Singapore Airline Pest Analysis

Singapore Airline Pest Analysis
QUESTIONS
The financial statements are very useful to all this group of user. Explain each of them;
Financial statement
A financial statement (or financial report) is a formal record of the financial activities of a business, person, or other entity. In
British English including United Kingdom company law a financial statement is often referred to as an account, although the term
financial statement is also used, particularly by accountants.
For a business enterprise, all the relevant financial information, presented in a structured manner and in a form easy to understand,
are called the financial statements. They typically include four basic financial statements, accompanied by a management
discussion and analysis:
1. ... Show more content on Helpwriting.net ...
Often a loan is brokered, meaning that the borrower is evaluated by a third–party who then proposes the loan request to a number
of different lenders. These lenders are chosen based on their likelihood of accepting the particular borrower, and may negotiate
small changes in the terms to attract the borrower if they find her desirable.
A hard money lender specializes in short–term loans which are backed primarily with real estate as collateral. A hard money lender
in general offers worse rates than a traditional banking organization, in exchange for more flexible terms and a broader range of
deals they are willing to back. In some states within the US, hard money lenders are forced to operate differently than they do in
the country as a whole, because of conflicts between their standard practices and those states ' usury laws.
D. Suppliers
A supply chain is a system of organizations, people, technology, activities, information and resources involved in moving a
product or service from supplier to customer. Supply chain activities transform natural resources, materials and components into a
finished product that is delivered to the end customer. In sophisticated supply chain systems, used products may re–enter the
supply chain at any point where residual value is recyclable.
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A Report On Singapore Airlines
i.
Due to globalisation, the flow of people is more rapid among the world. The demand for fast and easy transport increases in the
past few years, and the passenger airline benefits a lot from the change which becomes a huge and important industry in the globe.
Unlike some other industries, passenger airline business actually has target customers all around the world including you and me.
There are a few main kind of purposes for taking a flight, for example, business, leisure, students etc. As there is a broad base of
customers, different companies are set to target different customers group, such as Ryanair and Easyjet targeting the budget
customer group and Singapore Airlines aiming for the high–end business and leisure customer group. The basic inputs of airline
business are fuel, labour and aircraft leasing and others such as food and entertainment vary between companies. The outputs are
the flight itself and the services provided in the journey.
ii.
Singapore Airlines
Singapore Airline's (SIA) competitive priorities revolve around delivering an excellent service quality, which consistently remains
ahead of its competitors, while simultaneously minimizing its costs in the process. SIA achieves this by tailoring all its operations
to being both cost–efficient and of high quality. In short, SIA focuses on cost and quality as its competitive priorities.
SIA utilizes a number of key tactics in its operating strategies to keep its costs as low as possible. For one it

Singapore Airlines
Table of Contents
Introduction 1
Over the years 1
Key Success Factors 2
Sustainability Criteria: The Dual Strategy 5
Conclusion 8
Introduction
The airline industry forms a major component of the travel and tourism industry. With increasing affluence, people around the
world are spending a large percentage of their income on travel and tourism thus enhancing the sector's prospects. Singapore
Airlines (SIA) is one of the world's leading players of the international airline industry. Singapore Airlines was the pioneer of in–
flight services such as free drinks and complimentary headsets. And today, the name of Singapore Airlines has become
synonymous with impeccable service around the globe.
The care and attention that ... Show more content on Helpwriting.net ...
Economic development of Singapore in particular and Southeast Asian region in general also paved the way for SIA's success. The
company also received indirect assistance from the Singapore government especially in areas of infrastructure and fair access to
other markets.
The contribution of these factors and others has made SIA one of the best managed companies in Asia and in the global arena as
well. We have briefly discussed some major factors below:
1. Implementation of dual strategy: SIA has successfully implemented both value differentiation strategy as well as cost leadership
strategy. This has proved to be a key to its success. (This has been discussed in a more elaborative manner in the later section.)
2. Clarity and Commitment: SIA 's focus on service is completely clear. The mission statement and core values state quality
service as fundamental objective and aspiration of the airline. This has increased the operational efficiency of SIA and thus helped
it become one of the best managed companies.
3. Related Diversification: SIA utilizes related diversification to reap cost synergies and at the same time control quality and
enable transfer of learning. Related operations (such as catering, aircraft maintenance, and airport management)

Case Study On Singapore Airlines
1. INTRODUCTION
The project requires the student to carry out a research, analysis and discussion on how a Singapore listed company can access to
the country's financial system and how it benefits the company in achieving its business objective. The research will cover the
various types of financial services offered by financial intermediaries whom the corporation can access to.
Singapore Financial System is one of the world's largest financial systems. According to Mishkin (2009), Financial System refers
to a system that consists of the markets and institutional units that interact for the purpose to provide facilities such as payment and
transfer systems and organizing the funds for investment from saved surplus funds to units who have shortage ... Show more
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And as discussed above, their major clients are people who came from different country and which mean that SIA is also receiving
foreign currencies from their customers. This shows that sometimes they might experience surplus and also deficit in this area
based on the fluctuations in SGD. Foreign currency transactions are converted into SGD at exchange rates, which follow bank
rates prevailing at dates of transactions. This year they lose $15.3 million because of the effect of the exchange rate changes.
As can be seen in Singapore Airline Cash Flow Statement, the net cash of SIA operating activities is a surplus as there is an
increase from year 2013/14 to year 2012/13. Even tough their profits before taxation is decreasing compare to the previous year
but they also collect quite a lot from short–term investment, profits from associated companies and impairment from trade debtors.
As a surplus unit, Singapore Airline has increased their net cash used in investing and financing activities. Stated in the cash flow,
SIA purchase intangible assets, making new long–term investment, and also receiving interest from deposits and investments. This
year 2013/2014, they making a lot if

A Case of Singapore Airlines
4/21/2009
University of Auckland
Service–Dominant Logic – A case Of Singapore Airlines
Prepared by: Mai El Haddad, Siyuan Wu, Wenyan Tang and Talisa Maulgue
TABLE OF CONTENTS
Introduction........................................................................................................................................................................ 2 Overview
of the industry............................................................................................................................................... 2 Singapore Airlines
............................................................................................................................................................ 3 Alliances and Acquisitions ...
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12 Porters Five Forces analysis............................................................................................................................................................
12
PESTE........................................................................................................................................................................................................
13 SWOT Analysis
...................................................................................................................................................................................... 13 SIA
Resources .............................................................................................................................................................................................
14 Alliances and Acquisitions
.................................................................................................................................................................... 14 SIA
Positioning...........................................................................................................................................................................................
15 References ......................................................................................................................................................................... 16
1|Page
INTRODUCTION
Service–Dominant Logic is a new paradigm that marketing is

