Singapore international airline has started its journey as Malayan airline in 1947. It was joint venture airline between the two governments of Malaysia and Singapore. It served primarily in the south East Asian region. Singapore Airline was born in 1972 after the independent. Singapore airline faced many difficulties to get the competitive advantages. There were no domestic routes to serve, it was forced to straight away start competing with international airlines for routes, getting right to use to airports, securing flight slots and landing rights, and attracting a new customer base.
They built on branded service/ products differentiation strategy from 1972. Modernism, high quality technology, quality services for instant hot meal in flight is introduced by SIA and brilliant customer service were the major drivers of the brand.
The company started growing extending services cargo, operates more than seventy destinations, SIA engineering company and SATS. They have young fleets and most technological commercial flights and other subsidiaries’ are Skil Air, Trade winds.
They have a strong relationship with the communities, such as education field, needy, handicapped children through sports, arts, and educational supports. Question 1
Strategic role – identify / analyze
The mission statement of the company
Strength and weakness, thread and opportunities to the organization
Singapore International airline Mission statement
“Global company for providing air transportation services of the highest quality and to maximize returns for the benefit of its shareholders and employees”
They are focusing their current services providing good quality services. No differentiation in treating the customer classes. The Singaporean girls are the customer service (Singapore girls symbol is an indication of the quality customer care and service). Their relationship with the passengers (well treatment, good