Recommendation of options that are available for Singapore Airlines Essay

Recommendation of options that are available for Singapore Airlines for their future strategy direction - Essay Example These services include variety of services ranging from cargo facilities to engine repairing packages as well. In this context, it can be stated that SIA has been implementing product development strategy with utmost concern towards its long run competency and sustainability. The major subsidiaries of SIA in this regards are the SIA Cargo, SilkAir as well as Tradewinds Tours and Travels among others. In addition, SIA has also been implementing the market penetration strategy by developing the products along with the offered services on a continuous basis. In this regards, SIA allows discounts of almost 50% on the â€Å"Exceptional Value Deals† during the holiday seasons focusing mainly upon the seasonal travellers (Kenny, 2009: 153-196; Kumar & Phrommathed, 2005: 50-97). However, in comparison to all the aforementioned strategies, SIA have been extensively concentrated on the diversification approach as its future strategic direction which is quite likely to influence a few noteworthy risk factors in relation to its operations. For instance, if a business organisation diversifies on a continuous basis and in an extensive way, it may result in increasing complexity at the operational level and likewise creating a negative impact over the productivity level of the company. Therefore, it can be advised that SIA should render equal importance to the product development strategies as well with the intention to fortify the product life cycle and simultaneously boost its profitability in the national as well as international market. This would facilitate SIA to develop its existing products and also aid the group to introduce new products for the current market. It is worth mentioning in this context that the company can also opt for market penetration and market development strategies. However, each of these strategic options is noted to possess certain limitations