Singapore Airlines seeks to differentiate itself from competing airlines, in part through innovative design of its airplane seats and in-flight entertainment systems. Through continuous innovation in these areas, Singapore Airlines is pursuing a(n) macro strategy.

Singapore Airlines is pursuing a product excellence macro strategy.

Explanation:

Product excellence consists of a product management method that focuses on introducing the right products to markets by paying attention to a good strategy for its promotion. The most important thing is that the product has to modify the life and work of people positively. First, product excellence ensures that the only thing that matters most is that the product works. Second, to ensure a business is at the top of its game, it should offer the largest number of extra features and compete with other businesses that offer similar products. Product excellence ensures the customers evaluate a business’s product based on the number of features provided and value the quality of those features.

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