Marketing Analysis Of Singapore Airlines

Marketing Analysis Of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of Singapore AirlinesThe conduct passage persis ecstasyce is one of the fast growing industries in the origination ir look uponive of its criticism. The genesis of atmosphere in 1909 was by the Wright brothers who flew their primary advantageful escape in Kitty Hawk. Due to the risk knobbed, numbers of tidy sum did not consider holdling by air not until the 1900s. some other(prenominal) breakthrough was that of Charles Lindbergh who flew and completed a journey across the Atlantic nautical in 1927. The United States postal serving as well(p) contri anded to the air/ skyway growth. Kelly Airmail Act anyowed transport mails from one destination to some other in 1925.There was a major(ip) issue with growing in air collision which brought ab disclose an Act by the Federal airmanship Administration in 1958. Another discouraging issue was the increase in the value of fuel in the 1970s. During the archaean 1980s in that respect another deregulation was introduced which brought about mergers of large carriers and growth of smaller ones. In the early 1990s, peoples confidence submited and there was an increase in the number of passengers due to outlay cut and cities served by air duct were increased.Singapore AirlineSingapore airline along with its subsidiaries is basically engaged in passenger and cargo air transportation, engineering subroutine, airport marchesinal serve they be also involved in home last their staves, tour wholesaling and other activities. Singapore airline lasts in the Eastern part of Asia with about 30,088 staffs as on March 31, 2008 jibe to commercialize seek. The revenue recorded by the fraternity was $15,975.5 million during the monetary family ended march 2008 which yield an increase of 10.2% compared to 2007. The operate earn of the company was $2,124.5 million in 20008 with a decrease of 3.8% compared to 2007. http//www.marketresearch.com/product/ queerINNOVATIVE STRATEGIESMISSION STATEMENTIn some organization bonny like Singapore airline, the vision and preys and the master plan in prescribe to achieve all achievcap equal is referred to as forward-looking strategic plan. groundbreaking strategic planning is a counseling process which simply fucking be identified as taking inputs and transforming it as payoff. The input crowd out buoy be define as information which is understood by the organization, its surroundings and its oversight. The transformation of the information is referred to as the innovative strategic planning and lastly, the output is the defined innovation.According to the mission statement of Singapore airline, it addresses the organizations basic stopping point i.e. the kind of business they are into. The purpose of the organization was clearly defined and stated which comprises of the potential activities the company is engaged in.The mission statement of Singapore airline is to post air transportation redevelopments of the elderly high schoolest quality and to tap returns for the benefit of its shareholders and employers. Pillay, J. (1989)Nature of innovation of Singapore airlineClarity and committal the quality profits to customers are clearly stated and it is companys inherent objective and aspiration which has made them provide a world-class customer service due to their commitment.Continuous training in couch of magnitude to meet up with customer necessitate and challenges, Singapore airline set up training centres for their staffs thereby offering a wide fly the coop of educational programs. life history development there is every opport unit of measurementy to learn and grow in the company, senior managers are allowed to develop as wellInternal communion Singapore airline employed people from different cultural primer coat to work together in achieving the goal and objectives o f the company. In order to prolong good and healthy communication. Singapore airline published departmental in the altogethersletters and magazines whereby creating incessant dialog amongst management and staffs.Consistent external communications when there is a bare-assed development in the company and needs to be advertised, the Singapore airline girls are always featured which is the brand identity operator of the companyConnection with customers several medium is being employed to decease and carry customers along such(prenominal) as in-flight surveys, reply to compliments and complaints authorized, send messages to flyers of offers and privileges which includes additional baggage allowance, priority seating and more.Benchmarking tutelage an open oculus for improvement and mod ways or strategic marrow of grateful customers by viewing the steps of banks, scorchingels and retail outlets growth.Improvement, localisement innovation Singapore airline came about a di fferent way of doing things by introducing separated drinks and headsets, fax machines on board, individual video screens and telephones in every seat, tether edge gaming and in-flight entertainment.Rewards and recognition Excellent staffs are being rewarded for their consummation and selfless acts of service.Professionalism, pride and profits Singapore airline has been satisfactory to achieve a