Stratgic managment task1 Essay Example | Topics and Well Written Essays - 1750 words

Stratgic managment task1 - Essay Example Based on a complete analysis of the company, the future direction mission and vision will be drawn out along with a strategic objectives and key strategies for the next three years. Overview of Company: Tiger Airways Australia has been developed to be an ultra – low cost airline. The company was started in 2007 and is a subsidiary of Singapore Airlines. The main office of the company is located at Melbourne and the secondary base of the company is at Adelaide Airport. The main competitors of the company include some well known airlines like JetStar, Virgin Blue, Qantas etc. The table below provides a clear view of the competition of the company. Airline Competitiveness Jetstar Airways Biggest and direct competition Virgin Blue Very High levels of competition Qantas Airways Very High levels of competition Singapore Airlines High levels of competition SilkAir Medium levels of competition AirAsia Medium levels of competition Philippine Airlines Low Levels of competition Malaysia Airlines Low Levels of competition Cathay Pacific Airways Low Levels of competition (Which Airline) The high levels of competition has led the company to share routes as well as destination with other competitors. The table below provides detailed understanding of the same. ... of the routes are shared (12 Routes) Almost 26% of the destinations are shared (25 Destinations) Philippine Airlines Almost 7% of the routes are shared (7 Routes) Malaysia Airlines Almost 6% of the routes are shared (6 Routes) Company Market Details: Tiger Airline has been in the industry for a relatively shorter period and the company has yet to build its brand name and image in the markets. However Tiger Airlines has been able to effectively develop a number of routs for itself. The company is strictly a point to point travel airline and hence the company does not provide range of services like baggage to other flights, or transfer of passengers (Joshua). However the company has been able to effectively reach out to a strong market in the past years. The diagram below provides a clear view of the route of the company. (Airline Route Maps) Tiger Airways Fleet Total Singapore 10 Australia 9 Total 19 (Tiger Airways) It is clear that Tiger has been able to effectively launch itself int o several routes. The next section will provide an overview of the company’s internal and external analysis. Here SWOT analysis and PEST analysis has been chosen for the company. SWOT Analysis: Strengths Ultra Low Cost airlines Wide range of routes available Excellent coverage of the South East Asian countries and Australia Weaknesses Too focused on the low costs Lack of proper service in terms of the services included in the price Incomplete or inaccurate processes Opportunities Recessionary period is an opportunity for the company to make the best of the travel of people Higher availability of technology Improved ecommerce website Threats Increasing number of negative reviews from customers Increasing facilities by other low cost airlines Increase or fluctuation in terms of the fuel