The SCAMPER Model: The case of South African Airways

The SCAMPER Model: The case of South African Airways
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The SCAMPER Model was first created to assist students, of different disciplines, in
creative thinking. This model assists students and other users to make innovations out of their
ideas and also break the barriers against creativity (Wright, 2018). In business, this model can be
used in problem solving or for the planning of the future of an organization. The scamper model
can be applied to the case of South African Airways so as to give possible solutions to the ailing
organization. One good thing about this model is that one is allowed to move around the
techniques at the same time brainstorming in no particular order. This gives room for more
creativity and innovation of ideas.
Substitute
This allows for the focus on the product and service that South African Airways provides.
The question asked is can this product or service be replaced with another. The substitute must
be one that will not affect the overall purpose of SAA. SAA offers flight services as its main
services However, there are other behind the scenes area that can be substituted. For instance
looking at the skills the company has. Investing in the right skills would greatly add value to this
organization. At such a time when SAA is struggling it may seem less costly to cut on human
capital but in the long run this human capital is required for growth of the organization
(Paserman, 2017). Having employees that are satisfied at their place of work is very important if
the company is to realize its full potential. Employees will learn how to give maximum
performance. A careful ration of cost against investment is required. Substituting the current
work force with a skilled one is a substitution in the service delivery of the SAA which does not
change the core business of SAA. Consideration of other areas to substitute the services could
provide the business with an opportunity to provide alternative solutions in the evaluation of the

problems facing SAA with an aim of reaching the final action that is changing the loss pass of
SAA.
Combine
This tends to merge different ideas, stages in the service delivery process for more
efficient output. These combinations can lead to more innovative ideas that can give an
organization competitive advantage. The combinations can also lead to cutting costs, cycle time
as well improved quality. SAA can combine sales and marketing and get a powerful tool for
revenue growth. Research shows that companies with a strong sales and marketing department
realize a 20% annual growth (GHERASIM, 2016). Whereas those with a weak sales and
marketing team experience a 4% annual decline. For the combination to achieve the desired
goals it has to start with a proper definition of what business growth means to SAA so as to meet
projected revenue targets and or increase customer volume. Clear definition of above will make
the sales and marketing team will come together and formulate realistic strategies in order to
achieve these targets.
Operational level agreements must be created for both the sales team and the marketing
teams respectively to ensure that both teams stay on track (Klimberg, 2011). With the operational
level agreements, the marketing teams can be evaluated at a say a monthly basis it is possible to
know if monthly targets are being met or not and to find fixes for what is not working. On the
other hand, it is possible to determine the speed and depth of follow-ups for marketing generated
leads. With a combination of sales and marketing challenges such as departmental lack of
awareness, not enough conversations and not enough revenue are solved (Hofmaier, 2015). How
clients make their purchasing decisions has really changed with sometimes customers having