Describe the problem/issue/opportunities in detail; who does it affect, who does it not affect; why is it a real problem or an issue; what is an opportunity; who will it help once the problem/issue is solved, or opportunities explored?

Singapore Airlines Managing Human Resources for Cost-effective Service Excellence

Pay attention to perhaps conflicting objectives of service excellence and cost-effectiveness and think about the sustainability of such an approach, other ‘invisible’ costs, and even general aspects of the industry. This part should be presented at the start of your report as an introduction to your case study analysis. At the offset, you want to set the scene, including the timeframe of your analysis (are you discussing the case at the time of case publication, or as of 2021?). Analyse the identified problem(s)/issue(s) using the following questions:

• Describe the problem/issue/opportunities in detail;

• who does it affect, who does it not affect;

• why is it a real problem or an issue; what is an opportunity;

• who will it help once the problem/issue is solved, or opportunities explored?

As mentioned in the marking rubric, please use theories, concepts, frameworks, models, and techniques that we reviewed in this unit in your analysis so you can demonstrate that you can apply the learnings from this unit to arrive at innovative/advanced insights. Naturally, you can go beyond material discussed in class where relevant.