Singapore Airlines (SIA) is the flagship airline for Singapore, based out of hangi Airport. It has a strong presence in most of Asia, and the so-called "Kangaroo Routes" from the West to Australia and New Zealand. It is an innovative company, operating two of the world's longest non-stop commercial flights (Singapore to Los Angeles and Newark). It was the launch customer of the Airbus A380 Superjumbo, but also has diversified airline-related organizations; aircraft handling, Silk Air, and Singapore Airlines argo. SIA also has a 49% share in Virgin Atlantic. As of December 2010, it was the second largest airline in the world, with a net worth of $14 billion dollars. In 2009-2010, SIA posted almost $11 billion (U.S.) in revenues, with a net income of $227 million.
As one of the most admired airlines in the industry, SIA's strategy to deliver continuous quality includes six major points: democratic organization, small units…...
Marketing Plan
Singapore Airline is one of leading airlines companies in the industry for several decades. Its dual strategy of providing excellent services and keeping cost-effective has helped it to earn substantially profitability and enlarge its market continuously. This essay will firstly discuss the external and internal environment of Singapore Airlines through several aspects, such as company description, social economics data, strength, weakness, opportunities, and threats, product and services etc. Following this, it will explain market target and channel relations of the organization, such as the target customers, branding, channel relationships, relation building, market growth and strategies, etc.
External and Internal Environment
Company description, structure, reputation and history
Singapore Airlines Limited (SIA), which is emerged from 1972, is the national airline company of Singapore that operates major routes globally, with a strong market at Southeast Asia, South Asia, East Asia, and "Kangaroo oute." The history of SIA could be dated back to 1947 when…...
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Reference
Alamdari., F. (2002). Regional development in airlines and travel agents relationship. Journal of Air Transport Management. Vol. 8,p:339-348.
Chan, D. (2000a).The story of Singapore Airlines and the Singapore Girl. The journal of Management Development. Vol. 19, No. 6; page: 456-472.
Chan, D. (2000b). Beyond Singapore girl: Grand and product/service differentiation strategies in the new millennium. The journal of Management Development. Vol. 19, No. 6, p: 515-542.
Doganis, R. (2006). The Airline Business. Second ed. Routledge: Abingdon.
Learning Journal
In the second week, we decided to carry out a marketing audit assignment for Singapore Airlines. The members were requested to carry out a research on the basic information as well as background on the company and the airlines industry in general.
The Areas to look at: competitors; services; suppliers; new product offerings; market process; how the company get its new customers as well as maintain the existing ones;the relationship management system;; integrated approach or separate; fulfillment management; does the company's mission statement reflects any element; such as product; customer oriented or market oriented as well as business links.
Websites, Journals, Newspapers
Wirtz, J & Heracleous (2009)Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy
Source: Journal of Air Transport Management 15 (2009) 274 -- 279
This article describes the dual marketing strategy used by Singapore Airlines. It describes the reason as to why the airline has managed to consistently…...
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Clow, KE.; Baack, D. (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. pp. 9 -- 10. ISBN 9780131866225.
O'Guinn, T, Allen, C and Semenik, R (2008).Advertising and Integrated Brand Promotion. Cengage Learning, 2008 - Business & Economics
Shimp, TA (2008)Advertising, promotion, and other aspects of integrated marketing communications. Cengage Learning, 2008 - Business & Economics
Our group decided to analyze Singapore Airlines Limited. One of the aspects of Singapore Airlines that we found interesting and that first attracted members of our team was their green initiative. The airlines industry is highly competitive and green, sustainable operations are usually not the least expensive alternatives for a thriving airline. Singapore Airlines is an early adopter of fuel-efficient technology. They were the first airline to fly the Airbus 380 and have placed orders for the latest planes of the fuel-efficient generation: Boeing 787 and Airbus A350. The passenger fleet maintained by Singapore Airlines is young, with an average age of 6 years and 4 months (as of September 1, 2011). The passenger fleet numbers in excess of 175 aircraft in 2009. Singapore Airlines operates in East Asia, Europe, the Americas, West Asia, Africa, and the South West…...
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References
Kottler, P. And Keller, K (2006), Marketing Management, 12e, New Jersey: PearsonEducation, Inc.
