CASE STUDY ON July,2013 SINGAPORE AIRLINES

A GREAT WAY TO FLY

31st

AISHWARYA KARNAWAT ANAND LALWANI

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Quality

service to customers is a fundamental objective and aspiration of SIA

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Singapore airlines motto

Singapore Airlines (SIA) is a global company dedicated to providing air transportation services of the highest quality and to maximising returns or the benefits of its shareholders and employees

PROFILE
Parent company Temasek Holdings

(54.50%) CEO- Goh Choon Phong Net income- 335 million$ Employees- 14,515 (2011)
Alliance-Star alliance (2000)

History
The history SIA dates back to 1937

Singapore Airlines started as Malayan airways

in 1947 and even there they were reputed for their customer service. In 1966 the airline's equity was divide between Malaysian and Singapore governments and the airlines became Malaysian-Singapore Airlines In 1972, due to internal conflicts MSA split into 2 new entities- Malaysian and Singapore Airlines

HISTORY CONTINUES..
In 2008, the airline broke world record by

flying non stop from Singapore to New York ( Newark ) Today- SIA has one over 100 awards and has been 2012 Readers Choice Awards Best Foreign Airlines (24 out of 25 times)

STAR ALLIANCE
The Star Alliance brand including the familiar star-shaped logo represents the promise that wherever you are in the world, the Star Alliance network is there to guarantee a smooth travel experience. Star Alliance Services was created to manage the Star Alliance network on behalf of its members Executing leadership in managing a

Why STAR ALLIANCE?

Singapore Airlines (SIA) teamed up with Star Alliance for the main reason to bid for a stake in Thai Airways International. SIA benefits from a range of programmes that come with alliance membership, including joint product development, customer servicing and frequent-flyer programmes Entry into Star Alliance substantially strengthened the alliance's global route network, especially in Asia, the

Subsidiaries

Source -http://prezi.com/qirb2dqvfkv7/singapore-

COMPETITORS
Major competitors-Cathay Pacific,

Qantas, Thai Airlines and China Southern Airlines

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Competition analysis

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Source -http://prezi.com/8jl7tzjw77rz/singapore-

airlines/

Competition analysis

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Source http://prezi.com/8jl7tzjw77rz/singapore-airlines/

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Source -http://prezi.com/qirb2dqvfkv7/singaporeairlines/

INNOVATIONS
Introduced e-ticketing through websites Introduced automatic check-in systems

for certain flights First to introduce satellite based in-flight telephones in 1991 Provide in flight email facilities
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CUSTOMER SATISFACTION
34:1 Compliment/complaint ratio per

10,000 passengers

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Kris flyer card

Earn Miles Redeem miles Kris world (in-flight

entertainment) Personalised attention Air-privileges Non air privileges

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EXAMPLES
A Chinese couple did not like the food served

because they preferred having noodles , from then on every SIA flight had instant mix noodles available When a customer complained about her broken in-flight entertainment, the flight attendant gave her a voucher for in-flight shopping And...

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BRAND ICON
SINGAPORE GIRL - Symbol of :

Care

Warmth
Comfortable environment

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STRENGTHS
Strong backing from Singapore

government Market share leadership Brand recognition Reputation for service and luxury Youngest fleet of Aircrafts Top airline brand in term of market capitalisation Customer loyalty program
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WEAKNESSES
Expensive Little flexibility in booking options Marketing not diversified Relationship between labour union and

management not healthy Excellent service- being the best service provider ,even a small mistake can bring large negativity to the brand

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RECOMMENDATIONS
Stay innovative and continue buying

new fuel efficient aircrafts Acquisitions and mergers Introduce brand new fleet to improve customer confidence Use the strong brand image to create relations between other airlines to extend number of destinations
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THREATS
Strong competition from brands like

Cathay Pacific, Qantas, Thai Airlines and China Southern Airlines Price of ticket increased due to price increase in oil Fuel cost raise Declining margins

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References
http://dreamboard.wordpress.com/business-

strategy-of-singapore-airline/ http://royluowei.wordpress.com/s-w-o-t/ http://www.flyertalk.com/forum/archive/t189152.html

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THANK YOU

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