Download - 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. Friga2005
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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
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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’
![Page 4: Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005](https://reader036.vdocument.in/reader036/viewer/2022082817/56649dab5503460f94a9a1d7/html5/thumbnails/4.jpg)
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”
![Page 5: Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005](https://reader036.vdocument.in/reader036/viewer/2022082817/56649dab5503460f94a9a1d7/html5/thumbnails/5.jpg)
The environmental analysis suggests some important
issues
What is really important?
External
Internal
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
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
Strengths:•Reputation and brand image of the “Singapore Girl”
•Young fleet and excellent training facilities and programs•Extensive regional and international route network
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
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SIA is the largest Asia-Pacific airline
0
5000
10000
15000
20000
1999
Capacity (Available Ton Kilometres)
SIA Cathay Qantas Thai Malaysia
Source: Singapore International Airlines Case – pp.
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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’
![Page 8: Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005](https://reader036.vdocument.in/reader036/viewer/2022082817/56649dab5503460f94a9a1d7/html5/thumbnails/8.jpg)
There are three key questions that should be
addressedQuestion Option / Hypothesis
Decision Criteria
Pros Cons
Invest in VA? Yes Return on Investment
•Enables a lower cost product offering•Access to younger demographic•Complimentary routes
•Competes with Star Alliance•Limited resources/ opportunity cost•May affect reputation
Overall Strategy?
Low Cost (rather than Differentiation)
Long Term Profitability
•Head to head with new competitors•Seems to be the trend in the U.S.•Fuel costs are rising
•Lose reputation as high quality provider•Goes against infrastructure•Differentiation may be the only way to win
Stay in Star Alliance?
Yes Market Share Growth
•Cross-selling opportunities to new customers•Access to additional routes quickly
•Lose control of scheduling •May compromise the consistent quality of service
![Page 9: Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005](https://reader036.vdocument.in/reader036/viewer/2022082817/56649dab5503460f94a9a1d7/html5/thumbnails/9.jpg)
While SIA has a higher OM, competitors are not far
behind
0
10
20
30
1999
Operating Margin - Percentage
SIA Cathay Qantas
Thai Malaysia BA
KLM United American
Source: Singapore International Airlines Case – pp.
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Asia is projected to be a key market moving
forward
0
500
1000
1500
2001
Projected Passenger Kilometres - billions
Africa Middle East L.A. Asia Europe N.A.
Source: Singapore International Airlines Case – p.
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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’
![Page 12: Sample Student Presentation Slides Strategic Management Case Analysis Dr. Paul N. Friga 2005](https://reader036.vdocument.in/reader036/viewer/2022082817/56649dab5503460f94a9a1d7/html5/thumbnails/12.jpg)
Singapore Airlines should strive for unique
positioning
•This is a critical time as technology and global reachrequire 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
SIA should set a strategicvision to be the leading global
premier service airlineRisksImplementation
•Alliances don’t deliver
•Costs get too high
•Other airlines act first
•Invest in VA (but go high end)
•Stay in Alliance
•Expand high quality labour pool
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The growth rate through 2007 is estimated to be
high
6
6.5
7
7.5
8
8.5
Growth
Regional Route Growth - %
NE Asia-SW Asia Eur - NE Asia NA - SE Asia
Source: Singapore International Airlines Case – p.