remark open result due to staff commitment to the airline and to customers. The airlines reputation is being protected by the staffs as well. Chan, D. (2000) Wirtz, J., Johnston, R. (2003)SNAP nip OF SINGAPORE AIRLINEhttp//s3files.core77.com/blog/images/sa3803.jpgFrom www.google.com/singaporeairlineimagesComfort abilityFIRST legislate DATAThrough the means of email and telephone interview, I was able to collect the following maiden-class honours degree hand data directly from the semipublic affairs department in Singapore from the 5th to the 9th of family 2009. capitulum 1Since its establishment, Singapore Airlines has earned a reputation as an innovative market leader, combining quality products with refined service. In brevity, please pardon the history of Singapore airline since its early days from 1947 till era? serveA Brief HistoryThe Early DaysSingapore Airlines history can be traced back to 1st May 1947, when a Malayan Airways Limited (MAL) Airspeed Consul took off from Singapore Kallang Airport on the graduation exercise of terce scheduled flights a week to Kuala Lumpur, Ipoh and Penang.Over the next quintet eld, larger capacity DC-3 aircraft were introduced. This meant faster and more comfortable flights, and the extension of function further afield to destinations in Indonesia, Vietnam, Burma (now Myanmar), North Borneo (Sabah) and Sarawak.Inflight refreshments improved from the original thermos flask of iced water to sandwiches, biscuits and cold cuts plus a choice of hot and cold drinks, and alcoholic beverages served by a lone hostess. K nown as female pursers, these hostesses are the forerunners of todays Singapore Girl.The 1950s 1960sMore new aircraft were added to the flit in the 1950s and 1960s, the period leading up to the jet plane age. Among these were the DC-4 Skymaster, Vickers Viscount, Lockheed Super Constellation, Bristol Britannia, Comet IV and Fokker F27.On 16 September 1963, the Federation of Malaysia was innate(p) and the Airline became known as Malaysian Airways Limited. In May 1966, it became Malaysia-Singapore Airlines (MSA).In 1968, for the first time, annual revenue hit S$100 million. The sarong kebaya like for air hostesses, designed by French couturier Pierre Balmain, was introduced and cardinal B707s were added to the fleet.The Airlines Boeing age began in 1969 with the purchase of five B737-100s.The 1970sThe 1970s got underway with a bang on 2nd June 1971, MSAs first transcontinental flight took off for London.In 1972, MSA split up to become two new entities Singapore Airlines and Mal aysian Airline System (MAS).The rest of the decade was dedicate to growth and consolidation of the newly-established Singapore Airlines. The fleet was expanded to include B747s, B727s and DC10s. To provide more efficient ground services at Paya Lebar Airport, a subsidiary company company, Singapore Airport storage Services (SATS) was set up. A B747 hangar and airfreight terminal was opened in 1977.The 1980sThe move to the new Singapore Changi Airport from Paya Lebar on 1st July 1981 was a big event. Two years later, Airline House, Singapore Airlines corporate headquarters in the Changi Airfreight Centre, was officially opened.The first Singapore Airlines A300 Superbus went into service in February 1981 and the first B747-300 in May 1983. The first B757 and the first A310-200 arrived in November 1984. In 1989, Singapore Airlines became the first airline to operate a B747-400 on a commercial flight across the Pacific.Tradewinds, a Singapore Airlines subsidiary, became Singapores s econd airline in February 1989. It has since been renamed SilkAir and has an established web of 29 destinations in the region.The 1990sSingapore Airlines commenced operations from the new Terminal 2 at Singapore Changi Airport on 22 November 1990, with the arrival of SQ23 from Amsterdam.In September 1998, Singapore Airlines set new standards in air fail by unveiling a new suite of product and services worth S$500 million across all threesome classes of travel, offering customers enhanced standards of service on the ground and new take aims of comfort, culinary art and entertainment in the air.In 1999, Singapore Airlines launched KrisFlyer, its first proprietary tell on flyer programme, which allows prototypal, Business and sparing Class customers to earn mileage credits.The 2000sIn February 2004, Singapore Airlines inaugurated its first Airbus 340-500 by setting a record for direct the worlds longest non-stop commercial flight from Singapore to Los Angeles. The Airline bett ered the record barely half a year later, in July 2004, when it launched the non-stop Singapore to New York (Newark) flight.Singapore Airlines currently operates 77 Boeing 777s, consisting of 12 B777-300s, 19 B777-300ERs , 31 B777-200s and 15 B777-200ERs.In October 2006, Singapore Airlines launched a comprehensive suite of new contemporaries confine products comprising the worlds widest for the first time and Business Class full-flat seat products, a new miserliness Class seat, and the next generation of KrisWorld inflight entertainment dodge.On 15 October 2007, Singapore Airlines took delivery of the worlds first A380 at the Airbus Headquarters in Toulouse.Singapore Airlines was the first airline to operate out of Changi Airport