Singapore International Airlines: Company Analysis
Singapore International Airlines: Company Analysis
[pic]
A Marketing Study in partial fulfillment of the Module ADPM/01
Supervised by Ms. Charmie Jayaweera
Abstract
This report is a comprehensive study on the chronological overview of the Singapore International Airlines (SIA) and gives a brief
profile of its various businesses. The report then identifies and discusses the influence of the environmental factors that have given
it a dominant position in the global airlines industry. A critical analysis of SIA in the context of its basic business operations and
marketing strategies follows. The report concludes with an outlook on the present and future performance of SIA.
This report is an extensive study on SIA's mission, ... Show more content on Helpwriting.net ...
It has the most advanced in–flight entertainment system providing a wide range of audio programs and ground breaking
technologies, in the likes of 'video on demand' enabling passengers to pause, fast–forward and rewind any program at their
convenience. It was also the first global airline to provide in–flight e–mail service, e–mail check–in and text message flight–alerts
notifying customers of plane arrivals and delays. For first and business class passengers who want to choose their own menus there
is a 'book the cook' service, and on some long haul routes a cleverly designed flat bed that takes up no more room than a
conventional seat.
SIA firmly believes that its employees are the primary drivers of the success that it enjoyed in the marketplace. Through a deft
mixture of organizational culture, instruction, and custom, SIA was able to bond the human assets into a formidable source of
competitive advantage. It has a workforce of 29,734 employees drawn from all over the world while a large number of them came
from Singapore and Malaysia. (Ramaswamay, 2001)
SIA has consistently been one of the most profitable airlines in the world, even during 2003 when the global airline industry felt
the devastating effects of the 9/11 terrorist attacks and SARS. In early 2004, SIA's chief executive officer, Mr Chew Choon Seng
said "2003 will probably go down as one of the most difficult years in SIA's history. During the year the combined effects of
terrorism, war and a new

History Of Singapore Airline, A Global Commerce, Financial...
History of Singapore Airline
Singapore not only known as a global commerce, financial and transportation hub, but also the second smallest country in Asia.
Over the last two decades, if a question asks to name one of the best knows global brand in Singapore. No surprised to see the
answer will most likely to be Singapore Airline. From a little regional airline operated with a twin engine airspeed consul into one
of the world most respected travel brands and cargo carriers that consistently ranks amongst the world's top 10 airlines, Singapore
Airline has come a long way since founded in 1972.
Fleet and Air network
Started with 6000 staffs, 10 aircraft that flies to 18 counties from the very beginning to nowadays, Singapore Airline flies ... Show
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The new flights will be operated by Boeing 777–200s with a total of 266 seat and scheduled to operate four times a week from
Singapore and connect to both Australia and New Zealand capitals. The Return flights will be on a Wellington – Canberra –
Singapore routing.
Type of service and revenue
As being a market leadership and cost–effective operators, Singapore Airline not only operate services such as passenger and cargo
air transportation via Singapore to the primary cities around the world, but also offer cabin crew, ground positions and pilots
training, engineering services and so on and so forth. Moreover, Singapore Airline is one of the most profitable airline among its
major competitors within Asia during the global recession of 2015. According to the annual report of 2014/2015 from Singapore
Airline, it has a revenue of $15,566 million US dollar with 18,737 thousand passengers carried while its major competitors Japan
Airlines Co. LTD and Cathay Pacific Airway LTD have $11,912 and $13,646 million US dollar with 39,437 and 31,570 thousand
passengers carried, respectively.
Strong reputation and brand building management Unlike others airline, Singapore airline more likely to focus on reputation and
brand building primarily from the early start. Since Singapore is a very small island with a really low

SWOT Analysis: Situation Analysis Of Singapore Airlines
1. Situation Analysis:
Company Background and Products
The civil aviation industry has increased more and more recently and one of the most developed airline in Asia in particular and in
the worldwide in general is Singapore Airlines. The Singapore's national airline was founded in 1972, after separating from
Malaysia–Singapore Airlines, which previously was Malaysian Airways (founded in 1947). It has evolved from a regional airline
to one of the most respected travel brands around the world.
Nowadays, the network of Singapore Airlines has reached to 93 destinations in 42 countries across 6 regions, serving passengers
from Asia, Europe, North America, to the Middle East, Southwest Pacific, and Africa. Additionally, in order to let passengers enjoy
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Strengths (Internal Factors):
Singapore Airlines is a subsidiary of Singapore Government so it can achieves many supports;
The geographical location of Singapore: an important crossroad of the world with high developed economics;
Provides a wide range of excellent products and services;
Well educated staff, especially the image of Singapore Girl as the internationally–recognizable icon providing the high standards
of care and service;
High recognition brand with high consumer base;
High capital for

Case Study: Singapore Airlines: Its Competitive Advantages
Business Strategy class : Final Assignment
Case Study : Singapore Airlines
By Melissa Issad
The objective of this paper is to analyze the strategy of Singapore Airlines, its competitive advantage and how they implement
such a strategy.
First, we will start with a definition of the case study and the main stakeholders of Singapore Airlines. After that, in order to
describe their strategy we will realize a SWOT analysis and a description of their competitive advantage. We will conclude with
the strategy implementation.
Officially launched in 1972, SIA's network reaches 93 destinations on 42 countries serving all the continents. In partnership with
its regional subsidiary SilkAir serving 21 countries, they created major alliances serving other ... Show more content on
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It works on offering better with the cheapest price. But, this stays unique and paradoxal with its cost reductions techniques. Trying
to understand SIA's unique strategy because it regroups two strategies as Porter defines them (Porter, 1996), it is explained in the
Harvard Business Report Review report on SIA: "This triggers a virtuous cycle. Because mechanical failures are rare, fewer
takeoffs are delayed, more arrivals are on time, and fewer flights are canceled. New planes are more fuel efficient and need less
repair and maintenance... repairs accounted for 4% of SIA's total costs compared with 5.9% for United Air Lines and 4.8% for
American Airlines. SIA's aircraft spend more time in the air: 13 hours, on average, per day versus the industry average of 11.3
hours. And, of course, customers like newer planes better."(Heracleous, 2010).
Regarding the strategy implementation of SIA, we can summarize its following success factors:
Levels Success factors Objectives
Information Premium quality is competitive advantage
Service to customers is the success key
Regional partnerships are essential
HR management and training is crucial I know
Training Innovate all the time
Reduce costs in an intelligent way
Look for new partnerships and alliances
Manage its own fleet I can
Motivation Manage the growth of the company and multi–level hierarchy
Take into account the growth of the gulf and Chinese airlines
Keep the leadership and achieve standardization and personalization of its

Singapore Airlines
Table of Contents 1. Introduction 4 2. Executive Summary 5 3. Financial Analysis 5 3.1. Profitability 5 3.2. Analysis of Investment
Performance 13 3.3. Financial Condition 17 3.4. Dividend Policy 22 4. Conclusion 26 5. References 27 Introduction The analysis
supplied within this report has been undertaken from the perspective of a current shareholder in Singapore Airlines (SIA). The
report provides critical assessment of the company's overall performance, assessment that would be relevant and meaningful to
shareholders. Two major airlines have been selected to provide competitor comparison throughout this report. The two competitor
airlines – Japan Airlines Ltd and Qantas Airways – have been selected ... Show more content on Helpwriting.net ...
Although we see a decrease in fuel, staff and depreciation costs, all other expenses experienced an increase for the reporting
period. Vertical Analysis of Income Statement (in $ million) | 2013/14 | % | 2012/13 | % | Total revenue | 15,243.9 | 100 | 15,098.2 |
100 | Total op expense | 14,984.6 | 98 | 14,869.0 | 98 | Depreciation | 1,575.5 | 10 | 1,589.1 | 10 | Staff cost | 2,336.7 | 15 | 2,353.3 |
15 | Fuel costs | 5,702.1 | 37 | 5,899.4 | 39 | Handling charges | 1,038.7 | .07 | 1,006.1 | .07 | Advertising and sales costs | 257.6 | .02 |
209.3 | .01 | Rentals on leased aircraft | 649.5 | .04 | 553.6 | .03 | Other expenses | 3,424.5 | 37.87 | 3,258.2 | 35.89 | By using the
vertical analysis method as shown above we see the individual operating expense as a proportion of total revenue for the reporting
period. This give greater clarity to the significance the various expense items mean to the airline and its reliance on these expenses
to be controlled. We can see from the analysis there is consistency across reporting periods for these significant expenses, with
decease in fuel costs. From the above statistical data (horizontal and vertical) we can delve deeper into the financial profitability of
the airline by the use of profitability ratios. As with any ratio calculation its value or benefit comes

