A REPORT ON
ACKNOWLEDGEMENT
It is my proud privilege to express deep sense of gratitude regards an appreciation to my guide ……………, for his invaluale guidance, deep rooted interest, inspiration and continuous encouragement on ma!ing the case study report on "ingapore Airlines Airlines #hich help me to learn aout the concept of $%a $%arious &ar!eting "trategy' ta!es place in an Airline Industry(
)inally, I am grateful and than!ful to all of them #ho have directly or indirectly helped me during this pro*ect(
CERTIFICATE TO WHOM SO EVER IT MAY MAY CONCERN This is to certify that &r( +e*it "aha, a student of "uryadatta Institute of &anagement and &ass ommunication -"I&&., Pune, &aharashtra has done his pro*ect report on $"ingapore Airlines' Airlines' as a part of his academic course in P/+&, -&0T1I2. under the guidance of Prof( /autam Pher#ani -)aculty of &ar!eting.( I also certify that &r( +e*it "aha has successfully completed his pro*ect on "ingapore Airlines and his performance #as satisfactory(
INTRODUCTION Singapore Airlines (SIA) began in !"# as Mala$an (la%er Mala$sian) Airlines in a &oin% 'en%r %re be%een %*e %*e Mala$sian an+ Singapore go'ern,en%s- ser'ing pri,aril$ %*e So%* Eas% Asian region. In !/0- Singapore separa%e+ 1ro, Mala$sia- an+ la%er %*e %o go'ern,en%s agree+ %o se% p separa%e airlines. Singapore Airlines as bor born in !#2. Si Sin ngapo gaporre Airli rlines nes as in a +i +i3 3eren% en% posi%ion %*an ,os% o%*er airlines a% %*e %i,e. T*ere ere no +o,es%i4 ro%es %o ser'e i% as 1or4e+ %o i,,e+ia%el$ s%ar s% ar%% 4o,p 4o,pe% e%in ing g i%* i%* in in%e %ern rna% a%io iona nall airl airlin ines es 1or 1or ro%e o%essge%% ge%%iing a44e 44ess %o airp airpo or%s %s-- se4ri 4ring ng 5ig* 5ig*%% sl slo o%s an+ lan+ lan+in ing g rig* rig*%s %s-- an+ an+ a%%r a%%ra4 a4%i %ing ng a ne ne 4s% 4s%o, o,er er base base.. Unli6e ,os% s%a%e7one+ en%i%ies- Singapore Airlines as sb& s b&e4 e4%% %o *ea' *ea'$ $ 4o,p 4o,pe% e%i% i%io ion n 1ro, 1ro, %*e %*e onse onse%% an+ an+ %*is %*is %og* s%ar% 4rea%e+ a +ri'ing spiri% %o 4o,pe%e an+ also a +e+i4a%ion %o bran+ing- espe4iall$ in %*e boar+roo,.
VISION:Singapore Singapore Airlines *as a responsibili%$ no% onl$ %o be an e84ellen% 4o,pan$- b% also %o be an e84ellen% 4i%i9en o1 %*e orl+ b$ en*an4ing %*e li'es o1 %*e people e %o4*. Wi%* %*a% ai, in ,in+- e *a'e ,a+e ,an$ 4o,,i%,en%s %o %*e ar%s an+ e+4a%ion- %o or 4o,,ni%ies- an+ %*e *eal%* an+ el1are o1 or 4on%r$:s 4i%i9ens- an+ %*ose in 4on%ries e 5$ %o. Wi%* %*is goal in ,in+- e:'e also ,a+e a s%rong 4o,,i%,en% %o pres preser er'i 'ing ng %*e %*e en'i en'irron,e on,en% n% 7 an+ an+ or or orl orl+ + 1or 1or 1% 1%rre genera%ions.
MISSION:Singapore Airlines ,ission s%a%e,en% is ; we are a global company dedicated to providing air transportation services of the highest quality and to earning good returns to shareholder!
"O#$ V%&'$S: THEIR SI< CORE VA=UES>7 • • • • •
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?rsi% o1 Happiness Sa1e%$ Cs%o,er Firs% Con4ern 1or S%a3 In%egri%$ Tea, Wor6
(O%&S:Singapore Airlines *as a responsibili%$ no% onl$ %o be an e84ellen% 4o,pan$- b% also %o be an e84ellen% 4i%i9en o1 %*e orl+ b$ en*an4ing %*e li'es o1 %*e people e %o4*. Wi%* %*a% ai, in ,in+ e *a'e ,an$ 4o,,i%,en%s %o %*e ar%s an+ e+4a%ion %o or 4o,,ni%ies an+ %*e *eal%* an+ el1are o1 or 4on%r$@s 4i%i9en .Wi%* %*is goal in ,in+ e *a'e also ,a+e a s%rong 4o,,i%,en% %o preser'ing %*e en'iron,en% B an+ or orl+ 1or 1%re genera%ions.
AWARDS AND ACHIEVEMENTS Sin4e Singapore Airlines rs% %oo6 5ig*%- or a4*ie'e,en%s *a'e been re4ogni9e+ aron+ %*e orl+. We:re pro+ o1 *o 1ar e:'e 4o,e- an+ *,ble+ b$ %*e %re,en+os sppor% e:'e re4ei'e+. Singapore airlines *a'e on 1or%een %i,es T*e Asia@s bes% Airline aar+. I% is ran6e+ 2# in For%ne Maga9ine.