Terminal 3 in January 2008. The Airline currently operates out of both the new terminal and Terminal 2.In May 2008, Singapore Airlines created history again by being the first carrier to operate an all-Business Class service between Asia and the grou nd forces with its launch of all-Business class non-stop flights from Singapore to New York (Newark). Three months later, in wonderful 2008, the Airline introduced this all-Business Class non-stop service to Los Angeles.On 21 January 2009, Singapore Airlines received the first of 19 new A330-300 aircraft in Toulouse, France. The aircraft is configured in a two class layout, with 30 new Business Class seats, and 255 Economy Class seats. The planes currently serve the regional and medium-haul routes between Singapore and cities in Australia (Brisbane, Adelaide and Perth) and Japan (Nagoya). The Airline entrust commence daily A330-300 services to Osaka in early 2010. Public Affairs Department Singapore Airlines Ltd (2009) drumhead 2What are your innovative strategies in price of your products and services?Answer crossway and Service ExcellenceExcellence in customer service has been implicit in(p) to Singapore Airlines success. Superb in-flight service is the cornerstone of its repu tation for customer service and hospitality.Singapore Airlines has also developed a reputation as an industry trendsetter. The list of industry-leading innovations by Singapore Airlines includesFirst to offer free headsets, a choice of meals and free drinks in Economy Class, in the 1970sFirst to fly non-stop from London to Singapore in 1984, and the first to fly non-stop from Singapore to London in 1989First to fly non-stop across the Pacific between Hong Kong and San Francisco in 1989First to introduce satellite-based in-flight telephones in 1991First to introduce KrisWorld, a state-of-the-art inflight entertainment and communications scheme across all three classes in 1995First to involve a comprehensive panel of world-renowned chefs, the international Culinary Panel, in developing inflight meals in 1998First to bring high quality theatre-style surround sound to inflight movie viewing in all three classes with Dolby Technologies in 1999First to offer audio and video on demand (A VOD) capabilities on KrisWorld in all classes in October 2001First to operate the worlds longest non-stop commercial flight between Singapore and Los Angeles in February 2004 on the A340-500, and accordingly surpassing the record (in terms of distance) later that year with the non-stop service to New York (Newark) in June 2004First to introduce the Berlitz World Traveler synergistic language learning programme on all A340-500 aircraft in July 2004First in the world to launch the next generation KrisWorld inflight entertainment formation on Panasonic Avionics Corporations eX2 platform in October 2006First to fly the A380 from Singapore to Sydney on 25 October 2007. Public Affairs Department Singapore Airlines Ltd (2009).Question 3Globally, what impact has the company made so far in respect to innovative ideas?AnswerGlobal NetworkThe Singapore Airlines route network extends across 98 destinations in 40 countries, including those served by Singapore Airlines dispatch and the region al airline subsidiary, SilkAir.On 1st April 2000, Singapore Airlines joined the wiz Alliance network as part of its globalization strategy and continual commitment to offer its customers improved services and benefits, including seamless air travel worldwide.Modern FleetSingapore Airlines fleet today comprises A380-800s, A340-500s, A330-300s, B747-400s, B777-300s, B777-300ERs, B777-200s and B777-200ERs. It is the result of a series of large orders made in the 1990s, as part of an determined fleet renewal and magnification strategy. The orders included a US$10.3 one thousand million order for 22 B747-400s and 30 A340-300s in 1994, a US$12.7 billion order for 77 B777s in 1995 and a US$2.2 billion order for 10 A340-500s in 1998.Singapore Airlines reinforced its commitment to fleet upgrading and expansion by placing a series of orders for a range of new generation aircraft in recent years, including25 Airbus A380-800 (10 in fleet, 9 on firmly order and 6 on option)40 Airbus A350 X WB-900 (20 firm and 20 on option)40 Boeing 787-9 (20 firm and 20 on purchase rights)19 Boeing 777-300 elongated Range (all in fleet)Singapore Airlines became the first in the world to get hold of delivery and fly the super-jumbo A380-800 aircraft in October 2007.Singapore Airlines has one of the youngest fleets of any major airline, with an average age of 6 years and one month as at 1 September 2009.Singapore Airlines Cargo, a wholly-owned subsidiary, operates a fleet of 12 B747-400 Freighters.SilkAir, also a wholly-owned subsidiary, operates a fleet of 16 aircraft, including ten Airbus A320-200s and six Airbus A319-100s. Public Affairs Department Singapore Airlines Ltd (2009).Question 4Without leaving out the financial aspect of it, what were your innovative ideas in terms of management of funds?AnswerFinancial StrengthPrudent management has helped Singapore Airlines maintain a healthy financial position and return a profit in every year of its operation.For the financial year en ded 31 March 2009, the Singapore Airlines Group recorded an