Singapore Airline Case
Discussion Board # 5 Reply 1 Johan Rivera Liberty University Zamor Thank you for sharing valid and important information
about the Singapore Airline case. You mentioned the fact that it is more complicated to improve something that is already good
than something that actually needs improvement. This statement is very interesting and true. In the field of dance, dancers are
exposed to this situation in a daily basis. After every time they perform a choreography, their rehearsal director and artistic director
provide feedback that help them be better next time they have to perform the choreography. Most of the time in the feedback
section they tell the dancer that they looked great and are pleased with the performance. However, they believe

Singapore Airlines Swot Analysis Essay
Singapore Airlines which is based at Singapore Changi Airport, is Singapore's national carrier. With a fleet of Airbus and Boeing
aircraft, Singapore Airlines operates a substantial network covering Asia, North America, Australasia, Europe, Africa and the
Middle East. A member of the Star Alliance, Singapore Airlines is majority–owned at 56% of voting stock by Temasek Holdings,
the Singapore government investment and holding company The company has seen rapid expansion with a strategy focusing on
customer needs and exceptional customer service which made it in to a significant competitor in the market. Singapore Airlines
has remained successful as well as consistently profitable through a stable investment in operational excellence and personnel
skills. With this strategy, the company has sustained a competitive advantage and good reputation. This report reviews the ... Show
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Profits dropped again in the quarter ending 30–Jun–2014, representing 1st quarter of Financial Year 2015, with the company
posting a 52% decrease in operating profits to SGD39 million (USD31 million). (Center for Aviation, 2015). Singapore Airlines is
still one of the most competitive airlines in the world market and has not suffered an annual loss s far however, the fact is that the
airline has faced in the recent past – and continues to face – some of the greatest challenges ever as a business. The airline
company has to make strategic adjustments for the group to be better positioned for profitability, sustainability and growth.
Singapore Airlines still has a number of core strengths as well as a lot of opportunities, however, serious challenges are also
present ahead with any proposal of strategic adjustments coming with risks. In this SWOT analysis, the report incorporates
Singapore Airline's 1st Quarter Financial Year 2015

A Joint Feasibility Study Of Ultra High Capacity Aircraft
Section 1 Goal and Scope
In late 1993, Airbus, with its three main consortium members Aerospatiale, British Aerospace and Defence Analytical Services and
Advice (DASA), started a joint feasibility study of ultra–high capacity aircraft (UHCA).1 The study showed a need for up to 727
UHCA between 2001 and 2011.2 With world passenger numbers growing at 5 per cent each year, taking off and landing slots at
major airports will be limited. Airbus believed that UHCA, providing more efficient use of ramp and runway space, will be part of
the solution to the growing congestion.
Airbus' competitor Boeing netted 40 new sales of their 747 model, worth $6.5 billion (USD) in 1994.3 This had portrayed Airbus'
inability to compete at this high value end of the market. With the mounting sense of urgency, Airbus need to intensify the design
and development of a UHCA to fill the top end of its product line and stop the dominance of Boeing in large aircraft market with
747 for over two decades. Hence, in June 1994, Airbus announced its project goal to build a high–capacity, high–efficiency aircraft
with up to 569 seat capacity and a maximum range of 8,520 nautical miles; the project was designated A3XX.4 Many airlines
faced a dilemma whether to opt for earlier option of the new Boeing 747X, or the all new A3XX. During a meeting with 13 major
airliners in Carcassonne, Airbus had then assured them with a scope to work toward preliminary and final design freezes scheduled
on the end of 1997 and

Singapore Airlines Essay
Singapore Airlines: Managing Human Resources for Cost effective Service Excellence
"In Singapore, we always want to be the best in a lot of things. SIA is no different. ... a lot of things that we have been taught from
young, from our Asian heritage ... filial piety, the care and concern, hospitality, and, of course, the most important part is trying, if
we can, to do whatever we can to please the customer. And how do we do it? Sometimes, people just wonder, 'How do you guys
manage to do it with limited time and resources on a flight?' yet we manage to do it somehow. Call us magicians."
Lim Suet Kwee, Senior Rank Trainer, Singapore Airlines Training School, and Senior Flight Stewardess
SIA's new business class has the widest seats in the A ... Show more content on Helpwriting.net ...
Even though training is often emphasized as a key element of success in service industries, SIA remains the airline with the highest
emphasis on this aspect. Newly recruited cabin crew are required to undertake intensive four–month training courses–the longest
and most comprehensive in the industry. SIA's training aims to enable cabin crew to provide gracious service reflecting warmth
and friendliness while maintaining an image of authority and confidence in the passengers' minds. SIA's holistic training includes
not only safety and functional issues but also beauty care, gourmet food, and wine appreciation, as well as the art of conversation.
As SIA's reputation for service excellence grows stronger, its customers tend to have even higher expectations, which increase the
pressure on its frontline staff. According to Ms. Lim Suu Kuan, Commercial Training Manager, the motto of SIA is this: "If SIA
can't do it for you, no other airline can. The challenge is to help the staff deal with difficult situations and take the brickbats. The
company helps its staff deal with the emotional turmoil of having to satisfy and even please very demanding customers without
feeling that they are being taken advantage of." Former CEO Dr. Cheong Choong Kong also commented that "to the company,
training is forever and no one is too young to be trained, nor too old." Continuous training and

Executive Summary
After carefully undertook a critical review of the five papers which are written by Daniel Chan on the story of Singapore Airlines
(SIA) and Singapore Girl, it has in fact bring us a lot of thought and the strategies which SIA has used which attain SIA becomes
one of the world's leading airlines company.
While SIA is one of the world 's leading carriers with an advanced fleet and it is internationally respected as the innovative market
leader combining a quality product with first–rate service. Being an international company in the competitive global business
environment, it has to face an amount of competitions, such as challenges and changing environmental trends. To deal with these
issues, SIA pursue a number of ... Show more content on Helpwriting.net ...
The investment in latest technology such as Air Bus A380 or "Superjumbo" offer the SIA the ability to carry more passengers with
lower operating costs and improved passenger comfort. Moreover, SIA is a member of Star Alliance and the membership help the
company to prompt efficiencies in many areas such as cost cutting, privatisation and route rationalisation and so on. These factors
can make the SIA more efficient in cost reductions.
In that case, it can be seen that SIA use global strategy while maintaining its customer oriented product and differentiation strategy
so that the company can make more profit and get more success in the future.
Key Resources
The success of the company depends on a number of factors. Key resources are one of the important factors that play in the main
part of the company's success. Key resources include tangible resources such as plant and equipment; intangible resources such as
brand name and organisational capabilities. Being a successful company, SIA possess a great number of key resources.
The brand image of the company is very important key for its success. The brand image of Singapore Airlines is the best quality
service and innovative offerings. It is also recognised as the crown jewel of South East Asia.
The next resource is the Human resource which includes the good and skillful employees who always try to provide world–class
service to customer around the world .Flight

