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Case Review On Singapore Airlines Marketing Essay

Case Review On Singapore Airlines Advertising Essay

This paper study is based on Singapore Airlines (SIA), in cases like this study the project has discuss about the SIA’s Business, Marketing and operational strategy, what are the changes is the SIA’s facing in potential, how this airline enterprise has changed its technique and how this airline from a small country-state with a populace around three million persons, on an island not any bigger than the Isle of Guy, earn a reputation for being ‘the most constant money-making airline on the planet, in spite of the various world-wide recessions.

The paper study as well discuss about, the way the Singapore Airline retained employees and the clients.

QUESTION 1: Evaluate SIA’s Business, Marketing and Operational Approaches and evaluate their effectiveness in relation to the competition?

Over the last decades the Singapore Airline is usually has grown from an area airline into among the world’s top rated passenger and cargo carriers. In an attempt to survive, a lot of the organization which is working in the same business tried to see and investigate the methods or strategy which are using by Singapore Airlines (SIA, 2007). Finally it started to be apparent and understandable that SIA happen to be more competitive because of its business and operations strategy.

The long-term growth of a organization design to provide and keep maintaining shareholder value is named the business strategy.

So, this area of the paper contains the business, market and operation technique of Singapore Airlines.

As everybody knows the SIA’s is rolling out a status for being an industry innovator as well as doing things in different ways than its competitors who will be in the same industry line, for instance, As the study says SIA was the earliest airline to introduce no cost drinks, a choice of meals and free headsets back the 1970s. Not only this, the Singapore airlines are the first who start a two year programme to set up ‘Kris World’, that is clearly a new in-air travel entertainment scheme, for travellers in every three classes of its Megatop B747s. KrisWorld provides around 22 channels of video entertainment, around twelve digital audio stations, around ten Nintendo video games (Nintendo was most widely known for console industry and famous for home video game), and often alert the destination details and provides a phone at each seat. By using this innovative ideas and creative imagination techniques the SIA’s did question in this airline organization and earn a popularity to be the most consistent money-making airline on the planet.

Not simply this, SIA’s has done many changes in the annals of airline plus they provide numerous impressive ideas and doing items differently than its competitors.

SIA’s is the person who spend lot of millions so that you can install KrisWorld movies; using this method they had given an amazing entertainment to their customers while traveling which lead to make sure they are a not the same as their competitors and with the addition of this KrisWorld they will be the first someone to do so and this types of strategy help them a lot in becoming a number 1 in these business.

SIA may be the first searching for discoverer and performer of the usually progressive live teletext news program (KrisNews) and in addition for an interactive in-flight shopping service because of its aircrafts. These innovative and impressive developments by SIA, eventually won numerous awards to get the best air lines.

SIA was the initial airline which bought a collection of finest chefs from around the globe to serve very best in-flight cooking because of its passengers and it was the first airline which tried to accomplish the wants of specific passengers by release the special meal service with lighter and better choices in addition to the unique in-flight meal service which is specifically introduced for adolescent flyers and allowed them to select their desired foods up to 24 hours before the air travel departure. Besides that, SIA started to update its menus every month and even weekly to create the feeling among its consistent travelers and also to keep an eye on flyers tastes. These were the main line of strike for SIA to compete among its opponents in the market and to shore up its organization strategy1.

The main achievements of SIA’s is normally Singapore’s Changi airport, Changi is situated in eastern end of the Singapore. Changi airport is among the world busiest airport

QUESTION 2: Using change management models evaluate how the company has changed; in strategic conditions.

QUESTION 3: What issues is SIA facing in the foreseeable future. What should SIAs organization and operations strategies be for future years and why? Provide justification for your recommendations.

As we know that SIA’s may be the among the leading airport on the globe but due to the large number of opponents on the globe. SIA’s need to maintain their top ranking in the foreseeable future by maintaining their functions and business technique and by developing extra innovative ideas.

The difficulties which a SIA facing in potential is mainly due to their competitors, as everybody knows in airline organization the profit is very less and its own mainly due to growing airline industry, passengers have many selections to select the low fare flight, so they need to supply the better facility in a lesser price that may have an effect on their capital turnover.

Recession is also the one of the element for affecting afterward in potential. Like in recession, there is a reduction in number of fliers.

In potential there is my advance airplanes/crew due to the competition so the availability of the very best crew is important.

There are more challenges that airline industry is certainly facing like escalating costs and stiff competitions.

As this section of the paper contains whatever type of business as well as functions strategies should SIA’s produces their future and making them different from there competitor’s.

Before going to this we must know about the operations strategy, functions strategy may be the total guidebook of decision produced the management which causes the long-term growth for any type of operations, it is the long term process. Basically procedures strategy may be the method or tools that help us creating goods and providers to the consumer’s. Operations basically deal with the producing or delivering of goods.

This paper research discuss the competitive strategies of Porter, In 1980’s Porter has got argued that there surely is two types of competitive advantages that can be shared with the wide or narrow competitive scope to make four well known business strategies: 2

Cost leadership,


Focused low-cost, and

Focused differentiation

The Porter’s four competitive approaches are proven in table below:-

Competitive Advantage

Lower Cost Differentiation

Cost leadership


ƒŸ broad target

Low cost focused



ƒŸ narrow target

Cost leadership strategy or strategy is generally used by the firms for generally producing the profit despite the fact that the low price of the product or the solutions offered.

In this plan company mainly focused on the decreasing of price and retaining their older customer and generating the brand new one, so by applying this guideline to the airline business SIA’s have to take some initiative for lowing there prices in spite of that providing the entire facility with their passengers. By doing this the SIA is continually be a mind from its competitor in present aswell in future because carrying out this the huge, medium and possibly low category passenger get eye-catching towards it and SIA’s can make a lot more profit than earlier.

Differentiation strategy, in this plan a company’s offers a service that consumer’s perceived it as a several and prepared to pay a high amount or expense for that.

So, SAI have to innovate some new services like new entertainment programs while travelling plus some advance technology features with some extra price, and it must be different in addition to a new thing for travellers so that they are prepared to pay a higher amount for it. Or do giving the older facilities but offered it for personal statement length the reason that manner that passengers will be ready to pay a higher amount. This kind of innovation or creativity make them different from there competitor and best for future also.

Focus Differentiation strategy focus on a narrow sector and within that sector, they are attempting to achieve the price advantage or differentiation. The principle is certainly that the sector which is usually focusing should be better served by totally focusing on it.

So, SIA’s must use this strategy for be considered a top in their organization by focusing find equation of tangent line calculator in a small – little sector and presented better solutions to the passengers and they will definitely be considered a head in the airline organization.

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