Loizos, H. (2006). Flying high in a competitive industry: Cost-effective service excellence at Singapore Airlines. New York, NY: McGraw-Hill.
Service Quality of Singapore Airline
The focus of this work in writing is the examination of the SERVQUAL model as it applies to a case study of Singapore Airlines in regards to service quality and the application of a conceptual model of service quality. This study will additionally explain the gap in service quality between firm and customer.
The work of Prayag and Dookhony-Ramphul (2010) report that the SERVQUAL model "is still the most widely used scale for measuring service quality. The SERVQUAL scale has been applied to airlines, hotels, financial services, health care, and the public sector." (p.3) uttle (1995) reports that SERVQUAL makes provision of a technology "for measuring and managing service quality (SQ). Since 1985, when the technology was first published, its innovators Parasuraman, Zeithaml and erry, have further developed, promulgated and promoted the technology through a series of publications." (p.8) It is reported that the AI/Inform database 'Global…...
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Bibliography
Buttle, F. (1995) SERVQUAL: Review, Critique, Research Agenda. European Journal of Marketing 30,1. Oct 1994.
Parasuraman, A., Zeithaml, V.A. And Berry, L.L. (1985), "A conceptual model of service quality and its implication," Journal of Marketing, Vol. 49, Fall, pp. 41-50.
Parasuraman, A., Zeithaml, V.A. And Berry, L.L. (1986), "SERVQUAL: a multiple-item scale for measuring customer perceptions of service quality," Report No. 86-108, Marketing Science Institute, Cambridge, MA.
Parasuraman, A., Zeithaml, V.A. And Berry, L.L. (1988), "SERVQUAL: a multi-item scale for measuring consumer perceptions of the service quality," Journal of Retailing, Vol. 64, No. 1, pp. 12-40.
Services Marketing Strategy eport
The airline business is among the most competitive sectors in the economy. The business requires the investors to invest huge amounts of capital to sustain the operations of the business. The difference in the capital available has resulted into emergence of superior airline companies that have dominated the global market. The airline companies are mainly a service delivery oriented offering transport for passengers and language.
The airline company under evaluation is Singapore Airlines. The company was incorporated in 1947 originally as Malayan Airways Limited. With the help from British Commonwealth airlines, the company increased its fleet size to become among the major players in the airline industry. The company has a strong presence in Asia, which is the major market. The company operates trans-Pacific flights, which increase revenue. The company also diversifies its operations to provide services like as aircraft managing and engineering services (Lee & Institute of…...
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References
Beiske, B. (2007). Loyalty management in the airline industry. Mu-nchen: GRIN Verlag GmbH.
Capon, N., & Hulbert, J.M. (2007). Managing marketing in the 21st century: Developing and implementing the market strategy. Bronxville, N.Y: Wessex Inc.
Chary, S.N. (2009). Production and operations management. New Delhi: Tata McGraw-Hill.
De, L.C. (2003). The Rough guide to Malaysia, Singapore and Brunei. New York: Rough Guides.
PRODUCT, PRICE, PROMOTION, PLACE ) OF INGAPORE AIRLINE & #8230;focus on Product ( brand, service quality, service excellence ) .Why product ( brand, service quality, service excellence) price, promotion, place of ingapore Airlines is important ?
Product
ingapore Airlines is a full-fledged carrier service that combines a high-level product with excellent flight service. As of 2011, IA possessed 108 modern passenger planes (mostly Boeing 777 (PREWIRE, 2005) whose average age was six years and three months (ingapore Airline, 2012). IA has, accordingly, achieved the reputation of possessing one of the world youngest fleet of aircraft (PREWIRE, 2005). IA is a member of tar Alliance. he is also the first airline company to internationally operate the world's largest passenger aircraft called Airbus A380 that is comfortably equipped to cater to its passengers' needs.
IA has also diversified into aircraft handling and engineering .Meanwhile, her subsidiary, ilkAir, operates local flights with smaller planes. Another…...
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Sources
Chan, Daniel. (2000). The Story of Singapore Airlines and the Singapore Girl. The Journal of Management Development. Bradford: Vol. 19 (6):456-473.
