Singapore Airlines Strategic Management

This assignment requires students to analyze the strategic management of Singapore Airlines, identify key issues such as duplication, motivation, and communication channels, and provide recommendations for improvement. The solution will cover topics such as service excellence models, airport systems planning and design, and crisis communication research in Singapore.

Module Title: BABA Contemporary Issues in Business and Management
Module Code: 6FBS1512
UNIVERSITY OF HERTFORDSHIRE
Assignment 2
Student Name: Junaidah Binte Mustafa Kamal (071 )
Date: 15th Mar 2018

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Lecturer Name: Dr. Chang Chen Sheng
Contents
Introduction..................................................................................................................3
Communication............................................................................................................3
Duplication of work...................................................................................................3
Different Background.................................................................................................4
Impact due to internal miscommunication.................................................................4
Motivation.....................................................................................................................6
Conclusion.....................................................................................................................9
References...................................................................................................................10
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Introduction
Singapore Airlines was established in January 1947. It is a wholly owned
subsidiary of the government. It also offers services like air transportation, in-flight
services, and ground services. In 1947 the company started with twin-engine
Airspeed consul under the airways of Malaysia. In 1972 the company established two
entities like Malaysian airline system and Singapore airlines. Singapore Airlines has
also suffered from many changes in its management and services. So, the issues that
are identified in the Singapore airlines are communication and motivation. These
issues should be resolved as it affects the performance of the company (Zentner,
2016).
Communication
One of the management issues in the Singapore airline is related to
communication. Communication plays a great role in conducting the overall activities
of the organization in a smooth way. If there is no proper communication in the
organization then it can be difficult to survive in the competitive environment.
Communication is important for the organization as it helps in managing the
performance of the company (Karatepe and Vatankhah, 2014). It is analyzed that
Singapore Airline faces the issue of communication. There is no proper
communication process in the organization. Due to this, there are many incidents of
flight clashes that took place (Bok, 2015). Miscommunication can create a great
problem for the organization.
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Communication Channel
Communication channel is related with the flow of information within the
organization. It is seen that in Singapore airline there is no proper channel of
communication. The flow of information does not take place in a proper manner. The
information that is given by the managers is not conveyed to every employee of the
organization. For instance: It is seen that the pilots who are in the night shift face
problem to communicate with the employees as managers are not available on their
positions. If employee wants to give their feedback then it can create difficulty for
them to raise their voice as there is no proper hierarchy in the organization. This give
impact on the satisfaction level of the employees and also it is seen that it is difficult
to retain the employees.
For example: there is huge number of people who left the company just because of the
communication barrier they face at the time of conducting the activities of the
organization. So, as the employees left the impact is also seen on the performance.
There are fewer employees to assist the customers to solve the query and to book
tickets.
Duplication of work
The activities that are conducted by the employees of the organization are not
clear and sometimes duplication of work takes place. This happens just because of the
ineffective communication process of the organization. For instance if the employee
is given a task to call the customers and tell them about the offers. So, if proper
meeting is not conducted then employee can call the same customer twice . The
workload of the employees increases due to the in proper communication (Kimes and
Wirtz, 2015). The employees conduct the same activities twice that consumes both
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time and productivity of the employees. Then it is seen that impact is seen on the
overall sales and profits of the organization.
Different Background
The company has also appointed the people of different backgrounds so it
creates a great issue for the employees to communicate with each other. The
communication process is slowed down in the organization. The satisfaction level of
the employees is reduced because of ineffective communication in the organization
(Pang, 2016). For instance : There are two departments in the organziation and from
the booking department one person ask for the information of a particlar customer and
the employee of other department do not understand then it can lead to confusion and
the employees will not be able to achieve goals and objectives. Also confusion takes
place just because of the different language of the people. So, the company should set
one language to be used in the organziation so that confusion can be reduced and
efficiency can be achieved in effective manner.
