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

2. 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

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 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’

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 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”

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 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

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 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’

8. There are three key questions that should be addressed
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?
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

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 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’

12. Singapore Airlines should strive for unique positioning
SIA should set a strategic
vision to be the leading global
premier service airline
Implementation
Risks
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
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

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