Breadtalk Anaysis

Topics: Singapore Airlines, Airline, Flag carrier Pages: 31 (4599 words) Published: July 17, 2014

Strategic analysis and planning for Nokia in Finland

Name: Ding Zhaofeng
UOB Number: 10036495
Batch Number: BMMD2 1011A
Module: Applied Strategic Management
Lecturer: Mr. G.V. Nathan
Submission Date: 06-Mar-2012

CONTENT PAGE

Acknowledgement……………………………………………...…………………3 Outline..............................................................................................................4 Executive Summary………………………………………………………...……..6 Introduction………………………………….…………….…………….………….7 PESTEL Analysis…………………………..…………………………………..…..8 Porter’s Five Forces................………….……………………….……..............10 Key Success Factors (KSF)………………………………………..…….……..12 Appraisal of Company Resources……………………………………………..15 Assessment of Company Financial Resources……………………………..17 Review Options for Future Strategy……..……………………………………18 Recommendations…………………………………………………………...…..21 Usefulness of the analyse models...…………………………………………..22 Usefulness of strategy development………………………………………….23 Conclusion………………………………………………………………………...23 List of References……………………………………………………………...…26 Appendix

Financial Statements of SIA………………………………………………. 25 Gantt chart………………………………………………………………….. 26

1.0 Acknowledgement
This project could not have been written without Mr. G.V Nathan who not only served as my lecture bur also encouraged and challenged me throughout my academic program. I would like to extend my sincere thanks to him. Also, I would like to express my gratitude towards my parents & member (Zhang Hao, Zhou Yuanxun, Yuan Shuyi) for their kind co-operation and encouragement which help me in completion of this project.

Last but not least, thanks and appreciations also go to my colleague in developing the project and people who have willingly helped me put with their abilities.

2.0 Outline
University of Bradford/ MDIS
Applied Strategic Management
Project outline
Name: Ding Zhaofeng
Student Number: 10036495
Batch No: BMMD 21011A
Selected Company: Singapore Airlines Limited

Brief of company
Singapore Airlines Limited (SIA, 1972), which began life as Malayan Airway (1947), is the flag carrier airline of Singapore. SIA operates a hub at Changi Airport and has a strong presence in the Southeast Asia market. SIA flies to 62 destinations in 25 countries on six continents from its primary hub in Singapore; it has a strong presence in the Southeast Asian region.

Reasons for selecting the company
SIA, which the world’s third largest air cargo operator. The reason for selecting this company is the desire to understand how SIA used effective strategies in the highly competitive market and achieve today’s position.

Main strategic issues facing the company
H1N1
In 2009, a large outbreak of H1N1 has made SIA suffer. Lots of customers choose to change their route or even cancel the plan; this made the SIA’s stock dropped.

Europe Ash Crisis
In 2011, Europe Ash Crisis made lots of Europe Airline suffer, because of this, SIA’s route to UK and Australia had been affected.
Company’s contribution to the National Economy
2010, the GDP of Singapore is US$ 222,700.6. As the flag airline of Singapore, SIA provides about 7% of Singapore’s total GDP last year, at the same time, SIA also bring 150% of indirect economic benefits. SIA also bring about 10% of employment opportunities to Singapore.

Company’s contribution to the Regional Economy
Singapore uses its advantageous position in Southeast Asian, one of the most important shipping hubs in the world, now SIA provide more than 100 international airlines. SIA provide the indispensible transport network to the regional economy.

Recent strategic choice
SIA had developed a new route between SG to Egypt. So far the data shows that this new route made SIA more competitive in the Asia Market.

Source of...


References: Brief of company
Singapore Airlines Limited (SIA, 1972), which began life as Malayan Airway (1947), is the flag carrier airline of Singapore
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