Conclusion
This paper has examined the business environment, the resources held by the company and the threats and opportunities facing Singapore Airlines. Emerging from this analysis is a picture of a company with an excellent reputation in fine financial health. While there is little danger of the company succumbing to the competition any time soon, there are, however, a number of environmental threats, of which it must remain cognizant, if it is to remain the leader of what can be an intensely competitive industry. Importantly, the company will need to develop new markets, particularly in India and North America, and develop its low cost arm in order to meet changing consumer demands.