Delta and Singapore Airlines Case:
1. a. Delta Airlines Depreciation Method Depreciation Method Salvage Value For every $100 mil Depreciated Annual
Depreciation
Prior to 1986 Straight–line, 10 years 10% 100–(.1*100)=90 90/10=9 $9 mil
1968 – 1993 Straight–line, 15 years 10% 100–(.1*100)=90 90/15=6 $6 mil
After 1993 Straight–line, 20 years 5% 100–(.05*100)=95 95/20=4.75 $4.75 mil
b. Singapore Airlines Depreciation Method Depreciation Method Salvage Value For every $100 mil Depreciated Annual
Depreciation
Prior to 1989 Straight–line, 8 years 10%=$10 100–(.1*100)=90 90/8=11.25 $9 mil
After 1989 Straight–line, 10 years 20%=$20 100–(.2*100)=80 80/10=8 $6 mil
2. Both use a straight line depreciation method to depreciate the value of the fleet on the Balance Sheet. ... Show more content on
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Analysis: The overall strategy of Singapore Airlines may be related to their commitment to maintaining their high rankings for
customer service amongst business commuters. Here having current technology in the airplanes may be relevant to Singapore
Airlines in implementing this strategy. To maintain current technologies in aircrafts, it may be more cost effective to truncate the
serviceable life of aircrafts and purchase new aircrafts versus allowing the fleet's amenities – i.e. telecommunication capability for
passengers or flat screen televisions in every seat – to become outdated or choose to retrofit the aging aircrafts.
5. Average age can be computed as a ratio of accumulated depreciation divided by the annual depreciation expense. Here age is a
function of the depreciation rules in place by the company. As stated in the case, it is difficult to compare over airlines within the
industry due to different depreciable lives and fleet ages. Most specifically when analyzing average age of a fleet as relative to
annual depreciation expenses the case states: "There is no necessary connection, however, between the average age of an airline's
fleet and the assumption it made regarding the fleet's depreciable life."
In the chart below, you will see the amount of total asset value that has been depreciated as of 1993. This value is similar for both
companies. However, this result is deceiving because it only

Essay On Singapore Airlines Swot Analysis
1. Introduction
This is a report about Singapore Airlines Limited. The purpose of this report is to explains how the external environment and the
industrial 5 forces affect the organisation and how they survive. There are some recommendation given in the end of the report.
Singapore Airlines Limited (SIA) was incorporated in May 1st, 1947 as Malayan Airways Limited (MAL) and commenced
operation as Singapore Airlines Limited in 1972. SIA's headquarter, Airline House is at the Changi Airfreight Centre which was
officially opened in 1983. Singapore Changi Airport is its Hub.
SIA is a Singapore's nation carrier and the 2nd largest operator in the world. SIA's parent company, Temasek Holdings holds
55.33% of the shares. SilkAir, Scoot, and Tiger Airways are the subsidiary of SIA. SIA provides ... Show more content on
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Those who travelling to Indonesia they can travel by sea in ferry. Those who travel for business purpose has been decreasing as the
communication technology of web conferencing became the substitute of flying for meetings.
Those substitutes for SIA are low in cost compare to flying to the destinations. Therefore, SIA has high threat of substitute.
3.4. Bargaining power of Suppliers
The bargaining power of suppliers are low as SIA is depending suppliers for the in–flight catering, fuel and Airports.
As SATS is the Singapore Changi Airports assigned caterer, SIA has no other source for their in–flight catering and their in–flight
services. Therefore, the barging power of supplier is low for SIA.
3.5. Bargaining power of Customers
The bargaining power of customers are low as there are many other airlines in Singapore with the cheaper fares and other
destinations which allows them to compare. There are also many close substitute available in terms of cost and service.
4. Recommendation
5. Referencing

Farenheit 451 Week 3 Assignment 2 Dress Code
Lily Transportation Corp. provides professional services to its clients. It is extremely important that our drivers dress in a manner
that reflects Lily's professional image and reputation. Lily Transportation Corp. has instituted a Driver Uniform and Dress Code
policy for drivers. Drivers must wear Lily Uniforms where required, and conform to the Dress Code while on the job as set forth
below . . . . No lettering, numbering, wording slogans or graphics are allowed on clothing worn by drivers visible to others while
on the job except that which is the logo or insignia of the clothing manufacturer (i.e. Nike, Reebok, etc.). No articles of clothing
may be worn displaying anything other than the Lily Logo or Insignia unless specifically approved by Lily Transportation Corp. 2)
The Confidential Information Rule: Under the "Inappropriate Conduct" section in the employee handbook, employees are
subjected to discipline, including discharge ... Show more content on Helpwriting.net ...
However, Lily Transportation demonstrates that a more detailed confidentiality policy that complies fully with the NLRA
generally will not save an overly broad summary in the social media policy. The employer in Lily asserted the short confidentiality
rule did not violate the Act because when read in the context of its more detailed confidentiality policy, employees would
understand that the policy applied only to proprietary business information and not to wages, or the terms and conditions of
employment. The judge rejected this argument, reasoning that the short policy statement did not reference the more detailed
confidentiality policy and that the more detailed policy was located in a different section of the handbook which employees had no
reason to connect with the shorter and overly broad policy

Observation of Virgin Company
1. Introduction Virgin Airways or Virgin Australia is a member of Virgin Group which was established by Richard Branson in
1970 with various sectors such as mobile telephony, transportation, travel, financial services, media, music, fitness and tourism.
Virgin Australia was first put into operation on 31 August 2000 by the first flight DJ214 from Brisbane to Sydney. On that date, the
company just had one route, two aircraft and a team of 200 people. Neil Chatfield, who has an extensive experience across a range
of industries, is an Independent Non–Executive Chairman of Virgin Australia. There are eight different directors who are co–
responsible for the Board with Neil Chatfield and John Borghetti – the current Managing Director and Chief ... Show more content
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35). Virgin Australia has included all of them. 3.3.4.1 Economical Conditions Economic conditions include the terms, such as,
inflation, income level and others (Davidson, Poole and at all 2011, pp 35). According to Virgin Australia (2011) the company
received strong underlying result for the first half of year. As evidences, the company published Annual Report 2011 with
information that proves company's improvements. For instance, company's total revenue has increased by 18.4 per cent from 1695
million dollars to 2006.4 million dollars, net profit after tax increased by 117.6 per cent from 23.8 million dollars to 51.8 million
dollars, significant improvement in liquidity, with 506 million dollars of unrestricted cash and 851 million dollars total cash
balance(Virgin Australia, Annual Report 2011). 3.3.4.2 Political–Legal Conditions Law and government regulations are input in
political–legal conditions. Virgin Australia (2011) includes laws and regulations, for instant, legal compliance, privacy and
information, intellectual property and others. 3.3.4.3 Social–Cultural Conditions Social–cultural conditions contain the general
state of social values, such as, human rights, social institutions (Davidson, Poole and at all 2011, pp 35). Virgin Australia is always

SWOT Analysis: Singapore Airlines
SWOT analysis
A SWOT framework is used to evaluate the internal and external forces affecting the company.
Strengths
Singapore Airlines was established in 1972. Singapore Airlines' major strength is the brand image, its size and also the positioning
strategy. According to Heracleous and Wirtz, in 2010, SIA was acknowledged as the second largest in terms of market value. SIA
has reported profit every year, which is an achievement that has been unmatched by other competitors. According to a report, SIA
generated an annual profit of 378.9 million Singapore dollars in 2013. Most importantly, SIA was best–known for its brand in the
airline industry. SIA managed to positioned itself as the leading brand through the utilization of a business model known as "First
Mover". SIA uses this model to stay one step ahead of its competitors. For instance, SIA was the first airline to take delivery of the
new A380 passenger plane in the 2000s.
Weaknesses
SIA has strengths that are certainly unmated by the competitors, however, SIA still have weaknesses. Particularly, SIA's
investment in low cost airlines, such as Tigerair has reduced the company's profitability, according to Air Transport World, 2014.
Singapore Airlines' attempt to penetrate into other ... Show more content on Helpwriting.net ...
For instances, there is a sever growth of Middle Eastern airlines which includes Etihad and Emirates. This is considerably the
biggest threats according to Bloomberg Business week, as they adopt the similar business models and positioning strategies as
Singapore Airlines. This shows that Singapore Airlines have to continuously seek for opportunities to stay one step ahead of its
competitors and finding a unique competitive advantage. Another threats is that European carriers has also been utilizing the
similar cabin products as of SIA's, where it used to be one of SIA's competitive

