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Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005 PowerPoint PPT Presentation


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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 - PowerPoint PPT Presentation

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Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005

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Sample student presentation slides strategic management case analysis dr paul n friga 2005

Sample Student

Presentation Slides

Strategic Management

Case Analysis

Dr. Paul N. Friga

2005


Overview of document

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 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 exist1

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

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

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 exist2

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’


There are three key questions that should be addressed

There are three key questions that should be addressed


While sia has a higher om competitors are not far behind

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

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 exist3

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

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

The growth rate through 2007 is estimated to be high

Source: Singapore International Airlines Case – p.