Quality service to customers is a fundamental objective and aspiration of SIA

CASE STUDY ON SINGAPORE AIRLINESAISHWARYA KARNAWATANAND LALWANI A GREAT WAY TO FLY

31st July,20131

Quality service to customers is a fundamental objective and aspiration of SIA2Singapore airlines motto Singapore Airlines (SIA) is a global company dedicated to providing air transportation services of the highest quality and to maximising returns or the benefits of its shareholders and employees

3PROFILEParent company Temasek Holdings (54.50%)CEO- Goh Choon PhongNet income- 335 million$Employees- 14,515 (2011)Alliance-Star alliance (2000)

4HistoryThe history SIA dates back to 1937Singapore Airlines started as Malayan airways in 1947 and even there they were reputed for their customer service.In 1966 the airline's equity was divide between Malaysian and Singapore governments and the airlines became Malaysian-Singapore AirlinesIn 1972, due to internal conflicts MSA split into 2 new entities- Malaysian and Singapore Airlines5HISTORY CONTINUES..In 2008, the airline broke world record by flying non stop from Singapore to New York ( Newark )Today- SIA has one over 100 awards and has been 2012 Readers Choice Awards Best Foreign Airlines (24 out of 25 times)

6STAR ALLIANCE7The Star Alliance brand including the familiar star-shaped logo represents the promise that wherever you are in the world, the Star Alliance network is there to guarantee a smooth travel experience.Star Alliance Services was created to manage the Star Alliance network on behalf of its members Executing leadership in managing a portfolio of alliance products and services using an agreed process

Why STAR ALLIANCE?8Singapore Airlines (SIA) teamed up with Star Alliance for the main reason to bid fora stake in Thai Airways International.SIA benefits from a range of programmes that come with alliancemembership, including joint product development, customer servicingand frequent-flyer programmes Entry into Star Alliance substantiallystrengthened the alliance's global route network, especially in Asia, theAsia-Pacific region and Europe

Subsidiaries

Source -http://prezi.com/qirb2dqvfkv7/singapore-airlines/9COMPETITORSMajor competitors-Cathay Pacific, Qantas, Thai Airlines and China Southern Airlines

10Competition analysis

Source -http://prezi.com/8jl7tzjw77rz/singapore-airlines/11Competition analysis

Source -http://prezi.com/8jl7tzjw77rz/singapore-airlines/12

Source -http://prezi.com/qirb2dqvfkv7/singapore-airlines/13

INNOVATIONS

Introduced e-ticketing through websitesIntroduced automatic check-in systems for certain flightsFirst to introduce satellite based in-flight telephones in 1991Provide in flight email facilities

14 CUSTOMER SATISFACTION34:1 Compliment/complaint ratio per 10,000 passengers

15

Kris flyer card

Earn MilesRedeem milesKris world (in-flight entertainment)Personalised attentionAir-privilegesNon air privileges

16EXAMPLESA Chinese couple did not like the food served because they preferred having noodles , from then on every SIA flight had instant mix noodles available When a customer complained about her broken in-flight entertainment, the flight attendant gave her a voucher for in-flight shoppingAnd...

17BRAND ICONSINGAPORE GIRL - Symbol of :CareWarmthComfortable environment

18STRENGTHSStrong backing from Singapore governmentMarket share leadershipBrand recognitionReputation for service and luxuryYoungest fleet of AircraftsTop airline brand in term of market capitalisationCustomer loyalty program

19WEAKNESSESExpensive Little flexibility in booking optionsMarketing not diversifiedRelationship between labour union and management not healthyExcellent service- being the best service provider ,even a small mistake can bring large negativity to the brand

20RECOMMENDATIONSStay innovative and continue buying new fuel efficient aircraftsAcquisitions and mergersIntroduce brand new fleet to improve customer confidenceUse the strong brand image to create relations between other airlines to extend number of destinations

21THREATSStrong competition from brands like Cathay Pacific, Qantas, Thai Airlines and China Southern AirlinesPrice of ticket increased due to price increase in oilFuel cost raiseDeclining margins

22Referenceshttp://dreamboard.wordpress.com/business-strategy-of-singapore-airline/http://royluowei.wordpress.com/s-w-o-t/http://www.flyertalk.com/forum/archive/t-189152.html

23THANK YOU24