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Singapore Airlines

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Alex Ong

on 22 July 2014

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Transcript of Singapore Airlines

Singapore Airlines
Bus 317c

Team Members
Alex Ong 32180622
Shirleen Lim 31799553
QiWen 31786186
Wenna Ng 31736709
Jaycas Hoon 32252471
Jimmy Loo 31950903
Agenda
1. SIA Company Profile
2. Challenges
3. Environmental Analysis
- PESTLE
4. Internal Analysis
- Value Chain Analysis
5. Core Competencies
- SIA success factor
- Porter's 5 Forces
- Competitors Analysis
6. SWOT Analysis
7. Objectives for SIA
8. SAVED Strategies
9. Implementation
1. SIA Company Profile
2. Challenges
Maintaining Market Position
Budget Airlines
Geographical Shift of Destination
High Turnover Rate
Questions???
Abindgon. (2006). The Airline Business. In D. Routledge, The Airline Business, Second Edition (p. 307). Abindgon: Routledge.

Batey, I. (2002). Asian branding: A great way to fly. Singapore: Prentice Hill.

Bergena, M & Peteraf, M.A. (2002). "Competitor identification and competitor analysis: A broad-based managerial approach." Journal of Managerial and decision Economics. Vol 23. 157-169.

Desai, P. (2001). "Quality segmentation in spatial markets: When does cannibalization affect product line design?" Marketing Science. 20(3). 265-283.

Heracleous, L., & Wirtz, J. (2009). Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual Strategy. Journal of Air Transport Management, 274-279.

Lacar, F. (2009). Singapore Airlines: Factors Accounting for Marketplace Success. The Australian Journal of Business and Informatics, 4(1). Retrieved from: http://dlibrary.acu.edu.au/research/carpediem/pages/volume4/vol4no1_businessanalysis.htm

Reference
3. Environmental Analysis
PESTLE
One party political system
Strong trade relationship
Govt place importance on tourism dollars
Political
Economical
Socio-Cultural
Economic health determines exchange rate, tax and Tariffs.
7% increase in travelers due to economic growth.
Singapore population expected to reach 6.9 million by 2020
Aging population
Environmental Analysis
PESTLE
Technological
Legal
Environmental
Increasing trend of internet check in and air ticket purchases
Development of high speed trains to travel between cities

Local laws (i.e. taxation laws)
International law (i.e. carbon emission regulations and competition laws

Global warming and pollution
Increase interest in Corporate Social Responsibility (CSR)
Environmental Analysis
PESTLE (SIA)
Political
Singapore is politically stable
Investors enjoy tremendous amount of security in growing their businesses
Singapore Airlines can continue to build on the country’s reputation as a safe country to bring in tourism dollar
Economic
Singapore’s economic will continue to increase steadily, with increase in tourism
Cheaper alternative for travelers (i.e. Scoot, AirAsia)
SIA faces stiff competition to attract younger crowd market whom travels with a tight budget.
Socio-Cultural
Maintain consistency in its standards and quality services
SIA given its financial muscle, is able to outdo many other competitors and even come out with its own budget airline, Scoot
This will directly provide alternatives for the market to have more market share in the aviation industry
Legal
SIA needs to note the regulations issued by the Civil Aviation Authority of Singapore
SIA must also look into international laws when planning international routes or entering new markets
Environmental
SIA joins the Sustainable Aviation Fuel Users Group (SAFUG), which looks into the development and usage of aviation fuels that produces lower carbon emissions and socially sustainable sources (SAFUG, 2014)
SIA can also continue to upgrade their aircraft to be more fuel efficient and reduce the level of noise produced
Technological
Online sales of tickets
Tradewinds Tour and Travel Pte, one stop service for potential traveler
Newer fleet reduces operational cost and better fuel efficiency
Value Chain Analysis
5. Core Competencies
Key Success Factor
Singapore Airlines Success Determinants
Customer Service and Satisfaction
Rigorous training for cabin crew to uphold company's image and provide quality service
On the job training
Strong Brand Recongnition
Built reputation through their Singapore girl icon in her uniform, the kebaya
The friendliness and attention to details in service
Strong Stakeholder Management
Work with key stakeholders to explore the use of bio fuels for aviation for sustainable environment
Enhance the value of the organization in the interest of the stakeholders
Good Relationship
Singapore Airline is part of the Star Alliance group, which consists of a group of national carriers. Being part of the group, allows the airline to share data, and gives them a niche market group of star alliance members that they can cater to.

Codesharing
Singapore Airlines, code share with 25 other airlines to enjoy the benefits of code sharing, and market their presence in other countries especially in North America and Europe.
Capable Workforce
Stringent recruitment process for their employees, particularly to their cabin crew and pilots.
Porter's 5 Forces
Moderate Risk
High Risk
Low - Moderate Risk
Moderate Risk
High Barrier of exit
Competitor Analysis
Brand Competition and Brand Equity
Form Competition
Industry Competition
Level Competitors
Competitor Analysis
Strategic Group Analysis
Form Competition
6. SWOT Analysis
Determinant
SWOT Analysis
7. Objective for SIA
8. SAVED Strategies
Growth Strategy (Staging)
Arenas
Vehicles
Economic Staging
Differentiators
• Strategy attractiveness depend on
⇒- Potential return of profit or benefit
⇒- Competition level in the niche segment
⇒- Political stability of the partnering markets
⇒- Potential of growth and suitability
• Competitive Strengths depend on
⇒ - Cost and efficiency
⇒ - Diversified subsidiaries offering supporting services
⇒ - High level of innovation for new services
⇒ - Skilled workforce
⇒ - Political Stability

Expand in budget airline
Diversification of services
Forming a new group for scanning journals, articles, magazines, newspapers, publications, forums, online information to gather information

Redesign and develop services at the cost comparable with its competitors

Make use of the social media platform for their marketing channel
9. Implementation
Balance Scorecard
Budget
Budget
Full transcript