Singapore Airlines Analysis

CONTENTS

Introduction 2

SWOT Analysis 3

Macro-environment Analysis 4

Competitive Analysis 6

Function of Management 7

Conclusion 9

Recommendations 9

Reference 10

Introduction

Singapore Airlines (SIA) was established in 1972 after splitting up with Malaysia Airline System due to political disagreement between the two countries. Ever since, “SIA has earned a reputation as an innovative market leader, combining a quality product with excellent service” (Star).

SIA is the flag carrier of Singapore and has a hub at Changi International Airport. The airline has a network that spans across six continents, serving major cities in Asia, Europe, Africa, North America, Oceania & the recently added South America (Star).

SIA has one of the youngest fleets in the industry, with an average age of just over 6 years. The airline operates a modern fleet of Boeing and Airbus aircrafts (Singapore 2011).

SIA has always taken a leading role of being an organisation that sets them above the rest. They have a strong reputation for being the “industry trendsetter” (Star) their establishment in early 70s to present times, SIA has always tried to keep up with the ever changing times while ensuring that they maintain being the leaders in the industry. Their excellent services through the creation and symbol of the “Singapore Girl” together with the technological advancements have earned them the reputation of being the “world's most awarded airline” (Singapore 2011).

SWOT Analysis

Strengths

- SIA’s superior reputation in the industry plus with its high quality service initiatives keeps the number of loyal customer increasing rapidly.

- SIA has a strong financing due to its ability to adapt in any economies conditions and still stay profitable (Martin 2004).

- SIA has an excellent corporate culture that has been able to attract and retain potential and top employees due to it...