research paper

Topics: Airline, Low-cost carrier, Singapore Airlines Pages: 7 (1507 words) Published: February 23, 2014
Company: Scoot Pte Ltd.

a. Brief history and management structure of the company

Background
Headquarter situated in Singapore Changi Airport, Terminal 1, Scoot Pte Ltd is a subsidiary of the Singapore Airlines Group (SIA) which provides on low cost airline services. Using the Boeing 777 aircraft that was obtained from SIA, Scoot officially commence its operation on the 4 June 2012, making its first flight to Australia-Sydney. Up-to-date, Scoot travels to a total of 13 destinations which ranges from medium to long-haul routes from Singapore.

History
Scoot has a considerably short company history since it was launched for less than 2 years and thus the company is relatively new to many customers.
To capture the surge in demand for air travel in the Asia Pacific region, SIA made an announcement of its upcoming plan of setting up a no-frills, low cost subsidiary airline for both medium and long haul routes in 2011. This was then followed by the appointment of Campbell Wilson to lead the new airline by taking on the position as the Chief Executive Officer (CEO). Scoot Pte Ltd was made known to the public officially on the 1 November 2011 and it started its first ever flight to Sydney on the 4 June 2012 with the former SIA Boeing 777-200ER. Subsequently, Scoot gradually increases the number of destinations and up-to-date, it travels to 13 other places including Singapore.

Management Team
Campbell Wilson is the current Chief Executive Officer of Scoot. He was appointed the founding member of the airline on 18 July 2011. Prior to his appointment, he worked for the SIA group for more than 15 years in countries like Japan, Canada and Hong Kong. Quoted from Campbell Wilson: “my immediate task is to establish a strong management team and we will be actively recruiting to fill senior positions”.

b. Markets (countries and customer groups) served and products & services offered
Market Served

Countries:
Currently, Scoot fly to 13 designated locations. They are namely Shenyang, Tianjin, Nanjing, Qingdao, Seoul, Taipei, Tokyo, Bangkok, Singapore, Gold Coast, Sydney and the recent added countries on the list is Hong Kong and Perth as the 12th and 13th destinations respectively.

Customer Groups:
· An airline for the young, the young-at-heart and the value seeking. · People who remember that travel is all about discovering, connecting, experiencing, and enjoying. · People who value Value, Fun and Engagement.

For people who want:
· Cheaper long haul fares
· More non-stop destinations and more choices
· Relaxed, cheerful and contemporary travel experience · Empowered and a tailored travel to own needs
· Something different from the same old same old being offered now

Product Offered
Scoot aircraft is make-up of two classes – ScootBiz and Economy Class There are 32 ScootBiz seats and these seats follow the 2-4-2 configuration. Each ScootBiz seat has an in-seat power. Other benefits include the provision of complimentary meals, in-flight entertainment through the use of ipad and checked luggage allowance of 20kg. There are 370 Economy they follow the 3-4-3 configuration. Unlike the ScootBiz class, Economy passengers are not entitled to free meals, in-flight entertainment and checked luggage allowance. All these is only offered if passengers are willing to make the payment for them. 3 different types of seats are offered in the Economy class. They are namely the Standard Economy seats (coloured blue), the Super seats (coloured yellow) and the S-T-R-E-T-C-H seats (coloured yellow). The standard Economy seats allow passenger to choose their own seat for a fee. This applies for the Super seats too. The only difference is that the Super seats have a 35 in seat pitch, whereas the Standard Economy seats has a 31 in seat pitch. As the name suggest, S-T-R-E-T-C-H seats give passengers more leg room since there are no seats in front of them t...
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