Threat of Entry
In fact, how easy it is to enter on the market influences on the degree of competition and the threats of entries depend significantly on the height of barrier to new entrants. Therefore, high barriers through the factors: experience, differences or the advantages in distribution channels are really necessary for companies in against the threat of entries (Kottler, 2001). Over the year, in harmony the rapid development of Singapore economy and tourism industry as well, Singapore has become attractive destination for not only travellers but also the business in aviation industry, therefore, in order to face with so many potential competitors from popular global airline, Singapore Airline need to increase its differences through the excellent quality and experiences in the market that it is playing as market leader.
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