Mutzabaugh, Ben (14 December 2010). "U.S., European airlines no longer world's biggest, IATA says." USA Today
Health Organization
Banner Health is a non-profit health care company, operating in 23 states. Its facilities provide a number of different types of care. Banner is based in Phoenix, and Arizona is home to a large portion of the company's operations. Over the course of the next decade, the baby boom generation will continue to enter its senior years something that will challenge the health care industry nationwide. The challenge will especially be felt in a state like Arizona, where many people go to retire. Banner's strategic objectives include lowering costs, providing high quality care and an excellent patient experience ("About Us," 2015). Banner has more than 3000 providers and the network has over 400,000 members.
Banner's vision incorporates the need to handle the growing population of elderly, with their many health needs. Banner has, for example, built out a large facility in Boulder, CO, as a means of not only capturing…...
Emirate Airline Analysis
What follows in this report is a review and summary of the customer services aspect of Emirates Airline. The firm in question has most certainly established a name for themselves and there is the common refrain about how adept they are. Even so, there are opportunities for them to get better and all firms should commit to a culture and mindset of continuous improvement, fettering out what problems what do exist and finding common sense solutions for dealing with the same. Regardless of what problems are found, there need to be evidence-based and realistic solutions put forth, and that shall be the goal of this report. While Emirates Airlines does a lot of things well when it comes to their customer services, they could do even better and strive to do so whenever possible.
Company Summary
Before getting into the minutia of what should change and why, there should first…...
Low Cost Airline in Thailand
The Study on Improvement of Low Cost Airline in Thailand
Geography of Thailand
Nature of Airlines
Variables under Study
The Profitability of Low Cost Airlines in Thailand
Thai Economy
Operating esults, Selected Airlines, Financial Year 1999
The Economies of Scale Attained By Airline Industry
Human esource Practices
The future of low cost Thailand Airlines
Contrasting Qualities of State Owned and Non-State Owned Airlines
The Study on Improvement of Low Cost Airline in Thailand
Thailand is a global source for customers seeking cheap labor or material inputs. The country is rich in natural resources -- tin, rubber, natural gas, tungsten, and timber being a few examples. The country is a major source for agricultural products1a.
Thailand also has an abundant supply of low-skilled labor with high participation rates in the workforce 86% for males and 67% for females in 1995. At the same time, the country is the most developed in Southeast Asia, making for a relatively reliable work…...
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References
Aharoni, Y. & Nachum, L. (Eds.). (2000). Globalization of Services: Some Implications for Theory and Practice. London: Routledge. Retrieved June 11, 2011, from Questia database: http://www.questia.com/PM.qst?a=o&d=102764448
Alagappa, M. (Ed.). (1998). Material and Ideational Influences. Stanford, CA: Stanford University. Retrieved June 11, 2011, from Questia database: http://www.questia.com/PM.qst?a=o&d=35541491
Beirman, D. (2003). Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach / . Crows Nest, N.S.W.: Allen & Unwin. Retrieved June 11, 2011, from Questia database: http://www.questia.com/PM.qst?a=o&d=102031189
suitable airline performance data, provide a discussion rivals North American Airline industry found hard match southwest airlines. 2)Discuss dynamic capabilities, distinct capabilities generally, a source competitive advantage fast-paced highly uncertain environments.
Southwest Airlines
The airline industry has generated unprecedented development within the society. Supported by technologic innovation, the airline industry has shifted balances in wars and fights and it has supported the advancement of the societies and economies. Due to the airline industry, people became able to travel to places once considered remote and as such to expand their cultural horizons, but also the business operations.
At its inception, the airline industry would be mostly owned and operated by the government, and this situation still applies in some of the countries in the globe. In the United States however, the airline industry has been subjected to deregulation and privatization and it is now characterized by high levels of competition. The cost of…...
Innovation
The airline industry is a service industry, but one where several firms have been able to innovate their service offering. Such innovations have been to create viable low-cost carriers (RyanAir, EasyJet, Air Asia) while other innovations have led to the creation of high-service airlines (Emirates, Qatar, Singapore). In either case the process of innovation has been roughly the same for all of these companies. The first component of the map is searching. All of these companies searched for niches that were either not being served at all (such as price-focused customers in Europe and Asia) or were not being served effectively (passengers traveling on routes between Europe and Asia).
