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商品編號： IMD727 出版日期： 2013/12/10 作者姓名： Mazutis, Daina;Weeks, John;Vivanco, Luis;Buche, Ivy 商品類別： General management 商品規格： 5p 再版日期： 2014/09/04 地域： India 產業： Airlines;Travel 個案年度： 2007 - 2013
商品敘述：
Supplement to case IMD724. The C case takes a broader geographical view, while focusing on Singapore Airlines'' strategic differentiation. The airline, while being widely considered as the standard bearer in terms of quality and customer service, has been able to achieve some of the lowest cost structures in the industry, surpassing even some LCCs. To meet this seeming paradox while minimizing trade-offs, Singapore Airlines draws the line between things that are valued by the customer, where procedural and cultural ingenuity are promoted, and things that have no effect on the traveler, where cost efficiency is sought. Learning objectives: To investigate how, why and where SIA manages its cost/service trade-offs. To identify the key internal characteristics that allow Singapore Airlines to consistently beat its rivals in terms of customer service and profitability.
涵蓋領域：
Differentiation strategy;Efficiency;Five forces;General management;Market analysis;Market entry;Strategy
相關資料：
Case Teaching Note, (IMD725), 16p, by Daina Mazutis, John Weeks, Luis Vivanco, Ivy Buche
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