SATS Ltd.: Building Capabilities for the Future
(8 pages of text)
SATS Ltd., an airline service provider headquartered in Singapore, was the largest air cargo terminal operator at Singapore’s Changi Airport. As a key player in the Asia-Pacific region, it had built its reputation as one of the top air cargo terminal operators in the world. With meticulous strategic planning, it had developed technological capabilities to navigate through many challenges and stay ahead of its competitors. In 2019, multiple challenges were arising from the external factors that had transformed the nature of the global air cargo value chain. An impending labour crisis, coupled with changing customer expectations and the threat of substitutes, meant that the company faced a fresh set of challenges. To fight these challenges, it had to decide whether to further develop its automation capabilities or to focus on driving digitalization within its operations to improve its operational efficiency.
This case is suited for undergraduate- and graduate-level classes on strategic foresight management. After working through the case and assignment questions, students will be able to
- understand the concept of a value chain as well as the framework for analyzing the attractiveness of an industry;
- appreciate the key challenges and opportunities present in the air cargo industry and how companies respond to them;
- understand the need and tools available to identify market and technology trends; and
- understand the capabilities that are essential for internal development and critical for external acquisition to remain competitive.
Transportation and Warehousing
Singapore, Large, 2019
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download