HomeResearch & Knowledgeback to HomeStrategyback to Research & KnowledgeSingapore Airlines (A): The India decisionback to Strategy

Case Study

Singapore Airlines (A): The India decision

By Daina Mazutis, John R. Weeks, Ivy Buche and Luis Vivanco

10 pages

December 2013

Order this case study

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, General Management, Strategy

Settings

Asia, India
Singapore Airlines, Travel and Leisure, Airlines and Aviation
2007-2013

Type

Published Sources

Available Languages

English

Related material

Teaching note

IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

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]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series

Best-selling Case Study

This case study is part of a series

Keep reading

Article

Outpacing strategy - Chinese EV Manufacturers

Chinese EV leaders show how the Outpacing strategy uses fast evolutionary cycles to shift direction early and gain an edge over slower moving rivals.

Innovation Strategy

By Paul Strebel

in I by IMD

Article

Beware the silent fourth: Are you fawning your way through leadership?

But clinical psychologist Ingrid Clayton identifies a fourth survival strategy lurking in your neural circuitry that most leadership training misses – and it might be sabotaging your effectiveness.

Leadership Strategy

By Francesca-Giulia Mereu

in I by IMD

Case Study

The seven dimensions of academic strategy: A systems framework for higher education excellence

Strategy Leadership Decision Making

By Michael D. Watkins

Video

Discovery, with purpose: Reshaping R&D for the future

Former Novo Nordisk CSO Marcus Schindler on R&D leadership, pharma innovation, scientific discovery, AI, global talent, DEI, biotech, drug development strategy.

Growth Innovation Strategy

By Zhike Lei

in I by IMD

Article

Stressed by ambiguity? How to turn problems into opportunities

Amy Bonsall and Alyson Meister show how to turn problems into opportunities through reframing your response to perceived threats.

Strategy

By Amy Bonsall and Alyson Meister

in I by IMD

Article

Best Practice book series for business leaders

Discover the new I by IMD Best Practice book series: four essential guides on leadership, strategy, governance, and sustainable transformation. Actionable insights from world-class faculty.

Corporate Governance Leadership Strategy Sustainability

in I by IMD

Video

Create a place for your customers to play - Gaming

Gaming has become one of the world’s most powerful consumer ecosystems. Stefan Michel explores why every company now needs a strategy for play to stay competitive.

Human Resources Strategy

By Stefan Michel

in I by IMD

Podcast

Inside the transition: Bottlenecks and strategic choices

Explore the accelerating energy transition as IMD hosts RWE’s Kunal Chandra to discuss clean energy investment, bottlenecks, and strategic choices for leaders.

Innovation Leadership Strategy Sustainability

By Julia Binder and Knut Haanaes

in I by IMD

Article

Five lessons from Vinted: how to scale with purpose

Vinted founder Milda Mitkute shares how she turned a wardrobe cleanout into Lithuania’s first tech unicorn and why responsible growth matters.

Innovation Strategy

By Milda Mitkute

in I by IMD

The seven dimensions of academic strategy: A systems framework for higher education excellence

By Michael D. Watkins
Case reference: IMD-2727 ©2025

Summary

Academic institutions face unprecedented complexity from technological change, evolving funding models, diverse stakeholder demands and pressure to demonstrate societal impact. Traditional strategic planning – periodic exercises that typically yield lengthy reports but little change – no longer suffices. This technical note introduces the Seven Dimensions of Academic Strategy, a comprehensive systems framework for designing, implementing and continuously refining strategy in universities, research institutes and academic departments. The framework encompasses seven interconnected dimensions: Impact (vision and purpose), Defining Choices (where to focus and not focus), Core Capabilities (world-class strengths and make-buy-partner sourcing decisions), Portfolio (resource allocation across time horizons), Stakeholders and Value Creation (partnerships and value exchange), Economics and Resources (financial sustainability), and Execution and Learning (organizational systems for action and adaptation). Unlike linear planning models, this framework presents strategy as a dynamic system in which changes in one dimension cascade through the others. Designed for practical application, the framework includes assessment tools that are applicable at multiple institutional levels. Academic leaders, administrators and faculty involved in strategic planning will find actionable guidance for achieving institutional impact in an increasingly complex world.

Reference IMD-2727

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Strategy

Leadership

Decision Making

Browse all topics

Discovery, with purpose: Reshaping R&D for the future

By Zhike Lei
in I by IMD

Summary

Former Novo Nordisk CSO Marcus Schindler on R&D leadership, pharma innovation, scientific discovery, AI, global talent, DEI, biotech, drug development strategy.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Growth

Innovation

Strategy

Browse all topics

Best Practice book series for business leaders

in I by IMD

Summary

Discover the new I by IMD Best Practice book series: four essential guides on leadership, strategy, governance, and sustainable transformation. Actionable insights from world-class faculty.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Corporate Governance

Leadership

Strategy

Sustainability

Browse all topics

Inside the transition: Bottlenecks and strategic choices

By Julia Binder and Knut Haanaes
in I by IMD

Summary

Explore the accelerating energy transition as IMD hosts RWE’s Kunal Chandra to discuss clean energy investment, bottlenecks, and strategic choices for leaders.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Innovation

Leadership

Strategy

Sustainability

Browse all topics