Singapore airlines and the Silk Resort and Spa in Queensland Australia Free essay! Download now
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Singapore airlines and the Silk Resort and Spa in Queensland Australia
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| Words: 4368 | Submitted: 15-Oct-2012
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DescriptionThis report discusses the strategy goal and the acclaimed strategy of the Silk Resort and Spa followed by analysing the general environment (opened by Singapore Airlines
Singapore Airlines is one of the best airlines in the world and so SIA was encouraged to open a resort in Noosa called SILK Resort and Spa. This report discusses the strategy goal and the acclaimed strategy of the Silk Resort and Spa followed by analysing the general environment, industry analysis and overview that is based on Australia. Five forced analysis is also discussed in this report which are the new competitor risk, bargaining power of suppliers and buyers, threat of substitute products and core competency in Australia. Some of the other analysis done is SWOT (strength, weakness, opportunities and threat) analysis which is compared with other organization and market summarizing the important customer group, unique competencies to satisfy the needs , PESTLE (political, environmental, social, technological, legal and economical) analysis, internal environmental analysis where the resources, proficiencies and skills of organization is discussed and analysing the strategy to overcome the weakness, value chain analysis( discussing the two types of activities primary and supportive) in Australia. Other important factors such as competitive placing explains whether the competitors position is based on Porter’s generic strategy like cost leader, cost differentiator, focussed cost leader or focussed cost differentiator, and last but not the least selection of generic strategy which explains the business choice of strategies and the reasoning behind this strategy. The report will be concluded with a brief conclusion and appendices followed by references.
Singapore Airlines (SIA)
Singapore Airlines is based at the Singapore Changi Airport and operates in the South, Southeast and East Asian Countries as well as the Trans Pacific and Australian routes (SIA History 2012). Singapore Airlines is diversified into different parts in order to manage its businesses such as Silk Air, Singapore airlines Cargo and also operates the low cost Tiger Airways. Singapore Airlines is among the top fifteen ranked carriers in the world (SIA Annual Report 2011). Singapore Airlines also operates a travel agency known as SIA Holidays across many countries but presently do not operate in Australia and the United States (SIA Holiday Destinations 2012).
Innovative use of information technology is one of the main features of Singapore Airlines strategy which is further used in increasing efficiency as well enhancing consumer experience (Doganis 2006). Singapore Airlines follow a related diversity strategy at its corporate level and hence have more than thirty five associated companies and subsidiaries (SIA Annual Report 2011). Singapore Airlines follows a dual strategy of differentiation in the quality of services as well as internal cost leadership. Singapore Airlines achieves these strategies by utilising its core competency of outstanding service through cost effectiveness along with its organisational activities and processes (Heracleous and Wirtz 2009). Singapore airlines have a very stable business operations base in Australia and ...
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