Singapore Airlines

Topics: Singapore Airlines, Airline, Malaysia Airlines, Singapore Changi Airport, Strategic management, Flag carrier / Pages: 5 (1170 words) / Published: Jan 21st, 2013
Introduction
Singapore Airlines (SIA) has developed into one of the most respected travel brands around the world. Its mission statement: "Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximizing returns for the benefit of its shareholders and employees". Singapore Airlines has grown from a regional airline into one of the world 's leading carriers. They have a young, efficient fleet, an educated staff attuned to quality, and a top-ranked travel gateway, Singapore 's Changi Airport, at the centre of the extensive route network.
The macro-environment is where SIA has the least influence and control over, but the forces arising from the macro environment can have influences on both SIA and the micro-environment. Rising fuel, new entrants, economic stability and international politics is the example of major trends having a major impact on SIA in the market.

Headings
Scanning internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths(S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred as a SWOT analysis. SWOT analysis provides information that is helpful in matching the firm 's resources and capabilities to the competitive environment in which it operates.
Strengths are the resources and capabilities that can be used as a source for developing a competitive advantage.
Examples of such strengths include: • patents • strong brand names • good reputation among customers • cost advantages from proprietary know-how • exclusive access to high grade natural resources • favorable access to distribution networks
Weaknesses are the absence of certain strengths. For example, each of the following may be considered weaknesses: • lack of



References: Heracleous, 2005, Flying High in a Competitive Industry: Cost-Effective Service Excellence at Singapore Airline, McGraw. Hill Company Venture Republic research report 2002-2008, Singapore Airlines - An Excellent Asian Brand Johnson, G, Scholes, K, 2005, Exploring Corporate Strategy, London: Prentice Hall Jamie, W, 1999, The Business Environment, Second Edition, England http://www.singaporeair.com/saa/en_UK/content/company_info/siastory/index.jsp, 07 Oct 2010

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