Singapore Airlines Leadership Essay

1669 words - 7 pages

Singapore Airline Case Study

Grand Canyon University

Professor: Dr. Kimberly Bennett

March 25th, 2015

Singapore Airlines Case Study
Introduction
Singapore Airlines (SIA) is the national airline of Singapore which has achieved growth and success over the years due to the strength of the brand name and industry leading innovations and excellent customer service. Airline operation and quality of service (QOS) is the main contribution of SIA dominance in airline industry. Challenging economy forced SIA to change business or operational strategy in order to be survival and competitive. To combat the threat of competitor’s and surviving in a challenging environment, SIA is taking ...view middle of the document...

By means of its vertical integration and constant renewal of its fleet, it is able to bring down the cost of maintenance by using its subsidiaries’ services and also improving fuel efficiency with new technologies in its modern fleet, thereby reducing fuel costs. Singapore Airlines differentiates itself by putting itself in the premium level providing top notch services from flight and cabin crews through its own recruitment and training to serve customers with the highest standards paying special attention to details. It has also included advanced in-flight entertainment services and in-flight meals that involve world-renowned chefs.
Singapore airlines deals with thousands of passengers every single day, QOS shows when one situation arises, dealing with that certain situation, it is compared, related and confirmed with previous history and events to ensure the most swift and efficient response and action. In terms of one of their main pillars of customer service, treating customers as employers rather than nuisances, they excel on service. I personally see an issue with gender employment non-equality and age discrimination among cabin crew and employment at SIA in general. Even though women and their presence are the driving force in SIA advertising champagne, women are not treated with the same level of respect as men who can retire at 62 compared to women who must retire by 35, given the hope they can even find a job in a department within the airlines which is somewhat difficult.

SIA Promotional Strategy
The aggressive branding of its “Singapore Girl” image should be upheld as it has proved that, it is a unique part of Singapore Airlines over the years, in providing top-notch service to its customers. In addition, SIA thrives on its stringent recruitment followed by training and developing the staffs holistically, so that they are always ready to serve, even the most demanding passenger onboard. I don’t see the advertisement as sexist or exploitation of Asian women or women in general.
Although, image used by the Airlines ‘Singapore Girl’ has been criticized by the group Association for Women for Action and Research (AWARE), as they feel that women have been projected as sex objects which tarnishes the image of women in the society by spreading a negative influence among people indicating that women are subservient and submissive. I in fact, absolutely disagree with AWARE assessment. To me the image comes across as Asian women are caring, accommodating, gentle and friendly. “Singapore Girl” captures the essence of friendly skies and champions it, it shows in SIA QOS.
SIA heavily relies on macro environment as part of its strategic management, since it is an international airline and is exposed to wider range of treats and rules/regulations. SIA has higher depreciation expense, thus Singapore’s taxes are significantly lower which helps balance the net income. This is justified by their strategy of higher turnover in planes due...

Other Papers Like Singapore Airlines Leadership

Management Air Asia Essay

4132 words - 17 pages formulation, strategy execution, strong brand and “low-cost” culture among its workforce, this agreement can be seen as more of an opportunity. 6.4 Threat. Certain rates like airport departure, security charges and landing charges are beyond the control of airline operators and this is a threat to all airlines especially low cost airlines which tries to keep their cost as low as possible. For example, Changi airport in Singapore charges SGD21 for

Negotiation And Decision Making Between Singapore And Australia

4344 words - 18 pages , Strategic Policies & Businesses in Singapore: A manager's Reference ( 2nd Edition), 1995 Wood, Wallace, Zeffane Organizational Behavior, 2nd edi, John Wisley & Sons Australia Ltd Ying, Tong. (1995, July 5). Singapore Airlines Moves Into Intelligent Systems. [Electric Library]. Computer World, pp. 81. Infonautics Corporation. Y.Pruitt, Negotiation Behavior, Academic Press, New York, 1981 Http://frontpage.hypermall.com/jforrest/DSS/airline_decision.htm#Singapore

Qantas Airlines Business Report

1736 words - 7 pages Qantas Airlines Business Report Established in 1920, Qantas is the world's 11th largest airline and the 2nd oldest. It was founded in the Queensland outback as the Queensland and Northern territory Aerial Service (QANTAS) Limited, by pioneer aviators Hudson Fysh, Paul McGinness and Fergus McMaster. Qantas was a former government owned business; it did not view profits or efficiency as its prime goal. In 1993 a 25% stake was sold to British

Employee Motivation

872 words - 4 pages shifting of an employee from one task to another with similar skill requirements at the same organizational level (also called cross-training)”( Robbins & Judge, 2013,). The Singapore Airlines uses this method to help employees learn different roles and not get stuck and unhappy doing the same old thing all day long. This has helped them become one of the highest rated Airlines to work. Sherin is an employee who is motivated very well on her

