Strategic Analysis and Strategy Evaluation Report of Singapore Airlines


Please note that this report will focus on business-level strategy.
1. Conduct a macro-environment analysis for the entire industry within which the firm (Singapore Airlines) operates. You should use the analytical framework provided in powerpoint slides. Foci will be placed on the understanding of the purpose of this analysis, the identification of key factors and their implications in terms of key opportunities and threats, and the discussion of their overall impact on the industry growth in the future. (To include graph or table to be put in appendix)

Writing Guide
Pestel Analysis
1. consider developments, trends, indicative incidents at all levels: global, regional, national (singapore).
2. identify pestel clearly and those that will impact firm.
3. discuss possible impact on industry and specifically on the firm itself, a. in terms of opportunities & threats, b. direct and/or indirect (first or higher order effect), c. any current or foreseeable key developments and what will be the impact?


Macro-environmental analysis: airline industry

The airline industry has witnessed dynamic changes over the years. In 1978, there was deregulation in the United States which was later followed by Netherlands and the UK in 1984. The industry then experienced the economic boom of 1989/90 and later followed by the 1990/91 recession. During this period of 1990s, the airline industry faced a difficult time mainly because of the airline orders in the pipeline. Moreover, the industry has been affected by the current economic climate (Belobaba, Odoni, & Barnhart 2009)