The Importance of Information Systems in Organizations

The provided report emphasizes the crucial role of information systems (IS) in organizational success. It discusses how IS integrate with various departments, providing competitive advantages and improving performance. The report also describes the structure of Singapore Airlines, highlighting its departments and employees. Additionally, it touches on the benefits and purpose of IS, as well as the details of new IS used by SIA.

INDIVIDUAL TASK

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY ......................................................................................................................................3
1. Description of the company.........................................................................................................3
2. Organization chart of the company..............................................................................................4
3. Purpose and benefits of using information system......................................................................5
4. Identification of Information system identified in the company..................................................6
CONCLUSION....................................................................................................................................6
REFERENCES.....................................................................................................................................7

INTRODUCTION
Computer based information system is an organized combination of hardware ad software
technologies and elements of human which are designed to produce accurate and relevant
information which is used for decision-making process. The CBIS consists of tones, labels,
graphical user interface, colour screen etc. It helps in fast processing and rapid responses. The basic
components of CBIS are hardware, software ad databases along with networks and procedures. The
four components constituently make information technology platform. This system helps the
company in creating information which analyse and take care of safety measures and data
management.
The report for showing how these systems are used has taken Singapore Airlines and has
described its business. Singapore airlines limited was founded in 1947 as Malaysian airways. It is
carrier airline of Singapore and has its hub at Singapore Changi airport. It will show organization
chart of the company. Moreover, it will depict the purpose and benefits of information system
identified. At last, it will show one function that is provided by IS in the organization in detail
which is Kris connect programm.
MAIN BODY
1. Description of the company
Singapore airlines limited was founded in 1947 as Malaysian airways. It is carrier airline of
Singapore and has its hub at Singapore Changi airport. The airline uses Singapore girl to go
branding. Singapore girl is a visual advertising slogan that is applied to depiction of flight
attendants. Its airlines' cabin and hospitality service has been awarded and recognized with a lot of
awards from magazines, travel and tourism industry (Wirtz, 2016). Its alliance is star alliance. Its
subsidiaries are Scoot, Silk air etc. the fleet size of Singapore airlines is 122 and it covers 62
destinations all over the world. The slogan of the company is ' A great way to fly'. Its parent
company is Temasek holdings which has 65 percent of its holdings. Its headquarter it situated in
Airline house and the chairman of the company is Peter Seah Lim huat and chief executive officer
is Goh Choon Phong.
The revenue generated by the company is $ 11.2 billion and operating income is $ 703.2
million. The net income of the Singapore airlines is $ 789.3 million. It has given employment to
almost 14,729 employees. This airlines include many airline related subsidiaries for effective
operations (Fan, 2016). It includes SIA engineering company which maintains, handles and repair
business across 9 countries and also maintain the portfolio of 27 joint ventures.

It flies to 62 destinations situated in 32 countries from Singapore. It has majo0r business in
South east Asian region which connects Singapore to international destinations. It has introduced
new first class in 2013. it includes features like 24 inch in flight screen with video touch, scree
headsets, flexible seat lightning and foldable seats. The other class is business class which includes
features like power sockets and ports in one panel, two new positions of seating, recliner seats with
132 degree. The premium economy class have seats that are 38 inch pitch and have feature of 13.3
HD definition touchscreen LCD monitor and book the cook service in which the customers can
order for food as well as cook from whom they want to eat. It uses Kris connect programme to
enhance the experience of customer on partner platforms.
Singapore Airlines also offers wide range of food options on each flight. They offer different
dishes to their customers according to the region or area from where they belong. For example -
shahi thalli available for first class passengers of India and Japan respectively. The technology used
by the airlines to entertain its customers is Kris connect program which will enhance the customer
experience and will help the partners of Singapore airlines to track and book the flights easily.
(Singapore airlines official, 2018)..
2. Organization chart of the company
To make the organization most efficient and effective, all employees must know their role
and responsibility in order to make the business successful. With large and diverse groups of
employees, it is important for the organisation to make them feel wanted and important.
Modern organizations like the Singapore Airlines Group also needs an effective structure which can
help it in grow even larger and can help in achieving competitive advantage. The organisation need
formal structure for the delegation of authorities. The structure needs to be smooth where
employees can work with coordination and cooperation. For that purpose the organisation charts are
made to show that how an organization work, how its systems get aligned with each other. It helps
in distinguish between the levels of post as well as the layers of responsibility and authority which
is attached to the role (Chao, 2015).
A big organization like Singapore airlines needs a formal structure for effective flow of
communication as well as work. The chosen structure of Singapore airline will include every part of
organization includes every part of the organization and relate them to each other in context to their
work ad services like finance department is related with boarding department etc. this structure
shows clear authority and responsibility of different employees and also the name of department in
which they will be working.
The Singapore Airlines has more than 29,000 employees and workforce is a mix of people

