Singapore Airlines Swot Analysis

2583 Words May 29th, 2012 11 Pages
Introduction

Singapore Airlines is without a doubt, one of the leading airlines in the aviation industry. However, the fact that there are over a hundred other airlines companies within this region should not be ignored. The primary objective of this study is to identify the strengths, weaknesses, opportunities and threats of Singapore Airlines and come up with recommendations and strategies for the group to further improve their business operation.

Company Background

The Singapore Airlines Group (thereafter, referred to as SIA) is a homegrown aviation company that offers passenger and cargo air transportation, airport terminal services, engineering services, training of pilots, air charters, and tour wholesaling and related
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Furthermore, since SIA was awarded the second best airline in the world, coupled with its expensive fares, customers tend to develop a very high expectation level. With that, passengers would easily fault and blemish it reputation over very minor issues.

Online Marketing system
The website of SIA has not been stable and there have been various issues ever since the new website was launched in May, 2011 and many complaints made by their frequent fliers and passengers have been received. Customers have to seek other alternative to book a flight on SIA via phones to local sales office in Singapore. The process was costly and not user-friendly. With this persistent technical glitch, it may lose the loyalty and confidence of their premium passengers, who may already be looking at other alternatives and contemplating flying on other airlines instead.

Low Employee Morales
Morales have been affected by the salary cuts of 5-17 percent, retrenchment of nearly 600 staff, and employees being asked to go on no pay leave due to the huge decline in the financial performance. With the low morale amongst the employees, quality of service will definitely be affected detrimentally thus affecting the overall customer experience on SIA.

Opportunities

Increase in Flights

With Singapore being known as the city that never sleeps, this mentality that people have should be implemented
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