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Management Report You are required to conduct an analysis and construct strategic recommendations for Singapore Airlines Pte Ltd based on current information. A key outcome with this report is to ensure that you are able to construct plausible strategies grounded on solid research, thorough analysis and logical argument, all presented them in a report that is persuasive and clear. o This report, as is obvious from the mark allocation, is going to require considerable work from you. In addition to the use of all matrices and strategic tools taught in the course, you will also be expected to seek out data on your own. The report is expected to be clear and concise. Length is NOT an indicator of quality. Any padding will be frowned upon. The format of the report is given below. The maximum length of the report i, excluding cover sheet, executive summary, contents page and references. In addition you are permitted to have up to 5 pages of appendices. Your appendices are to be comprised of tables, figures, charts and diagrams only. Penalty for exceeding the word limit is 10% for every 100 words above 4,500 words. One often neglected aspect of case studies is the inclusion of the theoretical underpinnings of your recommendations. Required format for major case reports: 1. Executive summary 2. Introduction 3. Current Company Financial Situation a. Past performance assessment b. How strong is the company financially? What can it do or not do? 4. External analysis: a. identify trends, opportunities and threats b. If necessary define the scope of (a): e.g. Asia only or B2Bonly 5. Internal analysis; a. Identify the capabilities behind the competencies that create value b. Will this endure into the future? 6. Issue/Problem definition: a. What issue are you trying to resolve?; b. Given this issue what goal(s)/objective(s) must be set? 7. From (6), briefly describe alternative strategies that resolve the issue a. For each alternative, consider the SAVED components i. Staging: what will be the firms speed and sequence of moves? ii. Arenas: where will the firm be active? iii. Vehicles: how will the firm get there? iv. Economic logic: how will the firm obtain returns? v. Differentiators: how will the firm win in the marketplace? 8. Selection of alternative. Describe the SAVED components in more detail a. How is your chosen option superior to the rejected alternatives? How will the weaknesses of the chosen option not be strategically detrimental or how can they be overcome? 9. Implementation: Outline: a. how the corporate value chain will need to change; b. given these changes, list 3 key measures that will help you determine if strategy implementation is on track; c. Environmental and social impact of strategic recommendations and mitigation strategies: consider, where relevant, i. Carbon footprint along the entire value chain (e.g. food miles) ii. environmental degradation and habitat destructioniii.cradletocradle/cradle-to-grave recycling iv. labour conditions, supplier relationships and market power 10. Appendices: a. E.g. Ratio analysis (place conclusions stemming from this analysis in your main body
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