Depreciation at Delta and Singapore Airlines
Depreciation at Delta Air Lines and Singapore Airlines
Acct 531 – Intermediate Finance Acct 1 SECTION 1 – 13WQ
Instructor: John V. Merle, MBA
February 27, 2013
Emma Waage
Roarke Stone
Tim Gould
Introduction
Depreciation expense is the way that the use of an asset is matched with the revenue that is generated from the asset on the income
statement during the time period being reported. Each asset used in a business has a useful life as disclosed by the company's
depreciation policies for each category of asset. The other piece of calculating depreciation is the assumed salvage or "residual"
value. There are several different methods of depreciating an asset:
1) Straight–line = [pic] 2) Double–declining ... Show more content on Helpwriting.net ...
What does it gain or lose by doing so? How does this relate to the company's overall strategy?
Singapore maintains one of the youngest average fleet ages in the industry at 5.1 years old. They were depreciating their aircraft
over 8 years with a salvage value of 10% up until 1989 and then increased it to 10 years and 20% salvage value. The average
depreciation rate per $100 for Singapore Airlines was $11.25 prior to this change and $8.00 after, compared with Delta's $6.00.
The company is majority–owned by the Singapore government, but did not receive any subsidy from the government. Its stock is,
however, followed by over 20 investment analysts worldwide. In 1993, their net profit dropped from $922 to $741 million in
Singapore dollars as depreciation expense as a percent of total operating expenses had grown from 14.8% to 15.8% in one year.
Staff bonuses were cut from 3.4 months of pay to .5 months of pay in one year. The other issue that that was hurting their
profitability was that their strategy was not in line with their utilization rate of only 71.3%, down from 78.9% in 1989. They
should have been focusing on the amount of depreciation they were paying expensing as a percent of operating expense much
sooner. With profits and utilization rates declining constantly over the last five years, a focus on the depreciation methods could
have helped them reduce the decline in net profits. With an aggressive capital expansion program

Singapore Airlines History Traced to Malaysian Airways Essay
Singapore airline's History can be traced back to when it was found in 1947 with Malaysian Airlines (known as Malayan Airways).
Its first flight linked commenced from Singapore Kallang to various places like Kuala Lampur, Ipoh and Penang. Malaysian
federation was formed in 1963 naming the company to Malaysian Airways and further changing it name to Malaysia–Singapore
airlines (MSA) in the year 1966. In 1972 the MSA Company was split into two, Singapore airlines and Malaysian airlines system
(Renamed as Malaysian Airlines) and thus The Singapore International Airline (SIA) was formed (Star Alliance, 2014).
SIA with their route network has exceeded to 63 Destinations in 35 countries that serves in Asia, Europe, North America, the
Middle ... Show more content on Helpwriting.net ...
According to the research SIA has achieved its outstanding performance by implementing a dual approach; Differentiation through
their service excellence and Innovation and together with cost leadership in its peer group. According to Michael Porter's influence
suggestion this dual strategy was seemingly unachievable as both the differentiation and cost leadership were mutually exclusive
different kind of investment strategies across the value chain (Management, 2014). As a part of International Strategies, In April
2000, the company had joined the star Alliance one of the three major airlines alliance. Although through the other side SIA have
been investing in China and India through various strategic alliances with their local organization like the cargo division, airport
services and catering (Bsr.london.edu, 2006).
Below table shows Singapore airline's performance comparatively to its competitors: Source: London Business School BSR
Valuable Information of expertise in Technology has been the aspect for SIA's strategy in enhancing the customer service as well
as increasing the efficiency. Effectual use of IT has considerably condensed cost and improved serviced levels, With the business –
level strategy approach (Management, 2014). SIA has been able to come up with the premium service to its loyal customers.
Singapore airlines chain its dual strategy of cost

Singapore Airlines Vision Statement
INTRODUCTION
Airline industry is a growing and a challenging industry across the globe and it is becoming more competitive on quality, pricing
and most prominently safety in the contemporary world.
As a regional hub for the Asia pacific region, Singapore and Singapore airlines play a major role in connecting people across the
globe.
Singapore Airlines (SIA) was established in 1972, growing from a regional airline, it is renowned for being one of the leading
travel brand in the highly competitive airline industry. SIA is well known for its personalised service, world class comfort,
reliability and timeliness, and development of its products and services innovatively and above the industry standards.
Operating based at Changi airport Singapore, ... Show more content on Helpwriting.net ...
Its leading premium product name remains as an important differentiator among the industry. SIA is famous for delivering quality
service. The airline's air stewardesses, also known as the Singapore Girl, dressed in the unique "Sarong Kebaya", is a key element
of SIA's product differentiation strategy. Through branding they have conveyed the message that Singapore Girl implies the
symbol of world–class service experience. Quality service has become a strengthen factor for SIA, their strong brand name has
given them the chance to charge a best for their products due to the additional value that consumers gain on the service that SIA

Singapore Airlines And The Business Industry
Singapore Airlines (SIA) is one of the leading companies in the airline industry. They are well–known for their customer service.
The basis of the philosophy of SIA is the fact that the quality of service will decide the success or failure of an organization. The
management believes in providing value for the money the passengers pay. They recognize the vital role of the employees in this
endeavor (Wyckoff, 1989). A well–managed organization considers satisfied and motivated employees as the basic source of
improvement and success (Tella, Ayeni, & Popoola, 2007). Like any other organization, the SIA has room for improvement, in
their new crew policies, advertising, and practices in retraining. These improvements could enhance them in the eyes of their
employees and customers. To bring about improvements, there need to be some changes. The change processes are always
associated with dilemmas and challenges. The efficiency of the change efforts and a democratic leadership are important in the
resolution of the dilemmas and meeting the associated challenges. The desirable traits of such change efforts include awareness
and acceptance of the need for change, foresight, team building aiming at the growth of people (Frandsen, 2014). For example, if
the management recognizes and acknowledges the need for periodical retraining of the new employees in the interaction with the
passengers, and arrange provision for this, the crew will become efficient in this skill. They will be more

Singapore Airlines: Core Competency Of Singapore Airlines
Introduction:
Singapore Airlines (SIA), founded in 1972, have come a long way, budding from a regional airline to one of the most trusted travel
brands internationally. They fly one of the youngest aircraft fleets in the world to destinations covering a network spread over 6
continents, with the Singapore Girl as their globally–recognisable icon providing the high standards of care and service that
customers have come to expect of them.
Singapore Airlines Vision:
Singapore Airlines has a responsibility not only to be an excellent company, but also to be an excellent citizen of the world by
enhancing the lives of the people they touch. To position the airline for continued growth in a globalizing industry while
maintaining the airline's loss free record. With that aim in mind, they ... Show more content on Helpwriting.net ...
Singapore Airlines is known for pioneering by continuously being the first in airline industry. For example, they first offered free
alcoholic and non–alcoholic beverages, hot meals and personal entertainment systems, hot towels with an exclusive and original
scent, and video–on– demand in all cabins. Singapore Airlines pursued innovation as an important part of its unique brand. Also,
its employees symbolized as "Singapore girls" that is representing charming, courteous, gentle and graceful is unique in the world
which immediately linked to its unique brand.
Strengths and weaknesses
SIA's main strength lies in the position of Singapore as an important location of the world. Singapore, which is a very small
island–country, has become one of the biggest economic success stories of the last 25 years. Like most South–East Asian
economies, Singapore's success lies in the robust trading links that the country has built in the worldwide economy. Since 1965,
after gaining independence from the British, it had to sell its services world–wide to be

