Contemporary Management

Journal of Contemporary Management

Submitted on 31/08/2013 Article ID: 1929-0128-2014-01-51-12 Zhao Hai Chen, Muzi HE, and K.C. Wong

A Case-based Analytical Study on the Strategic Evaluation of Common Equity Performance of SIA in a Global Organic Environment

Zhao Hai Chen Oxford Brookes University, UK (BSc. Hons) ACCA, UK (Affiliate) ISCA, Singapore (Associate) #701-G62, WenJingLi BinYouRd HeXi Dis TianJin, 300060, China Tel: +65-9813-5287 E-mail: hc.zhao18@gmail.com Muzi HE Anglia Ruskin University, UK (MBA1) Oxford Brookes University, UK (BSc. Hons) CICPA2 Tel: +65 83300960 E-mail: muzihemba@gmail.com

Dr. K.C. Wong Postgraduate Supervisor for MBA, DBA & DPS Programs

Abstract: Singapore Airlines (SIA) is a member of Star Alliance. SIA’s passenger route network

is covering 35 countries in 65 destinations. The company and its subsidiaries have 98 destinations which are covering Asia, Europe, North America, Middle East, southwest Pacific and Africa. This case study addresses the key strategic issues through a set of analysis tools to evaluate the strategic management performance of SIA. The objective of this research is to better understand both business and financial performance of SIA as a case study. This would help undergraduate and postgraduate learners to better understand the organisation performance. To achieve this, a secondary research using quantitative analysis on financial and non-financial information, which we believe, is imperative for the analysis. We would also benchmark key performance from the leading competitor and other pertinent issues are considered in financial ratios. Several business models are used in the analysis of SIA's environment: PESTEL model, Porter's Five Forces model, and management strategies are put into perspective. These business models would enable understanding and behaviour of those ratios computed. Cathay Pacific Airways (CP) was being chosen as a benchmark by its historic accounting records. Recommendations are...