STRUCTURE OF SINA?ORE AIR=INES "ingapore Airlines has diversified into related industries and sectors, including ground handling, aircraft leasing, aviation engineering, air catering, and tour operations( It has also restructured itself y hiving off operational units as fully3o#ned susidiaries to maintain its core usiness as a passenger airline( The "ingapore Airlines /roup comprised 45 susidiary companies, 64 associated companies, and t#o *oint venture companies in the financial year ending 67 &arch 4889( "IA sold all its e:uity share of 65(5; in a *oint venture, "ingapore Aircraft
Company International En#ine Component Over"aul Private Limited% !IA En#ineerin# Company Limited%
!il+Air ,!in#aporePrivate Limited% !in#apore Aero En#ine !ervices Private Limited%
Type
Doint venture
"usidiary
Aircraft overhaul
"ingapore
&(
"ingapore
)%*(
"usidiary
Airline
"ingapore
..(
Doint venture
Engine overhaul
"ingapore
argo airline
"ingapore
..(
"ingapore
)%*(
)light school
"ingapore
..(
atering
India
"usidiary
!in#apore /lyin# Colle#e "usidiary Private Limited% Ta0 !AT! Air Caterin#%
Principal activities
Engineering
!in#apore Airlines Car#o "usidiary Private Limited% !in#apore Airport Terminal !ervices Limited%
Group's Incorporated Euity in !"are"oldin#
Doint %enture
olding company
&(
1.(
A==AINCE OF SINA?ORE AIR=INES Singapore airlines is a ,e,ber o1 S%ar Allian4e. In or+er %o be4o,e ,e,bers- all airlines ,s% 4o,pl$ i%* %*e *ig*es% in+s%r$ s%an+ar+s o1 4s%o,er ser'i4ese4ri%$ an+ %e4*ni4al in1ras%r4%re.
F=EETs Singapore Airlines opera%es a i+e7bo+$ air4ra1% 5ee% 1ro, 'e air4ra1% 1a,ilies> Airbs A- Airbs A"Airbs AG- oeing #"# an+ oeing ###. In 6eeping i%* i%s poli4$ o1 ,ain%aining a $ong 5ee%- *i4* s%an+s a% an a'erage o1 / $ears # ,on%*s as a% 2" anar$ 2- i% renes i%s 5ee% 1reJen%l$. T*e oeing 4s%o,er 4o+e 1or Singapore Airline is #8#782. Years ago- %*e airline na,e+ i%s 5ee% a44or+ing %o air4ra1% %$pe. T*e oeing #"#7"s ere 4alle+ KMega%opK- %*e oeing ###s ere 4alle+ KbileeK an+ %*e Airbs A"7 0s ere na,e+ K=ea+ers*ipK. Na,es 1or airliners pre'iosl$ 5on b$ %*e airline in4l+e> KSperbsK 1or %*e G Airbs As- KCeles%arK 1or %*e # Airbs A"7sKSper K 1or %*e 2 oeing #"#72s- Kig TopK 1or %*e " oeing #"#7s. Se'eral o1 %*ese na,es ere plle+ oL4iall$ 1ro, %*e ,i+72s n+er %*en CEO C*e C*oon Seng. No oL4ial na,e *as sin4e been a44or+e+ %o %*e neer AGs *i4* &oine+ %*e 5ee% in 2#. Singapore Airlines *as ne'er pain%e+ an air4ra1% i%*o% i%s %ail li'er$. E'en spe4ial li'eries s4* as %*e Tropi4al Mega %op an+ %*e S%ar Allian4e li'er$ s%ill re%ain %*e signa%re s%$li9e+ bir+ on %*eir 'er%i4al s%abili9ers. T*e
%o%al n,ber o1 air4ra1%s o1 Singapore airlines is as 1ollos>
AIRCRAFTs Airbs A7 Airbs A"70 Airbs AG7G oeing #"#7" oeing ###72ER oeing ###7 oeing ###7ER
TOTA= ! 0 # / 2 !
More o'er Singapore airlines *a'e or+ere+ 2 Airbs A0 an+ 2 oeing #G# .
SERVICES OF SINA?ORE AIR=INES Singapore Airlines *a'e re4ei'e+ n,eros aar+s 1or %*e s%an+ar+ o1 ser'i4e i% pro'i+es- %*e ,os% re4en% aar+ being World's Best Cabin Staf a% %*e 2 Worl+ Airlines Aar+s. I% 4lai,s %o be KT*e Worl+:s Mos% Aar+e+ AirlineK. In %*e 2!%* annal aga% sr'e$ b$ US polls%ers in No'e,ber 2#- SIA as pla4e+ rs% in bo%* pre,i, an+ e4ono,$ 4lasses *ile a++i%ionall$.
In75ig*% ser'i4es A) Singapore Airlines Si%es>7
Singapore Airlines Suites is a 4lass a'ailable onl$ on %*e Airbs AG. T*e AG 5ies %o Hong ong- =on+on- Melborne- ?arisS$+ne$- To6$o an+ ri4*. T*e pro+4% is +esigne+ b$ Fren4* l8r$ $a4*% in%erior +esigner ean7a4Jes Cos%e an+ 4onsis%s o1 separa%e 4o,par%,en%s i%* alls an+ +oors .0 , *ig*. T*e lea%*er sea%- p*ols%ere+ b$ ?ol%rona Fra o1 I%al$- is 0 in (GG.! 4,) i+e (i%*
ar,res%s p an+ 2 in (0G."2 4,) i+e *en ar,res%s are +on) an+ a 2 in (0G."2 4,) =CD TV s4reen is ,on%e+ on %*e 1ron% all. T*e #G in (!G.2 4,) be+ is separa%e 1ro, %*e sea% an+ 1ol+s o% 1ro, %*e ba46 all- i%* se'eral o%*er 4o,ponen%s o1 %*e si%e loering %o a44o,,o+a%e %*e ,a%%ress. Win+os are bil% in%o %*e +oors an+ blin+s o3er pri'a4$. Suites lo4a%e+ in %*e 4en%er 4an 1or, a +oble be+ a1%er %*e pri'a4$ blin+s be%een %*e, are re%ra4%e+ in%o %*e 4eiling.
