Elevating Value Marketing Strategies in Singapore Airlines Driven by Macro and Micro Environment

DOI

10.2991/aebmr.k.200908.043How to use a DOI?

Keywords

Singapore Airlines, marketing strategy, air industry, external market audit

Abstract

The present marketing plan is aimed at identifying the opportunities and strategic issues for Singapore Airlines. In this concern, the document presents a detailed analysis of the external environment including macro and micro environment that the company operates. The internal analysis of the company’s marketing strategies and activities is presented to illustrate how effective operation of the company. As a result of these analyses, the report presents the issues and opportunities for the company that the company needs to consider to compete effectively in the airline industry. The ultimate purpose of the report is to propose strategies to deal with the identified issues and avail of the existing opportunities.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tian Qin
PY  - 2020
DA  - 2020/09/08
TI  - Elevating Value Marketing Strategies in Singapore Airlines Driven by Macro and Micro Environment
BT  - Proceedings of the 3rd International Conference on Economy, Management and Entrepreneurship (ICOEME 2020)
PB  - Atlantis Press
SP  - 271
EP  - 279
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200908.043
DO  - 10.2991/aebmr.k.200908.043
ID  - Qin2020
ER  -