MN2206K Strategic Management: Singapore Airlines Report Analysis

This report provides a comprehensive strategic analysis of Singapore Airlines, focusing on its premium brand. It begins with an examination of the competitive landscape using the SIX forces framework, identifying key issues within the industry. A detailed LoNGPESTEL analysis follows, highlighting significant trends and issues impacting the airline's operations. The report then assesses Singapore Airlines' key resources and core capabilities, evaluating their role in the company's success. A significant portion of the report is dedicated to identifying the key elements of the airline's sustainability agenda and critically assessing how the company's resources and capabilities support this agenda. The report concludes with recommendations for the top management team, based on the preceding analysis. The report also includes a reflection on team working as a group.