Case Study

Singapore Airlines (A): The India decision

10 pages
December 2013
Reference: IMD-3-2414

The Indian aviation market, having experienced high growth rates that were expected to continue through 2016, was opened to foreign investment in 2012. Singapore Airlines is considering entering the market in a partnership with India’s largest industrial group, the Tata Group. At the time of the case, there are five major players, none of which is dominant.

Learning Objective

These include: 1) learning to gauge the attractiveness of an industry based on Porter’s five forces analysis; 2) understanding how each of the five forces – supplier power, customer power, substitutes, new entrants and degree of competitive rivalry – affect industry profitability; 3) applying a STEEP analysis (social, technological, economic, environmental, political) to predict the future attractiveness of an industry.

Keywords
Airline, Aviation, Market Analysis, Five Forces Framework, New Market Entry
Settings
Asia, India
Singapore Airlines, Travel and Leisure, Airlines and Aviation
2007-2013
Type
Published Sources
Copyright
© 2013
Available Languages
English
Related material
Teaching note
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