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

• 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
• Institution: Singapore Management University

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...