Singapore Airlines Case Study

MKT364

Case Studies In Marketing Management

Assignment 2 - Group-Based Assignment

January 2014 Presentation

Done By:

Goh Yvonne B0903175

Hong Jieying Whynn J1270310

Patrick

Question 1

To analyse Singapore Airlines’ (SIA) capabilities, we have to look into the inside-out process of SIA that are the activities necessary to satisfy customer value requirement and also how they react with the ever changing environment.

Financial management

Since the founding in 1972, Singapore Airlines have delivered healthy financial returns and never post an annual loss. SIA have funds that are enough to pay its purchases of new aircraft while maintaining no debt for consecutive year. This reflects SIA strong financial management as compare to other airlines. SIA have also the ability to make investment that is aligning strategically rather than base on financial returns. Base on the case, SIA invested $700,000 to build a facility for food tasting under pressurizes condition so that their chef can better prepare the food in a high altitude condition.

Cost control

To maintain its fleet operation cost, SIA ensure their plane is always young. By having young fleet, mechanical failure will be minimize which cut down on takeoff delays. This will result more arrivals are on time and fewer flights are canceled. Furthermore, new planes are more fuel efficient and need less repair and maintenance. To achieve service excellence cost effectively, SIA always aim to reduce waste without compromising customer service. An example will be cabin crew take initiative to minimize cost by pouring the wine from whichever bottle is open unless customer request. Other cost control measures like engaged low-cost provider to support their bac...

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...nds and family and broadcast media. Marketers of the airline can then be able to target its marketing strategies more appropriately. With the development of the marketing strategy and product development, new products will undergo a process called testing. All products in the airline industry have to undergo various rounds of testing to ensure that the aircraft is safe to use and aircraft also have to meet specific guidelines in order for the aircraft to be launch. After all testing is done and aircraft is certified safe to use, management can start to commercial this new aircraft. Some commercialize methods that airline organizations uses are inviting prestige partners of the airline industries and etc. All the above processes aids to the successful planning of the new product and thus organizations can expect to succeed with proper planning.

Question 4