Sia Swot

1. Introduction

Singapore Airlines (SIA) is one of the airline service providers which was founded in 1972. It has one of the strongest and most respected travel brand names around the world. SIA is particularly well known for the quality of its product offering and providing excellence service standards. The care and attention that Singapore Airlines gives its customers, symbolized by the Singapore Girl, they provide excellent customer service while ensuring comfort and safety throughout the flight has earned the airline many industry and travel awards (SIA experience, 2013). Award such as “Best International Airline”, “Most Admired Singapore Company” and “Best Global Airline” for 14, 17 and 21 consecutive years respectively (SIA award, 2011 ).

2. SWOT Analysis

2.1 Strength

SIA invest heavily on its technology and famous for its innovation. The in-flight entertainment systems offers a wide range of entertainment options. Innovation such as automated adjustable chair functions. With this it allows customer to enjoy an extensive section of television programs and comfortability on long-haul journey.

SIA has the youngest fleet of aircraft among the other air carrier (SIA, 2013). As the plane are newer, they are usually more reliable, having lesser breakdowns hence being more efficient and able to expand its operations by travelling to more destinations and thus having a more enhanced travel experience for its customer which leads to increasing its revenue.

SIA has a well renowned brand name and reputation as well as its service excellence. "Singapore Girl" as their internationally-recognizable icon providing the quality standards of care and service for its customer symbolized by the distinctive uniform of its flight stewardess; reflecting its Asian heritage (Case study, 2011). To add on constant up-grading and re-training ensure that service quality of staffs does not drop and continue to provide friendly service to its customer.

2.2 Weakness

The...