This case study analyzes Singapore Airlines' (SIA) strategic responses during the Asian Economic Crisis. It examines SIA's vision, mission, and core competencies, including its value chain model and primary and secondary activities. The analysis covers SIA's strengths, such as its premium brand and multi-brand model, and weaknesses, including potential margin pressures and reliance on international traffic. Opportunities, like expanding destinations and forming joint ventures, are considered alongside threats from Gulf carriers and overcapacity. The study assesses the appropriateness of SIA's strategic decisions, such as the product launch amidst the crisis and responses like salary adjustments and aircraft delivery postponements. Ultimately, it reflects on the risks and potential impacts of these strategic moves on the brand image and operational efficiency of the airline.