Impact due to internal miscommunication
Also, there was one incident that took place on October 31, 2000. The airplane
was scheduled to take off from Singapore to Los Angeles via Taipei. Flight 006 was
moving slowly to its takeoff point and the climate condition was also not good. The
visibility was not clear and crewmembers landed the plane on Boeing runway which
was closed for repairing. So, this accident took place due to the miscommunication.
The report was few months ago published and was not given to the pilot. As the
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result, the takeoff process was on the wrong runway.
(Source: Blog spot, 2010).
When the pilot tries to take off the flight the aircraft collided with heavy
equipment and broke apart. Many passengers who are seated in the middle of the
plane were killed when the fuel in the wings exploded. Total 83 passengers died out
of 179 on board including four crewmembers (Lim, 2017). This accident has given
negative impact on the image of the company. The customers think twice before
booking their seats in the Singapore airlines (Zhang et al., 2016). It is seen that if
proper communication is not there in the organization then it can create difficulty to
manage the activities of the organization. This issue is a major issue in Singapore
airline.
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So, by analyzing all these incidents that took place in the organization it is
seen that the company should focus on managing communication channel so that the
activities of the organization can be conducted smoothly. If communication process is
improved in Singapore airline then it can be easy for the company to compete in the
competitive environment (Heracleous and Wirtz, 2014). Without effective
communication, it can be difficult for the company to enhance the overall profitability
and productivity of the organization.
Motivation
Next issue that is seen in the organization is related to motivation. Motivation refers
to the encouragement by various means that enhances the overall performance of the
employee in an organization. Motivation is an essential part of every organization as it
helps to achieve success in the market. It is seen that motivated workers are more
productive than the demotivated one. Motivation at work is essential offering
services so that effective and integrated approach can be made for enhancing the
satisfaction level of the customers.
In Singapore airline, it is evaluated that the workers are not dedicated towards
the work assigned to them. So, due to this negative impact is given to the customers.
The customers are not happy and satisfied with the services offered by the company.
There are many reviews in which customers are complaining about the delay in the
information and inadequate services. This is just because of lack of motivation of the
employees (Lohmann and Spasojevic, 2018).The employees who are conducting their
routine activities are not motivated and efficient towards their work. There are many
complains of the customers related to cleanliness and delay in the flights. It is seen
that it is important for the company to maintain good relationships with the customer.
But due to the inefficiency of the employees, the satisfaction level of the employees is
not enhanced (De Neufville, 2016).
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The complaint of the customers is also related to the taste of food offered to
the customers at the time of their journey. Lack of motivation in the employees of
Singapore airline has affected the quality of the services and also the overall
profitability of the organization. Due to lack of motivation in employees, the number
of absentees is also enhanced. When a number of absentees enhance then the direct
impact is seen on the activities of the organization (Wirtz and Heracleous, 2016). It is
important for the organization to maintain proper services and working pattern so that
employees can conduct the activities with efficiency.
Motivation level of the employees is important to be enhanced so that the
activities can be conducted in a right direction. Motivated employees help the
company to enhance the image and also the level of productivity. Efficiency and
dedication of the employees are also enhanced if motivation techniques are
considered by the company. In Singapore airline, the employees are not dedicated
towards the work which creates a major issue for the company to attract more and
more customers. The motivation of the employee depends upon four components
work environment, pay and benefit and organizational vision. These components are
also the major factor that helps in satisfying the customers of the airline industry.
Singapore Airlines failed to develop motivational programs for its workers who resort
them to undergo strikes and lockout. Employees in the organization are not willing to
perform with dedication because many times their basic needs are not satisfied that
stops them to develop their high level wants like self-esteem and actualization.
Cabin crews are considered as the backbone of the airline industry. It is seen
that in Singapore airline the performance declines just because of long flying hours
and it directly impacts the relationship of the customers. It is the inability of the
company to consider the issues and motivate them to enhance their productivity.
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Singapore airline offices do not have proper feedback mechanism and sessions
related to hearing the problems of the employees. Hence the department of human
resource is not able to trace and evaluate the factors of motivation which will help the
employees to give their best. So, it is seen that there is a gap between top
management and it is reflected in the attitude of the employees at the time of dealing
with the customers. The demand of the employees like an increase in wages, revision
of pay packages also led to unproductive work (Holloway, 2017). The pilots of the
company refused to conduct the activities because the wages given to cabin crew
members are low. Singapore airline cut the salary of the employees just because of the
crisis that took place. So, this factor demotivates the employees and their productivity
level reduce.