)Cisine>7 A ,eal in E4ono,$ 4lass- on a 5ig*% 1ro, =os Angeles %o To6$o. Singapore Airlines o3ers World Gourmet Cuisine in all %*ree 4lasses. Regional +is*es are o1%en ser'e+ on %*eir respe4%i'e 5ig*%s- s4* as %*e Kyo-Kaiseki- Shi Quan Shi Mei- an+ Shahi hali ,eals a'ailable 1or rs% 4lass passengers on 5ig*%s %o apan- C*ina an+ In+ia- respe4%i'el$.SIA *as also in%ro+4e+ a !opular "o#al $are 4linar$ progra,,e o3ering lo4al 1a'ori%es %o passengers in all 4lasses 5$ing 1ro, sele4%e+ ,a&or +es%ina%ions. siness an+ rs% 4lass passengers ,a$ also 4*oose %o se %*e Koo6 %*e Coo6K ser'i4e on so,e 5ig*%s- *ere spe4i4 +is*es ,a$ be sele4%e+ in a+'an4e 1ro, a ,ore e8%ensi'e
4) 5ig*% en%er%ain,en% s$s%e, an+ 4o,,ni4a%ion>7 Singapore Airlines: in75ig*% en%er%ain,en% s$s%e,risWorl+- as in%ro+4e+ in !!#. #"#7" an+ oeing ###72ER se %*e Wiseman %&&& s$s%e, *i4* o3ers on7+e,an+ ,o'ies- a+io an+ Nin%en+o ga,es in all
4lasses. ?assengers 5$ing Singapore Airlines Suites- $irst Class an+ Business Class re4ei'e a4%i'e noise74an4elling *ea+p*ones. In Mar4* 20- SIA in%ro+4e+ %*e Conne8ion b$ oeing in75ig*% In%erne% ser'i4e- an+ %*e s$s%e, as e8%en+e+ %o o3er li'e TV in ne. T*e ser'i4e en+e+ in De4e,ber 2/ *en Conne8ion as 4ease+ b$ oeing. Fro, O4%ober 20- SIA *as o3ere+ 1ree langage lessons in 22 langages an+- s%ar%ing De4e,ber 20li'e %e8% nes 1ee+s. SIA annon4e+ %*a% ?anasoni4 A'ioni4s Corpora%ion *as been sele4%e+ %o 4rea%e %*e ne ris Worl+- sing %*eir ne e<2 s$s%e,. 0P/P T*e ne ris Worl+ is a'ailable on AG- A7- A"70 (eJippe+ i%* Business Class onl$) an+ oeing ###7 ER. •
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Wi+es4reen =CD TV i%* 2G 8 #/G resol%ion. A range o1 ,o'iesin%era4%i'e. progra,s .
TV-
,si4-
ga,es-
an+
il%7in oL4e so1%are- base+ on %*e S%arOL4e ?ro+4%i'i%$ Si%e 1or se i%* %*e US por%. In7sea% AC poer por%.
ron+ ser'i4es>7
?assengers ,a$ 4*e467in be%een %o %o "G *ors prior %o 5ig*% +epar%re. T*is ,a$ be +one o'er %*e 4on%er or a% %*e longe i%*in %*e airpor% (1or rs% an+ bsiness 4lass passengers). Sel17 ser'i4e 6ios6s are also a'ailable a% Singapore C*angi Airpor%. Firs% 4lass passengers also ge% a +e+i4a%e+ lane a% C*angi Airpor% *ere s%a3 ill personall$ el4o,e an+ es4or% %*e,. Al%erna%i'el$- %*e$ ,a$ 4*e467in %*rog* %*e In%erne% or b$ s*or% ,essage ser'i4e. Online prin%ing o1 boar+ing passes is a'ailable %*rog* In%erne% 4*e467in. ?assengers on s*or% %rips ,a$ also 4*e467in on %*eir re%rn 5ig*% pon +epar%re 1ro, %*e 4i%$ o1 origin.
