LYCOS RETRIEVER 
Singapore Airlines: Sia Building
built 630 days ago
Singapore Airlines is one of the key players globally within the airline industry. It has employed a set of core strategies which seek to combine excellent customer service with high rates of profitability. Using the SWOT analysis tool defined by Jobber (2001) it is a useful task to look at SIAs competitive strengths that contribute to increasing shareholders value. As mentioned above the high quality of its customer service is one of the strengths of SIA and its brand image of ‘Singapore Girl is one which is highly recognizable by global customers. Of concern ... is that maintaining quality of service at profitable levels has become increasingly difficult bearing in mind the threats faced by SIA in both macro and micro environmental contexts. In considering these threats this report uses a PESTEL analytical framework to illustrate those factors of relevance to SIA competitive capabilities and profitability.
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On the technology side, Singapore Airlines still maintains the youngest fleet of aircraft amongst all major air carriers, and keeps to the stringent policy of replacing older aircrafts for newer, better models. They have always been first in line to take delivery of new aircraft types like Boeing 747 jumbo jets, Boeing 777, and they will become the first airline to fly the Airbus Super jumbo A-380 in 2006. Even the aircrafts are sub-branded like 747-Megatop and 777-Jubilee to further distinguish SIA and its brand from competitors. Singapore Airlines ... flew Concorde between Singapore and London in the late 70'ties in collaboration with British Airways (BA). The aircraft was painted with SIA's colours and logos on one side, and BA's on the other, and it carried crew from both airlines.
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Singapore Airlines have received numerous awards for the standard of service it provides. It claims to be "The World's Most Awarded Airline".[60] In the 29th annual Zagat survey by US pollsters[61] in November 2007, SIA placed first overall in both premium and economy classes while additionally topping the poll for its website and for comfort, service, and food in all classes.[62]
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[T]he strong cash position allows Singapore Airlines to internally fund purchases of new equipment and airplanes, and limit interest costs. SIA is not locked into long-term leases, and can easily accommodate newer, more efficient equipment which minimizes maintenance costs and avoid aircraft downtime.
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If you want to fly on the A380’s maiden commercial voyage with Singapore Airlines, and not just admire Lego miniature models (above), then eBay might have your ticket. Coming soon, a charity auction of tickets on the inaugural flight, with proceeds going to Community Chest of Singapore and Doctors Without Borders. When can you start bidding? That depends on Airbus: “The auction will take place a few weeks before the flight. SIA said that it would announce the launch date once it had a delivery date from Airbus for the plane.”
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While other airlines have ... pursued high service/quality brand strategies, none has been able to match Singapore Airlines in consistency, commitment, and true permeation of the brand in every facet. SIA has been able to maintain its brand advantage by not wavering from the brand strategy. This is a particularly difficult position to maintain in a highly cyclical industry where the competition seems to react on a daily basis to changes in performance. This type of commitment takes dedication from the board, CEO and senior management team, and strong faith in the brand’s ability to pull through bad times. The management team and shareholders must maintain a longer term outlook to avoid making short-term, reactionary decisions, which dilute the brand.
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