Ownership Emirates Singapore Airlines The SingaporeDubai government as the government investment sole owner and the and holding company, sole investor. Temasek Holdings, owns 54 per cent of shares in the airline.
Osterwalder’s Business Model Canvas What is the How Do How Do value airlines airlines captured by Create Deliver Airlines? Value? Value? Key Activities Customer Customer Relationships Segments Key Resources Revenue Streams Key Patnerships Value Proposition Distribution Cost Structure Channels
Value Proposition Emirates Singapore Airlines “Fly Emirates – To Over Six “Leading Premium Service Continents” Airline” Latest Aircraft Technology Latest Aircraft Technology Low Fares (competitive cost Clear Focus on Customer advantage) Needs Vast Network Asian Hospitality Provides excellent air links worldwide
Customer Segments Emirates Singapore Airlines Since Dubai is a transit hub services extend to: “Tourism Conglomerate” Mainly focused on the “Business Travel” market Leisure and VFR Mass Markets
Key Partnerships Emirates Singapore Airlines Complete Independence No alliance and no plans to join Star Alliance member since 2000 Alliances are anti-competitive Unless you are the leader Alliance has no value Alliance weaken the ability to Relatively low importance of react on Market changes Partnerships Partnership with Qantas
Key Resources Emirates Singapore Airlines “Owns the most modern fleet of 113 aircrafts, Network Global markets of 100 destinations in 62 countries 61 Destinations Over 12,800 highly-skilled Average Trip Length staff of more than 100 nationalities Significant market share
Key Activites Emirates Singapore Airlines Originality and Creativity to “Customers’ high Cabin Design: expectation fosters innovation pragmatic innovator First to introduce personal seat back in-flight Service excellence through entertainment units. innovation and strategic HRM First to enable PAX to make authorized onboard mobile “Spy flights” calls Staff Ideas in Action (SIA) Onboard shower in A380
Customer Relationships Emirates Singapore Airlines Frequent Flyer Programs “Frequent Flyer Programs SKYWARD Emirates Two Different kinds of Program Singapore Airlines Krisflyer Singapore Airlines PPS Club
Revenue Streams Emirates Singapore Airlines Revenue 08/09:11.8bn US dollars Revenue 08/09:12.7bn US dollars Size as profitability criterion Profitability prioritized over size Lower than average yields Premium Revenue Higher quantities than SQ +53% ASK +50% PAX Transport
Branding Emirates “Globalistas” DifferentiationEmirates is repositioning the company’s global marketing strategy to target what it calls “globalistas” as it looks to meet its aspirations of becoming the world’s biggest carrier.
Brand Positioning Emirates“From day one, Emirates has set out to be an innovative, modern, and customer- oriented provider of high quality air travel services. Our brand positioning is that of a leading, international and quality airline serving the global community.”
Brand Positioning EmiratesHello Tomorrow New branding captures passion for connecting peoples hopes, dreams and aspirations. “Hello Tomorrow” seeks to position Emirates as the enabler of global connectivity and meaningful experiences, as the company continues its evolution from a travel brand to a global lifestyle brand.
Branding Singapore Airlines Personnel Differentiation Known for its iconic living brand ambassador, “The Singapore Girl”flight attendant, and impeccable level of service, characteristic of Asian graceful hospitality.
Brand Positioning Singapore AirlinesSingapore Airlines maintains its leading brand positioning by being at the cutting edge of technology, the latest aircraft, amenities and service level.Singapore Airlines owns the distinction of being the launch airline for the world’s largest commercial aircraft, the Airbus A380.
Brand Positioning Singapore AirlinesSingapore Airlines is also home to the largest first class cabins available in any commercial airline, with their Sky Suites enclosed private cabins that hark back to the day of luxury air travel in the early days of commercial flights.These suites are positioned above First Class, aptly called “A Class Beyond First”
Conclusion Both emirates and Singapore Airlines are one of the best airlines of the world. While emirates is the national airline of Dubai, Singapore airline is the national airline of Singapore. Both offer world class facilities to passengers and exceptional service. Emirates operates three of the world’s ten longest non stop flights and Singapore operates in two routes. Emirates Airlines and Singapore Airlines are the two airlines to own Airbus 380.