Business Development Plan

Running head: BDP PLAN
BDP PLAN
Name of the Student
Name of the University
Author Note

BDP PLAN1
Executive Summary
The main aim of this Business Development Plan is to focus on the Singapore airlines and
its issue related to the customer satisfaction. Recently, due to the increased
competitiveness, Singapore airlines has been facing considerate issues relating to the
customer satisfaction and the main motive of this paper is to outline the manner in which
the enterprise will successfully be able to manage the different operations of the firm and
reinvent a strategy to ensure success. Hence, a three step strategy has been developed and
the manner in which this strategy will be applied for the overall benefit of the firm has also
been explained. All change management procedures along with financial benefits of the
plan have been determined critically.

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A business development plan to enhance
business performance: A case study of the
Singapore airlines and the problems it has
been facing due to Customer satisfaction.

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Table of Contents
Chapter 1: Introduction...........................................................................................................7
Industry and/or company background................................................................................7
Business Issues....................................................................................................................8
Purpose and rationale..........................................................................................................9
Research Questions...........................................................................................................10
Research Objectives..........................................................................................................10
Research Framework........................................................................................................10
Chapter 2: Strategic Business Direction and Purpose...........................................................12
Vision and Mission...........................................................................................................12
Core Values.......................................................................................................................12
Competitive Positioning....................................................................................................13
Reaping the Rewards of a Dual Strategy..........................................................................13
Capacity and Capabilities.................................................................................................14
Business Objectives and Timescales................................................................................15
Chapter 3: Strategic Business options and choice...............................................................16
Summary...........................................................................................................................16
Options for Internal Development....................................................................................16
Options for External development....................................................................................16
Options for Sustainability.................................................................................................17
Criteria for evaluation.......................................................................................................18
Selection of Options..........................................................................................................21
Chapter 4: The strategic business unit Plans.........................................................................22
Overview...........................................................................................................................22

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1. Development of a CRM system.................................................................................22
Objectives and Time scale................................................................................................22
Strategic and Risk Assessment.........................................................................................22
Risk Assessment Table.....................................................................................................23
Action Plans......................................................................................................................24
Resourcing and Deployment.............................................................................................25
Key performance Indicators..............................................................................................25
Monitoring and Review....................................................................................................25
Budgets and Implications..................................................................................................25
2. Automation of facilities and integration of Virtual reality........................................26
Objectives and Time scale................................................................................................27
Strategic and Risk Assessment.........................................................................................27
Risk assessment................................................................................................................28
Action Plans......................................................................................................................29
Resourcing and Deployment.............................................................................................30
Key performance Indicators:.............................................................................................30
Monitoring and Review....................................................................................................30
Budgets and Implications..................................................................................................30
3. Reducing carbon footprint.........................................................................................31
Objectives and Time scale................................................................................................32
Strategic and Risk Assessment.........................................................................................32
Risk Assessment Table.....................................................................................................35
Action Plans......................................................................................................................36
Resourcing and Deployment.............................................................................................38

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Key performance Indicators..............................................................................................38
Monitoring and Review....................................................................................................38
Budgets and Implications..................................................................................................38
Chapter 5: Financial projections and Implementation with Change management...............40
Financial summary............................................................................................................40
Assumptions......................................................................................................................40
The Master Budget for the change....................................................................................41
Overall overhead expenses budget....................................................................................43
Funding Issues..................................................................................................................45
Company Financial Key Performing Indicators...............................................................47
Financial statement...........................................................................................................49
Critical Assumptions.........................................................................................................49
Additional expenses summary..........................................................................................51
Fixed costs, variable costs and breakeven analysis..........................................................55
Profit and Loss statement..................................................................................................57
Balance sheet....................................................................................................................60
Cash flow statement..........................................................................................................64
Implementation and change management.............................................................................66
Schedules of key activities................................................................................................66
Additional resources needed.............................................................................................68
Labor.................................................................................................................................69
Tools & Equipment...........................................................................................................69
Materials & Supplies.........................................................................................................70
Other Resources................................................................................................................70

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Structures, process and people alignment.........................................................................71
Technological requirements..............................................................................................71
Critical success factors......................................................................................................72
Change management.........................................................................................................73
References.............................................................................................................................74

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Chapter 1: Introduction
Industry and/or company background
The Airline Industry can be described to be an industry which is essentially
involved in managing the operations related to the different airlines as present and in
association with this, the airline companies are essentially involved in seeing to it that, the
different operations can be carried out effectively (Ansoff et al. 2018). In consideration
with this, the Air Transport Industry Transformation Map helps in maintaining the facilities
and the capabilities of the various aviation enterprises and currently runs with the objective
of increasing the productivity by 40%. The Singapore airline company can be understood to
be a rather sound company which has been essentially involved in the operations in the
right manner. The Singapore has been upgrading in a manner such that, they will be able to
expand the services infrastructure and ensure the capacity accordingly. In consideration
with this, the industry has been performing well and various companies are currently
involved in the industry operations which make it more competitive in nature. The
Singapore airlines can be mentioned to be the flag carrier airline of Singapore and has its
primary hub at the Singapore Changi Airport. The airline is popular for its corporate
branding and has been ranked as the best airline many times by Skytrax and topped all
rankings for more than 20 years.
In consideration of this, the Singapore airlines includes various airline related
subsidiaries as well which generally tend to comprise the SIA engineering company which
is involved in the management and repair of various maintenance and overhauls with a
portfolio of 27 ventures. In assistance with this, the Singapore Airline Cargo is also a
subsidiary which is being managed by the enterprise. In consideration with this, the
Singapore Airlines also owns two subsidiaries named Silk Air and the Scoot. However, due
to the increased competition, the enterprise has been facing various issues relating to the
customer satisfactions and related aspects which will then bring about problems in its
operations.