Research on Singapore Airlines

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Recommended: Singapore airlines management and operational structure

Background of Singapore Airlines:
Extracted from Singapore Airlines website “Singapore Airlines has come a long way since our founding in 1972, evolving from a regional airline to one of the most respected travel brands around the world. We fly one of the youngest aircraft fleets in the world to destinations spanning a network spread over six continents, with our Singapore Girl as our internationally-recognisable icon providing the high standards of care and service that customers have come to expect of us. Mission statement: Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees.”
Singapore Airlines being in the airline and service centric industry, this put the company to face a variety of challenges, ranging from the basic characteristics of service to the increasing number of competitors entering the industry. Some challenges have been identified as follow.
¬Problems faced by Singapore Airlines:
1) Stronger competition from equally reputable airlines:
In an online article published on Bloomberg Businessweek titled Singapore Airlines’ Competition Rises, it highlighted “Singapore Air faces greater competition on Europe-Asia routes as Emirates Airline and Qatar Airways expand their more centrally located hubs and win premium passengers with improved front-cabin service. At the same time, regional and economy travellers are being targeted by low-fare airlines such as AirAsia and the Jetstar unit of Qantas Airways. Last year Qatar was named the world’s best airline by rating group Skytrax, an award that Singapore Air received in three of the five years through 2008—and has not won since. Southeast A...

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... the airline industry. Transportation Research Part A: Policy and Practice, 42 (1), pp. 227—242 [Accessed: 25 Nov 2013].
 Inocencio, R. 2012. Scoot: World's newest long-haul airline takes flight. So, how much does super-savings buy?. CNN Travel, [online] June 05. Available at: http://travel.cnn.com/singapore/visit/scooting-low-cost-long-haul-skies-843151 [Accessed: 26 Nov 2013].
 Kohlbacher, F. 2006. The use of qualitative content analysis in case study research. 7 (1) [Accessed: 25 Nov 2013].
 Julie White, Sarah Drew, Trevor Hay, (2009) Ethnography Versus Case Study - Positioning Research and Researchers, Qualitative Research Journal, Vol. 9 Iss: 1, pp.18 – 27 [Accessed: 27 Nov 2013].
 Whiting, A. 2013. Why People Use Social Media: A Uses and Gratifications Approach. Qualitative Market Research: An International Journal, 16 (4), pp. 2—2 [Accessed: 27 Nov 2013].

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