PRINCIPAL OF MANAGEMENT
MUHAMAD NOOR IZZAT BIN ISHNIN S9211556I
NO. WORDS: 1543 TABLE OF CONTENTS
2.0 SWOT Analysis
3.0 Four Functions of Management
6 5.0 Recommendation
Founded in 1972, Singapore Airlines (SIA) has been renowned for its outstanding services and it is a company that would accommodate the needs of its customers. Well known for its inflight services and entertainment, SIA has been labelled as “trend setter”.
In 2004 SIA has launch the world’s first longest commercial flight from Singapore to Los Angeles in 18 hours (Ahmad, 2005). In 2007 SIA then took the world’s first largest commercial plane into the sky which has a capacity of 525 passengers (AIRBUS, 2007).
Singapore Airlines has won top 3 in the worlds Airline Award for 5 consecutive years making it a Reputable Airline in the aviation industry.
2.0 SWOT ANALYSIS
i. Singapore Airlines has a reputation for its excellence services and hospitality. It has won top 3 in Worlds Airline Award for 5 consecutive years which was conducted by SKYTRAX annually (SKYTRAX, 2009).
ii. Singapore Airlines has the youngest fleet of Aircraft at an average age of 6 years making it fuel efficient which also allows them to have regular upgrades to provide outstanding inflight services.
Inability to innovate. Passengers of Singapore Airlines would have a high demand in terms of service due to its reputation. Self-check in kiosk would only mean that passengers would have to manually print their boarding pass and drop off their luggage themselves which in turn be inconvenient (Hewitt, 2010).
To be in the level playing field of budget carriers in the region Singapore Airlines has set up Scoot, a medium long haul budget carrier, to get a share of the market of growing demand in budget flights. By doing so it will still gain the loyalty of its customers.
Oil prices has been increasing at an exponential rate over the past few years affecting the aviation industry tremendously. Not only it affects the price of airfares, Singapore Airlines had to cease its long haul flight from Singapore to Los Angeles and Newark due to high operating cost and low yields (Park, 2013).
3.0 FOUR FUNCTIONS OF MANAGEMENT
As Singapore Airlines is a customer service oriented company I think that they would have a decentralised planning structure where ideas would be encouraged from the lower level managers. Here I will elaborate more on the core components of planning which are Objectives, Actions, Resource allocation and Implementation guidelines.
i. The Objective of Singapore Airlines is that “Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees (Airlines, 2014)”. The objective is Specific, measurable, attainable relevant and it has been proven to be time bound as SIA has been the top 3 for 5 consecutive years as world best airlines....
References: Ahmad, N. (2005). The first non-stop flight between Singapore and Los Angeles, USA. Retrieved from Singapore Infopedia: http://eresources.nlb.gov.sg/infopedia/articles/SIP_413_2005-02-02.html
Airlines, S. (2012). In-Flight Entertainment System. Retrieved from SIngapore Airlines: http://www.singaporeair.com/jsp/cms/en_UK/press_release_news/ne130709a.jsp
Airlines, S. (2014). mission statement. Retrieved from http://www.singaporeair.com/en_UK/about-us/.
Airlines, S. (2014). Report. Retrieved from Annual Report and Sustainabilty Report: http://www.singaporeair.com/jsp/cms/en_UK/global_header/annualreport.jsp
Nowogrodzk, M. (2009). Todays Technonology in an Ever Changing Environmet. Retrieved from http://www.mendelsonconsulting.com/images/NOV05_TECH.pdf
SIAEC. (2014). SIngapore Airlines Engineering. Retrieved from mission statement: http://www.siaec.com.sg/company/mission.html
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