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Question – 2: Which value creating activities being exploited to use the business level strategy?

Show those activities using the value chain analysis for the business level strategy

Business Strategies

Cost Leadership Strategy :

Producing and marketing a good quality product or service at a lower cost than the competitors.

Differentiation Strategy :

Creating a product or service that is perceived as being unique throughout the industry

Focus Strategy:

Addressing a focused segment of the marketplace, product form or cost management process.

A Singapore Airlines Case Study

Business Strategies (Contd.)

In our case SIA has taken differentiation strategy by developing following competitive advantages –

  • Product Innovation.

  • Investment in leading-edge technology that helps SIA to achieve leadership position in In-flight entertainment.

  • Designing In-flight dining with the formation of ICP & the introduction of World Gourmet Cuisine.

  • Creation of unique packages for all classes of passengers.

Value chain activities: Differentiation strategy of SIA

value chain is a chain of activities that a firm operating in a specific industry performs in order to deliver a valuable product or service for the market. The concept comes from business management and was first described and popularized by Michael Porter.

Threats of SIA

  • Competitor growing

  • Route fare analysis

  • Restrictive regulations of air routes.

Opportunity of SIA

 Rapid growth in air transport.

 Market & route expansion

 Competitive package offering

Ability to maintain the quality of customer service by using 28000 strong workforces.

Weakness of SIA

  • Heavy Competition
  • High Price
  • Not permitted to access air route in all over the world

Thank you!

Strength of SIA

 Economic Success

 Strong Trading link

 Strong brand image

 Trained manpower

 Client satisfaction

 Latest Aircraft

SIA is well known for the quality of its product offering and excellence of service offering

SIA offers four classes of service – suites, first class, business class and economy class.

Lets have a look

University of Chittagong

Center For Business Studies

Question-1: What is the use of SWOT analysis in this case?

Presented To,

Professor MD. Sahidur Rahman

Management Studies

University of Chittagong

Introduction

Singapore Airlines has come a long way since its founding in 1972, evolving from a regional airline to one of the most respected travel brands around the world.

Its headquarter is in the Singapore.

Presented By,

Jiku Saha

ID: 1301028

H. M. Arif Enam

ID: 1301029

Ruma Mazumder

ID: 1301030

MD. Alauddin Babu

ID: 1301031

MD. Zubayer Hossen

ID: 1301032

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