Strategic Management Case Study Presentation Example

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Presentation on theme: "Sample Student Presentation Slides Strategic Management Case Analysis"— Presentation transcript:

1 Sample Student Presentation Slides Strategic Management Case Analysis
Dr. Paul N. Friga2005

2 Overview of DocumentThis slide deck exemplifies a student presentation of the analysis of a case study for a general management or strategic management courseThe 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 exampleThe storyline is presented first, followed by the supporting data for the high-level conclusions

3 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 demandSeveral strategic options exist related to how SIA can improve its competitive positioning for the long termI recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the ‘premier long-distance airline’

4 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 demandSeveral strategic options exist related to how SIA can improve its competitive positioning for the long termI recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the “premier long-distance airline”

5 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 sensitivityIndustry:Consolidation in the airline industry is increasing to enhance scale and scopeAlliances are the hottest strategy tool as companies seek global connectionsCustomers are increasingly price sensitive but business segments are loyalThere are little to no substitutes for international air travelExternalCompetition:Key domestic competitors are Japan Airlines, Thai Airways, and CathayKey international competitors are United, KLM, and British AirwaysSIA has the best cost structure for premium level service but losing groundWhat is reallyimportant?Strengths:Reputation and brand image of the “Singapore Girl”Young fleet and excellent training facilities and programsExtensive regional and international route networkInternalWeaknesses:Increasing difficulty supplying high quality labour at low costs (esp. Singapore)“Buttoned Down” image may not be attractive to younger demographicHigh cost structure needed for high quality service is difficult to change

6 SIA is the largest Asia-Pacific airline
Source: Singapore International Airlines Case – pp.

7 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 demandSeveral strategic options exist related to how SIA can improve its competitive positioning for the long termI recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the ‘premier long-distance airline’

8 There are three key questions that should be addressed
Option / HypothesisDecision CriteriaProsConsInvest in VA?YesReturn on InvestmentEnables a lower cost product offeringAccess to younger demographicComplimentary routesCompetes with Star AllianceLimited resources/ opportunity costMay affect reputationOverall Strategy?Low Cost (rather than Differentiation)Long Term ProfitabilityHead to head with new competitorsSeems to be the trend in the U.S.Fuel costs are risingLose reputation as high quality providerGoes against infrastructureDifferentiation may be the only way to winStay in Star Alliance?Market Share GrowthCross-selling opportunities to new customersAccess to additional routes quicklyLose control of schedulingMay compromise the consistent quality of service

9 While SIA has a higher OM, competitors are not far behind
Source: Singapore International Airlines Case – pp.

10 Asia is projected to be a key market moving forward
Source: Singapore International Airlines Case – p.

11 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 demandSeveral strategic options exist related to how SIA can improve its competitive positioning for the long termI recommend that SIA pursue a high-end differentiation strategy based upon unique positioning as the ‘premier long-distance airline’

12 Singapore Airlines should strive for unique positioning
SIA should set a strategicvision to be the leading globalpremier service airlineImplementationRisksAlliances don’t deliverCosts get too highOther airlines act firstInvest in VA (but go high end)Stay in AllianceExpand high quality labour poolThis is a critical time as technology and global reachrequire a high-end international access airlineSIA’s best strengths are high end service and global routesGoing low-cost will damage long-term profit potential

13 The growth rate through 2007 is estimated to be high
Source: Singapore International Airlines Case – p.

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