A Case of Singapore Airlines

5276 Words22 Pages
4/21/2009

University of Auckland

Service-Dominant Logic – A case Of Singapore Airlines

Prepared by: Mai El Haddad, Siyuan Wu, Wenyan Tang and Talisa Maulgue

TABLE OF CONTENTS
Introduction........................................................................................................................................................................ 2 Overview of the industry............................................................................................................................................... 2 Singapore Airlines ............................................................................................................................................................ 3 Alliances and Acquisitions
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12 Porters Five Forces analysis............................................................................................................................................................ 12 PESTE........................................................................................................................................................................................................ 13 SWOT Analysis ...................................................................................................................................................................................... 13 SIA Resources ............................................................................................................................................................................................. 14 Alliances and Acquisitions .................................................................................................................................................................... 14 SIA Positioning........................................................................................................................................................................................... 15 References ......................................................................................................................................................................... 16

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INTRODUCTION
Service-Dominant Logic is a new paradigm that marketing is
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