Case Analysis of Singapore Airlines

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Case Analysis of Singapore Airlines

1.0 Case Analysis of Singapore Airlines

1.1 The Airline Industry and Singapore Airlines

Recently the airline industry has been negatively affected by terror attacks such as the US terror attack in 2001, and global financial crisis such as that happened in 2009. Although the industry is still recovering, as evidenced by doubling of revenues from US$369 billion in 2004 to US$746 billion in 2014, the profit margins are still squeezed. This prompts the airline companies to cut costs or find other revenue streams. The largest cost in airline is the jet fuel which many airlines report to constitute up to 40% of the operating expenses. Singapore Airlines (SIA) started its operations in 1972 following the decision by Malaysia and Singapore government to share assets of the former Malaysia-Singapore Airlines. The original carrier had begun operations in 1747 as Malaysian airways Limited (MAL). air service agreements that governed transportation markets between the countries.

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Description

Description and guidelines

Students will prepare an analysis of the Lego case (on LMS), and use the case analysis framework outlined in LMS, as well as notes provided by the lecturer as a guide in their case analysis. Each report is not to exceed 10 pages (12-pt font, 1.5 spacing), excluding cover sheet, references and appendices. This page limit will be strictly enforced and lecturers or tutors can choose not to read any pages beyond the 10-page limit. Case Analysis of Singapore Airlines.

Marking criteria

The report will be assessed based on the following criteria:

  • Analysis of the organisation’s external environment;
  • Analysis of the organisation’s internal environment;
  • Pulling it together – quality of the SWOT; Do the organisation’s current strategies fit with the external and internal environments? Are there clear conclusions on key issues/problems?
  • Practicality of the recommended strategies – is there enough justification based on sound evaluation of alternative recommendations? Do the recommended strategies fit in with the earlier analyses?
  • Overall application of relevant concepts, theories and models;
  • Quality of arguments and general coherence of the overall report – are arguments convincing and well structured?
  • General layout and presentation of the report (including length, spelling, grammar and referencing). Case Analysis of Singapore Airlines.

The report is not to exceed 10 pages (12-pt font, 1.5 spacing), excluding cover sheet, references and appendices. Appendices should contain only supporting diagrams, tables and the like and should not be a proxy for additional text.  This page limit will be strictly enforced and tutors can choose not to read any pages beyond the 10-page limit. Case Analysis of Singapore Airlines.

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Case Analysis of Singapore Airlines

1.0 Case Analysis of Singapore Airlines

1.1 The Airline Industry and Singapore Airlines

Recently the airline industry has been negatively affected by terror attacks such as the US terror attack in 2001, and global financial crisis such as that happened in 2009. Although the industry is still recovering, as evidenced by doubling of revenues from US$369 billion in 2004 to US$746 billion in 2014, the profit margins are still squeezed. This prompts the airline companies to cut costs or find other revenue streams. The largest cost in airline is the jet fuel which many airlines report to constitute up to 40% of the operating expenses. Singapore Airlines (SIA) started its operations in 1972 following the decision by Malaysia and Singapore government to share assets of the former Malaysia-Singapore Airlines. The original carrier had begun operations in 1747 as Malaysian airways Limited (MAL). air service agreements that governed transportation markets between the countries……

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