Singapore Airlines Analysis

This report will be discussing strategic management to a company in the airline industry. This report will examine a chosen company’s strategic management and outline the stages. Strategic management is analyzing the situation facing the firm, also on the foundation of analysis formulating a strategy and lastly implementing strategy. Strategic management is the identification and the description of strategies that can be used by managers so as to attain better

The Airline industry is a large and constantly growing industry. It facilitates economic growth, international investment and world trade and is therefore central to other industries as well for globalisation. There are various forces which lead to globalisation in airline industry. Key drivers of change are forces likely to affect the structure of an industry; sector or market. (1).

Singapore Airlines Ltd. (SIA) has progress beyond expectations since its establishing in 1972, advancing from a regional airline to one of the most respected travel brands globally. The company mission is “to provide air transportation services of the highest quality and to maximise returns for the benefit of its shareholders and employees”. With this, SIA operates and serves more than 60 cities in over 30 countries around the world, with our Singapore Girl being our universally recognised icon providing exclusive services and care to customers. Additionally, it makes a habit of leading the way, and along the path developed a reputation for being an industry trendsetter.

The airline industry has been a major factor in the globalization of the world economy. It connects the sellers and the buyers as well as transports goods across countries. It also breaks the time and distance barriers. In the past, air travel was considered a luxury but it is now a common necessity.

The purpose of the paper is to research and understand how the changes of globalization and technology have impacted the Airline industry. This paper will also apply the industrial organization model and the resource-based model to determine how the Airline industry earn above-average returns. This paper will explain how the Airline industry’s success is through its mission and vision statements with Southwest Airlines as an example. Finally, this paper will evaluate how the importance each category of the stakeholder impacts are to the overall success of the Airline industry.

The airline business is an industry that is competitive and unique, focussing on consumer choice and the responsiveness of airlines to changes in the external business environment. For any airline, this environment can be very complex as it is ‘hard for them to fully understand and impossible for them to fully control’ (The Times, n.d. p1). Virgin Atlantic is an international airline that is based in the UK. It was started by the entrepreneur Richard Branson in 1982 and now flies to 30 destinations around the world (Virgin Atlantic Airways Ltd, 2011). By looking at

6. What are the factors driving change in the airline industry? How are they likely to impact the future attractiveness of the industry?

For instances, there is a sever growth of Middle Eastern airlines which includes Etihad and Emirates. This is considerably the biggest threats according to Bloomberg Business week, as they adopt the similar business models and positioning strategies as Singapore Airlines. This shows that Singapore Airlines have to continuously seek for opportunities to stay one step ahead of its competitors and finding a unique competitive advantage. Another threats is that European carriers has also been utilizing the similar cabin products as of SIA’s, where it used to be one of SIA’s competitive

American airline industry is steadily growing at an extremely strong rate. This growth comes with a number economic and social advantage. This contributes a great deal to the international inventory. The US airline industry is a major economic aspect in both the outcome on other related industries like tourism and manufacturing of aircraft and its own terms of operation. The airline industry is receiving massive media attention unlike other industries through participating and making of government policies. As Hoffman and Bateson (2011) show the major competitors include Southwest Airlines, Delta Airline, and United Airline.

Airlines Industry is large and growing, it is also the most fiercely competitive sector. It facilitates international trade, world economy growth, tourism and international investment. The airline industry has over time with the use of modern technology been able to take advantage of the short haul, high frequency and gained a competitive advantage over other forms of travel, such as buses and railroad travel. Additionally, the airline industry still holds the market for global travel at a low cost and convenient way to travel. The aviation industry gives a good contribution to the GDP which includes the following: airline services, general aviation, civil airport operations, aircraft manufacturing, and

This paper discusses the external economic factors affecting the strategic decision of airline industry and how this decision in turn, affect the market forecast of the aircraft manufacturing industry. Various business issues affect airlines operation either directly and indirectly, and

The growth of airline industry in any country is directly proportional to its GDP growth; the greater the business activity, the more air travel and the higher the GDP of the country. The demand

In turbulent market very competitive, rapidly changing customer demand major airlines rapidly and effectively respond to both. Growing airlines in the world market competition and profit margins are to survive. Malaysia Airlines to meet the priorities and preferences of their customers expect. It's better than your competitors to know and understand their customers means more. The highest level of management who have direct contact with customers from all employees in all areas of airline knowledge of the customer's strategic implementation, means. should implement true for airlines. Technology enhances convenience and carriers labor costs, inefficiencies and costs that have high amounts of fuel to be used by companies.

Singapore Airlines (SIA) was established in 1972, growing from a regional airline, it is renowned for being one of the leading travel brand in the highly competitive airline industry. SIA is well known for its personalised service, world class comfort, reliability and timeliness, and development of its products and services innovatively and above the industry standards.

In the airline markets, SIA has strong competition from not only Asia areas, airlines but also many international brand airlines such as United Airlines and American airlines (best airlines in American for 2012). Although SIA has a great brand reputation with global markets, but it also continually develops the new equipment in the busy airline industry to provide the new attractive point for increasing the customer satisfaction.