Managing in the Evolving Business Environment

Managing in the Evolving Business Environment

Executive Report about the Case Study Singapore airlines

Executive Summary:

Singaporean airlines got created in 1972 and could be one of the leaders in the airline industry. These were mainly because Singaporean could implement several points which were very successful for the company. We can distinguish between external and internal factors which contributed to the growth of Singaporean Airline. Internal factors were the core value implemented by SIA at the end of the 90 s, and moreover SIA focused on cost control. They developed a strong cultural brand by implementing the “Singaporean girl image” which was related to the stewardess in the airplanes. They could also increase their flight frequency by developing their flight network and by acquiring new airplanes, and they were innovative in terms of launching new products. The external factors which contributed to growth were the increase of technology as well as the strategic location of Singapore in the middle of Southeast Asia. The external competition was another factor which brought SIA to new product developments on order to exceed the competition, additionally government help from foreign countries where also an issue which contributed to SIA growth. In favor of sustainable growth, SIA implemented the core values which gave bases of values in order to provide excellent service and to have a guideline of things to consider. The organizational structure was implemented that every employee knew what to company insisted on personal initiative and creativity from the employee. The customer’s satisfaction and SIA would do everything to satisfy the customer, this was done by fulfilling special customers’ needs. The feedback from the customer was very important for the company in order to improve, and the company focused on new trends. The company also paid attention on training for their employees. In order to retain key people in order to retain key employees, SIA could have implemented a rise in salary, a higher position for key employees as well as involvement into new plans and goals. Furthermore the key employees could obtain awards for their performance and getting some discounts on flights or even price reduction on hotels in particular cities. Introduction: Main Part The external factors which were advantageous for the growth of SIA were the network growth, SIA expanded to many new cities in Asia and the development of Asian market and Asian economy (Lawrence J.