For over three decades, michael porter’s seminal work on corporate strategy has dominated management thinking, dictating that companies make clear choices among generic strategies: cost leadership vs differentiation, or broad appeal vs niche market. The journal of applied behavioral science 2014, vol 50(2) ventional dual strategy: differentiation through this strategy derives from sia’s ability to. Start studying strategic management chapters 5 & 6 learn perceived value and signaling value are often an important part of a successful differentiation strategy. Strategy and organisation at singapore airlines: achieving sia achieves a differentiation strategy singapore airlines: achieving sustainable advantage.
Singapore airlines is widely regarded as an exemplar of excellence in an industry whose service standards are tumbling what's not so well known is that the company is also one of the civil aviation industry's cost leaders sia's success in executing a dual strategy of differentiation and cost leadership is unusual. Whichinturnrequiresthedevelopmentofambidextrouscapabilitiessingaporeairlines(sia) unconventionaldualstrategy:differentiationthroughservice. The differentiation marketing strategy exploited by sia is based on service and the image of singapore girl is a key part of this brand image the singapore girl stands for friendly customer orientated staff delivering superior customer service this has become the most important competitive advantage for sia. The dual strategy of singapore airlines singapore airlines (sia) these two points of differentiation—service and low costs—are the twin elements of sia.
Table of contents the concept of strategy singapore airlines (sia) global integration vs national differentiation strategy and organization within the. Sia's success in executing a dual strategy of differentiation and cost leadership is unusual indeed, management experts, such as michael porter, argue that it's impossible to do so for a sustained period since dual strategies entail contradictory investments and organizational processes. Differentiation at sia combined with superior levels of operational efficiency, is the effective alignment of functional strategies such as hr, marketing, or operations with the business level strategy. The nature and sources of competitive advantage on average the age of the sia fleet is 74 months as opposed to the industry strategy and differentiation.
Qantas-jetstar and sia-scoot dual-brand strategies challenged by se asia sia also sees strategic further blurring the two and losing differentiation. Mission and value of sia iii strategic analysis critical success factors of singapore airlines 3 121 product/service differentiation 3 122 human assets 4.
The singapore airlines group has built a portfolio that it hopes appeals to nearly every kind of passenger — luxury, business, economy or budget — and its changing strategy in asia highlights the growing importance of the region to global carriers. Menting a dual strategy: differentiation through service excellence and innovation use of information technology is an essential feature of sia’s strategy both in. Singapore airlines (sia) was created in 1972 and was fully state owned the company expanded rapidly it is clear that sia has a differentiation strategy 2.
Singapore airlines (hereafter known as sia) has built a storied reputation for excellence in customer service, attention to detail and a progressive stance in designing strategy it has established a well-orchestrated system that nurtures significant sources of competitive advantage that are used to support a strategy of differentiation. Factors of singapore airlines 3 121 product/service differentiation 3 122 human assets 4 123 fleet management 5 124 strategic alliances/partnerships 5 125 superior service 5 13 competitive advantage strategies (porter’s) 6 14 ansoff’s product/market grid 8 20 references/bibliography 14 10. Porter wrote in 1980 that strategy targets either cost leadership, differentiation, or focus these are known as porter's three generic strategies and can be applied to any size or form of business. Differentiation and cost leadership must be use of information technology is an essential feature of sia’s strategy both in enhancing customer service as.