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Essay / Research Paper Abstract
This 6 page paper considers the potential strategies which are available for Singapore Airlines which would be aligned to their existing core competencies and see the current market conditions. The recommendations made are based on Ansoffs Matrix. The bibliography cites 10 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TESAstrat.rtf
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Unformatted sample text from the term paper:
its short and long-term goals. Singapore Airlines, with a fleet of 108 aircraft, including the new Airbus 380 have a highly developed competitive advantage through their reputation of differentiation associated
with high quality. In addition to this they have extensive route network and take part in code share agreements (Singapore Airlines, 2010). When considering the way in
which the strategy is developed we may look at the different stakeholders and the level of Powell interest they have an organization in order to determine whether focus may be
best placed in order to satisfy the organizational goals. Johnson and Scholes, (1999) have developed a matrix looking at the way in which power and interest coincide; those that have
a high interest and a high level of power are those that need to be satisfied, and those with lower levels are less important to keep happy. If we represent
the matrix as follows we can see the way the company will approach the relationship with those stakeholders (Johnson and Scholes, 1999). Figure 1 Power Interest Matrix (Johnson and
Scholes, 1999). Level Interest Low High Power High Keep Satisfied The Key Stakeholders Low Little effort Keep informed When considering the
different stakeholders, the key stakeholder may be the primary stakeholders, including the employees and customers. Therefore, if employees at the potentially high level of power, as they are responsible for
the delivery of service, and have a high level of interest, it is essential that any strategies adopted by the company is supported by the primary stakeholders. When considering the
position of the passengers their power level is relatively low, each of which are passenger makes up a very small percentage of the overall use, the travel agencies, such as
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