Case Study: Singapore Airlines

Case Study: Singapore Airlines

Being first has always been the strategic marketing mantra of Singapore Airlines (SIA). Today it is recognized as one of the world's leading international airlines having started from its humble beginnings in 1972. But being small was not an obstacle since it relied on the soft-ware of airline marketing – its service differentiation. This all began with a positioning statement which read as follows: "To present Singapore Airlines as a competent, modern, international airline of Asian origin, offering the best in-flight service in the world." The iconic Singapore Girl helped SIA to establish itself as a symbol of excellence in customer service, both in the air and on the ground, and over the past 30 plus years, SIA has garnered numerous awards and accolades for being an outstanding airline. But being number one means things don't remain constant. SIA has to constantly jockey for market share from the likes of major Asian players such as Cathay Pacific and Thai International Airways, along with global players such as British Airways and Qantas.

Innovation is the key to differentiating an airline from its competitors. Apart from new aircraft acquisition, airlines like SIA are always on the cutting edge of introducing new products to enhance the flying experience, whether it is the latest technology in in-flight entertainment or the widest seats in first and business classes. In January 2004, the airline launched the world's longest nonstop commercial flight from Singapore to Los Angeles and New York. The momentum to be first has never stopped.

SIA's next move was to acquire the world's largest commercial jet – the Airbus A380. After a two year delay, SIA was finally able to take delivery of the aircraft and be the first airline to fly the A380. The A380's maiden flight took place on October 26th 2007 to Sydney, Australia. The challenge for SIA