Mar6e%ing s%ra%eg$ . Di3eren%ia%ion>7 T*e +i3eren% %*ing abo% %*e Singapore airlines is %*e Singapore girl *i4* is %*ere %o ser'e $o. I% is one o1 %*e i,por%an% 1a4%or 1or %*e s44ess o1 Singapore Airlines. T*e personali9a%ion o1 %*e Singapore Airlines bran+ is %*e ,i8e+ ,ale an+ 1e,ale 4abin 4re- *ere espe4iall$ %*e 5ig*% s%ear+esses 4o,,onl$ re1erre+ %o as Singapore irls *a'e be4o,e 'er$ ell76non. SIA engage+ Fren4* *a%e74o%re +esigner ?ierre al,ain a% %*e inagra%ion o1 %*e airline in !#2. He +esigne+ a spe4ial 'ersion o1 %*e Mala$ sarong 6eba$a as %*e ni1or, *i4* la%er be4a,e one o1 %*e ,os% re4ogni9e+ signa%res o1 %*e airline. A
'er$ +esigna%e+ an+ 'isal par% o1 %*e en%ire bran+ e8perien4e. T*e Singapore irl s%ra%eg$ %rne+ o% %o be a 'er$ poer1l i+ea an+ *as be4o,e a s44ess1l bran+ i4on i%* an al,os% ,$%*i4al s%a%s an+ ara aron+ *er. T*e Singapore irl en4apsla%es Asian 'ales an+ *ospi%ali%$- an+ 4ol+ be +es4ribe+ as 4aring- ar,- gen%le- elegan% an+ serene. I% is a brillian% personi4a%ion o1 SIA:s 4o,,i%,en% %o ser'i4e an+ Jali%$ e84ellen4e. T*e i4on *as be4o,e so s%rong %*a% Ma+a,e Tssa+:s Mse, in =on+on s%ar%e+ %o +ispla$ %*e Singapore irl in !!" as %*e rs% 4o,,er4ial gre e'er. Singapore Airlines also rns one o1 %*e ,os% 4o,pre*ensi'e an+ rigoros %raining progra,s 1or 4abin an+ 5ig*% 4re in %*e in+s%r$ %o ,a6e sre %*e SIA bran+ e8perien4e is 1ll$ an+ 4onsis%en%l$ +eli'ere+. T*e so4ial s%a%s o1 %*e Singapore irl *as also rea4*e+ near74elebri%$ in Asia. T*is *as alloe+ Singapore Airlines %o be *ig*l$ sele4%i'e in %*e re4ri%ing pro4ess 1or %alen% *i4* *as a++e+ 1r%*er %o %*e s%reng%* o1 %*e bran+ i4on an+ %*e ,$%* aron+ i%. T*e Singapore irl
a) ?la4e>7 Singapore airlines is a'ailable 1or all %*e 'e 4on%inen% as ell as i% goes %o 0 4on%ries. T*s Singapore airlines *as a i+e 4o'erage. b) ?ri4e>7 I%s pri4es 1or e4ono,$ 4lass are a3or+able. % *a'e e8pensi'e bsiness 4lass an+ rs% 4lass. 4) ?ro,o%ion>7 T*e Singapore girl is i%sel1 a pro,o%ion 1or Singapore airlines. T*e$ are %*e bran+ a,bassa+ors o1 %*eir 4o,pan$. Moreo'er i% *as +one 'arios a+'er%ise,en% in TV- nespaper in%erne% e%4. +) ?ro+4%>7 T*e Singapore airlines *a'e ,os% a+'an4e+ an+ ne air 4ra1%s in %*ere 6i%%$. I% +oes no% 6eep an$ air4ra1% *i4* is ol+er %*an 2$ears. I% 4*anges i%s air4ra1% in e'er$ 2 $ears. 2. Seg,en%a%ion>7
Mar6e% seg,en%a%ion is %*e groping o1 4s%o,ers an+ 4*ara4%erising %*e, in a rele'an% ,anner %o ensre %*a% %*e pro+4% or ser'i4e is ai,e+ a% %*e rig*% 4ons,er (or 4s%o,er). T*e ob&e4%i'e is %o *elp +e%er,ine ,ar6e%ing s%ra%egies an+ realis%i4 ,ar6e%ing ob&e4%i'es b$ n+ers%an+ing 4s%o,er %ren+s an+ b$er be*a'iors. On4e %*e ,ar6e% *as been seg,en%e+- SIA 4an prse all or a n,ber o1 seg,en%s i%* a +i3eren% o3er 1or ea4* %*rog* +i3eren%ia%e+Qni4*e ,ar6e%ing %*a% 4rea%es an+ ,ain%ains 'ale 1or %*e %arge%e+ seg,en%s E8a,ples *ere SIA ses %*ese %$pes o1 seg,en%a%ion are pro'i+e+ 1or ea4* o1 %*e general bases 1or seg,en%a%ion s,,arise+ belo. Seg,en%a%ion 4o,bine+ i%* %*e E Ma%ri8 4an also pro'i+e so,e se1l insig*%s 1or %arge%ing seg,en%s an+ n+ing gaps or a%%ra4%i'e seg,en%s %*a% 4ol+ be ,a%4*e+ agains% SIA@s bsiness s%reng%*s. A1%er %*e organisa%ion *as i+en%ie+ an+ sele4%e+ i%s %arge% ,ar6e%%*e ne8% s%age 1or SIA is %o +e4i+e *o i% an%s %o posi%ion i%sel1 i%*in %*a% 4*osen seg,en%. ases 1or seg,en%a%ion i%* Singapore Airlines> •
