3.1 Strategic Development
Virgin Atlantic Airways and Singapore Airlines are using different strategic development.
3.1.1 Emergent and Intended Strategies
Virgin Atlantic Airways is using emergent strategy development. Emergent strategy comes about through more everyday routines, activities and processes in organizations. It may not be directly to do with development of strategy.
Singapore Airlines is using intended strategy development. Intended strategy is an expression of desired strategic direction deliberately formulated or planned by manager. The implementation of intended strategy is also planned in terms of resource allocation, control systems, organizational structure and so on.
3.2 Competitive Strategy
Competitive strategy is concerned with the basis on which a business unit might achieve competitive advantage in the industry. According to Michael E. Porter mentioned and list out there are three generic competitive strategies which are: cost leadership, differentiation and focus.
Cost Leadership Strategy
In cost leadership strategy, an organization sets out to become the low cost producer in its industry. The sources of cost advantage are varied and depend on the structure of the industry. They may include the pursuit of economies of scale, proprietary technology, preferential access to raw materials and other factors. A low cost producer must find and exploit all sources...