Singapore Airlines 's Value Chain Analysis

3210 Words Apr 28th, 2015 13 Pages
Singapore airlines overview

Singapore Airlines Limited (SIA), a national airline of Singapore, entered the industry in 1972. The company operates major routes globally and since emerging, SIA have upheld a strong reputation within the aviation industry for its safety, innovation, consistent profitability despite stress in financial markets and world-class service. Singapore Airlines is the parent company of two companies: SilkAir, an airline that serves short-haul destinations within Asia and Scoot, a low-cost long-haul airline. SIA maintains a fleet size of 103 aircrafts (Singapore Airlines 2015) and have been a member of Star Alliance since 2000 (Star Alliance 2015). The Singaporean Government has a strong relation with SIA through their parent company, Temasek Group, who is the main shareholder of the airline.
1.0 Internal Analysis
1.1 The Value Chain

Figure 1. Michael Porter’s Value Chain Analysis of SIA
1.2 Core Competences
SIA 's core competence can be examined by utilising VIRO model, a constructive framework used to examine internal environment of an organization (Barney and Hesterly 2010).

Figure 2. Singapore Airline’s icon of service - “The Singapore Girl”
1.3 SIA’s Financial Analysis

Current and debt ratios, are indications of an organisation 's short-term liquidation and long-term solvency, return on assets, and evaluation on the productivity of its assets. These indicators are fundamental for assessing businesses, but rarely appears in the airline…
Open Document