Question-1: What is the use of SWOT analysis in this case?
Answer: SWOT analysis of Singapore Airlines (SIA) shown below: Strength of SIA Weakness of SIA Economic Success Strong Trading link Strong brand image Trained manpower Client satisfaction Latest Aircraft Heavy Competition High Price Not permitted to access air route in all over the world Opportunity of SIA Threats of SIA Rapid growth in air transport. Market & route expansion Competitive package offering Ability to maintain the quality of customer service by using 28000 strong workforces. Competitor growing Route fare analysis Restrictive regulations of air routes. Question 2: Which value creating activities being exploited to use the business level strategy? Show those activities using the value chain analysis for the business level strategy Answer: Business level strategy is an integrated and coordinated set of commitment and actions the firm uses to gain a competitive advantage by exploiting core competences in specific product markets. It details the actions managers take in their quest for competitive advantage when competing in a single product market. The value creating activities being exploited to use business level strategy are: Business Strategies Cost Leadership Strategy Producing and marketing a good quality product or service at a lower cost than the competitors. Differentiation Strategy Creating a product or service that is perceived as being unique throughout the industry Focus Strategy Addressing a focused segment of the marketplace , product form or cost management process. In our case SIA has taken differentiation strategy by developing following competitive advantages Product Innovation. Investment in leading-edge technology that helps SIA to achieve leadership position in In-flight entertainment. Designing In-flight dining with the formation of ICP & the introduction of World Gourmont Cuisine. Creation of unique packages for all classes of passengers. Valuechain activities: Differentiation strategy of SIA Firm Infrastructure SIA has two advantages Location of Singapore own Aircrafts HRM Design various program to train its employess. Technology Development Highly advanced aircraft and superior in-flight entertainment leads SIA to a leadership position Procurement Purchase high quality aircrafts with all modern facilities Buying quality aircraft and facilities to satisfy passengers Efficient flight operations Ensure quality service Highly motivated & committed workforce, creative & innovative programs Rapid customer service Inbound Logistics Operations Outbound Logistics Marketing & Sales Service