Singapore Airlines Business And Management Strategies Tourism Essay

capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of capital of Singapore Airlines Business And c atomic number 18 Strategies Tourism EssayThe purpose and objective of this topic is to look into the blood and management strategies of Singapore Airlines. Thing that I go forth be expression into would be the diametrical challenges and holy terrors that Singapore Airline human eccentric and in put upition I allow for be sharing on how and what kind of strategy they utilize to survive and be on top of the rivalry. I lead be using SWOT analysis to crumple Singapore Airlines strategies, to give an in-depth understanding on what ar the contri preciselying factors that helps or cripples the caller.Table of Contents mental home 3Strategies of Singapore Airlines serving strategy 4Human mental imagery Management and Marketing strategies 5Competitive challenges go about by Singapore Airlines 6How did Singapore Airlines outstand their challengers 7Star alliance 7 onus alliance with Lufthansa 7Cost reduction 7Problem Singapore Airlines might face in the future 8SWOT analyze of Singapore AirlinesStrength stigmatization 9Quality of services 9Weakness 9Opportunity 10Threat 10depth psychology of SWOT 10Recommendation/conclusion for the report 11References 12IntroductionA brief introduction to Singapore Airlines on how it is remove and what difficulties the company faced at first.Singapore Airlines was found in 1947 with Malaysian Airlines (k immediatelyn as Malayan at that time), it was a colligation venture mingled with the Malaysia and Singapore g everywherenment, placing their service mainly in the South East Asia constituent. Singapore Airlines is considered angiotensin converting enzyme of the worlds beaver air passages travelling up to 93 destinations and 38 countries. later on Singapore Separated from Malaysia in 1965 and both governments coincide to strict up an tithetic respiratory tracts. Thus, Singapore Airlines was born in 1972.Different from nearly some other airlines, Singapore Airlines was at a dis returns position as comp ared to them. What ca use of goods and servicess this is because it is imputable to that Singapore Airline is not given the choice of domestic routes to serve, as Singapore itself it too small, so Singapore Airlines is force to compete with transnational airlines for routes the moment it friendts its business. The things to compete for are like getting access to terminals, securing passages slots and landing rights, and besides trying to draw in a new guest base. Not like most state-owned entities, Singapore Airlines was force into to massive emulation from the start of its business. Using this as motivational factor, it led and brings Singapore Airlines war-ridden spirit to an incomparable level and overly the dedication to deem a good shuffleing of Singapore Airline be better than either service se ctor. These factors stick out stayed within the company acting as the internality and since then, it has shown to serve the airline very headspring, al humbleding them to stamp down any challenges.It was shown that Singapore Airlines gain a net income of $253 million in April to June 2010. This was a complete adjustment of $560 million from the loss of $307 million recorded in the same attract a year ago. 1Strategies Singapore Airlines used to achieve conquestService StrategiesSingapore Airlines is k directlyn as one of the greatest and popular prints in the global business world. Singapore Airlines is withal well respected as an airline that capable of providing one of the best flight services in the world. They are not only well known for its dirt but also on its service lineament, beating other famous airlines such as Fly Emirates, Qantas and British AirlinesThe first aspect that I would parcel out on is about the service process. This is a factor which has always has been presenting at its best by the entire confine pack for the passengers up till present. The service is being personified in the Singapore girl figure, which is the air air hostess of the airline. The Singapore girl consistent visual advertising slogan apply to depictions of stewardesses of Singapore Airlines dressed in distinctive our Malay ethnic get up sarong Kebaya. This has been representing as the icon of the service guarantee and the exciting and unforgettable flight experience.Secondly, what contributes to the Singapore airlines glory is their strategy where they are always keeping the sophisticated edge particularly on the in-flight services. The Singapore airlines is the first airlines that brings in the personalized system of the entertainment system and video on-demand for every seat. It is called the Krisworld. Apart from that, they are also the first airlines who introduce the seat configuration that brings maximum reliever to the passengers. Recently, t hey also introduce the first suite curriculum in the commercial-grade airlines which is the A380, a class that designed exactly as the five star hotel room, completed with the private compartment which also brings the comfort level even higher(prenominal).Thirdly, Singapore airlines consistently use new airplanes for one purpose. It is to enable a disappoint cost of operational as it is cheaper and more efficient to maintain junior airplanes as compared to older airplanes. This helps in cutting down the cost for Singapore airlines in the financial aspect.Using those trio strategies point, the excellent service, the continuity innovation, and the applied science superiority, this is why Singapore Airlines is always remaining as one of the best airlines.Human