CASE Business Trends such as strategic alliance is one of the factors that stimulate the transformation of the service economy. Strategic alliances are agreements between companies or partners to reach objectives of a common interest .Alliances are among the various options which companies can use to achieve their goals, so that each benefits from the strengths of the other and gains competitive advantage. Many companies have established that the best and fastest way to achieve success in the market is to make an alliance with others company. For example:

• Starbucks formed astrategic alliance with a different company such as Alice and Olivia, PepsiCo, Paul and Joe and Vivienne Tam to develop a variety of enterprise communications and products for global customers.
• Hewlett-Packard and Disney have developed a long-standing alliance when Disney purchased eight oscillators to use in the sound design of Fantasia from HP and when Disney wanted to develop a virtual attraction called Mission: SPACE, Disney Imagineers and HP engineers relied on HP's IT architecture, servers and workstations to create Disney's most technologically advanced attraction.
• Spotify and Uber have partnered to provide stereo control to Uber customers where it delight the customer by your favourite playlist provides added value when they enter a hired car.
• Apple and IBM develop a new partnership which leverage IBM's big data analytics and more than 100,000 industry sales consultants and software developers, to help Apple penetrate the global corporate enterprise market.

Strategic alliances are increasingly becoming an important part of overall corporate strategy, as a way to grow product and service offerings, develop new markets, leverage technology and research and development (R&D). You are required to design a new service based on your newly acquired marketing expertise and put together the marketing plans to launch the new service for one of the listed airlines below that will bring real benefits to the customer and company through the formation of an alliance with any company of your choice to focus on the Asia Pacific market. Question : Singapore Airlines

1) Executive Summary: Tell the reader why he or she is reading this marketing planwhat changes require consideration, what new services need discussing, and suggest possible actions to take in response to the information the plan contains. New services idea : - a) Spa and saloon b) Health care c) Food delivery

2) Marketing Strategies: A discussion of the marketing mix constitutes a key element of the strategic planning process. You are required to explain according to well-known marketing concepts, the marketing mix consists of the seven Ps: products and services, price and pricing strategies, place and distribution, promotion, process (flowchart and blueprint), physical environment and people.