A Case of Singapore Airlines

5276 WordsMar 20, 201322 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…show more content…
12 Porters Five Forces analysis............................................................................................................................................................ 12 PESTE........................................................................................................................................................................................................ 13 SWOT Analysis ...................................................................................................................................................................................... 13 SIA Resources ............................................................................................................................................................................................. 14 Alliances and Acquisitions .................................................................................................................................................................... 14 SIA Positioning........................................................................................................................................................................................... 15 References ......................................................................................................................................................................... 16 1|Page INTRODUCTION Service-Dominant Logic is a new paradigm that marketing is
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