Resource Management and Marketing StrategiesThe Singapore airlines make use of a Human resource management policy where productivity is well-nigh related with motivational policies for employees to provide better service a nd productivity. It is to say that higher income particular are more likely than lower income particular to report them at higher sense of satisfaction. This practice is found in Singapore airlines where human resource management in Singapore airlines approaches viewing achievement management as to further improve the particular performance through with(predicate) assessing past performance and rewarding them in purely financial wrong.The most important and different marking strategy exploited by Singapore Airlines is based on their quality of image and service of Singapore girl. The Singapore missy is essential part of this brand image. One of the Singapore miss core place is having the mindset of approachable customer orientated staff delivering better quality of customer service. This has become the most important agonistical advantage for Singapore Airlines, because Singapore Girls can be considered as the frontline throne the success of the achievement. In order to ret ain its customers, staff trainings and development programs submit been implied to the employees. To ensure the paid service amongst employees, they also have to attend vocabulary courses and attitudinal programmes. Global customers are high due to the awareness of the Singapore Girl image.The effective grocerying strategy helped Singapore airlines to reduce their cost gouges in order for them to compete in the airline persistence through value adding targeted mart division. Using the Singapore Girl as an icon for Singapore airlines has boost Singapore Airlines competitive position in the application.Competitive challenges faced by the Singapore airlineAirline industry has seen many changes and competition are stronger and fiercer than ever. Ranging from business and economic class flights to affordable flights and the coupled with economic downturn, the competition amongst the airline industry is remarkably high. Some of the low-cost flights operators such as Ryanair, an Irish low-cost airline, are more on the table in responding to increase the cost pressure on positivity which set a threat to Singapore airline operations and growing.Singapore airlines acted to these pressures and consequently invested in newer engineering in order to maintain its cost levels temporary hookup trying to not sacrifice any customer service quality in order to achieve profitability. One concern caused at this horizontal surface in considering changing the consumer behaviour and attitudes towards flying in Singapore Airlines are related to what extent Singapore Airlines will be able to salvage and enhance its brand image of customer service. Continuous cost pressure such as change magnitude in fuel prices as well as operational costs related to enhanced security will stick to be a challenge for Singapore airlines in preserving profitability in competing with work out operators. If budget operators to date have been either locally or regionally based should ope rators like Ryanair by expanding to provide international journeys, this will get bulky threat to Singapore airlines in terms of competition for long-haul passengers.Due to the economic downturn, consumers are leaning towards the area of low pricing of low-cost flights. Some notable competitors that Singapore Airlines are set about would be Cathay Pacific, Ryanair and the Malaysian Airlines.How did Singapore airline outstand their competitors?Singapore airlines increased its meshwork via code-sharing with members of Star alliance marketing partnership including Lufthansa and unite airlines. Code-sharing allows airlines to wander tickets on one anothers flight and this will offer service to surplus destinations.Star AlliancePartnership with star alliance allows Singapore airline to develop and improve operations, facilitates and processes and able to provide access to new capabilities as well as new knowledge and new technologies. The study airline part of star alliance marke ting partnership which includes Lufthansa, united airlines, Tai airways and Singapore airlines. These legal agreement linkages are designed to meet the different needs for expanding worldwide through marketing linkages, without acquiring the costs relate in major fleet investments.Cargo alliance with LufthansaPartnership between Scandinavian Airliness cargo, Lufthansa and Singapore Airlines where this operation marketed under the brand name WOW. Expands are made including the carriers services as well as information technology and cargo handling. This alliance will help both airlines to expand their market to even wider area over the world where they did not have it previous on.Cost ReductionSingapore airline has been seeing an increasing of its profit by starting new alliances with more other airlines. SIA has benefited in three ways. The first would be the success of getting the economies of scale through the joint operations of air and ground services. Secondly, scope which is through increased reach and efficient connections and lastly, the increased in traffic density through network expansion and additional traffic feed.Problems Singapore airline might face in the futureSingapore airlines have an alliance with united airlines where it is now operating under bankruptcy protection. This alliance may face difficulties in the future and also have a reduction in the market share in the US sector. If something happen to the alliance, it will affect Singapore airline greatly. And