Changi Airport Strategic ManagementEssay Preview: Changi Airport Strategic ManagementReport this essayChapter 1 IntroductionIntroductionThe commercialization and privatization of airports in combination with the regulation of the aviation market has introduced new possibilities for competition among airports. This in turn has meant that there are increased opportunities for airports to develop new strategies to gain competitive advantage.
The Changi Airport is the chosen subject for this project due to its successful strategy that is driven by its vision and mission to be among the best airport not only in the region but also in the world. The selection of this company is due to writers personal interest to research and to experience the unique strategy and not due to the initiative of the company.
Scope of ProjectThis project focus is to relate the situation at Changi Airport to general competitive strategy theory. This is in order to assess whether the characteristics of the airports are so unique that necessitate Changi Airport being still treated as a special case or whether at this stage in the evolution of the airport industry, it is has become relevant to look to successful practise in other sectors outside of the airport industry when formulating competitive strategies.
This project focuses on Changi Airports recent strategic decisions and review on the current strategies of the company, providing analysis results on ways to improve its sustainability.
Project ObjectiveThis project provides a broad overview of the strategies which Changi Airport have adopted to gain competitive advantage. It does this by firstly undertaking a competitive analysis of the industry and assessing the extent of influence which an airport operator has over the factors which affect an airports competitiveness. This project concludes by considering the case of low cost carriers (LCCs) and the choice of strategic direction which are available to address the needs of the types of airlines. The project objective if thus to enhance the competitiveness of Changi Airport.
Project TitleThe project title will be “ENHANCING THE COMPETITIVENESS OF CHANGI AIRPORT”Company BackgroundSingapore Changi Airport is the main airport in Singapore. A major aviation hub in Southeast Asia. Changi Airport has four passenger terminals with a total annual handling capacity of more than 70 million passengers. Terminal 1 opened in 1981, followed by Terminal 2 in 1990 and Terminal 3 in 2008. The Budget Terminal, built for low cost carriers, opened in 2006. Since its opening in 1981, the airport has made its mark in the aviation industry as a benchmark for service excellence, winning over 380 awards since 1981,[1] including 28 Best awards in 2010 alone. Changi Airports efforts to counter the onset of age include periodic physical upgrades to its existing terminals, building of new facilities and the provision of a high level of customer service.
- On May 1, 2015, the Singaporean Council of Foreign Ministers (SCF) convened a National Joint Task Force (JTF) to draft a Plan to Implement The President’s Executive Order No. 1236 on Mar 23, 2016 which is expected to go into effect the following day.
- On May 15, 2015 the Commission will commence a Phase II of a comprehensive review and recommendations to address the Commission’s concerns and report to the Singaporean and international aviation authorities in accordance with their own procedures and guidelines.
- On May 18, 2016, the City of Singapore and the Republic of Singapore will enter into a long-term strategic, strategic and shared vision for improving passenger service in Southeast Asia and the United Arab Emirates, including the development of two major trade corridors from the Asian Economic Belt and the Chinese Gulf to the region’s main transit center between the Indian Ocean and the South China Sea. The Council of Foreign Ministers will meet on May 21, 2016 to work towards this plan.