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Transcript of Singapore Airlines
Expand activities in emerging markets
Part of Singapore Airlines Ltd.
SilkAir, Scoot, Cargo etc.
Operation Profit (2012): 187.2 MIO
Passengers carried (thousand) 18,210
Flights to 63 destinations
Average fleet age: 6 years, 8 months
The "Singapore Girl
Porter's 5 forces
Spend more than rivals in
Pioneers in service innovations
and followers in non-customer
Intense focus on Human Resources
High possible returns
High initial investment
No expertise knowledge of market
1. Improve marketing activities and customer involvement
2. More targeted services for different service groups
3. Expand activities in emerging markets
Based on Jim Harvey's speech structures
Strategic Group Analysis
Thank you for your attention!
Business Monitor International (2012). Singapore Tourism Report Q2.
Datamonitor (2013, 25th April). Company Profile Singapore Airlines. Retrieved from: www.marketline.com
Global Market Forecast 2011-2030, AIRBUS S.A.S. 31707 Blagnac Cedex, France, 2011
Heracleous, L., Wirtz, J. (2010). Singapore Airline’s balancing act. Harvard Business Review, July-August 2010. Page 145- 149.
Heracleous, L., Wirtz, J. (2009). Strategy and Organization at Singapore Airlines. Journal of Air Transport Management (15). Page 274- 279.
Johnson, G., Scholes, K., Whittington, R. (2008). Exploring corporate strategy. (8th Ed.) Essex: Pearson
Kollau, R. (2013, 8th April). Trends in onboard hospitality. Retrieved from: www.airlinetrends.com
Kuo, L. (2013, 13 January). The world’s middle class will number 5 billion by 2030. Retrieved from: http://qz.com/43411/the-worlds-middle-class-will-number-5-billion-by-2030/
Singapore Airlines Ltd (2013). Annual Report. Singapore: SIA
Airline industry very diverse
Short-, medium- and long-haul flights
Economy, Business and First Class
Invest in airline
Build up partnership
259 million members strong
Growth - up 38 percent year-over-year
Over 1 billion users
Penetration rate US- 67%
Penetration rate UK- 82%
Among U.S. Internet users, 73% with incomes above $75,000
29% of its users log in from Asian countries
Terrorism + Wars
Deregulation of air transport
Supported by Government
Increasing fuel prices
Growing middle class
CO2 emission + climate change
(Kollau, R. 2013)
Kuo, L. (2013)
Johnson, Scholes, Whittington (2008)
Wirtz, Heracleous (2012)
Kollau, R. (2013)