sample student presentation slides - paul friga - 2005

8/12/2019 Sample Student Presentation Slides - Paul Friga - 2005

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Sample Student Presentation Slides -

Strategic Management Case Analysis

Dr. Paul N. Friga

2005


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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: SingaporeInternational Airlines: Strategy with a Smile

(Thunderbird, 2001)

There are multiple ways to present a case storythis is only one example

The storyline is presented first, followed by the

supporting data for the high-level conclusions


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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 SIAcan improve its competitive positioning for the long

term

I recommend that SIA pursue a high-enddifferentiation strategy based upon unique

positioning as the premier long-distance airline


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term

I recommend that SIA pursue a high-enddifferentiation strategy based upon unique



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The environmental analysis

suggests some important issues

What is really

important?

External

Internal

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 loyalThere are little to no substitutes for international air travel

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

Strengths:

Reputation and brand image of the Singapore GirlYoung fleet and excellent training facilities and programs

Extensive regional and international route network

Weaknesses:

Increasing difficulty supplying high quality labor 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


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SIA is the largest Asia-Pacific

airline

0

5000

10000

15000

20000

1999

Capacity (Available Ton Kilometers)

SIA Cathay Qantas Thai Malaysia

Source: Singapore International Airlines Case

pp. 208-209


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term

I recommend that SIA pursue a high-end

differentiation strategy based upon unique



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There are three key questions

that should be addressed

Question Option /

Hypothesis

Decision

Criteria

Pros Cons

Invest in VA? Yes Return on Investment Enables a lower cost

product offering

Access to youngerdemographic

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 bethe only way to win

Stay in Star Alliance? Yes 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


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Asia is projected to be a key

market moving forward

0

500

1000

1500

2001

Projected Passenger Kilometers -

billions

Africa Middle East L.A. Asia Europe N.A.


p. 210


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term

I recommend that SIA pursue a high-end

differentiation strategy based upon unique



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Singapore Airlines should

strive for unique positioning

This is a critical time as technology and global reachrequire a high-end international access airline

SIAs best strengths are high end service and global routes

Going low-cost will damage long-term profit potential

SIA should set a strategic

vision to be the leading global

premier service airlineRisks

Implement-

ation

Alliances dont deliver

Costs get too high

Other airlines act first

Invest in VA (but go high end)

Stay in Alliance

Expand high quality labor pool


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The growth rate through 2007

is estimated to be high

6

6.5

7

7.5

8

8.5

Growth

Regional Route Growth - %

NE Asia-SW Asia Eur - NE Asia NA - SE Asia


p 211

sample student presentation slides - paul friga - 2005

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