Silvertail Singapore Case Study 2022

CASE STUDY: SILVERTAIL

Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Critical analysis of the current situation and its implications....................................................3
3.0 Evaluation of the downsizing tactics and its implications.........................................................6
4.0 Recommendations using appreciative inquiry...........................................................................9
5.0 HR plan to address future needs..............................................................................................12
6.0 Conclusion...............................................................................................................................13
References:....................................................................................................................................14
Page 2 of 15

1.0 Introduction
Human resource planning may be considered to be one of them most success critical factors
(CSFs) for a business organization. The process of an efficient human resource planning deals
with the identification and careful analysis and subsequent undertaking of various measures
towards attainment of corporate goal. The given report delves into the analysis of one of the
critical aspect of regional planning that is downsizing as given in the case study scenario.
In the very beginning of the study the researcher provides a critical analysis of the current
situation and its implications. In the subsequent parts of the paper, the evaluation has been
performed with respect to downsizing tactics followed by the management. Lastly, the
recommendations have been provided using appreciative enquiry method (AI). Finally revised
career plan has been presented to address the future needs of the organization from HRM and
strategic HRM perspective.
2.0 Critical analysis of the current situation and its implications
It has been determined from the provided case study that the Singapore government has arranged
for an airline agreement between Silver Airlines and its national competitors Singapore Airline.
The government has conducted a specific agreement to increase the price fares of flights and
simultaneously limiting its schedules. The scheme has also been designed to ensure that none of
the airline organization had to put much effort or work hard to in attracting their potential
passengers. Initially, the management of both brands seemed satisfied with the new alterations
implemented by the government within the internal lines. However, with the passage of time, the
implication of the change methods came into action where it stated creating the severe difference
in the careers and operations of the internal resources. In spite of deregulation, the action related
to duopoly appeared set to carry on with only little aesthetic alterations occurring. Then, almost
on overnight, the aviation market of Singapore had been affected the most with the introduction
of one of its low cost carriers on both its international and domestic market.
The impact of this alteration on Silvertail had been severely dramatic and immediate. The share
price of the organization had fallen drastically and the management had been receiving furious
responses from its global investors., The Board of Directors of the organization had been
Page 3 of 15

replaced consisting of a board with intense and reviving marketers, accountants, advertisers, and
dash of ‘experts’ that had been imported from the United States, the entire operation was dealt
and controlled under the leadership of an open-minded and innovative CEO. In the opinion of
Szymanski, Linkowski, Leahy, Diamond, and Thoreson (2019), it can be noted that alterations in
the process are always necessary to cut down the probabilities of saturations. Moreover, the
aviation sector is getting fiercely competitive with the passage of time, which is demanding the
organizations operating in it to adopt new policies and methods including all the departmental
operations to ensure low risk of stagnancy. In a similar instance, Lee, Rocco and Shuck (2019)
commented that change can also bring high resistance from the internal resources, who are the
primary asset of an organization. The resistance can entirely reverse the situation if not applied
properly; in that case, the organization's intention of future success might not get served.
The case study highlights the fact that the alteration within the Singapore aviation system has
introduced certain changes like the board of director had to move quickly, the foremost mantra of
the organization had been leaner and meaner. The Bloated minded managements’ structures had
been dismantled, majority of the middle management's positions were found disappeared, several
regions branches were closed and the maintenance part had been outsourcing. The specific
change implicates the fact that several positions had been replaced by new experts and few of the
operations had been closed. Thus, it is evident that several resources including junior level staff
and the ones in the managerial and director's position had lost their employment. The specific
situation can never create a healthy working environment within the sector. Organization indeed
require initiating a cost optimization policy to ensure a steady profit if required to balance the
financial segment (Turner, McIntosh, Reid and Buckley, 2019). However, the present situation is
different, where the entire line of management including the top, middle and the lower level staff
of the organization had been replaced. Hence, the probability of resistance and refusal to the
change method is highly estimated.
Nevertheless, it has been observed that despite the disruptive industrial action, Silvertail
managed to emerge as an airline by establishing its new image, where it has been promoted as
young, new and innovative. Conversely, further information justifies the previous discussions
related to employee resistance to change implementations. It has been assessed that despite the
organization receiving adequate acceptance from the public with its new image, yet, it faced
Page 4 of 15