in that location will also be bigger carriers that will be developing from each group of alliances. Big giants of the airline industry are combining and this will soon become a threat to other airlines.Lack of clear goals and objectivesSingapore Airlines might also face the problem of having a partner who overlook of clear goals and objective. It had faced same problems with the American carrier delta and Swiss air, thus had to leave the tri alliance. Reasons for such loser are mainly is because of different objectives, inability to share risk and lack of trust towards the different companies.SWOT analysis of Singapore AirlinesStrengthBrandingSingapore airline is well known for its mark from all over the world. Singapore airline is the one that has the most profit internationally. It is the strong brand management that driven primarily by its top management. Singapore airlines brand is unique in the way that the boardroom takes commitment of leadership of the brand strategy unlike many other airlines. The Singapore Airlines keeps enhancing innovation as an important part of the brand, and the ambience and experience are get wind factors of their success today.Quality of serviceThe quality of service of Singapore airline plays a very crucial part in the strength of the company. Behind the professional performance of cabin crews, Singapore airline gives their entire cabin crew rapid trainings to maintain their high quality of service. They constantly educa te their cabin crew including Singapore girl, in order to fulfil the world class airlines service standard. This is why Singapore airlines is always at the top at customer satisfaction survey about in-flight service observed by the in unfree institution.WeaknessesHeavy, on-going investments and high costs.Singapore airlines has dedicated itself strongly to positioning branding name and quality of services, and in order to maintain the high standard, it is of a high financial costs. By purchasing of new and young aircrafts, it proves to have a bigger fleet space and thus will create a high parking and maintenance cost. All these expenditure will be a weakness in down times.OpportunitiesThe expansion into key air markets has provide Singapore airline to break through its restrain space as compared to before, and this will increase market shares worldwide. Alliances, code-sharing with other air power company increases Singapore airlines opportunity to provide better services and als o to cut costs.ThreatsAfter terrorist attack on September 2001 in united state, it has been confronted with a tremendous decline in international tourism. The airline industry became more competitive in Asian region as there are more than thirty country operate around cubic yard of airline company. Singapore airline is one of the operating Asian region as well as in Europe and American region. This has touched the travel density for Singapore airlines.The outbreak of H1N1 is also a huge threat to Singapore airline as people are in fear of travelling overseas due to the infection rate and highly contagious nature of the virus. And to add on to the bad news and misfortune, one for our Singapore airline flight attendances is also first cabin crew to be contracted with H1N1. This has tremendously affected the airline.Analysis of SWOTOpportunities of Singapore airlines can help to overcome their weaknesses. Their weaknesses is mainly high costs and heavy, on-going investments. By having the opportunity to partnership with other companies this help to cut cost. Alliances, code-sharing with other aviation company increases Singapore airlines opportunity to provide better services and also to cut costs. Singapore airlines threat can also be overcome by the company strength which is quality of service and branding. The competitive advantage of Singapore airline has achieved lastable competitive advantage. Singapore airlines have consistently outdo its competitors since the time it was born, and still retaining high standard and services for customers.The major factor of Singapore airlines competitive success that it managed to drive skilfully between poles that most companies think of as different. This includes delivering best service in a cost-effective way, at cost levels lower that they are comparable to budget airlines in the world.Recommendation/conclusion for the reportWhat recommendations I have for Singapore airlines are as the following.I think that Singapo re can make use of the most number of benefits by the existing alliances and equally bring to the partners by services or other benefits. If not, Singapore airlines can also prefer to have fewer partnership in the industry and add more to the destination, more aircrafts and customer service which will make them sustain their position of being the best. I believe that they should continue working on its branding and providing excellent service which is meant to maintain customer satisfactory level, and continue having strong workforce at the expense of costs.They should maintain what they are now like their branding name and quality of service and if they were to switching to different market, this would provide risky results if their strategy fails. This will prove fatal to the company as there are also other companies that are also have established their names in the market. Through researching on Singapore airlines, it seems to me that the core of their success in the near future would be dependent on their innovativeness, this is because it has come to a point where all the airline are providing almost the same thing. Things like technology can be slow obtain by any other different companies.