Competitive Advantage of SIA (Singapore Airlines)

Details: Pick a company (SIA) that is easy to find out about along with its competitors. The research should include the strengths and weaknesses of the selected company based on the stated learning outcomes of the course. It should also cover the areas of core competencies which are the strengths and weaknesses of the competing rivals in the industry in general. Opportunities and threats are also considerations for the paper that come from the external factors to the industry; such as economics, demographics, politics, etc. To start with a framework, you are welcome to look up the Porter’s Industry Analysis model to assist you in identifying strengths and weaknesses.

The company can range from airlines, aircraft production companies, etc., but please ensure that you find an aeronautical company since this is an aeronautical application course.

Please ensure that you get a range of references like any paper at the senior undergraduate level, not just reference the website of the particular company. Also, based on the external factors of the aeronautical environment, it is good to reference state of the economy and industry type reports that are easily found in library periodicals and websites. The ERAU Hunt Library has excellent subscription and access sites. Please do not base your paper on Wikipedia. While Wikipedia often provides valuable information, it is not a credible resource and should not be cited or used as a primary source.

Papers specific to one process within a company such as quality management or Six Sigma are not acceptable because this does not apply the full breadth of the material.

Key considerations should be given to the external and internal factors that affect the industry and selected corporation.

The paper must 6 pages in length and follow APA style regarding format (i.e., Times New Roman 12 pt. font, double-spaced, containing a Title Page, Abstract, and References). Refer to the latest Publication Manual of the American Psychological Association for details on APA style.

• Analysis Tools for Research Paper

A SWOT analysis is a tool that is frequently used to audit an organization and the environment. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors; opportunities and threats are external factors. There are several informative websites on SWOT analysis, including numerous YouTube videos. Review these and conduct your own search for additional information.

The first video gives a brief relationship for each of the elements in terms of internal and external factors.

Strategic Planning: SWOT analysis in 1 minute, Strengths, Weaknesses, Opportunities, and Threats (1:03)
Economiasimple. (2010, June 12). Strategic planning: Swot analysis in 1 minute, strengths, weaknesses, opportunities, and threats [Video file]. Retrieved from http://www.youtube.com/watch?v=mH1EljfXp-0&;;feature=fvwrel

The second video is a great review of the important five factors of the remote environment which are beyond the control of the company and industry.

Understanding the Firm’s External Environment from CalMU’s MBA Program (1:52)
CalMiramarUniversity. (2011, December 6). Understanding the firm’s external environment from CalMU’s mba program [Video file]. Retrieved from http://www.youtube.com/watch?v=FCqdER7695Q

Michael Porter’s Industry Analysis model provides a framework for analyzing the internal competitive factors of the industry the company operates in, not the company itself. Porter’s identified five forces are supplier power, buyer power, threat of new entrants, threat of substitutes, and competitive rivalry. There are several informative websites and videos on Porter’s Industry Analysis (Porter’s Five Forces). Review these and conduct your own search for additional information.

QuickMBA: Porter’s Five Forces: A Model for Industry Analysis

Industry Structure Porter’s Five Forces Model (15:16)

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