TABLE OF CONTENT
1.0 WITH REFERENCE TO OPERATIONS MANAGEMENT ONLY, DISCUSS HOW SIA MIGHT DEVELOP IN THE FUTURE IN ORDER TO REMAIN COMPETITIVE. 2
1.1 INTRODUCTION 2
1.2 CRITICAL SUCCESS FACTORS OF SINGAPORE AIRLINES 3
1.2.1 Product/Service Differentiation 3
1.2.2 Human Assets 4
1.2.3 Fleet management 5
1.2.4 Strategic Alliances/Partnerships 5
1.2.5 Superior Service 5
1.3 COMPETITIVE ADVANTAGE STRATEGIES (PORTER’S) 6
1.4 ANSOFF’S PRODUCT/MARKET GRID 8
2.0 REFERENCES/BIBLIOGRAPHY 14
1.0 With reference to Operations Management only, discuss how SIA might develop in the future in order to remain competitive.
1.1 Introduction
The airline industry is an exclusive and fascinating industry. The reach and impact of the industry to a wider population of the global market, and the glamour associated with it, has captured the interest of the world and has made the industry a well studied one. In 1994, the British Airways Chairman, Sir Colin Marshall called the aviation industry, “the flywheel for the engine of the worlds industry” (Chan, 2000a).
The figures of the industry are massive, and justify these comments. According to the Corporate Location Journal 1994 (p.15), the industry was worth over $ 1,000 billion (directly, indirectly and ...