(eographic B SIA@s 4s%o,ers are lo4a%e+ globall$ i%* 'ar$ing an%s an+ nee+s or be*a'iors an+ %*e organisa%ion a%%e,p%s %o e8ploi% %*is b$ pro'i+ing airline ser'i4es %o ,a&or 4i%iesQ ro%es e'i+en4e+ b$ SIA 5$ing %o /0 +es%ina%ions in 0 4on%ries on 'e 4on%inen%s. SIA@s s%rong presen4e in %*e So%*eas% Asian region- i%* i%s sbsi+iar$ Sil6Air- 4onne4%s Singapore %o ,an$ in%erna%ional +es%ina%ions in %*e region. T*e airline *as also es%ablis*e+ an+ 4ap%re+ ,a&or ,ar6e%s in i%s angaroo Ro%e- 5$ing in%erna%ional %raL4 in%o an+ o% o1 As%ralia an+
sin4e 20- 1reJen% 5ig*%s be%een ang6o6 an+ To6$o. SIA 4an seg,en% geograp*i4all$ in an a%%e,p% %o gain e8%en+e+ ,ar6e% s*are on %ranspa4i4 ro%es 1ro, As%ralia %o %*e Uni%e+ S%a%es- as e'i+en4e+ b$ i%s propose+ *b in Nor%* A,eri4a %*rog* Van4o'er. •
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)emographics B seg,en%ing on %*e basis o1 4s%o,er 1a4%al 4*ara4%eris%i4s s4* as age- gen+erin4o,e e%4. SIA 4ol+ bil+ on 1ro, %*is b$ loo6ing a% %*e, in %er,s o1 %*e o%*er ,a&or seg,en%a%ion 'ariables sing ,l%iple approa4*es %o a4*ie'e a ,ore 4o,ple%e 4ons,er prole. *sychographic B a%%e,p%s %o 4ap%re *a% is +ri'ing %*e 4s%o,er@s be*a'ior- s4* as 'alespersonali%ies- a%%i%+es an+ li1es%$le aspira%ions o1 ea4* seg,en%. For e8a,ple- SIA pro'i+es 'aria%ions o1 4abin 4lasses (Firs%- siness an+ E8e4%i'e E4ono,$) %o ,ee% %*e pro+4% nee+s an+ an%s o1 people. SIA e,plo$s %iere+ ,e,bers*ip %o pro'i+e s%a%s pre1eren4es %o 4ons,ers. In a++i%ion- %*e =o7Cos% Airlines *a'e a%%ra4%e+ a ,ar6e% %*a% *a'e a si,ple nee+ %o rea4* %*eir +es%ina%ion i%*o% %*e ;e8%ras. SIA *a'e posi%ione+ %o be par% o1 %*is %arge% ,ar6e% i%* %*eir s%a6e in %*e 4arrier- Tiger Aira$s. +ehavioural B is seg,en%ing %*e ,ar6e% base+ on obser'able isses on 4ons,er be*a'ior *en 4ons,ing %*e pro+4%s. C*ara4%eris%i4s in4l+e 1reJen4$ o1 4ons,p%ion- b$er rea+iness an+ 4o,,i%,en%. T*e 4orpora%e ,ar6e% %en+s %o be a 1reJen% 5$er %*a% 4ol+ gain bene%s 1ro, SIA@s FreJen% Fl$er progra, (risFl$er an+ ??S Clb)- in re%rn 1or 4ons,er lo$al%$ %o %*e airline.
$er e*a'ior>7 Wi%* %*e le'el o1 4o,pe%i%i'eness in %*e airline in+s%r$- an n+ers%an+ing o1 b$er be*a'ior ,a6es ,ar6e%ing s%ra%eg$ +e'elop,en% an+ 'ale 4rea%ion easier. Cons,er be*a'ior is *oe'er 4o,ple8 an+ +$na,i4 be4ase +i3eren% pro+4%s are bog*% +i3eren%l$ an+ as a resl% o1 +i3eren% %*in6ing. Fa4%ors %*a% in5en4e i% in4l+e a ,i8 o1 so4ial- 4l%ralpersonalli1es%$leps$4*ologi4alen'iron,en%ale+4a%ion- o44pa%ion- ,o%i'a%ion an+ belie1s an+ a%%i%+es %o na,e a 1e. SIA@s n+ers%an+ing o1 %*is 4ol+ enable %*e, %o +e'elop ,ore s44ess1l ,ar6e%ing ,i8 s%ra%egies. Henr$ Asael in o%ler s,,arise+ %*e 1or +i3eren% b$er be*a'iors %*a% reJire +i3eren% responses 1ro, ,ar6e%ers> . "omple, buyer behaviour B reJires ,ar6e%er %o pro'i+e ,ore in1or,a%ion an+ reassran4e %o a 4s%o,er. T*is is probabl$ ,ore pre'alen% in 2 %ransa4%ions i%* SIA. 2. )issonance-reducing buyer behaviour B reJires ,ar6e%er no% %o pro'i+e an$ reason no% %o b$ %*e pro+4% an+ ,ain%ain 4ons,er sa%is1a4%ion. SIA ,ain%ains %*is %*rog* %*eir 4onsis%en% +eli'er$ o1 Jali%$ ser'i4e in all 4abin 4lasses lea'ing 4ons,ers i%* *ig* sa%is1a4%ion le'els. T*e 1reJen% 5$er progra, an+ longe ser'i4es 1r%*er a++ 'ale %o %*eir le'el o1 sa%is1a4%ion. . Variety-seeing buyer behaviour B reJires ,ar6e%ers %o pro'i+e a lo% o1 op%ions i%*in %*eir range so i% re+4es %*e li6eli*oo+ o1 %*e 4s%o,er
