XL would make much of a difference on gasoline prices “All else equal more supply does put downward pressure on price” said Jim Burkhard managing director of global oil for IHS Cambridge Energy Research Associates who in support of the Keystone XL pipeline But he hesitated to predict the impactBlake Eskew senior vice president at the oil consulting firm said that Keystone “has the potential to affect prices somewhat but its a fairly small impact” He said it might be worth “a few cents” at the pumpWe also find it interesting that TransCanada in makes no claims that it will reduce gasoline pricesonly that it will not increase prices “The price of international oil prices has no impact on the operation of our pipeline and we do not profit from changing market changes” TransCanada said “Prices are set on a global level”However in Alex Pourbaix a TransCanada official said that the project “could play a role in moderating high gasoline prices” citing six factors regarding supply and production issues (See page 7)Uptons office declined to commentThe Pinocchio TestUptons statement in many ways is reasonably framed we note he says it will “help” lower prices but he goes a step too far when he asserts that building the Keystone XL pipeline will have an impact on gasoline prices Clearly oil experts disagree on whether prices will be affected but those who believe as a matter of economics that it will ease prices say the impact will be modest Indeed even the TransCanada executive who had a stake in touting the project used the word “could” not “will” like UptonWord choices have meaning and it is best for lawmakers not to overstate the impact of projects they are advocatingOne Pinocchio()Check out our candidate Follow The Fact Checker on and friend us on Track each presidential candidate’s””Reuters typically refers to Romney as a former private equity executive or something along those lines.

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