marketing strategy
Table of Contents
1.0 Internal capabilities and core competencies
1.1 In-flight services
The importance of efficiency particularly in running a business provides a major opportunity for Singapore Airlines (SIA) to successfully deliver optimum value to its customers. According to Lacar(2009),SIA introduced ground-breaking in-flight services with relation to the latest technological advancements. For example,the innovative Raffles Class Space-Bed which provides passengers the ultimate luxury and comfort in their travelling experience (Anon, 2005). In addition, SIA provides services such as in-flight movies and superior food. SIA flight attendant, Singapore Girl is personification of Asian values and hospitality described as an icon that links SIA’s commitment to service excellence (Hasan, 2009). These activities correspond with the highly skilled management team in terms of formulating effective marketing strategies.
1.2 Aircraft fleets
Continuous introductions of aircrafts are conducted by Singapore Airlines, with the assistance of rapid technological advancements, SIA managed to introduce new aircrafts with a larger passenger capacity and also implement fuel-efficient technology (Lacar, 2009). In fact, SIA was the largest operators of the Boeing 777 in the year 2005 which implies that the internal capabilities of SIA on being able to introduce the most updated models of aircraft is a major factor for the success of SIA despite being overtaken by Emirates Airlines in 2009. This is an indication that SIA are capable of being one of the leaders in the airline industry due to continuous improvements.
1.3 Information technology
Information technology and effective communications lead to the enhancement of customer services, particularly in terms of improving the efficiency especially due to the fact that the airline industry is a service industry. According to Singapore Airlines (2012), the introduction of the In-Flight connectivity allowed SIA to take
1.0 Internal capabilities and core competencies
1.1 In-flight services
The importance of efficiency particularly in running a business provides a major opportunity for Singapore Airlines (SIA) to successfully deliver optimum value to its customers. According to Lacar(2009),SIA introduced ground-breaking in-flight services with relation to the latest technological advancements. For example,the innovative Raffles Class Space-Bed which provides passengers the ultimate luxury and comfort in their travelling experience (Anon, 2005). In addition, SIA provides services such as in-flight movies and superior food. SIA flight attendant, Singapore Girl is personification of Asian values and hospitality described as an icon that links SIA’s commitment to service excellence (Hasan, 2009). These activities correspond with the highly skilled management team in terms of formulating effective marketing strategies.
1.2 Aircraft fleets
Continuous introductions of aircrafts are conducted by Singapore Airlines, with the assistance of rapid technological advancements, SIA managed to introduce new aircrafts with a larger passenger capacity and also implement fuel-efficient technology (Lacar, 2009). In fact, SIA was the largest operators of the Boeing 777 in the year 2005 which implies that the internal capabilities of SIA on being able to introduce the most updated models of aircraft is a major factor for the success of SIA despite being overtaken by Emirates Airlines in 2009. This is an indication that SIA are capable of being one of the leaders in the airline industry due to continuous improvements.
1.3 Information technology
Information technology and effective communications lead to the enhancement of customer services, particularly in terms of improving the efficiency especially due to the fact that the airline industry is a service industry. According to Singapore Airlines (2012), the introduction of the In-Flight connectivity allowed SIA to take