Discussion Flashcards
What is the third strategy found from the analysis, that did not obtain strategies fit and why is it important?
The green transitioning strategy.
- Focus on environment, investments in CSR
- Great potential in accounting for millennials loyalty on a more long term basis
What are the pros/cons of the 3 proposed strategies?
Pros = they all account for the millennial trends (environmental focus, influencer marketing, loyalty program), first two can be implemented quickly, last one has a much greater effect in the long run (cost savings, millennials)
Cons = they all only work in a best case scenario due to increasing costs in marketing, improvements of loyalty programs and green initiatives, the last one is very costly
What are SAS’ current strategy? (Pros/cons)
1) Preferred airline for Scandinavian frequent travelers
2) Modern single-type airbus fleet
3) Fully competitive operating model
4) Demonstrate global leadership in sustainable aviation
Pros = close relationship with EuroBonus customers, lower fuel consumption, efficiency improvements
Cons = issues with brand perception and reputation, paused green initiatives, comprehensive process to implement many initiatives
Have SAS’ own strategy provided good strategizing?
- Provided several options with solid formulations
- Actionable
- Less straightforward due to many initiatives
- In line with their internal goals of being a Scandinavian market leader and external focus on environmental issues
- Quantifiable
= good strategizing
Is the green transitioning strategy good strategizing?
- Robust
- Extension of SAS’ current business
- Not very adaptable due to the heavy investment cost
- Trustworthy
= Good strategizing
Is the two proposed strategies good strategizing?
- Trustworthy
- In line with SAS’ current business with focus on Scandinavia and loyalty programs
= good strategizing
What is the conclusion on the 4 different strategies?
They all have great potential for accommodating the changing consumer trends and overall changed consumer behavior caused by COVID-19. The biggest issue is if SAS have the means to make these investments strategies happen.
- Greatest possibility of happening in a best case scenario