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Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005. Overview of Document. This slide deck exemplifies a student presentation of the analysis of a case study for a general management or strategic management course
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Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005
Overview of Document • This slide deck exemplifies a student presentation of the analysis of a case study for a general management or strategic management course • The case used in this study is: Singapore International Airlines: Strategy with a Smile (Thunderbird, 2001) • There are multiple ways to present a case story – this is only one example • The storyline is presented first, followed by the supporting data for the high-level conclusions
Singapore Airlines is in a tough situation but opportunities for global leadership exist • Singapore International Airlines (SIA) is facing dramatic environmental shifts, increasing competition, and changing customer demand • Several strategic options exist related to how SIA can improve its competitive positioning for the long term • I recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the ‘premier long-distance airline’
Singapore Airlines is in a tough situation but opportunities for global leadership exist • Singapore International Airlines (SIA) is facing dramatic environmental shifts, increasing competition, and changing customer demand • Several strategic options exist related to how SIA can improve its competitive positioning for the long term • I recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the “premier long-distance airline”
The environmental analysis suggests some important issues • General Environment: • Globalization is increasing demand for international air travel (esp. to Asia) • Political changes include the increase of free trade markets (like Singapore) • Economic conditions are important as recessions cause price sensitivity • Industry: • Consolidation in the airline industry is increasing to enhance scale and scope • Alliances are the hottest strategy tool as companies seek global connections • Customers are increasingly price sensitive but business segments are loyal • There are little to no substitutes for international air travel External • Competition: • Key domestic competitors are Japan Airlines, Thai Airways, and Cathay • Key international competitors are United, KLM, and British Airways • SIA has the best cost structure for premium level service but losing ground What is really important? • Strengths: • Reputation and brand image of the “Singapore Girl” • Young fleet and excellent training facilities and programs • Extensive regional and international route network Internal • Weaknesses: • Increasing difficulty supplying high quality labour at low costs (esp. Singapore) • “Buttoned Down” image may not be attractive to younger demographic • High cost structure needed for high quality service is difficult to change
SIA is the largest Asia-Pacific airline Source: Singapore International Airlines Case – pp.
Singapore Airlines is in a tough situation but opportunities for global leadership exist • Singapore International Airlines (SIA) is facing dramatic environmental shifts, increasing competition, and changing customer demand • Several strategic options exist related to how SIA can improve its competitive positioning for the long term • I recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the ‘premier long-distance airline’
While SIA has a higher OM, competitors are not far behind Source: Singapore International Airlines Case – pp.
Asia is projected to be a key market moving forward Source: Singapore International Airlines Case – p.
Singapore Airlines is in a tough situation but opportunities for global leadership exist • Singapore International Airlines (SIA) is facing dramatic environmental shifts, increasing competition, and changing customer demand • Several strategic options exist related to how SIA can improve its competitive positioning for the long term • I recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the ‘premier long-distance airline’
Singapore Airlines should strive for unique positioning SIA should set a strategic vision to be the leading global premier service airline Implementation Risks • Invest in VA (but go high end) • Stay in Alliance • Expand high quality labour pool • Alliances don’t deliver • Costs get too high • Other airlines act first • This is a critical time as technology and global reach • require a high-end international access airline • SIA’s best strengths are high end service and global routes • Going low-cost will damage long-term profit potential
The growth rate through 2007 is estimated to be high Source: Singapore International Airlines Case – p.