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M1256 - Strategic Analysis of Singapore Airlines Assignment

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Murdoch University

   

Strategic Analysis of Singapore Airlines (M1256)

   

Added on  2020-03-07

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This assignment will include the concepts and models which will be linked to the business of Singapore Airlines and therefore appropriate business strategies are selected for the organization. It covers the background analysis of the company, macro environment analysis by using PESTLE analysis, competitive analysis by using Porter’s five forces model and new ideas are developed for the growth and development of the business by using SWOT analysis.

M1256 - Strategic Analysis of Singapore Airlines Assignment

   

Murdoch University

   

Strategic Analysis of Singapore Airlines (M1256)

   Added on 2020-03-07

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Strategic Analysis of Singapore Airlines 1Strategic ManagementStrategic Analysis of Singapore Airlines
M1256 - Strategic Analysis of Singapore Airlines Assignment_1
Strategic Analysis of Singapore Airlines 2Table of ContentsIntroduction...........................................................................................................................................2Background information of Singapore Airlines......................................................................................3Macro Environment Analysis.................................................................................................................4Competitive analysis..............................................................................................................................6SWOT analysis.......................................................................................................................................7Conclusion.............................................................................................................................................9Recommendations.................................................................................................................................9References...........................................................................................................................................10
M1256 - Strategic Analysis of Singapore Airlines Assignment_2
Strategic Analysis of Singapore Airlines 3IntroductionStrategic management refers to the management of the strategies of the organisations in orderto achieve their targets, goals and objectives. It can also be referred as to the process ofimplementing and evaluating the decisions which ultimately helps business in achieving itsaims (Hill, Jones and Schilling, 2014). This assignment will include the concepts and modelswhich will be linked to the business of Singapore airlines and therefore appropriate businessstrategies are selected for the organisation. It covers the background analysis of the company,macro environment analysis by using PESTLE analysis, competitive analysis by sing Porter’sfive forces model and new ideas are developed for the growth and development of thebusiness by using SWOT analysis. At last, the conclusion is given and recommendations aregiven for improvements in the business.A strategic discussion about the company helps in setting the priorities and using theresources to work towards common goals. It also assist business in shaping its future as theguidance is providedwith the help of strategic planning and ultimately it contributes in thesuccess of the organisation.
M1256 - Strategic Analysis of Singapore Airlines Assignment_3
Strategic Analysis of Singapore Airlines 4Background information of Singapore AirlinesSingapore Airlines Limited was formed with the incorporation of Malaysian Airlines in theyear 1947 but afterwards they got split in 1972 and a separate brand was formed namedSingapore Airlines. Since then the company is growing in the domestic and internationalmarkets. The company ranks tenth in terms of the volume of international passenger itcarries. The company carries the sarong Kebaya uniform for its stewardesses and this givesthem special identity as they are called Singapore Girls (Singapore airlines, 2017).The company is one of the dominant airlines of the world and the major stake is held bygovernment and Temasek Holdings which holds 54.5% of the stake. The company whollyowns Silk Air, Singapore airlines cargo and Budget aviation holdings. The company partiallyowns Vistara (49%) and Tigerair Taiwan (10%). The other subsidiaries of the companyinclude SIA Engineering Company (CAPA, 2017).The group provides the services which enrich the experience of the customers. It has one ofthe most comfortable and spacious aircrafts. The company owns around 106 aircrafts and theaverage year of those is 7 years and 8 months. It has the modern aircrafts which are designedto take care of the needs and requirements of the customers. It owns Airbus A330-300,Airbus A380-800, Airbus A350-900, Boeing 777-200, Boeing 777-200 ER, and Boeing 777-300 & Boeing 777-300 ER. With this, there are various inflight services provided to thecustomers for enhancing their experiences like first class cabins, suits, First class features,Business class, Premium economy class and economy class. The airlines focus on its otherservices like Catering, entertainment, safety and security of the passengers (SingaporeAirlines, 2017).The airlines move to more than 50 destinations in different countries. It covers five continentsand has strongest presence in the South East region. T covers countries like Australia, India,Thailand, UAE, Bangkok, Dubai and many more. It is one of the most awarded airlines of theworld and has won the prestigious awards in this industry like Airline with best service byAirhelp (Hong Kong), Top foreign Airline by Next Media Top Service Awards, Best airlinein Asia by Skytrax World Airline Awards (UK), Best Major Airline by Trip AdvisorTravellers Choice 2017 Awards (US) and many more.
M1256 - Strategic Analysis of Singapore Airlines Assignment_4

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