Business Polisy Study
Course Title
Diploma in Business Administration
Module Title
Business Policy and Strategy
Project Title
Singapore Airlines:
Responding to the Crises
Group members
Chan Caiying
Felicia Toh Ying Hui
Low Yi Lian Elaine
Nur Siti Hawa Binte Ismail
Batch number
DBA 1A/13
Content page Page
1. Introduction 3
2. Organization profile 3
3. External environment 4
4. Internal environment 6
5. SWOT analyses 8
6. Long- and near- term objectives 10
7. Recommendation 12
8. List of reference 14
1. Introduction
This report aims to introduce the basic strategic management concepts with regards to Singapore Airlines (SIA). Looking into the report, you will be able to find concepts and theories used by SIA based on the studies and analyses of its strategic management issues.
This includes the following attributes:
The background and situation of SIA
Its external and internal environments
The possible long- and near-term objectives that SIA could pursue
Reasons and suggestions as to the plausible strategic choice(s) that SIA may select and implement
2. Organization profile
Background information
Singapore Airlines has come a long way since our founding in 1972, evolving from a regional airline to one of the most respected travel brands around the world. We fly one of the youngest aircraft fleets in the world to destinations spanning a network spread over six continents, with our Singapore Girl as our internationally-recognisable icon providing the high standards of care and service that customers have come to expect of us.
Singapore Airlines' Mission Statement
Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees.
(Reference: http://www.singaporeair.com/en_UK/about-us/ )
3. External Environment
3.1 Political
Diploma in Business Administration
Module Title
Business Policy and Strategy
Project Title
Singapore Airlines:
Responding to the Crises
Group members
Chan Caiying
Felicia Toh Ying Hui
Low Yi Lian Elaine
Nur Siti Hawa Binte Ismail
Batch number
DBA 1A/13
Content page Page
1. Introduction 3
2. Organization profile 3
3. External environment 4
4. Internal environment 6
5. SWOT analyses 8
6. Long- and near- term objectives 10
7. Recommendation 12
8. List of reference 14
1. Introduction
This report aims to introduce the basic strategic management concepts with regards to Singapore Airlines (SIA). Looking into the report, you will be able to find concepts and theories used by SIA based on the studies and analyses of its strategic management issues.
This includes the following attributes:
The background and situation of SIA
Its external and internal environments
The possible long- and near-term objectives that SIA could pursue
Reasons and suggestions as to the plausible strategic choice(s) that SIA may select and implement
2. Organization profile
Background information
Singapore Airlines has come a long way since our founding in 1972, evolving from a regional airline to one of the most respected travel brands around the world. We fly one of the youngest aircraft fleets in the world to destinations spanning a network spread over six continents, with our Singapore Girl as our internationally-recognisable icon providing the high standards of care and service that customers have come to expect of us.
Singapore Airlines' Mission Statement
Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees.
(Reference: http://www.singaporeair.com/en_UK/about-us/ )
3. External Environment
3.1 Political