Marketing and Singapore Airlines

Nanyang institute of management | Singapore Airlines’ Marketing Issues | BSMAN BSHSP 3008 Marketing for Managers | | Stacie Huynh Bao Tran | 06-Aug-12 |

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Executive Summary
Singapore Airlines is one of the world’s top ranked carriers. They have been constantly a successful organization for the factual understanding of the needs and wants of its target market. They provide products and services in excellence standard to meet its demand, implement an active marketing orientation and analyze issues referring to its comparative advantage over other players. Porter’s five forces analysis help the organization to identify the internal factors influencing how the firm deal with competition, as well as the external factors that affect the nature of the competition within the industry. Singapore Airlines also segments and targets its market strategically and to push their brand image to a prestige positioning.

Table of Contents I. Introduction3

II. Body
Customers’ needs, wants, demand, product and market identified for Singapore Airlines. i. Customers’ needs, wants and demand 3 ii. Singapore Airlines’ products and market4
Singapore Airlines’ market orientation i. Market orientation 4 ii. Product life cycle5
Major competitive issues facing Singapore Airlines. i. Singapore Airlines’ competitive advantages 5 ii. Porter’s five forces analysis of Singapore Airlines a) Suppliers power6 b) Buyers power6 c) Substitutions6 d) Competitive rivalry7 e) New entries7
Segmenting, targeting and positioning of Singapore Airlines. i. Segmenting 7 ii. Targeting 8 iii. Positioning 8

III. Conclusion9

IV. Recommendations10

V. References and Bibliography11

I. Introduction
Singapore Airlines (SIA) has been ranked as one of the top leading airlines in the world. Singapore Airlines began with three flights per week, and today their route network’s span is 99 destinations in 39

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