Singapore Airlines (A): The India decision
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.
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.
Singapore Airlines, Travel and Leisure, Airlines and Aviation
2007-2013
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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