Plat 325 : Engineering Ethics : Qantas Flight 32
PHIL 325: Engineering Ethics
Jacob McDonald
November 16, 2017
Final Research Paper
Qantas Flight 32
I. Part One: Case Presentation
1. Case Narrative
On November 4, 2010 Qantas Airlines was operating Flight 32 from Singapore to Sydney, Australia (Administration). Qantas
Flight 32 was an Airbus A380 aircraft equipped with four Rolls Royce Trent 900 high bypass ratio turbofan engines
(Administration). Five flight crew members, 24 cabin crew members and 440 passengers were onboard Qantas Flight 32
(Administration). Four minutes after takeoff, as the aircraft was reaching an altitude of 7000 feet, there were two loud "bangs."
(Administration). The loud bangs were the result of an uncontained engine rotor failure of the number 2 engine, which is on the
left–hand side, inboard of the aircraft (Administration). The debris from the engine rotor failure impacted the aircraft causing
structural and systems damage (Administration). The debris mainly consisted of sections of the intermediate pressure or IP turbine
disk inside the engine. There were four large sections of the turbine disk that were projected. Two of the sections of the turbine
disk projected through the left wing leading edge and front spar, penetrating the left fuel tank, causing fuel to leak during flight.
One of the sections of the turbine disk went through the belly fairing, and the last turbine disk was found on the ground. The debris
also affected several systems because it severed various electrical wiring and hydraulic lines.
Right after the engine rotor failure, the flight crew of Qantas Flight 32 received a turbine overheat warning on the electronic
centralized aircraft monitor, or ECAM, for the number 2 engine (Administration). The flight crew then received clearance from air
traffic control, or ATC, to enter a holding pattern (Administration). After going through the ECAM procedures and aircraft
controllability checks, the flight crew was able to successfully land at Changi Airport (Administration). Following the landing and
coming to a complete stop, the flight crew delayed on issuing an emergency evacuation because engine number one could not be
shut off (Administration). They were unable to shut down engine number one because the wiring had

PESTLE Analysis: Singapore Airlines
Introduction The identification of an organisation's strategic decision is an important aspect of ensuring effective planning and
development of the organisation. The process remains vital as a strategy influences the development of a clear understanding of
the organisation's position relating to both external and internal environments. The process encourages the development of
effective planning for the future through proper identification of objectives, allocation of resources and creation of a project plan
aimed at achieving the set objectives (Andersen, 2007).
Through the conduction of a PESTLE analysis, the organisation can identify factors within (Internal factors) the organisation that
affect operations and factors outside the ... Show more content on Helpwriting.net ...
Singapore airlines limited identify a limited liability company established in the Republic of Singapore. The company remains
listed on the Singapore exchange securities trading limited and remains a subsidiary of Temasek holding limited. The main
activities of the group include passenger and cargo air transportation, the provision of engineering services, pilot training, air
charters together with tour wholesaling. The airline seeks to develop its service and operations through the integration of different
strategies aimed at developing its activities in the global markets. The company has influenced the development of a large network
spanning six continents, which has expanded its reach and growth within the global market. Through the development of the
Singapore Girl brand, the airline has sought to develop a strong strategy that places emphasis upon customer relationship
management. The brand has propelled the company's growth within the local and global markets. Through the continued
integration of innovations, the airline has developed into a market leader as it enhanced the development of innovations that
enhance the level of efficiency experienced by the customers (Singapore Airlines,

Singapore International Airlines
Introduction
Singapore Airlines was founded in the year 1947 as the Malayan Airways Limited (MAL) during the British invasion at the Tanah
Melayu. After the events Independence in 1957, the Malayan Airways Limited has changed its name to Malayan Singapore
Airlines (MSA). However, the company name should be changed again as a result of the separation of Singapore from Malaysia in
1965. This company was separated in two different entities which are the Malaysian Airlines (MAS) and the Singapore Airlines
(SIA). As defining the image of the company, sarong kebaya worn by the flight attendants or crews that can be seen until now have
been designed by French Couturier Pierre Balmain.
Question 1: Describe what is so special about SIA'a five ... Show more content on Helpwriting.net ...
It is just another step of the selection to help the management confirm on the selecting new cabin crews.
2. Extensive investment in training and retraining
Training is a very important step that the SIA need to provide for its staff and crews. For SIA, the training provided is to utilize the
source of the technology and infrastructure that the SIA has. Besides, SIA also aim to enable crew to provide a gracious service
which will be reflecting the warmth and friendliness, as well as, maintaining an image of authority and confidence in the
passengers' mind. The training that provided by SIA is not only about the safety and functional issues but also beauty care,
gourmet food and wine appreciation, as well as the art of conversation. In addition, SIA has seven training school that train the
crews for seven core functional areas of training, such as, cabin crew, flight operation, commercial training, information
technology, security, airport services training and also engineering. Apart of the SIA training school that provide training on
operation, SIA also offers general management training under HR division which provided by the SIA Management Development
Division. The general management training that provided includes the executive and leadership programs for all staffs. Its
objective is to generate effective managers and visionary leaders. The training provided by the SIA to their staff is to aims at
building team spirit

International Travel Case Study
The Top 5 Frequent Flyer Programs for International Travel
Picking the right frequent flyer programs for your international travel depends on the region, the distance (short–haul/long–haul),
and your own objectives. Are you looking to get status? Or do you favor cheap redemptions?
Start by assessing your travel patterns and booking habits (deep–discounted economy vs. full–fare economy or business/first), and
reviewing both the redemption side as well as earning ability of potential programs. Some programs however generally stand out
by their number of partners, ease of achieving elite status, and overall value. Here's a rundown.
Alaska Airlines MileagePlan
MileagePlan is one of the best programs for international travel for both ... Show more content on Helpwriting.net ...
United and Delta charge a premium for award travel on partner airlines (on which you eventually need to rely at some point for
international travel).
American has had really poor saver award availability recently, especially for international premium classes, which means British
Airways is often the only transatlantic award option. And it comes with a hefty carrier surcharge.
There is however one substantial downside to MileagePlan. Since Alaska isn't a member of any airline alliance, you usually won't
get any elite benefits with their partners.
Air Canada Aeroplan – Star Alliance
Aeroplan isn't as good as it used to be, but can still offer reasonably priced redemptions on excellent carriers through the Star
Alliance network – e.g. 55,000 miles without fuel surcharges from the US to Europe on Swiss.
I would not call Aeroplan the best Star Alliance program overall, but it is a pretty good value for most. Elite status however is not
especially easy to reach given the spending requirement, but it is a very useful program for redemption.
You can transfer both American Express Membership Rewards and SPG points to Aeroplan at a 1:1 ratio.
British Airways Executive Club – oneworld
Again, it depends on your travel patterns, but Executive Club is an exceedingly useful program for specific flights. Availability is
generally good, and status can be easy to achieve with some discounted premium cabin travel – bearing in mind that it would
definitely involve