Of the six airlines mentioned above, only Singapore is a legacy carrier. The others have entered their markets in the few couple of decades, and brought with them a number of critical service innovations. After identifying a core market whose needs were…...
Why does GE finance poorly-rated airlines with its aircraft financing? GE benefits in three ways: (1) its lower cost of capital than the airlines means that it can charge a risk premium, and make more money on the airline debt, (2) it sells aircraft engines and, more critically, spare parts, which are the biggest long-term source of revenue for the company, and (3) the loans are well-collateralized. Even in a bankruptcy procedure, the airlines have relatively little recourse to the assets, and GE would be free to sell or lease the airlines to others. Other leasing companies, while they don't have GE's aircraft engine business, are able to lure tax-advantaged investors (offshore, those receiving tax credits, others) who also give them a lower cost of capital; their expertise in leasing and selling planes, as well as their leverage in pricing negotiations with the major airframe manufacturers gives them an…...
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Bibliography
Business Week. "Why GE Is Keeping Loser Airlines Aloft." Business Week 7 February 2005: n.p.
Francisco, Federal Reserve Bank of San. Competition and Regulation in the Airline Industry. Economic Report. San Francisco: Federal Reserve, 2002.
Gittell, JH, Cameron, K, Lim, S and Rivas, V. "Relationships, Layoffs and Organizational REsiliance." The Journal of Applied Behavioral Science (2006): 300-329.
Mackinac. Price Elasticity of Demand. Economic. Mackinac: Mackinac Center for Public Policy, 1997.
Strategic Analysis of Qantas Group
Qantas Group Overview
Key Problems and Strategic Issues
Diagnosis: Analysis and Evaluation
Porter 5 Analysis
Power of Suppliers: Low-to-Medium
Industry ivalry: High
Power of Buyer: Medium
Barrier of Entry: High
Availability of Substitutes: Low
The study carries out the strategic analysis of Qantas Group to identify the problems that the company is facing in the contemporary business environments and provide the recommendations that will assist Qantas overcoming its problems and record high profitability. The Porter 5 analysis reveals Qantas is facing the intense competitions at domestic and international routes leading to a decline in the profit margins. Moreover, Qantas has not been able to overcome the problems associated with the high costs of operations from the constant increase in the fuel costs. The paper suggests that Qantas should consider both vertical and horizontal mergers to enjoy economies of scales, which will assist in enjoying a decline in the cost of operations and having a high…...
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Reference
Belobaba, P., Odoni, A., & Barnhart, C. (2009). The global airline industry (Vol. 23). Wiley. Com. 12-89.
CFA Institute (2010). Merger and Acquisitions. CFA Institute. USA.
Cowper-Smith, A., & de Grosbois, D. (2011). The adoption of corporate social responsibility practices in the airline industry. Journal of Sustainable Tourism, 19 (1), 59-77.
Whee Google elies on seach tems to tigge the display of a given
AdWods advetisement, it can be seen how Facebook wanted to ceate the
equivalent advetising business model though the use of social netwoking
and inteactions tiggeing which ad was shown. The ethics howeve of
tacking visits and activities on affiliate sites of cuent and pevious
Facebook membes, in addition to monitoing those visitos who have neve
opted in to Facebook yet ae being monitoed based on affiliate site click-
though taffic, is toubling. The lack of tanspaency about the entie
pogamme and the use of Beacons to become the foundation of a social
netwoking equivalent of Google AdWods is also toubling. In shot, all
these factos detact fom tust that Facebook visitos and uses have of
the site and thei futhe lack of communication on the issue just adds to
the deteioating tust visitos and paticipants on the site have. The
widely vaying esponses of the affiliate companies, fom stict alignment
to…...
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references due to perceived
superiority combine to create a major roadblock in Nokia's efforts to re-enter the market. When these factors are taken into account the keyobstacles Nokia needs to overcome in order to gain entry into the NorthAmerican market are made all the more difficult to overcome.These key obstacles Nokia has to overcome in order to successfully enterthe North American market include addressing their weakness at successfullypartnering with service providers in general and content providersspecifically; the need for speeding up new product development and
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