Singapore International Airlines: Company Analysis
Singapore International Airlines: Company Analysis
[pic]
A Marketing Study in partial fulfillment of the Module ADPM/01
Supervised by Ms. Charmie Jayaweera
Abstract
This report is a comprehensive study on the chronological overview of the Singapore International Airlines (SIA) and gives a brief profile of its various businesses. The report then identifies and discusses the influence of the environmental factors that have given it a dominant position in the global airlines industry. A critical analysis of SIA in the context of its basic business operations and marketing strategies follows. The report concludes with an outlook on the present and future performance of SIA.
This report is an extensive study on SIA’s mission, success factors, and strategic and planning in terms of marketing.
Table of Contents
Abstract 2
Table of Contents 3
List of Tables 4
List of Figures 5
1.0 Introduction 6
2.0 Corporate Overview 7
3.0 Analysis of Environmental Factors 10 3.1 PEST Analysis 10 3.1.1 Political Factors 10 3.1.2 Economic Factors 11 3.1.3 Social Factors 12 3.1.4 Technology Factors 12 3.2 SWOT Analysis 13 3.2.1 Strengths 14 3.2.2 Weaknesses 15 3.2.3 Opportunities 15 3.2.4 Threats 15
4.0 Basic Business Operations 16
5.0 Business Strategies 19 5.1 Marketing Mix 19 5.1.1 Price 19 5.1.2 Place 19 5.1.3 Product 20 5.1.4 Promotion 20 5.2 Strategy 21 5.2.1 Externally: 22 5.2.2 Internally: 22
6.0 Recommendations for Improvements 25
7.0 References 26
List of Tables
Table 1: Major companies in The Singapore Airlines Group 18
List of Figures
Figure 1: SIA’s Competitors 9
Figure 2: SIA’s Balance Sheet 16
1.0 Introduction
The airline industry is an exclusive and fascinating industry. The reach and impact of the industry to a wider population of the global market, and the glamour associated with it, has captured the interest of the world and has made the industry
[pic]
A Marketing Study in partial fulfillment of the Module ADPM/01
Supervised by Ms. Charmie Jayaweera
Abstract
This report is a comprehensive study on the chronological overview of the Singapore International Airlines (SIA) and gives a brief profile of its various businesses. The report then identifies and discusses the influence of the environmental factors that have given it a dominant position in the global airlines industry. A critical analysis of SIA in the context of its basic business operations and marketing strategies follows. The report concludes with an outlook on the present and future performance of SIA.
This report is an extensive study on SIA’s mission, success factors, and strategic and planning in terms of marketing.
Table of Contents
Abstract 2
Table of Contents 3
List of Tables 4
List of Figures 5
1.0 Introduction 6
2.0 Corporate Overview 7
3.0 Analysis of Environmental Factors 10 3.1 PEST Analysis 10 3.1.1 Political Factors 10 3.1.2 Economic Factors 11 3.1.3 Social Factors 12 3.1.4 Technology Factors 12 3.2 SWOT Analysis 13 3.2.1 Strengths 14 3.2.2 Weaknesses 15 3.2.3 Opportunities 15 3.2.4 Threats 15
4.0 Basic Business Operations 16
5.0 Business Strategies 19 5.1 Marketing Mix 19 5.1.1 Price 19 5.1.2 Place 19 5.1.3 Product 20 5.1.4 Promotion 20 5.2 Strategy 21 5.2.1 Externally: 22 5.2.2 Internally: 22
6.0 Recommendations for Improvements 25
7.0 References 26
List of Tables
Table 1: Major companies in The Singapore Airlines Group 18
List of Figures
Figure 1: SIA’s Competitors 9
Figure 2: SIA’s Balance Sheet 16
1.0 Introduction
The airline industry is an exclusive and fascinating industry. The reach and impact of the industry to a wider population of the global market, and the glamour associated with it, has captured the interest of the world and has made the industry
References: 3. Chan, D., (2000b), Beyond Singapore Girl-Grand and product/service differentiation strategies in the new millennium, Journal of Management Development, Vol.19, No.6, 2000, Pp.515-542 4 5. Hoovers., (2005), Singapore Airlines [Online]. Available from: http://www.hoovers.com/singapore-airlines/--ID_41497,period_A--/free-co-fin-income.xhtml [Accessed date: 19th October 2008) 6 7. Morningstar., (2005), Singapore Air Concerned About High Oil, Jet Fuel Prices [Online]. Available from: http://news.morningstar.com/news/DJ/M06/D28/200506280439DOWJONESDJONLINE000204.html [Accessed date: 8th October 2008) 8 9. Ramaswamay, K., (2001), Singapore Airlines: Strategy with a Smile. Thunderbird, American Graduate School of International Management. 10. Weihrich, H., (1982), “The TOWS matrix: a tool for situational analysis”, Journal of Long Range Planning, Vol. 15, No. 2.