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Solution of SingaporeAirlines CaseStudy

Question-1: What is the use of SWOT analysis in this case?


Answer:
SWOT analysis of Singapore Airlines (SIA) shown below:
Strength of SIA Weakness of SIA
Economic Success
Strong Trading link
Strong brand image
Trained manpower
Client satisfaction
Latest Aircraft
Heavy Competition
High Price
Not permitted to access air route in all over
the world
Opportunity of SIA Threats of SIA
Rapid growth in air transport.
Market & route expansion
Competitive package offering
Ability to maintain the quality of customer
service by using 28000 strong workforces.
Competitor growing
Route fare analysis
Restrictive regulations of air routes.
Question 2: Which value creating activities being exploited to use the business level strategy?
Show those activities using the value chain analysis for the business level strategy
Answer: Business level strategy is an integrated and coordinated set of commitment and actions the firm
uses to gain a competitive advantage by exploiting core competences in specific product markets. It
details the actions managers take in their quest for competitive advantage when competing in a
single product market. The value creating activities being exploited to use business level strategy are:
Business Strategies
Cost Leadership
Strategy
Producing and marketing a good quality product or service at a lower
cost than the competitors.
Differentiation
Strategy
Creating a product or service that is perceived as being unique throughout the
industry
Focus Strategy Addressing a focused segment of the marketplace , product form or cost
management process.
In our case SIA has taken differentiation strategy by developing following competitive advantages
Product Innovation.
Investment in leading-edge technology that helps SIA to achieve leadership position in
In-flight entertainment.
Designing In-flight dining with the formation of ICP & the introduction of World
Gourmont Cuisine.
Creation of unique packages for all classes of passengers.
Valuechain activities: Differentiation strategy of SIA
Firm
Infrastructure
SIA has two advantages
Location of Singapore
own Aircrafts
HRM
Design various program to train its employess.
Technology
Development
Highly advanced aircraft and superior in-flight entertainment leads SIA
to a leadership position
Procurement
Purchase high quality aircrafts with all modern facilities
Buying
quality
aircraft and
facilities to
satisfy
passengers
Efficient
flight
operations
Ensure
quality
service
Highly motivated &
committed
workforce, creative
& innovative
programs
Rapid
customer
service
Inbound
Logistics
Operations Outbound
Logistics
Marketing &
Sales
Service