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Singapore Airlines

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by

Elena Schoo

on 1 December 2013

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Transcript of Singapore Airlines

Singapore Airlines

Singapore Airlines
SWOT
Idea 3
External Analysis
Internal Analysis
Decision
Expand activities in emerging markets
Recommendations
Company Overview
Founded 1972
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
14,000 employees
The "Singapore Girl
"

Porter's 5 forces
Stakeholder Analysis
Strategy
Summary
Dual strategy

Spend more than rivals in
key areas

Pioneers in service innovations
and followers in non-customer
related activities

Intense focus on Human Resources

Pros
High possible returns
Company growth
Long-term strategy
Diversified portfolio
New customers
Cons
High risk
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
P
Industry LifeCycle
TOWS
Thank you for your attention!
Sources
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
http://www.repeatability.com/about/the-dual-strategy-of-singapore-airlines.aspx
https://attachment.fbsbx.com/file_download.php?id=1422151028013623&eid=ASuWCIEmtrpIFmSqvlv6_juVyVaW6LxzlRM8pw50KTYErxmXHXeNEq1_F4A3i_zBB7o&inline=1&ext=1385404272&hash=ASuxmf4JEw-HKkcX
http://bschool.nus.edu.sg/Marketing/Jochen%20papers/ESM2_Case%2014_Singapore%20Airlines.pdf
http://centreforaviation.com/analysis/with-perth-singapore-airlines-subsidiary-scoot-completes-first-phase-of-network-development-133008
http://www.airlines.org/Pages/U.S.-Airlines-Achieve-2-Percent-Net-Profit-Margin-in-First-Half-of-2013-and-Deliver-Solid-Operational-Performance.aspx
http://businesstoday.intoday.in/story/iata-cuts-outlook-on-global-aviation-industry-net-profit/1/198850.html
http://www.cnbc.com/id/43325040
http://www.singaporeair.com/en_UK/about-us/procurement-mainpage/
Industry definition
Airline industry very diverse
Short-, medium- and long-haul flights
Economy, Business and First Class

Invest in airline
OR
Build up partnership
LinkedIn

259 million members strong
Growth - up 38 percent year-over-year

Facebook

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

E
Increasing fuel prices
Growing competition
Worldwide recession
Currency volatility
BRIC's emerging
Customers‘ expectations
increase
Rebuild confidence
Different preferences
Growing middle class
S
T
E-commerce
Safety
Information Systems
Video conferencing

E
CO2 emission + climate change
Cleaner airplanes

L
Health&Safety regulations
Landing rights
Employment rights

(Kollau, R. 2013)
Capa (2012)
Kuo, L. (2013)
Johnson, Scholes, Whittington (2008)
Wirtz, Heracleous (2012)
Kollau, R. (2013)
Sabine
Meike
Adriana
Lisa
Elena
Full transcript