People in organisations
A Singapore Airlines case study

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Page 5: Overseas operations

Singapore Airlines 7 Image 5As a global business with operations in more than 80 countries, Singapore Airlines has also divided up the overseas business by geographical area. For each region, it has created a senior vice president with authority for that region. Being organised geographically makes it easier for a large company to:

  • respond quickly to local issues and problems
  • build up a knowledge of specific markets
  • tailor its strategies to local conditions, laws and customs.

Within this structure, general managers for each country have the independence to make their own decisions, allowing the organisation to respond more quickly and appropriately to market conditions.

Singapore Airlines | People in organisations