Singapore International Airline Management Strategy

Content

1.0        Introduction……………………………………………………………………02

2.0        Background……………………………………………………………………03

3.0        SINGAPORE AIRLINES Mission, Vision and Values……………………………………………04

3.1        Mission…………………………………………………………………………04

3.2        Vision…………………………………………………………………………...04

3.3        Values…………………………………………………………………………..04

Table 1: Values………………………………………………………………………..04

4.0        Core Competencies………………………………………………………….05

5.0        SWOT Analysis……………………………………………………………….06

Table 2: SINGAPORE AIRLINES SWOT Analysis ………………………………………………………06

5.1        Weakness……………………………………………………………………...06

5.2        Threats…………………………………………………………………………06

6.0        PESTLE Analysis…………………………………………………………….07

Table 3: SINGAPORE AIRLINES PESTLE Analysis …………………………………….......................07

7.0        Recommendation…………………………………………………………….08

8.0        Conclusion…………………………………………………………………….09

9.0        References…………………………………………………………………….10

1. Introduction

Aviation industry is one of the largest, growing and most competitive industries in the world.  Its main duty is to provide air transportation services for its customers. Manufacturing aircrafts, handling airlines and ground support are part of the industry. Global market businesses such as medicine, tourism, transport are connected to the airline industry. Every year, more than half of the world’s tourist travel by air as it is fast, safe and a comfortable way to travel long and short distances.

In 2013, the Airports Council International (ACI) annual published report stated that 6.3 billion passengers travelled world wide and 96 million metric ton cargo was transported safely (ACI, 2013). Aviation industry creates jobs and it is spread over many areas, such as airport terminals, aircraft maintenance, catering, cargo and ground support. Currently 58 million people work in this industry.

Singapore International Airline (SIA) annual report 2013 had announced that about 741 flights departing weekly carried 18.6million passengers in 2013 and archived 340 million in operating profit. Tiger Air, Scoot and Silk Air are subsidiaries of Singapore airlines. These subsidiary airlines cover the regional destinations while Singapore airline concentrate on the long hauls or international destinations. However, even though Singapore airline is not making a loss it’s profit has dropped considerably due to the poor performance of the subsidiaries.