By anlayzing the issue of motivation in the Singapore Airline it is anlayzed
that “Maslow hierarchy of needs theory” should be taken into consideration so that
motivation can be enhnaced. There are five steps in this theory Biological and
physiological needs, safety needs, Love and belongingness needs, esteem needs and
self-actualization needs. It is important for the company to offer basic needs like
water, food and holidays so that employees can be energized and conduct the
activities with efficiency. Wages should also be according to the experience and
overall performance of the employees. Singapore airline should also offer job
security to its employee’s so that they can give their best towards the activities. It is
also important that there should be love and affection between the employees’ so that
they can conduct the activities with proper teamwork. Esteem needs should also be
considered as it helps to create respect for others. The employees should be promoted
according to the performance. Singapore airlines should make realize the potential
and capability of the individual possessed so that work can be conduct with
efficiency.
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It is important for the Singapore airline to enhance their wages according to the
qualification and position of the employee so that the motivation level can be
enhanced effectively. Issue related to Motivation has given impact on the
productivity and on the image of the company. So if these issues are addressed then
the service level of Singapore airline can be at par and also the satisfaction level can
be enhanced effectively. Motivation brings happiness and if employees of the
organization are motivated then it can give impact on the overall productivity and
profitability level of the company
Conclusion
By evaluating the report, it is seen that the management issues related to
Singapore airline are communication and motivation. Both the issues should be
resolved in a proper manner so that the activities can be conducted smoothly.
Communication issue should be resolved by taking into consideration proper
communication channel so that duplication and conflict can be minimized in the
organization. In the next phase of the report, the issue related to motivation is
discussed in which Singapore airlines should focus on enhancing the level of
motivation by offering wages according to their qualification. If the employee is
motivated then it can be easy for the company to enhance overall profitability and
productivity in a proper manner.
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References
Asif, M., 2015. A critical review of service excellence models: towards developing an
integrated framework. Quality & Quantity, 49(2), pp.763-783.
Bok, R., 2015. Airports on the move? The policy mobilities of Singapore Changi
Airport at home and abroad. Urban Studies, 52(14), pp.2724-2740.
De Neufville, R., 2016. Airport systems planning and design. Air Transport
Management: An International Perspective, p.61.
Heracleous, L. and Wirtz, J., 2014. Singapore Airlines: Achieving sustainable
advantage through mastering paradox. The Journal of Applied Behavioral
Science, 50(2), pp.150-170.
Holloway, S., 2017. Airlines: Managing to make money. Routledge.
Karatepe, O.M. and Vatankhah, S., 2014. The effects of high-performance work
practices on perceived organizational support and turnover intentions: Evidence from
the airline industry. Journal of Human Resources in Hospitality & Tourism, 13(2),
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Karatepe, O.M. and Vatankhah, S., 2015. High-performance work practices, career
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Kimes, S.E. and Wirtz, J., 2015. Revenue management: Advanced strategies and tools
to enhance firm profitability. Foundations and Trends® in Marketing, 8(1), pp.1-68.
Lim, K.Y., 2017. An exploratory mixed methods analysis of the media framing of
crisis stakeholder salience: The case of Singapore Airlines SQ006 (Doctoral
dissertation, Institute of Lifelong Learning).
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Lohmann, G. and Spasojevic, B., 2018. Airline business strategy. The Routledge
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Pang, A., 2016. Crisis Communication Research in Singapore. The Handbook of
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Vatankhah, S., Javid, E. and Raoofi, A., 2017. Perceived organizational support as the
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Wirtz, J. and Heracleous, L., 2016. Singapore Airlines: Managing Human Resources
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Download This Paper.
Zhang, B., Kotkov, D., Veijalainen, J. and Semenov, A., 2016, September. Online
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