“Way Smarter”: Valuair In The Budget Airline Industry

This case won the Emerald and SMU Case Competition 2013.

In 2004 the low-cost carrier business model is introduced to Southeast Asia. And Singapore’s first budget carrier, Valuair, finds itself in fierce competition with two emerging competitors in the second half of that year. Valuair needs to expand in order to remain competitive. However, for this to happen, the company requires additional access to capital. The CEO, Sim Kay Wee, begins pitching the company as a smart, low-risk investment. Is Sim right, given Valuair’s competitive position and the nascent market environment in which it operates?

Through this case, students will be able to apply strategic frameworks to develop an understanding of Valuair’s market position, and use this understanding to propose alternate investment decisions. Inspection copies and teaching notes are available for university faculty.

To receive an inspection copy and teaching note, please email cmpshop [at] smu.edu.sg with your registered faculty email ID and a link to your contact information on the faculty directory at your university as verification. An inspection copy and teaching note will then be sent to your faculty email account.

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· The Case (SMU-13-0010)

· Teaching Note (SMU-13-0010TN)

For purchase of the case and supplementary materials via The Case Centre, please access the following links:

· The Case (SMU-13-0010)

· Teaching Note (SMU-13-0010TN)

For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links:

· The Case (SMU-13-0010)

· Teaching Note (SMU-13-0010TN)