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SIA

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by

NADIAH RUS LIYANA RUSLI

on 23 May 2014

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Transcript of SIA

SINGAPORE
QUESTION 3
QUESTION 1
What are SIA's Points-of- Parity (POP) and Points-of-Differentiation (POD)?
SINGAPORE AIRLINES COMPETITORS
Points-of-Differentiation (POD)
Low-cost carriers have entered Asia in a big way in recent years. What can SIA do to ensure that passengers are willing to pay a premium for its service relative to the much cheaper low-cost carriers
QUESTION 4

2. a) In what ways does SIA have the "wow effect"?
Singapore Airlines capacity share (% of ASKs) by region: 04-Feb-2013 to 10-Feb-2013
SINGAPORE AIRLINES COMMERCIAL
What do you think of the use of the Singapore Girl as its symbol of service excellence?
(ii) COMMERCIAL BRANDING
The Singapore Girl has:-
* visual trade mark and brand for Singapore Airlines
* engender “Asian Values and Hospitality”
* described as “caring, warm, gentle, elegant and serene”
A wax figure of the Singapore
Girl was created and shown at
Madame Tussaud’s wax Museum
in London in 1994


(i) GLOBAL ICON
There are four Kebaya colours that represent the ranking of the Singapore Girls:
*
Blue
– Flight Stewardess
*
Green
– Leading Stewardess
*
Red
– Chief Stewardess
*
Purple
- In-Flight Supervisor

Singapore Airlines planning for the future
(iii) VISUAL IMPACT
Since 1972, the image of the Singapore Girl has appeared in many advertisements
Recently the Singapore Girl has been seen in television commercials promoting Singapore Airlines’s Boeing 777 300-ER Business Class and the Airbus A380
In March 2004, the Singapore Girl won the oustanding contribution to tourism award for the 18th Singapore Tourism Board (STB)’s Tourism Award

SIA and Tata Sons have entered into a joint venture to establish a new full-service carrier in India.
Being an industry trendsetter & surprising the customers with new things
INNOVATION...
 First to offer free headsets, a choice of meals and free drinks in Economy Class, in the 1970s
 First to introduce satellite-based inflight telephones in 1991

First to involve a comprehensive panel of world-renowned chefs, the International Culinary Panel, in developing inflight meals in 1998
 First to offer audio and video on demand (AVOD) capabilities on KrisWorld in all classes in October 2001
 First to operate the world’s longest non-stop commercial flight between Singapore and Los Angeles in February 2004 on the A340-500, and then surpassing the record (in terms of distance) later that year with the non-stop service to New York (Newark), in June 2004
 First to fly the A380 from Singapore to Sydney on 25 October 2007
b) What can it do to sustain this "wow effects"?
Effective management of customer experiences
Eg: Introduce inflight mini golf course
SWOT ANALYSIS
STRENGTH
1) Diversified geographical spread mitigates business risks
2) Specialized services divisions
3) Young aircraft fleet
WEAKNESS
1) Relying seriously on international traffic.
OPPORTUNITIES
1) Growing global tourism industry
2) Growth through operational alliances
3) Launch of Scoot low-cost carrier

THREATS
1) Intense competition and price discounting
2) Risk relating to natural calamities
3) Price volatility in petroleum markets
BACKGROUND
Singapore Airlines has come a long way since our founding in 1972, evolving from a regional airline to one of the most respected travel brands around the world.
Fly one of the youngest aircraft fleets in the world to destinations spanning a network spread over six continents
Singapore Girl as the internationally-recognisable icon providing the high standards of care and service that customers have come to expect from them
Singapore Airlines
-able to maintain its punctuality
Cost-leadership
1) Young fleet
2) Labour costs
3) Cultural
5) Innovations
6) Efficient airport (Changi)
a)deliver services at affordable cost
b)maintain punctuality
1) Service and quality
2) Singapore girl
3) In-flight experience
4) Constant innovation and learning
5) Premium pricing
THANK YOU

Q AND A SESSION

Points-of-Parity
Full transcript