What Is The Overview Of The Singapore Airlines Case Study
The overview of the Singapore Airlines case study demonstrates that airlines is identified as one of the successful carriers. It is
known as the most profitable airline company in the world (Airline Industry Profile, 2016). The Singapore Airlines strategy to
reorganization of the company's infrastructure and the incorporation of the new services targeting on the satisfaction of the
customer services, moved the company to the leading place among the airlines services. The analysis of the Singapore Airlines
case may offer the clarification to the Banner Healthcare organization methodology of the successful management system within
the company. The Banner Healthcare system of the Phoenix, Arizona is known as one of the biggest non–profit ... Show more
content on Helpwriting.net ...
The information governance program applies to the following departments: data governance, privacy policies, security, legal
policies, management of information technology department (Meehan, 2017). The Banner health system is identified as the leader
in the use of electronic records. The use of an electronic medical records of lab reports, test imaging, physician and nurses' notes,
patient's medical history is available to the health providers to provide better care for the patients. The Banner organization's
technology use is beyond the accepted. Few systems that help to enhance the patients' safety and improving the outcomes are:
PowerNote and Clindoc (the documentation system that updated in a real–time); PharmNet (advance pharmacy system of the
chemotherapy); and Banner iCare Intensive Care program (remote monitoring system by physician and nurse 24 hours a day)
(banner health, n.d.). The Banner's Strategic Plan of network growth. When the Banner Health system was established in 1991, it
included about 22,500 employees, and two thousand eight hundred eighty–two beds. Today the system serves in six states and has
increased employees rate up to 50,000. The goal of the organization to increase the number of the clinics, and centers; increase the
hospitals beds; equip all the facilities with electronic medical records system; and enhance the safety and quality of the care. The
Banners networking is diverse

Strategy and Organization at Singapore Airlines
Case
September 18 2006
Contents
Introduction 3
Most important trends in the airline industry 3
The position of Singapore Airlines and reasons for prior success 4
Current strategy according to Rust, Norman and Dickson 6
The major issues Singapore Airlines is facing 7
Is Singapore Airlines current strategy sustainable for the future? 7
SWOT analysis 8
Future strategy for Singapore Airlines 9
References 10
Introduction
The purpose of this paper is to advice the management of Singapore Airline (SIA) which strategy they should follow. By doing so
we start with discussing what the most important trends in the airline industry are. Subsequently we look at the current position of
SIA and ... Show more content on Helpwriting.net ...
In the early 1990 's top–tier customers wanted to be treated consistently on every flight. Now these customers desire individual
pampering.
As consequence of September 11, 2001 one can observe several trends like a decline of passenger traffic as well as higher demand
of safety arrangements. It is not certain whether this will be temporarily or if it will last longer. At this moment it is uncertain how
the aviation industry will develop in years to come.
The position of Singapore Airlines and reasons for prior success If one looks at numerous lists like the Zagat International Airline
Survey of February 2001 you could say Singapore Airlines (SIA) is the best Airline Company in the world. In the segments
overall, comfort, service and food they are not only the best in the premium class but also in the economy class. These high
qualifications are a result of a life long philosophy that started since the beginning of SIA in 1972. SIA has always pursued a
position of product leader corresponding to Treacy and Wiersema (1993). The product of airline companies can be described as the
service of taking the customer from one place to another true air. SIA has always tried to do this in the best way possible. With the
newest airplanes and a high level of service they have gained product leadership. This section explains the prior success of SIA.
In the beginning of SIA it was hard for airline companies to differentiate itself. All airline

Singapore Airlines, Case Study
CASE EXAM This case exam for the module 'Principles of Marketing' accounts for 70% of the final grade for this module
(IBMMK108R1). The two multiple choice tests during the module account for 30% (15% per test). A CASE STUDY OF
SINGAPORE AIRLINES EXECUTIVE SUMMARY As a former British Colony that gained full independence in 1965,
Singapore was essentially forced to make do with its limited resources. This developed into a national obsession with achieving
excellence without compromise and has been responsible for its many successes. This attitude of control and determination was
critical in the creation of the culture within Singapore Airlines (SIA). From the first unveiling of its official colours in 1972, SIA's
primary ... Show more content on Helpwriting.net ...
Reports could be inserted into the entertainment system accessed by Business Class passengers. This, along with options for
interactive video entertainment in the form of computer games, on–line shopping (as opposed to catalogue shopping for duty free
items), even mechanisms for ordering meals and beverages are not beyond the reach of present technology. Customer Satisfaction
and complaints Another area for concern is that primary data suggests that passenger dissatisfaction has tended to originate from
passengers of certain nationalities. This suggests a tendency shown by certain cultures for external expression. This is an important
consideration as studies have indicated that complaints received are only the tip of the iceberg; a company could stand to lose up to
96% of its unhappy customers. Consistency of in–flight service quality with ground service quality Another issue of some
importance is the lack of direct control over the quality of ground services offered by SIA's suppliers in countries, and specifically
at airports, around the world. The real issue is the communication, despite cultural differences, of the need for and the maintenance
of a consistent level of service quality. SEGMENTATION Apart from the use of technology to improve the Business Class
services, it would also be useful for the airline to consider further segmenting it's largest target market – the Economy Class
Traveller. Sub–Segmentation or Niching will enable the

What Are The Advantages And Disadvantages Of Singapore...
1. Introduction
Being a global company founded in the year 1972, Singapore Airlines has become one of the world's largest and most successful
airlines over the last forty years, focusing on providing a well rounded customer experience and ultimate luxury service, with their
tagline "A Great Way To Fly".
Singapore airlines has come a long way since its modest beginning in 1947, originated from Malayan Airway Limited. Owned by a
state owned investment house, Temasek Holdings, Singapore Airlines commenced operations from the new Terminal 2 at
Singapore Changi Airport on November 22, 1990. Changi Airport, their home base, serves as their gateway to Asia and beyond,
with over sixty destinations in nearly thirty–five countries across six continents. Having earned many industry and travel awards
for eighteen consecutive ... Show more content on Helpwriting.net ...
Hence, there is always an opportunity to adopt new technology and implement them to enhance customer experience. Besides, the
use of technology is more of a boon than a bane in aircrafts as it helps to lower fuel consumption and improve efficiency while
keeping the cost of airline operations low.
On the other hand, Singapore Airlines has recently just launched an all–new mobile application for both Android and Apple
smartphones users to enable them to check the flight schedules and book their flights. This application is meant to run to suit the
convenience of customers and also an effort made to maximize customers' experiences across digital touch points (Singapore
Airlines, 2015).
2.5 Environmental
Unfortunately, in terms of the impact of greenhouse gases per passenger mile, airplanes produce far more carbon dioxide than any
other forms of public transport, causing the temperature of the Earth to rise, which amplifies the impact of aviation on global
warming. (Clark,

Introduction:
Singapore Airlines popularly referred to as "SIA" is one of the world's most successful airline in terms of service and profitability.
It is one of the world's largest airline and viewed as one of the best airlines both by the customers and the competitors at the global
level (Chan, 2000). SIA flies in 35 countries on six continents to 61 destinations and provides high–quality service to the
customers, which is the main reason for its success in the aviation industry. SIA's core values such as uncompromising approach
towards safety and security, ethical business practices, commitment to being a good corporate citizen and dedication to profitable
returns to shareholders played a significant role in its success. This success was attributed to the effective management and the
training within the organization. This paper will discuss the background of the origin, growth and expansion of SIA, analyse how
the marketing, operational and management strategy adopted by SIA played a major role in gaining a global reputation in the
aviation industry.
Origin and Growth:
In 1947, Singapore Airlines began with the incorporation of Malayan Airways Limited (MAL) with the scheduled services
between Singapore, Kuala Lumpur the capital of Malaysia and other parts of Malaysia such as Ipoh and Penang. In 1955, it started
the international service. In 1963, the name of the airline was changed, from Malayan Airways to Malaysian Airways and was
controlled jointly by the government of

