Managing in the Evolving Business Environment Executive Report about the Case Study Singapore airlines Individual assignment Ralph Cervera Timetable: Executive summary Introduction Main Part/ Analysis of the Questions Recommendation and Conclusion References Executive Summary: Singaporean airlines got created in 1972 and could be one of the leaders in the airline industry. These were mainly because Singaporean could implement several points which were very successful for the company. We can distinguish between external and internal factors which contributed to the growth of Singaporean Airline. Internal factors were the core value implemented by SIA at the end of the 90 s, and moreover SIA focused on cost control. They developed a strong cultural brand by implementing the “Singaporean girl image” which was related to the stewardess in the airplanes. They could also increase their flight frequency by developing their flight network and by acquiring new airplanes, and they were innovative in terms of launching new products. The external factors which contributed to growth were the increase of technology as well as the strategic location of Singapore in the middle of Southeast Asia. The external competition was another factor which brought SIA to new product developments on order to exceed the competition, additionally government help from foreign countries where also an issue which contributed to SIA growth. In favor of sustainable growth, SIA implemented the core values which gave bases of values in order to provide excellent service and to have a guide ...