Business Environment Analysis - Singapore Airlines

Running head: BUSINESS ENVIRONMENT ANALYSIS
BUSINESS ENVIRONMENT ANALYSIS
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BUSINESS ENVIRONMENT ANALYSIS
Introduction
Singapore Airlines is a well reputed flag carrier of Singapore. The airlines company is
known for its long history of accomplishment and advancement. The company is well reputed
and known for its quality and safety. Singapore Airlines continues to outperform its competitors
and holds a strong presence in the global market (Singaporeair.com. 2020). The business
organization was incorporated in the year 1947 as a wholly owned subsidiary. It is the motto of
the business organization to be a responsible citizen of the world and have strong commitments.
It is the objective and goal of the business organization to offer finest airline services to the
passengers and cater to various needs and requirements of the customers. The culture of
Singapore Airlines is entirely based on targeting the global market and promoting quality
services by the employees (Singaporeair.com. 2020). The company seeks to provide new ways to
provide high quality services to the customers. The report analyzes the performance of the
business organization and determines its strategic plan for further improvement.
PART A
Competitive advantage of Singapore airlines
The skills and capabilities of the business organization are one of the primary competitive
advantages of the business organization. It enables the business organization to increase its value
over time. The company’s resources are major advantage to the business organization. The
company’s human resource management is valuable; it provides quality services and training to

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BUSINESS ENVIRONMENT ANALYSIS
the employees (Rothaermel 2016). The cost effective service excellence, is also one of their
competitive advantage. The corporate service skills of the business organization are highly
valuable, rare and provide organizational support. It is a sustainable competitive advantage of the
business organization. The company offers innovation in flight entertainment, which provides
temporary competitive advantage to the business organization. However, it is imitable by the
consumers; therefore, it needs to continue innovating its services. Further, the company has
strong partnership and alliances with other companies. The company’s networks with Asiana
Airlines in the airline industry benefits the companies (Low and Ang 2013). It is able to attract
Asiana Airlines customers through partnerships. The company provides unique services to the
customers such as television shows, films, and audios to the customers. This is one of their
competitive advantages. Most importantly, the company has strong corporate governance
ensuring compliance and control risks to attain their goals (Low and Ang 2013). This provides
additional competitive advantage to the business organization.
TOWS Matrix (Kapoor and Kaur 2017)
Strengths Weakness

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BUSINESS ENVIRONMENT ANALYSIS
Opportunity Strength – Effective strategies,
excellent service
Opportunity- Tourism is
booming and growing at a rapid
rate
Weakness: expensive services ,
luxurious offerings
Opportunities: Tourism is
increasing, increase in demand.
Threats Threat: Stiff competition in the
market
Strength- Effective strategic and
strong business strategy.
Weakness: Fuel prices and
other operational cost is
increasing
Threat: Increase in competition
S-O: There has been an increase in the tourism among countries. Tourism sector is booming and
growing at a rapid rate, which increase the opportunity for company. The company can focus on
implementing effective strategies and offer excellent services to the customers.
W-O
There has been an increase in the tourism among countries. Tourism sector is booming and
growing at a rapid rate, which increase the opportunity for company. The company can focus on
implementing effective strategies and offer excellent services to the customers.
S-T
The company can overcome stiff competition in the market by offering premium services to the
customers and offering them quality services. This will enable the business organization to
overcome the threats.
W-T