Marketing Mix
Executive Summary –
This report aims at critically evaluating the strategic management of Singapore Airlines, on the basis of various corporate and business level strategies used by them. Precisely, it will perform an S.W.O.T. analysis to throw some light on the internal prospects of Singapore airlines. Then it will discuss about PESTLE framework and five forces of framework, as external prospects of SIA. Finally, it will critically evaluate various corporate and business level strategies used by Singapore Airlines in order to cope up with the changing strategic environment.
The major findings show that the strategic management of Singapore Airlines is on the right way and they are keeping a track on the changing needs of business environment.
Singapore Airlines has an expanded geographical reach.
SIA group is focusing on joint ventures and strategic operational alliances to add opportunities for growth and sales.
Diversification and Strategic alliances are the prime corporate level strategies applied by SIA.
Differentiation strategy and Cost leadership strategy are the main business level strategies used by SIA.
Table of Contents –
1. INTRODUCTION..............................................................3
1.1 BACKGROUND TO THE REPORT...........................3
1.2 AIMS OF REPORT.......................................................3
2. ANALYSIS OF INTERNAL FRAMEWORK ...................4
2.1 RESOURCES.................................................................4
2.2 CAPABILITY................................................................4
2.3 CORE COMPETENCIES.............................................4
3. ANALYSIS OF EXTERNAL FRAMEWORK..................5
4. FIVE FORCES OF PORTER...........................................5
5. S.W.O.T. ANALYSIS SINGAPORE AIRLINES..............6
6. STRATEGIES OF SINGAPORE AIRLINES...................7
6.1 CORPORATE LEVEL STRATEGIES.........................7
6.2 BUSINESS LEVEL
This report aims at critically evaluating the strategic management of Singapore Airlines, on the basis of various corporate and business level strategies used by them. Precisely, it will perform an S.W.O.T. analysis to throw some light on the internal prospects of Singapore airlines. Then it will discuss about PESTLE framework and five forces of framework, as external prospects of SIA. Finally, it will critically evaluate various corporate and business level strategies used by Singapore Airlines in order to cope up with the changing strategic environment.
The major findings show that the strategic management of Singapore Airlines is on the right way and they are keeping a track on the changing needs of business environment.
Singapore Airlines has an expanded geographical reach.
SIA group is focusing on joint ventures and strategic operational alliances to add opportunities for growth and sales.
Diversification and Strategic alliances are the prime corporate level strategies applied by SIA.
Differentiation strategy and Cost leadership strategy are the main business level strategies used by SIA.
Table of Contents –
1. INTRODUCTION..............................................................3
1.1 BACKGROUND TO THE REPORT...........................3
1.2 AIMS OF REPORT.......................................................3
2. ANALYSIS OF INTERNAL FRAMEWORK ...................4
2.1 RESOURCES.................................................................4
2.2 CAPABILITY................................................................4
2.3 CORE COMPETENCIES.............................................4
3. ANALYSIS OF EXTERNAL FRAMEWORK..................5
4. FIVE FORCES OF PORTER...........................................5
5. S.W.O.T. ANALYSIS SINGAPORE AIRLINES..............6
6. STRATEGIES OF SINGAPORE AIRLINES...................7
6.1 CORPORATE LEVEL STRATEGIES.........................7
6.2 BUSINESS LEVEL
References: Doganis, R. (2006). Outlook, The Airline business ed. 2, Routledge, Abingdon. Hambrick, D. C., (2007). What is strategic management really? Hamel, G Heracleous, L. (2006). Flying high in competitive industry: Cost effective service at SIA. Mc Graw hill. Hitt, M., Hoskisson, R., Ireland, R. (2007) Management of Strategy: Concepts and Cases.7th ed., Thomson South-Western, USA Jeffrey, R., (2004) Porter, M.E.(1985). Competitive Advantage. New York: Free Press, 6-22. Reddy, A SIA, Virgin America reach code-sharing agreement (2012, December 15, Saturday). Business pg30..Retrieved..from http://imcmsimages.mediacorp.sg/CMSFileserver/documents/006/PDF/20121215/1512BZC032.pdf SIA (2012) Singapore Airlines, (2008). Annual Report, Singapore. Singapore Airlines, (2011). Annual Report, Singapore. Teece, D., Pisano, G., and Shuen, A.(1997). Dynamic capabilities and strategic management, Strategic Management Journal , 18, 509-533. reaches code-sharing agreement (2012, December 15, Saturday)