si%4*ing %o ano%*er pro'i+er. For e8a,ple- SIA pro'i+es a 'arie%$ o1 op%ions in 4abin 4lasses4a%ering- in75ig*% en%er%ain,en%- 5ig*% +es%ina%ions an+ e'en 1or b+ge%74ons4ios 4s%o,ers- an op%ion i%* %*eir =o7Cos% Airline- Tiger Aira$s. T*ese +a$s- a44ess %o ser'i4e pro'i+ers 'ia %*e in%erne% enables b$ing +e4isions %*a% in'ol'e lo ris6 %o be 4o,pare+ ,ore +ire4%l$ i%* 4o,pe%i%ors. ". .abitual buying behaviour B reJires %*e ,ar6e%er %o en4orage as ,an$ people as possible %o %rial %*eir pro+4%s so as %o be in4l+e+ in %*eir *abi%al 4*oi4e se%s. SIA along i%* Sil6Air *as es%ablis*e+ a s%rong presen4e in %*e Asian ,ar6e%,anaging regional 5ig*%s %o se4on+ar$ 4i%ies i%* s,aller 4apa4i%$ reJire,en%s. T*e 4orpora%e se4%oras par% o1 %*eir bsiness nee+s- is per*aps %*e ,os% 4onsis%en% an+ *abi%al i%* 5ig*% boo6ings. Upon a 4s%o,er e8perien4ing ser'i4es 1ro, SIA- i% is eJall$ i,por%an% %o n+ers%an+ *o %*e 4s%o,er is sa%ise+ b$ %*e ser'i4e an+Qor pro+4% o3ere+. T*is pro'i+es in'alable insig*% on *o %*e ser'i4e an+Qor pro+4% pro'i+e+ 'ale 1or %*e 4s%o,er as ell as *o %*e$ 4*ose i%. Mar6e% resear4* 4an be o1 assis%an4e *ere. ) Mar6e% ?osi%ioning>7 A1%er seg,en%ing a ,ar6e% an+ %*en %arge%ing a 4ons,er (base+ on an n+ers%an+ing o1 %*eir b$ing be*a'ior)- SIA 4an no posi%ion a pro+4%Qser'i4e i%*in %*a% ,ar6e%. Mar6e% posi%ioning is abo% *o SIA an%s 4ons,ers %o per4ei'e %*eir pro+4%s an+ ser'i4es in rela%ion %o %*eir 4o,pe%i%ors. An n+ers%an+ing o1 ,ar6e% posi%ioning enables SIA %o 4rea%e posi%ioning s%ra%egies
%*a% resl% in an o3er being seen b$ 4ons,ers as a%%ra4%i'e- lling a gap in %*e ,ar6e%- an+ pro'i+ing %*e organisa%ion i%* so,e 4o,pe%i%i'e a+'an%age. SIA@s op%ions are %o> . ?rse %*e seg,en% i%* an o3er base+ on a 4rren% pro+4%- or 2. De'elop a ne pro+4% o3er %*a% ,ee%s %*e nee+s o1 %*e seg,en%. SIA@s posi%ioning s%ra%eg$ ses Singapore irl as a 4en%ral ingre+ien% in ,ar6e%ing i%s i,age. Singapore irl bro6e %*a% bran+ing i,age o1 %ra+i%ional ,ar6e%ing 4o,,ni4a%ions 1o4sing on 4abin +esign- 1oo+- 4o,1or% an+ pri4ing. ?ersonie+ %*rog* %*e girls- 4s%o,ers go% a sensor$Qe,o%ional e8perien4e o1 air %ra'el i%* SIA@s 4o,,i%,en% %o ser'i4e an+ Jali%$ e84ellen4e. T*e ,ore senses %*e bran+ appeals %o- %*e s%ronger %*e ,essage ill be per4ei'e+. A% %*e o%*er spe4%r, o1 %*e ,ar6e%- Tiger Aira$s@ posi%ioning is also 'er$ 4lear B i% is a pre lo74os% 4arrier. I% prse+ a seg,en% i%* a lo74os% o3er an+ posi%ione+ i%sel1 4lose %o e8is%ing 4o,pe%i%ors li6e e% S%ar- an+ Virgin le- so 4ons,ers 4an ,a6e a +ire4% 4o,parison *en %*e$ pr4*ase. I% is opera%ing s44ess1ll$ i%*in As%ralia- +oing ell in ,ar6e% pene%ra%ion an+ %rno'er agains% i%s 4o,pe%i%ors.
SWOT ANA=YSIS AIR=INES
OF
SINA?ORE
). S%reng%*>7 SIA *as been se%%ing a goo+ re4or+ on opera%ional per1or,an4e an+ pro%abili%$. E'en in e4ono,i4 +on%rn in !!- SIA as able %o o%per1or, in pos%ing pro%s. Hig* Jali%$ ser'i4e >7 S IA
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*as ala$s been 1ron%ier in pro'i+ing *ig* Jali%$ ser'i4es %o i%s 4s%o,ers *i4* a%%ra4%e+ a large n,ber o1 5$ers %o SIA. I% In%ro+4e+ ele4%roni4 %i46e%ing %*rog* ebsi%es. Online %i46e%ing as rolle+ o% a% all +es%ina%ions in i%s ne%or6. In%ro+4e+ a%o,a%e+ 4*e467in s$s%e, on 4er%ain 5ig*%s. Sil'er ris =onge 1or rs% an+ bsiness 4lass people o3ering pea4e an+ %ranJili%$ in %*e *s%le an+ bs%le o1 %*e airpor%. ?ro'i+e+ %op o1 %*e line bsiness eJip,en%s s4* as 4o,p%ers- 1a8 ser'i4es an+ a s%o46 %i46er. Singapore irl I,age >7
T*e Singapore irl I,age represen%e+ 4aring- 4o,1or%able an+ *ospi%able ser'i4e. T*is i,age as 4are1ll$ nr%re+ as i%
represen%e+ %*e bran+ o1 SIA. SIA pai+ grea% a%%en%ion in %*e sele4%ion pro4ess an+ %raining o1 %*e 4an+i+a%es appl$ing 1or %*e &obs. Apar% 1ro, e,p*asi9e+ aspe4%s o1 passenger *an+ling- so4ial e%iJe%%es an+ groo,ing%*ese 4an+i+a%es also spen% e8%ensi'e perio+s o1 %*e %raining progra, in *o,es 1or age+. T*is gaine+ a be%%er appre4ia%ion 1or %*a% seg,en%. Ta6ing a+'an%age o1 labor la- SIA *a+ abo% / o1 %*e 4abin 4re as 1e,ales.
