Why is the airline industry considered a global industry? What are the forces driving globalization?
1. Sources of Competitive Advantage in the Airlines Industry
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. Thus, the systematic development of market knowledge is a critically important activity in any organization.*
*Reference: From Chapter 6 Take-Aways in Mullins, J., Walker, O., & Boyd, H. (2013). Marketing management: A strategic decision-making approach. (8th ed.) New York: McGraw-Hill Irwin.
In this discussion, address the following:
Explain what makes the above concept true.
Using the airlines industry as your frame of reference, in what ways can the above concept be applied from a marketing standpoint?
After submitting your primary, original posting, review your classmates’ contributions on this theory and provide them feedback. Use examples where appropriate.
2. Singapore International Airlines: Strategy with a Smile (Ramaswamy, 2001)
Case Study Review
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.
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