Singapore Airlines Pestel Analysis
This report will examine the success of Singapore Airlines(SIA) Pte Ltd. It will show how the company vision, culture, values and
operational strategies help propel SIA into becoming the world's top 100 airline. Moreover, through the analysis or PESTEL and
Five Force model, it will show how both internal and external environment impacts the growth of SIA and how the competitive
environment stimulates the growth of this company.
2.0 Background of SIA
It all began in 1947 when Malayan Airways started having scheduled services from Singapore, Kuala Lumpur, Ipoh and Penang. It
was until 1955 Malayan Airways Started scheduling flights internationally. In 1963 it was renamed to Malaysia Airlines Ltd after
the forming of the federation in Malaysia. ... Show more content on Helpwriting.net ...
Airline suppliers expands drastically in their research and development in order to bring new levels of comfort and new fleets in
order to boost sales. And again by bring in new fleets, it gives customer a sense of security. New developments made a huge
impact on Singapore Airlines. Its carrier are the very few with younger fleets in the market and on top of that it's the first to adopt
new innovations such as reclining seats and seatback entertainment system with headsets.
Environmental
In recent years, there is a growing concern among passengers regarding environmentally friendly services. Due to carbon
reduction targets and increasing energy prices, this preference is likely to grow. Certain airlines have already started to tackle this
green issue, amalgamating into their company social responsibility. But SIA has been slow to respond to this demand from
customers.
Legal
Changing the regulatory framework may impact heavily on airlines, especially those which are national carriers. Each government
has their own outlook and strategies, which may impact the aviation industry heavily. For example, the terrorist event that
happened in September 11, 2001. After the incident there were huge changes being made in security which impacted customers

Singapore Airlines
Marketing Plan for Case 10:
Singapore Airlines: Customer Service Innovation (A)
I. Executive Summary
This marketing plan has been created for the purpose of promoting Singapore Airlines (SIA) services in order to increase market,
profits and brand image to the entire global community. SIA has been providing airline service for the past few decades to
currently 64 cities in 35 countries on 5 different continents. Currently SIA is ranked number one in the world in international
airline travel service. In the past decade revenues have doubled for SIA. In the early 70s, Singapore was considered a developing
country and it used the breaks and benefits of low costs for equipment and employment to make profits for the company to ...
The current marketing strategies of SIA being compared with current products, pricing, distribution and promotion are producing a
profit for the shareholders and executive board of SIA. Comparing last years financial data to the most recent financial data, SIA
has experienced an increase in revenue. d. How does our current performance compare to other firms in the industry? Is the
performance of the industry as a whole improving or declining? Why? The performance of the airline industry has been in a
decline ever since the terrorist attacks in the United States September 11th, 2001. During the time since that fateful day the
industry as a whole has been suffering, however, a few airlines domestic and international have been able to maintain and gain its
market share; SIA is one of those airlines. Since 1997, the revenue for SIA has doubled. e. If our performance is improving, what
actions can we take to ensure that our performance continues to improve? Is the improvement in performance due to a better–than–
anticipated environment or superior planning and implementation? To continue this increase in growth in the market share SIA
must continue to provide excellent quality of service to its customers and continue to provide high quality of travel to its
customers.
Review of current and anticipated organizational resources a. What is the state of our current organizational resources (e.g.,

Taking a Look at Singapore Airlines
International aviation industry is a risky and highly competitive industry, which has to be obligated many strictly safety
requirements as well as fluctuated by internal and external factories. New risk factors continue to occur in recent years, similar like
to 9/11 accident, the international aviation industry has seen a wave of bankruptcies and the Asian financial crisis, SARS breaking,
high oil prices, the global financial tsunami, volcanic eruption in Iceland, etc., constitute new challenges for the airline industry,
they should re–examine the development strategies and policies.
In the following tenses, I'm going to explore and analyze how Singapore Airlines successes on its business level strategy
application in such hyper–competitive business environment with achieve wider gains and recognition.
Background of Singapore Airlines
Singapore Airlines has founding in 1972, evolving from a regional airline to one of the most respected travel brands around the
world. Singapore Airlines is also Singapore's national airline, which in Changi Airport as a base, the main operating on
international routes, has a strong route network in Southeast Asia, East Asia and South Asia, and occupy the Kangaroo route
(especially between Europe and Australasia between Eastern Hemisphere stopping passenger routes) part of the market. In
addition, there are also flights across the Pacific.
Its brand is well known in the aviation industry, particularly in the security, quality of service

Table of content:
Summary
Introduction
I. Background of Singapore Airlines
II. Strategy
1. What is Strategy?
2. The nature of Singapore Airlines Global Strategy
3. Mission and value of SIA
III. Strategic analysis of the organization and its environment
1. PEST analysis
2. Strategic Capabilities
3. Strategic SWOT analysis
IV. Future strategic aspects for SIA
1. Recommendation
2. Conclusion
References
Summary:
In this report I examine the history of Singapore Airlines' the report will then including the corporate strategy, strategic choice and
analysis of the company's external environment political, economic, social and technical environment (PEST analysis), strategic
capabilities and the strength, ... Show more content on Helpwriting.net ...
The politics has become more secure between the nations around the globe. This Secures the Airlines business and gives the
Airline industry a possibility to enter a new market. On the other hand, this will growth substantially the competition that the
control will lose the advantage, Singapore Airlines (SIA) can no longer be the only airline in Singapore.
A political barrier for Singapore Airlines would be its proposal for a investment in Air India, dealing in demanding setback to the
Indian government's privatization.
Also there may be some potential that the 11th of September terrorist attack may shape a huger will to liberalize the industry,
particularly as a large market companies have an important influence and chance in a deregulated nature.
Economic Environment:
Businesses need to reflect the state–run of a dealing economy in the short and long–terms for example: interest rates, inflation,
unemployment, outlook for the economic Gross Domestic Product (GDP), or lack of investment. This is especially real when
scheduling for global marketing.
The event from the 11th of September has influenced the flight security in the view of the customers. Each environmental problem
together with the impact of increase of fuel this has an impact of the basic prices of flights or in

Case Study Of Singapore Airlines
Local Case Study
–Executive Summary
This report provides a brief introduction of the employment conditions in the Singapore Airlines. It begins with an overview of the
company's profile. The report proceeds to elaborate on the pros and cons of working as a flight attendant. Data were shown to
access and analyze the turnover rate and salary range of the different ranking flight stewardess.
(To be continue and amended when the whole report is completed.)
–Profile of Company
Singapore Airlines (SIA) is the national carrier with long haul flights flying over 60 cities, 30 countries and 6 continents. (1) Its
subsidiaries partner such as Silk air, Scoot and Tiger Air, covers other short haul flight in the region of Asia. They are presently
valued at S$23.5 billion as a group. For the past 9 months (2), they have made revenue of S$4 billion, henceforth, has became the
wealthiest organization in Singapore. Beside the achievement of SIA, it's also renowned for the trademark of the Flight Stewardess
(aka Singapore Girl) dressed in the Sarong Kebaya uniform. The distinctive uniform is a one of its kind among the airlines
industry. The Kebaya colours represent the ranking of the stewardess namely, flight stewardess in blue, leading stewardess in ...
Initial positions is below the market average thus we urged Singapore Airline to adopt our recommendation of either increasing the
salary by $36.52 to be on par as the market average so that they doesn't lag behind, and an even better way is to increase even
higher so as to stay competitive and above the market average in terms of pay figures when comparing with their

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