18 Jun HOW IMPORTANT TO A COMPANY’S SUCCESS IS ITS COUNTRY OF ORIGIN AND WHY DOES THIS MATTER?
Access and read the following Harvard Business Review case study:
Singapore International Airlines: Strategy With A Smile (Links to an external site.)Links to an external site. (Ramaswamy, 2001) (HTML webpage file/Adobe Acrobat PDF file)
This business strategy case will help you to develop a framework for conceptualizing differentiation-based competitive advantage. Specifically, it illustrates how an organization implementing a strategy of differentiation needs to design its entire value chain with the intent to be outstanding in every value activity that it performs. Thus, it identifies the critical resource commitments that a differentiation strategy would require. This discussion is closely intertwined with an examination of country-specific (Singapore, in this case) sources of competitive advantage.
Case Study Analysis
Prepare your response, addressing the following items:
Why is the airline industry considered a global industry? What are the forces driving globalization?
How important to a company’s success is its country of origin and why does this matter?
How do you explain the success of Singapore Airlines (SIA) over an extended period of time?
What are the key competencies of SIA? How are they created and sustained? How durable are they?
What developments in the industry are threatening? What opportunities have emerged? Do these threats and opportunities necessitate any changes in strategic direction at SIA? What changes would you recommend?
Evaluate the pros and cons of SIA’s alliance strategy and the suitability of Virgin Atlantic as a partner. Explore the impact on the Star Alliance.
3. Part 1: Review Questions
Forecasts have powerful influence on what companies do, through budgets and other planning procedures. Thus, forecasting merits significant management attention and commitment. Provide an example of a budget or sales forecast for a major airlines and outline the components of this budget or forecast.
Superior market knowledge is not only an important source of competitive advantage, but it also results in happier, higher volume of, and more loyal customers. Do you agree or disagree with this statement? Why or why not? Defend your answer.
Much can go wrong in marketing research and often does. Becoming an informed and critical user of marketing research is an essential skill for anyone who seeks to contribute to strategic decision making. Do you agree or disagree with this statement? Why or why not? Defend your answer.
Why do market segmentation and target marketing make sense? Provide an example for the airlines industry.
Part 2: Sales Forecasting in the Airlines Industry
As a marketing manager for a major airline, you are faced with strategic planning decisions of growing sales and increasing market share in the leisure travel market. Your boss walks into your office and requests an analysis of past sales in the leisure travel market using regression analysis (Tip: Review video Forecasting in Excel Using Simple Linear Regression in Activity 4.2). Using the Excel data file linked below, create a regression analysis with a graph that you can present to your boss for a meeting next week. Include a summary of your findings that:
Determine if sales are increasing, decreasing, or staying constant based upon the regression forecast.
Explain the deviations in sales demand.
Provide your boss with a suggested strategic directive based upon your findings.
Data File
Download the following file by right-clicking on the file link, selecting Save Target (or Link) As…, and saving to your computer.
Leisure Travel Data File (Microsoft Excel file)
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