Situation Analysis of the Company & Product
Singapore Airline history
1940s – 2000s
Way back to the early days, even as the Malayan Airways during the 1940s and 1950s, they were already bursting a string with their commitment to service out their best performances in all kinds of area. A commitment they continue to this very day. The history of Singapore airlines can be sketch out back to 1 May 1947. When a Malayan Airways (MAL) Airspeed Consul took off from Singapore kallang Airport on the first of three scheduled flights a week to Kuala Lumpur, Ipoh and Penang. Subsequently, over the next five year, bigger capacity DC-3 aircraft were launch and this meant that faster and more pleasant flights are obtained and the extension of services to destinations in Vietnam, Myanmar, Sabah, Sarawak and Indonesia. Concurrently, the flight refreshments had improvised dramatically from just ice water and biscuit to alcoholic beverages and superb meal to the passengers. On 16 September 1963, the league of Malaysia was born and the Airline became known as Malaysia Airways Limited.
In May 1966, it converted into Malaysia-Singapore Airlines (MSA). In 1968, first time ever happened, its annual revenue had hit up to S$100 million. At the same time, the sarong kebaya uniform were introduced for the Singapore Girl, which was designed by French couturier Pierre Balmain. In 1972, “MSA” has split into 2 new entitles; Singapore Airlines and Malaysian Airlines. The following years was committed to expansion and strengthening the newly form Singapore Airlines. In order to produce more proficient services at Paya Lebar Airport, Singapore Airport Terminal Services (SATS), was set up. On 1 July 1981, the services was shifted from Paya Lebar to the new Singapore Changi Airport. Two years later, Airline House, Singapore Airlines corporate headquarters in the Changi Airfreight Centre was officially opened. Singapore Airlines became the first airline to operate a B747-400 on a commercial flight across the Pacific. Furthermore, “Tradewinds”, a Singapore Airlines subsidiary, became Singapore’s second airline in February 1989 who has a nickname called “silkAir” which has an established network of more than 30 destinations in the region. On 22 November 1990, with the arrival of SQ23 from Amsterdam, Singapore Airlines embark operations from the new Terminal 2 at Singapore Changi Airport. In September 1998, Singapore Airlines instill new standards in air travel by launching a new suite of products and services that worth S$500 million across all there classes of travel that offers better standards and comfort. In 1989, Singapore Airlines (SIA) launched KrisFlyer, its first exclusive programme that consist of First, Business and Economy Class customers to earn mileage credits.
In February 2004, SIA set up a new record for the world’s longest non-stop commercial flight from Singapore to Los Angeles. Furthermore, in October 2006, SIA launched a wide-ranging suite of new range of cabin products containing the world’s widest First and Business Class full-flat seats products, as well as new Economy Class seat, and the next generation of the award-winning Krisworld inflight leisureliness system. In addition, SIA was the first airline to operate out of Changi Airport Terminal 3 in January 2008. In the present day, SIA operates out of both Terminal 2 and Terminal 3. In August 2008, SIA infuse a all-Business Class non-stop service to Los Angeles. Moreover, 21 January 2009, SIA obtained the first of 19 new A330-300 aircraft in Toulouse, France. This aircraft consist of two-class layout, with 30 new Business Class seats and 255 Economy Class seats.
‘ SWOT Analysis ‘
As part of our commitment to corporate governance principles, Singapore Airlines attaches a very high priority to ethical business conduct in the markets in which we operate. We engage employees, contractors and agents on the basis that their integrity in the...
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