Corporate Strategy for Singapore Airlines: A Focus on Passenger Business and Global Market

Focus of assignment: Passenger business, Global market (Corporate strategy) Assignment company name: SINGAPORE AIRLINES (SIA) Needed: 1) Introduction: (Below categories that may apply) - Company Background - Organization Structure - Vision, Mission & Value - Products - Current Strategies - Financial Information (Please refer to example in "ShengShiong PDF" as attached), needs to be done with graphs illustration and a brief summary of it 2) PESTEL Analysis 3) Competitor Analysis -> 3 categories needed (Please refer to the example in "ShengShiong PDF" as attached)Incorporate partnership with Singapore Petroleum Corporation to run convenience stores at petrolstations.This partnership allows bothcompanies to tap on each other’s strengths to provide their customers better deals through Sheng Siong’s established procurement network and the convenient locations of SPC stations.(b)Initiate joint venture with Food Junction to supply fresh produce tohawkers. Thishelps to cushion the high operating cost for hawkers,secure a stable source of revenue for its grocery retail business. The centralised source of procurement also helps to migrate the risk of poor food safety and quality standards.(c)Introducea new concept of a premium Sheng Siong supermarket. This aims toserve a new range of premium products targeting consumers would be willing to pay more for higher quality and premium food products.(d)Implement exclusive membership program to retain brandloyalty.This will further strengthen its cooperation with Food Junction and SPC, boosting sales and revenue, building up brand loyalty for all threeorganisations