Hcm Management

4307 words - 18 pages first commercial flight plan, there are the career plans as well as the as the national airline on 2 April 1947. With the formation of Malaysia in 1963, the airline changed its learning plans. name to Malaysian Airlines Limited and soon after, Q7: En. Muhammad Razif, are there any impacts of Borneo Airways was incorporated into MAL. With the the economic downturn on talent management separation of Singapore from Malaysia in 1965, MAL became a bi

Airbus A380

3904 words - 16 pages during its assembly. This led to postponement of the launch to 2007. The first Airbus A380 was bought by Singapore Airlines. Since its launch, a number of Airlines have raised complains about Airbus A380. Engine failure has been reported by Singapore Airlines and Qantas Airline in Australia. This paper shall review the problems faced by Airbus A380 project before and after the launch. A review of Airbus A380 will help to establish the cause of the

Tanishq Review

1170 words - 5 pages Q1 A new company is planning to launch a new bottled soft drink. Devise a marketing plan (segmentation, positioning and marketing mix) including a test marketing plan. Q2. Indian airlines wants to understand what is the perception of Indian consumers about its service. Design a suitable questionnaire which can help the organization to redesign its service offering. Q3. A manufacturer of Soap like DOVE finds that the product has reached

It Enabled

5066 words - 21 pages airport emergency services. Serving some 110 airlines flying to over 250 cities in about 60 countries and territories worldwide explains why Changi Airport is a major air hub in Asia. Besides managing the Singapore Changi Airport, the group invests in and manages foreign airports through its subsidiary Changi Airports International (CAI) which objective aims to build a quality portfolio of airport investments worldwide with strong markets and

Marketing

3071 words - 13 pages . Planning 6 1) Strategic Management at Virgin 6 2) Methods used to assess the environment 8 3) Methods used to allocate resources 8 4. Leading 9 1) Leading within the Virgin Companies 9 2) Trait Theory 9 3) Leadership styles 10 4) Emotional intelligence 10 5. Conclusion 11 6. Recommendations 11 7. Appendices 13 8. Reference List 19 1.0

Brand Value Chain

2568 words - 11 pages Singapore. Starbucks also began expanding its brand. According to George Garza in his article The history of Starbucks the following product lines were added: • Offering Starbucks coffee on United Airlines flights. • Selling premium teas through Starbucks’ own Tazo Tea Company. • Using the Internet to offer people the option to purchase Starbucks coffee online. • Distributing whole bean and ground coffee to supermarkets. • Producing premium

Starbucks

2568 words - 11 pages Singapore. Starbucks also began expanding its brand. According to George Garza in his article The history of Starbucks the following product lines were added: • Offering Starbucks coffee on United Airlines flights. • Selling premium teas through Starbucks’ own Tazo Tea Company. • Using the Internet to offer people the option to purchase Starbucks coffee online. • Distributing whole bean and ground coffee to supermarkets. • Producing premium

Related Essays

Management And Leadership Paper

1603 words - 7 pages Management and Leadership Paper Charles Lee University of Phoenix United Airlines presently manages nearly 3,000 flights daily on United, and United Express. This includes more than 200 domestic and international flights from Los Angeles, San Francisco, Washington D.C., Chicago, and Denver. United is recognized as one of the largest international airlines in the United States, enjoying global air rights in the Asia-Pacific area, in Europe

Strategic Decision Marking – Singapore Airlines (Sia)

5847 words - 24 pages 1.0 Introduction Singapore Airlines (SIA) flew its first flight way back in the year 1947. It was then known as Malaysian Airlines, which became two separate entities – SIA and Malaysian Airline System (MAS) in 1972. In between that period from 1947 till 1972, the airline was named MAS when the Federation of Malaysia was born after gaining independence from the British government in 16 September 1963 and later renamed as Malaysia-Singapore

Case On Jet Airways Essay

2063 words - 9 pages SECTION A INTRODUCTION Jet airways is one of the major Indian airlines based in Mumbai, Maharashtra. It was first founded on 1st April, 1992. It commenced all its operation since 5th May, 1993. Jet airways is the second largest airlines after IndiGo both in terms of market share as well as passengers carried. It operates around 300 Flights daily to 75 different destinations

Why Collabration Take Place Between Mas And Airasia

3124 words - 13 pages airlines industry. 1.03 Political Before Dato’Seri Idris Jala became the CEO of MAS. MAS was having worst financial crisis in 50 years history. He was appointed by the government to take over MAS even though he has no experience in airlines industry. On one condition he wants 50% freedom from government before undertaking the leadership. He was able to cut off unprofitable routes and this proved to be beneficial to MAS in regaining its