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SINGAPORE AIRLINE

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by

Manami Odate

on 14 May 2014

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Transcript of SINGAPORE AIRLINE

Table of Contents
Introduction ........................................
PEST analysis ......................................
SWOT analysis .....................................
Contents .............................................
Conclusion ..........................................
Bibliography ........................................
The PPS Club
Benefits of Solitaire PPS Club
Supplementary card
First-Class Check-in at other Airports
Access to SilverKris Lounges upon arrival in Singapore.
PPS Connnect

Benefits of PPS club
Priority Boarding
Priority Check-in
Access to Silk-Air Lounges
Access to Star Alliance Gold Lounges
Membership renewable gift
Worldwide Emergency Assistance

Solitaire PPS Club members
Available when you accrue cummulative PPS value of $250,000
within five consecutive years of PPS club
The PPS club
PEST - Political, Economical, Social and Technological
Political
Singapore Airlines wanted to buy most of Air India but the deal blew off during 2001 mainly because of political pressures. (The government's share in the company is over 17%)
Economical
Singaporean interest rates, economic growth, exchange rates, taxation changes and inflation all influence positively this Airline because Singapore is considered to be a fiscal heaven.
Other major international Airlines find this unfair


Social
Fatal plane crush in 2002 caused a number of fatalities and that influenced negatively the image of the company and to overcome that image problem they payed $400 000 to relatives of each of the dead passengers (82)
Technological
SIA over the past decade invested heavily in upgrading its technology for the planes' sake and for the comfort of its passengers
Strengths
Strong support from the Singaporean government.
A great brand image
Convenience
Innovative ideas
Durable hub in Singapore
Weaknesses
Less market share
The relationship between the labours and management
Unbalanced portfolio
Investigations by competitors
Civil class actions

Opportunities
Number of competitors in the Asia Pacific region. Emirates, with its lower prices, is challenging Singapore as a Asian and Australian hub
Increased price of tickets due to the increase in costs of fuel
Pollution
Natural disasters

Threats
Increase in global tourism
Growth in the alliance
Scoot
Economic growth
Close to India and China
Daniel Everlien Berardo, Zeynep Dogan, Hazel Pearl Limfat, Manami Odate and Aleksandra Mikhailova
Introduction
18.2 million annual passengers
34 countries and 62 airports served
220 daily departures
$11.93 billion in sales revenue
Recognition program for members who travel
frequently in premium classes. It is designed to make travel more comfortable and convenient with personalised service.

Available when you accrue a PPS value of
$ 25,000 within a period of 12 consecutive
months

Highest and most exclusive tier of the PPS Club
KrisFlyer
With the KrisFlyer membership, you are able to earn “miles”, these miles are then used to redeem for benefits such as; upgrades, tickets, lounge entrances in not only Singapore Airlines but its partner airlines as well.
These miles are earned by traveling via Singapore Airlines or any of its partner airlines, the more you fly the more you earn, which usually makes up 325% of the earned miles. Other ways to earn miles is by using other global partners (hotels, creditcards, stores ect.)

The more miles you have, the more rewards and benefits you will have. As you gain more miles you will also upgrade to the different levels, Elite Silver and then Elite Gold which will provide more services for the customer
KrisFlyer
KrisFlyer is Singapore Airlines’ loyalty program, serving its members with more benefits than regular customers.

“Fly, stay, charge, call, book, drive or shop - there are many ways to earn KrisFlyer mil
Loyalty Programs
INNOVATION AS A KEY
TO SUSTAINED SERVICE
EXCELLENCE
CUSTOMISATION AND STANDARDISATION OF SERVICE ARE ALWAYS BALANCED
INNOVATIONS OF SIA ARE ALWAYS USER-FRIENDLY
ASPIRATION FOR SATISFYING CUSTOMER EXPECTATIONS IS ESSENTIAL
EXCELLENCE IS THE MAIN FOCUS FOR SIA IN ALL PROCESSES AND SUB-PROCESSES
GENERATION OF IDEAS AND EVALUATION OF CONCEPT ARE REQUIRED FOR FURTHER IMPROVEMENT
Datamonitor. (2011). Airlines in Singapore . Datamonitor, pp.7-37.
In this article, Airlines in Singapore, it fully explains the financial record and shows interesting facts about Singapore Airlines and how it has been evolving over the past half-decade (since 2006). Each one of the topics that are mentioned in this Article are explained in depth, with grafts, charts and excel tables and all of that information is trustworthy because the shareholders of SIA must be in the loop of the current status of the company. The material is useful as its research is comprehensive and relatively recent. There is only one limitation that I can point out; it is that there are no independent sources to prove that this information is truly true. Basically, I used this article for the facts that are spread in our project and for the financial information of the company.
Heracleous, L., Wirtz, J., & Pangarcar, N. (2009). Flying high in a competitive industry : secrets of the world's leading airline. Singapore: McGraw-Hill.
In this book Heracleous et al. make a deep sight on a SIA’s performed competition during the decades of company’s existence. The authors used data gained from SIA’s reports, overviews and presentations to define the reasons of its success and considerable growth in comparison with other countries in period from company’s foundation till nowadays. The resource focuses on almost all the aspects of SIA’s development in attempt to discover the secrets of the company’s management. Book was extremely useful for our research as it illustrated the main goals and achievements of SIA. However, the only limitation of the source was the lack of visual information presented in diagrams or charts. This book was not the main base of our research, though it provided us with useful supplementary data.
Fickling, D. (2012). The Singapore Girls Aren't Smiling Anymore. Bloomberg Businessweek, 25-26.
In this article in Bloomberg Businessweek, with the interesting title The Singapore Girls Aren’t Smiling Anymore, shows that Singapore Airlines is losing out to middle east rivals and discounters, which offer much more competitive prices and products. Charts and diagrams show in a visual way that things are not growing as fast as other Asian/Middle-Eastern Airlines. The way that the author researches is through analyzing financial records and history of SIA. Essentially, I used this article in order to show that SIA’s future is not so bright as one might think.
Singapore Airlines Ltd. (2013, 02 08). Company Profile Singapore Airlines Limited. MarketLine, 10.
In this article, Singapore Airlines Ltd reviews a brief summary of the company itself and its SWOT analysis. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Each point is explained in detail and examples from the past are included. The whole purpose of this journal is to understand the company in terms of current and future situations so that the company may be able to prevent threats or take an action to achieve the potential opportunities. The material is useful because it was published recently and the research is done by the company itself. The only limitation is that because the journal was written by the employees within the company, their opinions or facts could be one sided rather than from different perspectives. Overall, I used this source well as it had many statistic information which ensures the reliability and use of examples were clear that it helped me to understand the content.
Singaporean Airline. (2013, June 11). KrisFlyer. Retrieved November 22, 2013, from Singapore Airlines:

This PDF is provided for the public on the Singapore Airlines website. This PDF contains information about the Singapore Airline loyalty program system; the PPS Club and KrisFlyer loyalty membership cards. It provides a general introduction then later goes more into detail about the benefits and process required to efficiently use the KrisFlyer loyalty program. PPS club members can earn frequent flyer miles when they fly on singapore airline,silkair, star alliance. thy can also earn a 25% tier bonus miles on singapore airlines. the krisflyers miles can be then redeemed for tickets and flight upgrades
ANNOTATED BIBLIOGRAPHY
Limited way of using
your points
Requirements to attain
a certain benefit
Expiration of points
Company controls
the way you use your
points
Increase Sales
Achieve Customer Loyalty
and improve customer
retention
Increase Brand-Building
Acquire new customers
Advantages
Disadvantages
Full transcript