Singapore Airlines Swot Analysis

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Introduction

Singapore Airlines is without a doubt, one of the leading airlines in the aviation industry. However, the fact that there are over a hundred other airlines companies within this region should not be ignored. The primary objective of this study is to identify the strengths, weaknesses, opportunities and threats of Singapore Airlines and come up with recommendations and strategies for the group to further improve their business operation.

Company Background

The Singapore Airlines Group (thereafter, referred to as SIA) is a homegrown aviation company that offers passenger and cargo air transportation, airport terminal services, engineering services, training of pilots, air charters, and tour wholesaling and related activities. The group’s fleets fly to 62 destinations in 35 countries on six continents from its primary hub in Singapore. In 2011, SIA is the world’s third-largest airlines by market capitalization with a worth of 14 billion US dollars following behind Air China Ltd and Lan and Tam Combined. SIA employed a total of 21,534 staff members at the end of the fiscal year on 31 March 2011. The parent airline itself employed 13,942 (47.3%), of which there are 2,174 pilots and 6,914 cabin crew. SIA is ranked second World’s Best Airlines in the World Airlines Awards 2011 held at the Paris Air Show by Skytrax. Its major competitors are Qatar Airways, Asiana Airlines and Cathay Pacific Airway.

Strengths

International recognition
Singapore Airlines is reputed worldwide for its emphasis on and deliverance of excellent service quality. It is one of the leading airlines in the aviation industry and many other airlines strive to be as good as them. One of the main elements that make SIA so recognized is its very own Singapore girl. They have become a symbol of world-class experience and portray the Asian values of compassion, affection, kindness and gracefulness. The Singapore girls have become a differentiating factor of SIA. The skilled

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