Critical Review Report on Singapore Airlines
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 management strategies while maintaining its key resources and secret of success.
Introduction
SIA commenced in May 1947, when Malaysian Airlines operated out of Kallang Airport. SIA itself was born in 1972. SIA was in a different situation than most other airlines company at that time. As there were no domestic routes to serve, it was forced to immediately start competing with international airlines for routes, getting access to airports, securing flight slots and landing rights, and attracting a new customer base. This tough launch created a driving spirit to compete and also a dedication to branding, especially in the boardroom. Since then, SIA has grown from a regional airline into one of the world 's leading carriers.
SIA have young and efficient fleets (average 5 years), an educated staff attuned to quality, and a top ranked hub, Singapore 's Changi Airport, at the centre of their extensive route network. SIA has built up a strong brand name as a leader in the aviation industry, particularly in terms of service excellence, innovation and safety, coupled with consistent profitability, winning numerous awards and accolades. Its joyful, willowy cabin attendant, outfitted in tight batik sarong kebaya designed by renowned
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 management strategies while maintaining its key resources and secret of success.
Introduction
SIA commenced in May 1947, when Malaysian Airlines operated out of Kallang Airport. SIA itself was born in 1972. SIA was in a different situation than most other airlines company at that time. As there were no domestic routes to serve, it was forced to immediately start competing with international airlines for routes, getting access to airports, securing flight slots and landing rights, and attracting a new customer base. This tough launch created a driving spirit to compete and also a dedication to branding, especially in the boardroom. Since then, SIA has grown from a regional airline into one of the world 's leading carriers.
SIA have young and efficient fleets (average 5 years), an educated staff attuned to quality, and a top ranked hub, Singapore 's Changi Airport, at the centre of their extensive route network. SIA has built up a strong brand name as a leader in the aviation industry, particularly in terms of service excellence, innovation and safety, coupled with consistent profitability, winning numerous awards and accolades. Its joyful, willowy cabin attendant, outfitted in tight batik sarong kebaya designed by renowned
Bibliography: 3. Star Alliance (Accessed Jan 2008)Member Airlines http://www.staralliance.com/en/meta/airlines/SQ.html http://www.singaporeair.com/saa/en_UK/content/company_info/investor/index.jsp 5. Asian Business Review (1996), ``Asia 's great companies: why SIA is the world 's most profitable airline ' ', December, p 6. Asian Business (1996), ``Asia 's most admired companies 1996: creative service is secret of success ' ', May, p. 40. 7. Chan, D., (2000).The Development of the airline industry from 1978-1998- A strategic global overview. Journal of Management Development, Volume 19, No 6, 2000. (pp. 489-514). 8. Chan, D., (2000). Beyond Singapore Girl- Grand and product/service differentiation strategies in the new millennium. Journal of Management Development, Volume 19, No 6, 2000. (pp. 515-542).