E,plo$ee Training >7
SIA *a+ pilo%s 1ro, o'er 0 4on%ries. T*e 4o,pan$ opera%e+ i%s on 5$ing 4ollege i%* eig*% 5ig*% si,la%ors. All 5ig*% personnel ere reJire+ %o go %*rog* biennial pro4ien4$ 4*e46s. T*e 4o,ple,en% o1 4abin 4re as 4*osen %*rog* a 'er$ rigoros pro4ess. SIA spen% " %i,es as ,4* as o%*er airlines on per e,plo$ee %raining progra,. S%ra%eg$ o1 +i3eren%ia%ion>7
SIA *as ala$s been 6een in +e'eloping inno'a%i'e op%ions %o a%%ra4% 4s%o,ers. T*e 4*oi4e o1 ,eals in e4ono,i4 4lassinno'a%i'e en%er%ain,en% progra,s in %*e 4abins %*en be4a,e %*e nor, o1 %*e ,a&or air 4arriers. SIA *as ala$s pro'i+e+ %*e bes% o1 i%s ser'i4e %o i%s 4s%o,ers in %*e bes% possible loes% pri4e. 2) ea6ness>7 Sor Deals >7
SIA as so,e*o no% able %o 1or, s44ess1l par%ners*ips. T*e +eals *i4* SIA e8pe4%e+ %o be 1ri%1l %rne+ o% sor. As Ne ealan+ o'ern,en% p% ,one$ in%o %*e 4o,pan$- %*e SIA@s s*are in Air Ne ealan+
+roppe+ +ra,a%i4all$ an+ SIA los% abo% 0# ,illion. Also %*e "! oners*ip +eal i%* Virgin A%lan%i4 *i4* 4os% SIA ./ billion as " o1 i%s 'ale. Virgin le- be1ore s%ar%ing i%s ser'i4e in As%ralia o3ere+ %*e oppor%ni%$ %o par%i4ipa%e in 'en%re b% SIA %rne+ +on %*a% oppor%ni%$ rel$ing on Air Ne ealan+ +eal *i4* en% in loss. Also %*e o'ern,en% o1 Singapore +e4lare+ %*a% al%*og* SIA is a na%ional 4arrier- i% on@% re4ei'e an$ sbsi+ies or pro%e4%ion 1ro, %*e go'ern,en%. I% ol+ *a'e %o +e'elop base+ on i%s on resor4es. In%erna%ional 5ig*%s >7
Singapore Airlines +oesn@% o3er +o,es%i4 5ig*%s. o1 %o%al %ranspor%e+ passenger 1all n+er in%erna%ional seg,en%. As o1 2!- SIA 4arrie+ abo% ! ,illion passenger all o1 *i4* ere in%erna%ional 5$ers. Unbalan4e+ Mo+el>7
In a++i%ion %o airline opera%ions- SIA is also *an+ling airpor% %er,inal ser'i4es an+ engineering ser'i4es. Al%*og* 4o,pan$ opera%es in +i3eren% seg,en%s- %*e ,ain re'ene 4o,es 1ro, airline opera%ions.
) Oppor%ni%ies>7 En%er in%o =o 4os%7opera%ing airline>7
SIA 4an +eni%el$ %*in6 o1 en%ering %*e lo 4os%7opera%ing airline ser'i4e. I1 %*is *a,pers %*e bran+ i,age o1 SIA- i% 4an s%ar% i%* a +i3eren% na,e an+Qor bran+. T*e pro% o1 %*e lo 4os%7 opera%ing airlines is basi4all$ base+ on %*e 4os% sa'ings in in75ig*% ser'i4es- *ig*er 5ee% %ili9a%ion- *ig* loa+ 1a4%or-
e%4. SIA 4an earn a signi4an% a,on% o1 re'ene 1ro, %*ere. F%re prospe4%s o1 air *bbing in Singapore>7
A44or+ing %o +e'elope+ pro&e4%ions b$ oeing@ air 1reig*% %raL4 is e8pe4%e+ %o gro in Asia7?a4i4 region +ring !! an+ 2" a% a ra%e o1 0. %o #.! annall$. E'en %*og* Singapore@s geograp*i4al lo4a%ion +oes 4o,pare less 1a'orabl$ i%* 4i%ies li6e Hong ong- s%eps ,s% be %a6en b$ Singapore o'ern,en% an+ +i3eren% seg,en%s o1 %*e air 1reig*% in+s%r$ %o %a6e a+'an%age o1 ne +e'elop,en%s.
") T*rea%s>7 =o 4os% opera%ing airlines>7
=o 4os% opera%ing airlines +eni%el$ pose a grea% %*rea% %o SIA. T*e nbelie'abl$ lo air 1airs 1or s*or% +is%an4es. E'en %*og* %*ese 4arriers +o no% o3er Jali%$ in75ig*% ser'i4es- %*e bsiness ,o+el or6s grea% an+ 4an a%%ra4% ,os% o1 %*e 4ons,ers %oar+s i%. Rising Fel ?ri4es>7
De %o global rise in oil pri4es%*e a'ia%ion 1el pri4es *a'e gone p sbs%an%iall$. T*e Fel opera%ing 4os% 1or Singapore In%erna%ional Airlines 1or " $ears in QAT is s*on belo %able. Operating
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T*ese rising 1el pri4es ,a$ *a'e i,,e+ia%e i,pa4% on %*e 4o,pan$@s ,argins ,a6ing %*e opera%ing e8penses *ig* an+ *a'ing loere+ sales. Foreign 4rren4$ ra%es>7
Sin4e SIA@s 4s%o,er base is in%erna%ional- SIA@s re'ene is +o,ina%e+ b$ 1oreign 4rren4ies e8posing i%s ,argin %o %*e %*rea% o1 'ola%ili%$ +e %o 4rren4$ ra%e 4*anges. Crren4$ ra%e 54%a%ions o1 As%ralian Dollar- Eros- an+ apanese $en *a'e a sbs%an%ial i,pa4% on %*e re'ene s%rea,s o1 SIA.
