Changi Airport Group (CAG): A Cut Above the Rest

Brandon KOH Wai Loong; Joel CHAN Yung Min; WONG Soon Mark; YEE Jek Hui Darryl; Wendy LIM Wan Jun

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자료유형: 학술저널

저자정보: Brandon KOH Wai Loong Joel CHAN Yung Min WONG Soon Mark YEE Jek Hui Darryl Wendy LIM Wan Jun

저널정보: Academy of Asian Business (AAB) Academy of Asian Business Review Academy of Asian Business Review 제5권 제2호

발행연도: 2019.1

수록면: 133 - 156 (24page)

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This study analyses the factors that contributed to the rise and success of the Changi Airport Group (CAG) in the aviation industry. The history of CAG can be segmented into three main periods: the rapid growth of the aviation industry from 1970-2000, the incorporation of Industry 4.0 technologies that maintained CAG’s growth from 2000-2009 and the change of cultural perspectives and strategic design from 2009 to the present that propelled CAG to the success story that it is today. The first period examines the strategic importance of foresight and planning future infrastructure to capture a market that is undergoing a phase of exponential demand. The second period elucidates on the significance of incorporating technologies to distinguish itself in a highly competitive industry and amidst external threats. The last period reveals how change is critical to counter weaknesses in strategic design and in cultural and political issues. Besides these strategic moves, several factors were also integral to the company’s success. They illustrate that firstly, unparalleled service excellence is critical in capturing market demand. Secondly, engaging in corporate social responsibility is crucial in establishing an excellent brand identity. Lastly, being forward looking in building infrastructure and innovatively incorporating technology in meeting industry needs will help maintain a company’s growth even with periods of stagnation. These practices can be adopted by companies experiencing rapid growth and subsequently, stagnation, as they reinvent themselves in today’s evolving global landscape. From the turning points and success factors of CAG, the key takeaways we discovered were that change, innovation and foresight help deal with future threats and existing weaknesses. Lastly, a brand identity can be a success if it serves the needs and incorporates values that resonate with people.

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