Singapore Airlines Strategic Management
Added on 2021-04-24
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Module Title: BABA Contemporary Issues in Business and ManagementModule Code: 6FBS1512UNIVERSITY OF HERTFORDSHIREAssignment 2 Student Name: Junaidah Binte Mustafa Kamal (071 ) Date: 15th Mar 2018
2Lecturer Name: Dr. Chang Chen Sheng ContentsIntroduction..................................................................................................................3Communication............................................................................................................3Duplication of work...................................................................................................3Different Background.................................................................................................4Impact due to internal miscommunication.................................................................4Motivation.....................................................................................................................6Conclusion.....................................................................................................................9References...................................................................................................................102 | Page
3IntroductionSingapore Airlines was established in January 1947. It is a wholly owned subsidiary of the government. Italso 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 twoentities 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). CommunicationOne 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.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 3 | Page
4communication. 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 thecommunication 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 workThe 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 theineffective 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 andWirtz, 2015). The employees conduct the same activities twice that consumes both time and productivity of the employees. Then it is seen that impact is seen on the overall sales and profits of the organization. 4 | Page
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