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  • August 2016 (Revised July 2017)
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Singapore Airlines: Premium Goes Multi-Brand

By: Rohit Deshpande and Dawn H. Lau
  • Format:Print
  • | Language:English
  • | Pages:25
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Abstract

Singapore Airlines had long been considered the gold standard for its innovative customer service. However, the company was faced with new sources of competition, from the rapid growth of Southeast Asian low-cost carriers on the one hand, to the expansion of premium Gulf carriers on the other. The company, therefore, decided to launch a low-cost airline of its own called Scoot, the fourth brand in its portfolio. Now CEO Goh Choon Phong must consider how to grow all four airlines without cannibalizing its own market share or diluting the sterling brand of the parent airline.

Keywords

Customer Focus and Relationships; Economic Slowdown and Stagnation; Management Teams; Brands and Branding; Air Transportation Industry; Travel Industry; Singapore

Citation

Deshpande, Rohit, and Dawn H. Lau. "Singapore Airlines: Premium Goes Multi-Brand." Harvard Business School Case 517-017, August 2016. (Revised July 2017.)
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About The Author

Rohit Deshpande

General Management
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Related Work

    • August 2016 (Revised July 2017)
    • Faculty Research

    Singapore Airlines: Premium Goes Multi-Brand

    By: Rohit Deshpande and Dawn H. Lau
Related Work
  • Singapore Airlines: Premium Goes Multi-Brand By: Rohit Deshpande and Dawn H. Lau
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