FT.com published a case study by SMU Adjunct Professor Willem Smit and SMU Senior Case Writer Christopher Dula. The study explores the strategy behind Singapore Airlines Group’s move to develop Scoot, a low-cost airline for the medium- to long-haul category. It explains how and why this separate airline has a drastically different business model, target audience, service and branding, compared to the Group’s premium, full-service Singapore Airlines.