Singapore Airlines and Its Competitors, Questions and Answers

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Recommended: Strengths of the Singapore airlines

Q1. Who are the targeted customers of the company?

The first targeted group of customers of Singapore Airlines are mainly people with income that can afford them to enjoy flight with excellent services and facilities. While the second group of people, mostly young adults, which have slightly lesser budget for flight tickets. They can choose to take the Tiger Airways, which Singapore Airlines holds some shares.

Q2. What is the positioning strategy of the company?

Four positioning strategies in terms of Quality and Price

Quality/Price Higher Price

Lower Price

Higher quality Premium strategy

Good value strategy

Lower quality Overcharging strategy

Economy strategy

The Singapore Airlines has positioned itself in the Premium strategy because they provide their customers with excellent levels of services as well as inflight entertainment facilities. The Singapore Airlines also ensures that their customers enjoy the flight with the continuous improvement of their various entertainment facilities on-board as well as serving the customers with meals of different menus that meets their need. The Singapore Airlines also provides both alcoholic drinks and fizzy drinks to meet the customers on-board. To ensure that the travellers flying in SQ feels comfortable during the flight, the Singapore Airlines changes their planes to newer ones almost every six years.

So to ensure that the Singapore Airlines can maintain its premium strategy, its level of innovation also has to be maintained. Over the year, Singapore Airlines has always been one of the few trend setters in the aviation industry. They are the first to offer free headsets, choices of meals and free drinks in Economy Class in the 1970s. Th...

... middle of paper ...

...ys, ANA All Nippon Airways, Asiana Airlines Cathay Pacific Airways, Etihad Airways, Garuda Indonesia, Turkish Airlines, Qantas Airway and other operating airlines in the world.

Works Cited

- http://www.singaporeair.com/en_UK/about-us/

- http://en.wikipedia.org/wiki/Singapore_Airlines_fleet

- http://bschool.nus.edu/Departments/Marketing/Jochen%20papers/jatmheracleouswirtzstrategyorganizationsingaporeairlines2009.pdf

- http://www.venturerepublic.com/resources/singapore_airlines_-_an_excellent_asian_brand.asp

- http://dlibrary.acu.edu.au/research/carpediem/pages/volume4/vol4no1_businessanalysis.htm

- http://prezi.com/jfwge34_ytz-/copy-of-singapore-airlines-marketing-plan/

- http://www.oocities.org/wallstreet/2428/sia.html

- http://www.scribd.com/doc/51810962/Marketing-Communication-Singapore-Airlines

- http://en.wikipedia.org/wiki/Singapore_Airlines

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