?EST ANA=YSIS OF SINA?ORE AIR=INES T*e ?EST anal$sis is one o1 %*e, %*a% are ,erel$ a 1ra,eor6 %*a% 4a%egori9es en'iron,en%al in5en4es as poli%i4al- e4ono,i4- so4ial an+ %e4*nologi4al 1or4es. So,e%i,es %o a++i%ional 1a4%ors- en'iron,en%al an+ legal- ill be a++e+ %o ,a6e a ?EST anal$sis- b% %*ese %*e,es 4an easil$ be sbs,e+ in %*e o%*ers. ?oli%i4al 1a4%or>
T*is re1ers %o go'ern,en% poli4$ s4* as %*e +egree o1 in%er'en%ion in %*e e4ono,$. W*a% goo+s an+ ser'i4es +oes a go'ern,en% an% %o pro'i+e. To *a% e8%en% +oes i% belie'e in nan4e r,s s4* as Singapore Airlines *as i%*+ran i%s bi+ 1or a s%a6e in Air In+ia+ealing a *ea'$ blo %o %*e In+ian go'ern,en%:s
pri'a%i9a%ion progra,,e+. T*is is a poli%i4al barrier 1or Singapore airline.
E4ono,i4 1a4%ors>
T*ese in4l+e in%eres% ra%es- %a8a%ion 4*anges- e4ono,i4 gro%*- in5a%ion an+ e84*ange ra%es. T*e Singapore Airlines o3er %o b$ a 2" per4en% s%a6e in C*ina Eas%ern Airlines 1or #.2 billion Hong ong +ollars (US!2.G ,illion) appeare+ in %roble We+nes+a$ a1%er a ,a&or s*are*ol+er 4ri%i4i9e+ %*e +eal as n1air.
So4ial 1a4%ors>
C*anges in so4ial %ren+s 4an i,pa4% on %*e +e,an+ 1or a r,:s pro+4%s an+ %*e a'ailabili%$ an+ illingness o1 in+i'i+als %o or6. In %*e $ear 22 %*ere as a 1a%al 4ras* o1 a Singapore Airlines 5ig*% S/ a% Taipei:s C*iang ai7S*e6 In%erna%ional Airpor%. A%*ori%ies bla,e+ ;pilo% error 1or %*e a44i+en%. Singapore Airlines *as a44ep%e+ ;1ll responsibili%$ 1or %*e 4ras*- sa$ing i% as ob'iosl$ a 4ase o1 ;pilo% error. T*e airline *as o3ere+ "- in 4o,pensa%ion %o %*e rela%i'es o1 ea4* o1 %*e +ea+ an+ annon4e+ i% ill ,ee% %*e ,e+i4al e8penses o1 %*e in&re+ an+ +is4ss 4o,pensa%ion i%* %*e,. % 1a4%s *a'e alrea+$ begn %o e,erge %*a% poin% %o a n,ber o1 o%*er 4ases- so,e o1
*i4* are +ire4%l$ lin6e+ %o 4os%7sa'ing ,easres b$ airlines an+ airpor% a%*ori%ies. T*e +ea%* %oll *as risen %o G2 people i%* %*e +ea%* o1 a sr'i'or in *ospi%al. Ano%*er G passengers ere in&re+. T*is a44i+en% ,a6es so4ie%al e3e4% on Singapore airline.
Te4*nologi4al 1a4%ors>
Ne %e4*nologies 4rea%e ne pro+4%s an+ ne pro4esses. Organi9a%ion ,s% *a'e7%o 4on4ern abo% %*e ne p4o,ing %e4*nolog$. Singapore Airlines is %*e rs% an+ onl$ airline %o ins%all a pro+4%i'i%$ si%e 1or %*e bene% o1 i%s passengers *o 4an no 4on%ine %o or6 a1%er boar+ing %*e plane i%*o% *a'ing %o poer p %*eir lap%ops. In a++i%ion %o pro'i+ing %*e orl+:s i+es% rs% an+ siness Class sea%s an+ a %e4*nologi4all$ a+'an4e+ sea% in E4ono,$ Class*i4* ,a6es %*e 4o,pe%i%i'e a+'an%age 1or Singapore airline.
?er4ep%al Mapping I% is a %ool %*rog* *i4* %*e 4o,panies 6no *o %*eir pro+4% or ser'i4es are per4ei'e+ b$ %*e 4ons,er. T*e per4ep%al ,ap o1 Singapore airlines is as 1ollos>
Con4lsion
T*s Singapore airlines is a 4o,pan$ *a'ing s%rong ,ar6e% posi%ion. I% also *as /0 +es%ina%ion in 0 4on%ries. e4ase o1 all %*ese e3or%s Singapore airlines *a'e be4o,e %*e Asia@s no. airline. Moreo'er %*e$ *a'e planes in %*e 6i%%$- ,a6ing %*e, %o rea4* %*e ,a&or 4orners o1 %*e orl+. Singapore airlines +oes no% *a'e %*e +o,es%i4 5$ers. T*s %*e$ s*ol+ 4on4en%ra%e on %*e +o,es%i4 par% also. An+ also i% s*ol+ in4rease i%s range in or+er %o rea4* o%*er par%s o1 %*e orl+.
I=IORA?HY
