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Singapore Airlines: Surviving the COVID-19 Pandemic
內容大綱
In August 2021, Singapore Airlines Group (SIA) was at a critical juncture in its history. Since early 2020, the COVID-19 pandemic had forced commercial travel to almost a standstill, requiring SIA to idle most of its fleet. The group’s overall revenues had declined by 76 per cent in the 2020/21 financial year, resulting in a loss of S$4.27 billion. The massive cash bleed forced the group to issue new capital, thus diluting the stake of its existing shareholders. Although SIA’s results had improved for the quarter ended June 30, 2021, the emergence of new virus variants and continued travel restrictions meant that the group needed to make critical decisions that would have implications for both its short-term survival and its long-term performance.
學習目標
This case can be used in a graduate-level strategic management course to illustrate issues relating to changes in the industry environment and their impact on strategy. After working through the case and assignment questions, students will be able to<ul><li>understand the impact of the COVID-19 pandemic on the airline industry globally and in specific regions;</li><li>understand how the lack of a domestic demand and dependence on international travel can be problematic in circumstances such as pandemics;</li><li>understand how local government policy in areas such as border control can have a tremendous impact on a company’s fortunes;</li><li>evaluate the strategies implemented by a company in the face of a crisis; and</li><li>appreciate the importance of adaptability in an industry that is likely to undergo significant change in the future.</li></ul>