SATS Ltd.: Gearing for Growth

Name: SATS Ltd.: Gearing for Growth (English version)
SKU: 9B21M065

Sarah L.Y. Cheah; Matthew Lim; Kritesh Patel

Product #:9B21M065

Supplier:Ivey/NUS

Discipline:General Management

Setting:Singapore, 2019

Details:Case (PDF) • 18 pages • 2021-08-31

Subjects:

Innovation Scenario planning Strategy Strategy formulation Management

Geography:

Asia Singapore

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In 2019, SATS Ltd. (SATS), the primary ground handling and inflight catering service provider at Singapore’s Changi Airport, was considering its growth strategy for the next five years. China and Japan were identified as target markets in the cold chain logistics sector. Should the company consider the Chinese air cargo market, which was in a stage of high growth but fraught with bureaucracy? Or should it focus on the Japanese air freight industry, which was more established but challenging for foreign investments? The senior vice-president of SATS needed to choose between the two opportunities.

Learning Objectives

After working through the case and assignment questions, students will have the opportunity to do the following:

Appreciate the use of scenario-planning tools as well as the related frames of managerial thinking to devise strategies that bring commercial success to a forward-looking company.
Gain an in-depth understanding of the contemporary trends influencing the global air cargo industry and how these trends might lead to significant structural changes or disruptions to the industry.
Acquire the decision-making skills required for strategic foresight and practice, utilizing them in the formulation of future strategies.