Critical Review Report on Singapore Airlines

Topics: Singapore Airlines, Airline, Qantas Pages: 6 (2131 words) Published: April 19, 2011
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.

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 fashion house Pierre Balmain, and marketed as the Singapore Girl, is now a well-known international service icon. The Singapore Girl became the first commercial figure to be displayed at the famed Madame Tussaud's Museum in London during 1994 when celebrated her 21st birthday. SIA has also diversified into ground handling, aviation engineering, air freight and travel tour agency. The SIA Group is now the world's second largest carrier by market capitalization. SIA is a government linked company, with Temasek Holdings the majority shareholder holding 54.39% of the shares. SIA created aviation history on 25th October 2007 when, as launch customer was the first airline to operate the superjumbo Airbus A380, flying from Singapore to Sydney with much fanfare. SIA has been providing airline service for the past few decades to currently sixty-four cities in thirty-five countries on five different continents. This report will comment on the critical factors that Singapore Airline’s corporate strategy, business environment, key resources, key success factors and issues facing by the company.

Singapore Airlines Strategy
It can say that the main strategy of SIA is the service or product differentiation strategy. The aim market of SIA is the business class people who highly valued the quality service more than the low cost. Therefore SIA provide them the luxurious world-class service and get the full satisfaction from them .Satisfaction from the passengers support the strength of company’s brand image. SIA’s strategy of providing the best customer service makes the company one of the most highly regarded and profitable airlines in the industry. The Singapore Airlines also utilize global strategy to enter and compete in the international environment. As an airline company, they do not have much local responsiveness but the pressure for going global is very high. As SIA is the huge company with many subsidiary companies which market its service worldwide, it can get the maximum...
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