Strategic Management Report: An Analysis of Singapore Airlines

This report provides a detailed analysis of Singapore Airlines' strategic management, focusing on five major elements: staging, arenas, vehicles, differentiators, and economic logic. The report highlights the airline's ability to respond to critical situations, its strategic vision for global expansion through partnerships and acquisitions, and its emphasis on speed of execution. Singapore Airlines targets international sectors, particularly long-distance flights to North and South America, and aims to deliver the best services using advanced technologies. The company's joint ventures, such as Vistara with the TATA group, contribute to its strategic partnerships in less marketed areas. Key differentiators include convenient flight scheduling, Changi Airport as a hub, high ratings, reasonable prices, quality food, reliable service, and well-behaved crew, all contributing to an enriched travel experience. The airline's economic strategy and promotional activities further enhance its market position and attract more customers.

Running head: STRATEGIC MANAGEMENT
Strategic management
Name of the student
Name of the university
Author Note:

2
STRATEGIC MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Major Elements of Strategy.............................................................................................................3
Staging.............................................................................................................................................3
Arenas..............................................................................................................................................4
Vehicles...........................................................................................................................................4
Differentiators..................................................................................................................................5
Economic Logic...............................................................................................................................5
References........................................................................................................................................6

3
STRATEGIC MANAGEMENT
Introduction
Singapore Airlines is the flag carrier airline of Singapore and has its hub in Changi
Airport of Singapore. The mentioned Airlines has one of the best fleet of aircrafts with the latest
Boeing Dream liner as well as the Airbus A-380 in its assets. The company has an annual
revenue more than dollar 11000 million and an annual income of close to 1 billion dollar. The
following report has given a detailed account of the different marketing strategies of the
company to stay sustainable in nature.
Major Elements of Strategy
The five major elements of strategy upon which the management of Singapore Airlines
works are as follows;
a. Staging
b. Arenas
c. Vehicles
d. Economic Logic
e. Differentiators
The discussion of each of the strategy is as follows;
Staging
The management of the company has the unique ability to respond to different kinds of
critical situations at the earliest and thus has the capability to deal with any kind of situational
crisis. The management keeps a regular touch with the employees which help to limit any kind of

4
STRATEGIC MANAGEMENT
problems in the workplace. The management also has a strategic vision to spread its wings
worldwide either by strategic partnerships, joint ventures or direct acquisitions. The management
of the company also ensures the speed of the execution of different projects which helps in the
expansion of the organization in a much better and fast way.
Arenas
The management of Singapore Airlines has the target to be active in the international
sector especially in the Atlantic long distance flights to Northern America, Canada and the South
America. It also has a great emphasis on increasing their revenue in the European sector.
However recent years have seen a huge rise in the passenger segment of Dubai and West Asian
countries. The management of the company has the aim to use the best technologies and deliver
the best services to the customers.
Vehicles
The management of the company has already created a joint venture between different
types of other airlines which is grateful for the formation of a strategic partnership in less
marketed areas. Vistara is one such example. It is a new carrier that is a joint venture between
Singapore Airlines and the TATA group of India. The following airlines have enjoyed quite a
success in its arrival and have plans to improve and expand in the coming years. The major
elements of the organization depend on the strict rules of the organization and its ability to train
and retain the best employees. Apart from this the quality management process also helps in the
success of the Airlines.

5
STRATEGIC MANAGEMENT
Differentiators
The reason behind the popularity of Singapore Airlines is its popularity over the other
kinds of Airlines. One of the prime factors is its convenient scheduling of flights which allows
the customers to travel at convenient times of the day rather than deep in the night or early in the
morning. As mentioned earlier the organization has chosen Changi Airport as its hub which is a
tourist destination by itself as it is totally a mall with various amenities and different features.
Apart from these high ratings by International organizations, reasonable prices, quality of foods,
reliable service and most importantly well behaved crew are some of the main reasons that
differentiate the mentioned Airlines Company from the other competitors in this sector. Thus
travelling becomes an enriched experience for the people who opt for Singapore Airlines. The
management of the organization has thus been able to formulate and implement the right set of
strategies to capture the market accordingly.
Economic Logic
The management of the mentioned Airlines Company has formulated a proper and
reasonable economic strategy that helps them to achieve the best results in terms of Marketing
and promotion. The large number of promotional sources and large amount of revenue of the
company helps it to attract more and more people to use their services.

6
STRATEGIC MANAGEMENT
References
Cui, Qiang, and Ye Li. "Will airline efficiency be affected by “Carbon Neutral Growth from
2020” strategy? Evidences from 29 international airlines." Journal of Cleaner Production 164
(2017): 1289-1300.
Eller, Rogéria de Arantes Gomes, and Michelle Moreira. "The main cost-related factors in
airlines management." Journal of Transport Literature 8, no. 1 (2014): 8-23.
O'Connell, John F., and George Williams. "Airline Strategy: Keeping the Legacy Carrier
Competitive. How Can Mature Airlines Stay Ahead in the Low-fare Airline Era?." In Air
Transport in the 21st Century, pp. 179-194. Routledge, 2016.
Raschellà, Alessandro, Faycal Bouhafs, Mirghiasaldin Seyedebrahimi, Michael Mackay, and Qi
Shi. "A centralized framework for smart access point selection based on the fittingness factor."
In Telecommunications (ICT), 2016 23rd International Conference on, pp. 1-5. IEEE, 2016.