operational profit of S$1,062 million. Public Affairs Department Singapore Airlines Ltd (2009)Question 5How many subsidiaries does the company lose and how has it helped with the growth of the company?AnswerSubsidiariesThe Singapore Airlines Group has over 20 subsidiaries, covering a range of airline-related services from cargo to engine overhaul.The philosophy of investing in oversea joint ventures is the driving force behind Singapore Airlines development into a global group of aviation-related companies.The Singapore Airlines Group result continue to invest in related businesses, rather than seek to diversify outside of the aviation industry. Public Affairs Department Singapore Airlines Ltd (2009)Question6How many staffs do you have at present?Answer adult male ResourceThe Singapore Airlines Groups staff strength as at 31 August 2009 was 29, 965 of which 14,054 were employed by the Airline.Public Affairs Department Si ngapore Airlines Ltd (2009)Question 7In what other areas have you made impact?AnswerCorporate CitizenshipSingapore Airlines recognizes the importance of building strong relationships, not only with its customers and business partners, but also with the many communities it serves.Through corporate donations, sponsorships and other forms of give, Singapore Airlines provides financing to a wide range of community groups including charities, educational institutions, and arts and sports events.Issued by Public Affairs Department Singapore Airlines Ltd to John Odewole.5th-9th September 2009) randomness dustsThe main kinds of information forms that brings about innovation are as follows administrator support agreementManagement information systemDecision support systemKnowledge management systemTrans follow through processing systemOffice automation systemOperational direct systemAn operating(a) level system is managed by the operational managers to support them by keeping the track of elementary activities and exploits of the institution by the use of transaction processing system. The flow of transaction is tracked at this level such as sales, receipts, cash, deposits, payroll, credit decision and flow of materials. Major function of this level includes sales management, scheduling, budgeting and personnel records.Training and development is one of the tools responsible to the success of SIA, therefore new ideas are needed to enhance this.Operational level involves sales and merchandising, manufacturing, finance which is the backbone of the company, accounting and human resources. All these should be carried out accurately and effectively for prissy running of the company. For the company to function well, a basic routine of transaction necessary must be carried out. At this level, the goals of the company, task, and recourses are predefined and structured intelligently. Beardwell, I., Holden, L. Claydon, TKnowledge level systemThe knowledge level is to help the organisation in discovering, organising, and to integrate new and existing knowledge in to the business. Controlling the flow of paper work should be employed in this level as well. A definitive planning system in terms of models of problem solving should be carried out properly and accurately. A high level of information system design is needed at this level.In the knowledge level, a biometric system can be employed in order to monitor the staffs attendance and for security purpose. This system would reduce the level of insecurity and intruders or unaccredited access into the company.The use of blackjack oak (system Anwendungen und produkte) can be employed in Singapore airline to manage the system at the operational level. SAP is system software used to manage the system database. Its efficiency and verity make it outstanding among other system software.Management level systemThe purpose of management level is to monitor and concord, decision do, and administrative activities by middle managers. The management level is the decision support system unit where management information system should be used to carry out sales management, inventory control, annual budgeting and relocation analysis.is4(By Lachlan Mackinnin and Phil Trinder)The management should be able to analyse regional sales, schedule production in such a way that time and cost of production will be will be managed by telling the production facility what to make with which staff, and on which equipment. This is done by using production scheduling tools. An inventory control system can be used, which is integrated package of software and hardware used in controlling the companys stock.The management level of SIA should be able to analyse cost quantitatively in order to decide whether to follow a course of action or not. In terms of price or profitability, the management should be able to conduct a proper profitability analysis in order to provide invaluable enjoin concerning the e arning potential of the company.Innovative systemThis level is being managed by senior managers to tackle and address strategic issues and long term trends. Senior managers do not only tackle issues within the organisation, they look into the external environment as well. The senior managers major concern is how to match the capability of the organisation with challenges, diversitys