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Singapore Airlines (B): Strategic Positioning in the Indian Airline Industry
內容大綱
Supplement to case IMD724. Singapore Airlines creates a partnership with India's Tata Group to create a full-service airline to serve the Indian market. The market is served by five existing airlines in both the low-cost and full-service categories. In parallel to the company it is creating with Singapore Airlines, the Tata Group is also launching a low-cost carrier with Malaysia's AirAsia, the overall Asian LCC leader. The case looks at how the different carriers compete in the Indian market, drawing differences between the approaches of low-cost carriers and full-service providers. Learning objectives: To identify and understand the different ways in which a company can compete in a market - low cost vs. differentiation. To understand the close link between strategic positioning and internal competencies.