Singapore Airlines scoots into the low-cost long-haul category

Singapore Airlines scoots into the low-cost long-haul category

Scoot, a new subsidiary airline of the Singapore Airlines Group (SIA), was launched in November 2011. It is a low-cost, medium to long-haul carrier that is independently operated and based out of Changi Airport in Singapore, serving value-conscious travellers in the Asia-Pacific. Throughout the regi...

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Bibliographic Details
Main Authors: SMIT, Willem, DULA, Christopher
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2014
Subjects:
Singapore Airlines
Scoot
branding
differentiation
fighter brands
brand contamination
cannibalisation
competitive market signalling
commoditisation
brand building
entry deterrence
competitive strategy
Business Administration, Management, and Operations
Marketing
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/81
https://cmp.smu.edu.sg/case/2841
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/cases_coll_all/81
https://cmp.smu.edu.sg/case/2841

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