and opportunities externally.Executive support system is used at the strategic level by senior managers to carry out sales trend forecasting, operating plan, budget forecasting and manpower planning.is7Inter-relationship between IS types (by Lachlan Mackinnin and Phil Trinder)Using information systems to urge on customer relations of Singapore airlineInformation systems can be used to facilitate customer relations through the following means or mediumFunctional support roleTo record and salt away customer market data, customer profiles, customer purchase history, marketing research data, and other use ful marketing records.Marketing records are used for advertising, marketing plans and sales activities.Helps to record competitors activities data, industry data, intelligence data and strategic market records.In implementing, controlling, monitoring plans, strategies, tactics, new products and new business models as well as new customers.Decision support roleDecision making is determined by asking what if Questions such as what if we decrease the price of flight 5% will that increase our sales? What if we increase it by 2% will it decrease or increase sales? Or rather discourage customers, what if we decrease by 2% then increase by 3%? And so on.Strategic support role kernel competence sustainable competitive advantage which gives the company (SIA) long term advantage in the market place.Piloting the chain of internal set which helps to reduce costs and manage performanceRapid speed of change in information and technology helps in competitive aspect which serves as an advantage to the company.Performance monitoring roleHelp to establish germane(predicate) and measurable objectivesHelps in monitoring results and performanceHelps to send or to warning device managers at each levels of the organisation.Benefits of a good customer relation managementA good customer relation management helps to provide an excellent customer service in such a way that customers are satisfied and retained. Examples of this is providing a rapid response to queries, fast delivery, providing solutions to customer needs/ meeting customer needs and warm customer service that cannot be found elsewhere.Using customer information to optimise/ prioritize products/ goods and services and design as well as marketing strategy.Knowing your customers and then focusing on them in terms of provision of services.Building a long term relationship with the customers and conducting interaction with customer in order to know more about their needs.Reasons for CRMTo be able to compete at a higher leve l with other competitorsUnequivocal of customer economical retentionWith the help of technology, Singapore airline will be able to do so effectively and profitably.By doing the above, Singapore airline will definitely acquire and retain as much customers as possible and possibly enhance profits for the company.Ethical issuesThe principle of right and defileEthical issue is concerned the choices that people make. Ethical issue can be classified under two categories such asThe fundamental morality of behaviour this type of issue, as well known as deontologist refers to the basic and unarguable instances of right and wrong. Therefore this medium must not be used to mislead or differentiate.The consequences of behaviour known as teleological, this refers to social effect of behaviour.The ethical issues Singapore airline might be encountering areThe innovative strategies used by corporate employees to maximise their give away fliers benefits such as games which can be stored by frequ ent fliers. falling out in individual rightInconsistence in code of conduct of the companyUnlawful distribution or exposition of customer detailsThe consequences of this action on the societyReferencesBeardwell, I., Holden, L. Claydon, T. (2004) Human Resource Management A present-day(a) Approach 4th edition, FT Prentice Hall, London UK.Chan, D. (2000) The story of Singapore Airlines and the Singapore Girl, Journal of Management Development, Vol. 19.David, M. Smeeding T. (1985) Introduction, in David, M. Smeeding, T. (eds) Horizontal Equity, Uncertainty, and Economic Well-Being, depicted object Bureau of Economic Research, Studies in Income and Wealth, Vol. 50.Hoovers (2006) Singapore Airlines Limited, available from. 5th September 2009.Jacques, C. (1962) Objective Measures for Pay Differentials, Harvard Business Review, January-FebruaryPillay, J. (1989) Singapore Airlines (A), USA, Harvard Business School Press.Thompson, A., Gamble, A.J. Strickland, J.E. (2005) Strategy, eng aging in the Market Place 2nd International Edition, New York USA, McGraw Hill.Walker, K.W. (1992) Human Resource Strategy, McGraw-Hill, New York USA.Wirtz, J., Johnston, R. (2003), Singapore Airlines what it takes to sustain service excellence a senior management perspective, Managing Service Quality, Vol. 13 No.1http//books.google.co.uk/books?hl=enlr=id=jCfkJUL8oV0Coi=fndpg=PA3dq=history+airline+industryots=5D_FKZw82lsig=P-yUX_IouBcLN8If4GZ_ci9RMtUv=onepageq=history%20airline%20industryf=false fifteenth September 2009http//www.associatedcontent.com/article/1062338/history_of_the_airline_industry.html 15th September 2009Public Affairs Department Singapore Airlines Ltd 5th-9th September 2009.