GROUP MARKETING PROJECT ASSIGNMENT | SINGAPORE AIRLINES | TEAM MEMBERS: | FANNI LIGABRIEL LOWLAKSHA MEHTALOW SEOW PIN | 17-Sep-11 | | | TABLE OF CONTENTS | PAGES | | | | | EXECUTIVE SUMMARY | 3 | | | | 1 | BACKGROUND | 4 | | OVERVIEW OF ORGANISATION‚ PRODUCT AND BRAND | | | | | 2 | ENVIRONMENT ANALYSIS | | | 2.1 PEST ANALYSIS | 5-6 | | 2.2 SWOT ANALYSIS | 7-8 | | 2.3 MARKETING MIX | 8-9 | | | | 3 | MARKETING STRATEGY EVALUATION | | |
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institute of management | Singapore Airlines’ Marketing Issues | BSMAN BSHSP 3008 Marketing for Managers | | Stacie Huynh Bao Tran | 06-Aug-12 | | Executive Summary Singapore Airlines is one of the world’s top ranked carriers. They have been constantly a successful organization for the factual understanding of the needs and wants of its target market. They provide products and services in excellence standard to meet its demand‚ implement an active marketing orientation and analyze
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important trends in the airline industry 3 The position of Singapore Airlines and reasons for prior success 4 Current strategy according to Rust‚ Norman and Dickson 6 The major issues Singapore Airlines is facing 7 Is Singapore Airlines current strategy sustainable for the future? 7 SWOT analysis 8 Future strategy for Singapore Airlines 9 References 10 Introduction The purpose of this paper is to advice the management of Singapore Airline (SIA) which strategy they should follow
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Strategic Issues in the Airline Industry and the Role of Singapore Intl. Airlines The Economic and Strategic Issues of Airlines in a Regulated World Airline is a highly regulated industry in every country. Domestic air-routes are preserved for the domestic airlines only. This regulatory constraint effects success of an airline a lot. In the scenario‚ technological advancement in the airline industry can not provide desired benefits to the airline company because it can not compete effectively
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journal is available at http://www.emerald-library.com Journal of Management Development 19‚6 456 The story of Singapore Airlines and the Singapore Girl Deputy Head of Department/Group Head‚ Republic of Singapore Air Force‚ Singapore Keywords Airlines‚ Singapore‚ Brands‚ Differentiation‚ Strategy‚ Service quality Abstract Maps the strategic 50-year journey of Singapore Airlines (SIA) to identify the underlying factors that account for its extraordinary success and world-class stature. Both longitudinal
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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‚
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CASE 3: STRATEGIC CHOICES AT THE SINGAPORE AIRLINES GROUP Strategic Management and strategic Competitiveness Productivity Enhancement 1) Deployment of Technology 2) Total Involvement 3) Incentives The External Environment A) General Environment 1) Demographic • Malaysian Airlines (regional competitor)‚ which is geographically closed to Singapore‚ were imitating SIA’s strategy (threats) 2) Economic • Global financial crisis – reduced demand
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Introduction Singapore Airlines (SIA) was created in 1972 and was fully state owned. The company expanded rapidly‚ and with a strategy of concentrating on customer needs by providing exceptional in-flight service‚ the airline quickly became a noteworthy competitor in the market. During its formative period in the 1970s‚ SIA developed all the hallmarks that made it one of the most successful and consistently profitable airlines in the world. Through a constant investment in personnel skills and
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attrition. After the Singapore Girls start flying‚ they are carefully monitored for the first 6 months‚ through a monthly report by the in-flight supervisor. At the end of the probationary period‚ 75% get confirmed‚ around 20% get an extension of probation and 5% leave. Senior managers at SIA believe that everyone‚ no matter how senior‚ has a training and development plan with clear goals. The famous ‘‘Singapore Girl’’ undergoes training for 15 weeks‚ longer than any other airline and almost twice as
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Singapore Airlines (SIA) began in 1947 as Malayan Airlines in a joint venture between the Malaysia and Singapore governments. However‚ due to political disagreements between Singapore and Malaysia in 1965‚ the two governments agreed to set up separated airlines‚ resulting in the formation of two bodies namely‚ Singapore Airlines and Malaysian Airlines System. Thus‚ Singapore Airlines was established in 1972 after the Republic of Singapore’s Independence from the Malaysia Federation. Singapore
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