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Singapore Airlines Company Analysis – Setiawan
- 2. Contents Company Background Opportunities & Challenges Competitive Strategy Customer Experience Low Costs & Innovation Results Insights
- 3. Company Background 1947 Malayan Airways Limited The first Malayan Airways flight departs, starting the timeline for Singapore Airlines. Malaysian-Singapore Airlines As Singapore became Independent from Malaysia in 1965, the company changed their name to include Singapore. 1966 Singapore Airlines Established MSA and SIA seperated because of conflicting interests between the two countries and Singapore Airlines was established. 1972 Best Airline in the World Internationally known, Award Winning Airline receiving multiple Best Airline awards. While also being the most cost-effective airline. 2018 https://www.singaporeair.com/en_UK/us/flying-withus/our-story/our-heritage/#time-1949
- 5. Opportunities & Challenges Opportunities Challenges No Domestic flights Competing with other International luxury airlines Low Operating Costs/ Partially Government Owned More competitors are entering the market Focus on Exceptional Service Entering the North American Market
- 6. Competitors Price (Avg round trip) $1,081 $989 $1,010 $1,051 $1,026 Cabin Classes Economy Class Premium Economy Class Business Class First Class Suites Class* Economy Class Business Class First Class Economy Class Business Class First Class Residence* Economy Class Business Class First Class Economy Class Premium Economy Class Business Class First Class Entertainment x x x x x Full Service x x x x x Location Changi Int Airport, Singapore Hamad Int Airport, Doha, Qatar Abu Dhabi Int Airport, Abu Dhabi, UAE Dubai Int Airport, Dubai, UAE Hong Kong Int Airport, Hong Kong
- 7. Competitive Strategy Customer Experience A mixture of Brand Marketing, Cabin Classes, Entertainment, Food and Exceptional Service create the best atmosphere to fly in. Cost Effective + Innovation SIA focuses a lot of their spending on bettering their Customer Service, but they are able to keep costs low with factors like, lower corporate salaries and regular maintenance.
- 8. 1951-1952 Female Pursers This was the name given to their female flight attendants. 1972 The Singapore Girl is born Flight attendants are all trained for a 4 month period, which ensures proper training for all situations. Present The Modern Singapore Girl The Singapore Girl has remained relatively the same since her inception & has remained a huge Icon for the SIA brand. 1968 The Iconic Singapore Girl Sarong Kebaya Singapore airlines asked Pierre Balmain to design the new Singapore Girl uniform. The Singapore Girl https://www.singaporeair.com/en_UK/us/media-centre/multimedia-library/
- 9. In Flight Experience Entertainment & Food Video: Premium Economy Food Selectionshttps://www.singaporeair.com/en_UK/us/media-centre/multimedia-library/
- 10. In Flight Experience Cabin Classes Economy/Premium Economy First Class Business Class https://www.singaporeair.com/en_UK/us/media-centre/multimedia-library/
- 11. In Flight Experience Cabin Classes Singapore Airlines Suites Class https://www.singaporeair.com/en_UK/us/media-centre/multimedia-library/
- 12. Low Operational Costs Frequently updated/replaced Fleet05 ● SIA replaces their aircrafts to create the most technologically advanced fleet. ● Always updating and advancing their fleets ● First to try new aircrafts in the market Lower Corporate Staff Salaries04 ● Focuses on low salary, high bonuses (up to 50%) ● Cutting salaries on administration jobs and focusing on service ● Attracts younger employees Energy Efficient & Maintenance03 ● Uses energy efficient aircrafts that use less fuel ● Maintains aircrafts well and quick to prevent future damages ● SIA’s fleet is still young and aircrafts still relatively new Spends in Focal Areas02 ● SIA spends a lot on customer service such as staff per flight ● Saves on areas that they feel is insignificant ● Spends more on cabin crew and customer experience Rigorous Training & Standards01 ● Flight attendants are trained for 4 months ● All employees are held to a strict standard ● Cabin Crew enforce SIA’s expectations (time & service)
- 13. Flight SQ21 & SQ22 ● Lightweight carbon-fibre materials ● Extra fuel capacity ● Conserves fuel Premium economy and business class seats only Reduced to 161 seats, 67 of them being Business class $1,420 in Premium Economy $4,720 in Business Class https://www.economist.com/gulliver/2018/10/11/singapore-airlines-launches-the-worlds-longest-flight Longest Flight in the World 18 hours Nonstop Flight
- 14. Results 1 Best International Airline Singapore Airlines has been ranked #1 in m ultiple aw ard categories and has w on for m ultiple consecutive years. 2 International M arket Singapore Airlines now flies to 62 different destinations, in 32 different countries. 3 Operating at a Profit Singapore Airlines has been m aking a profit for 46 years.. They saw their highest net profit w ith SGD$893 m illion last year. 4 Passenger Growth Singapore airlines has a 19.45% annual passenger grow th as of 2017..
- 17. Singapore Airlines’ ambition and brand development paid off, being industry leaders even after 45 years. The combination of customer service, quality experience and following the company’s values helped make Singapore Airlines an internationally known name. Singapore Airlines has a clear image of their brand and what they stand for. Owning SilkAir and Scoot allows Singapore Airlines to operate lower fare services without lowering the SIA’s brand. But they still face challenges attracting new flyers from the North American markets, but with the new nonstop flights, may lead to some change. Insights
- 18. Thank you!
- 19. Sources https://www.singaporeair.com/en_UK/us/flying-withus/our-story/our-heritage/#time-1949 https://www.singaporeair.com/saar5/pdf/media-centre/bg-singapore-girl.pdf https://www.singaporeair.com/saar5/pdf/media-centre/bg-gourmet.pdf https://www.singaporeair.com/en_UK/us/flying-withus/our-story/singapore-girl/ https://martinroll.com/resources/articles/strategy/singapore-airlines-an-excellent-asian-brand/ https://hbr.org/2010/07/the-globe-singapore-airlines-balancing-act https://centreforaviation.com/analysis/reports/singapore-airlines-2017-outlook-further-pressure-on-yields-as-premium-position-is-reinforced-321257 https://www.anna.aero/2018/04/30/singapore-airlines-sees-steady-growth-jakarta-is-largest-link-australia-is-biggest-international-market/ https://www.singaporeair.com/saar5/pdf/Investor-Relations/Financial-Results/News-Release/nr-q4fy1718.pdf https://www.straitstimes.com/business/companies-markets/sia-soars-with-highest-profits-in-7-years http://time.com/money/5161331/best-international-airlines-2018/ https://www.travelandleisure.com/worlds-best/international-airlines-in-us#singapore-airlines-planes centreforaviation.com/analysis/reports/singapore-airlines-swot-challenges-continue-as-competition-intensifies-as-shown-by-1qfy2015-results-180289 https://www.forbes.com/sites/ericrosen/2018/07/11/singapore-airlines-launching-non-stop-flights-from-los-angeles-singapore-in-november/#1e31fbae20dc https://www.businessinsider.com/longest-flight-in-the-world-singapore-airlines-business-class-review-2018-10 https://www.economist.com/gulliver/2018/10/11/singapore-airlines-launches-the-worlds-longest-flight http://www.repeatability.com/about/the-dual-strategy-of-singapore-airlines.aspx https://milelion.com/2016/02/11/cost-cutting-at-singapore-airlines/ Singapore Airlines Limited : Travel and Tourism - Company Profile, SWOT & Financial Report. Progressive Digital Media, Basingstoke, 2016. ProQuest, http://proxy.library.nyu.edu/login?url=https://search-proquest-com.proxy.library.nyu.edu/docview/1822355117?accountid=127 68.