Singapore Airlines Case Study on Change
EXECUTIVE SUMMARY Singapore Airlines (SIA) is one of the world’s leading players of the international airline industry. The Singapore Girl carrier, it is a prominent brand in providing high quality service standards to its customer. The current pressures of the contemporary business setting necessitate change on its managerial strategies. There are problems and issues in its operations like serving customers with high expectations and competitive pressures including technology innovations, travel cost, and labor issues.
This case study looks on the ability of the Airlines to cope up with change. It also looks on the opportunities and challenges of change affecting the whole business functions. By providing case-based examples, the issue of corporate costs, security, and service are evaluated.
Despite the outstanding performance of the Airline, it was recommended that innovations should be deliberate and continuous. Moreover, labor trends, changes and issues must be addressed immediately. Also, SIA should keep up on their research and development (R&D) initiatives as it is an important way of determining future forces that will directly or indirectly affect the overall business environment. There should be optimization in marketing strategy. Lastly, SIA must reach out to a broader target market and must project an image of good corporate governance practice and social responsibility.
In sum, change is inevitable yet SIA will always be well-equipped with the needed characteristics to sustain its advantageous position and expand high quality standard management.
INTRODUCTION
Organizations today operate in an environment characterized by hypercompetition (D’ Aveni, 1995). While organizations strive to survive the challenges of the niche market they operate, different environmental factors came into surface and have changed the way organizations perform their tasks. The airline industry all over the world is now living in an interesting era. More
This case study looks on the ability of the Airlines to cope up with change. It also looks on the opportunities and challenges of change affecting the whole business functions. By providing case-based examples, the issue of corporate costs, security, and service are evaluated.
Despite the outstanding performance of the Airline, it was recommended that innovations should be deliberate and continuous. Moreover, labor trends, changes and issues must be addressed immediately. Also, SIA should keep up on their research and development (R&D) initiatives as it is an important way of determining future forces that will directly or indirectly affect the overall business environment. There should be optimization in marketing strategy. Lastly, SIA must reach out to a broader target market and must project an image of good corporate governance practice and social responsibility.
In sum, change is inevitable yet SIA will always be well-equipped with the needed characteristics to sustain its advantageous position and expand high quality standard management.
INTRODUCTION
Organizations today operate in an environment characterized by hypercompetition (D’ Aveni, 1995). While organizations strive to survive the challenges of the niche market they operate, different environmental factors came into surface and have changed the way organizations perform their tasks. The airline industry all over the world is now living in an interesting era. More
References: Roll, M 2004, “Singapore Airlines flying tiger”, Brand Features – Profile (online accessed 7 February 2008), http://www.brandchannel.com/features_profile.asp?pr_id=209