of different culture, personalities, attributes as well as skills. An employee of Airline include people
whose work is mostly related to air like pilots, cabin crew, engineers and check ins staff. The other
group of employees works on ground like check in staff, engineers and baggage handlers.
Depending upon the wo0rk it also employs chefs, cleaners, and insurance experts in case any
uncertainty occurs. Some airline employees manage cargo terminals, passenger terminals by
spending their time in the offices. At last there is a group of managers who makes sure that the
airline and its working operations are carrying out smoothly (Ullah, 2018).
There are five methods in which Singapore airlines organizational structure can be
distributed which can be based on functions, demographics, product, process and matrix. This
organization uses the matrix one, which combines the characteristics of other four division. After
the organized structure the organization come to know about the different parts of company that are
being linked together. The lines of decision-making and allocation of responsibility and authority.
The organisational structure need to maintain the lines of communication as the employees of
Singapore airlines must know how to serve their customers. The structure need to provide job
satisfaction to al its employees along with increasing their motivation at all levels. The employee
must know the goals that they need to achieve. The employees of the company need to act real
quick and positive to local needs whilst while differentiating the need of standard requirement that
is need to be maintained by the employees as well. Singapore airlines has put all these factors in
front of its thinking and has empowered its employees to make decisions which allow the to
respond to dynamic environment very easily and effectively (Organisational structure of Singapore
airlines, 2019).
3. Purpose and benefits of using information system.
An information system contains components that perform together to manage processing
and storage of data. Its key role is to support the aspects that helps the organisation in running such
as communication, accounting, decision-making and analyses of data to gain competitive
advantage. It is mostly the combination of software, hardware and networks related to

telecommunication. This technology helps the organizations in gathering and analysing activity data
of sales, defining the target data ad measuring satisfaction of the customers as well. The purpose of
adopting information system is that is helps in improving performance and productivity of the
company (Day ,and et.al 2015, June). The Singapore airline can rely on this system for research and
developing new ways to engage customers, generating revenue etc. This helps the organisation in
making effective decisions by using less time and cost. It helps in easy flow of communication
between the members of the organization and helps them in sharing information more easily. This
technology uses complex algorithms and hence reduces human error where employees focus on the
core aspect of business rather focusing on manual work. The information system used by this
company will be Kris connect program which will enhance the customer's satisfaction.
The benefits of information system are :
Better communication – The team members of the organisation are able to communicate
better with the help of having accurate and same information available to them all the time. It
saves[. mis match data between systems and all the departments with the help of information
technologies like instant messaging, voice and video calls which makes the process more cheaper,
quicker and effective.
Reduction in cultural gap – By implementing information system the cultural gap reduces
as sharing knowledge, information brings down linguistic and cultural barriers. With the help of
these software, it makes it easy for the crew cabin in sharing information between different
countries, languages and cultures.
Availability – It helps the business to be available and open 24*7 all over the globe. The
business can be open anywhere anytime and allow customers to book their tickets by just sitting at
home (Importance of information system in an organization, 2019).
Increase in productivity – These software increase the productivity of the company's
operations. It helps the business in growing and rather than having replicating data, it waits for the
information to be sent to them for departments.
Secure location – All the necessary data can be stored in one information system which
makes it easier for the employees to access. This systems allow restrictions on what individual
employees cannot access like sensitive information that is confidential.
4. Identification of Information system identified in the company.
The information system is used by all the organisations. It helps the organisation in
recognising opportunities for using IT to solve issues of business. It helps in determining resources

that are need to use these opportunities, and also helps in making strategies to meet the needs of
resources. At SIA strategic business planning helps the organisation to ensure that resources re
enough to support and implement business strategies. At SIA, development of staff plays an
important role in filling employees with necessary skills to remain productive. The information
system helps the organisation in providing training and development to workforce at low cost and
less time.
Singapore airlines will use Kris connect programme to enhance the experience of customer
on partner platforms. The KrisConnct program will create information on SIA's digital platforms so
that the information can e readily available to the partners and can enhance overall experiences of
the customers. The KrisConnect programme will make use of application program interfaces
technology also known as API from new distribution capability programme as well as other parts of
API and make them available to the external, parties. The API offers wide range of functions like
managing flight bookings, checking status of flight, providing kris flyer related information etc. the
information system is currently in the phase of execution with partners across the travel ecosystem
and these partners will include global distribution system which are Amadeus, Sabgre and Travel
port. It also involves travel agents such as CTM and trip.com as well as travel aggregators such as
Google, Sky scanner etc. The programme has taken recent initiative that fits into SIA's kris connect
program is the connection of NDC with Skyscaner that allows the ability to customers to book
flights of SIA directly on Sky-scanner. The main motto of the airline has been personalized service
and being customer focused. APIs give it an opportunity to extend these values beyond and to
develop effective and deeper relationships with partners to improve the experience of customers on
the SIA platforms. SIA has launched a developed portal to provide partners of SIA with more
information and to get access to these APIs.
CONCLUSION
The report has concluded the importance of information systems in the organization that
how they help the organization in achieving goals and objectives by integrating with various
departments. It showed how it gives competitive advantages to the company and help in improving
its performances. The report described the information about the company along with it employees,
revenue generation etc. it further describes detailed structure of the Singapore airlines which are
divided into various departments. Moreover, it has discusses the benefits and purpose of
Information system along with the details of new information system used by SIA.

REFERENCES
Books and journal
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International Conference on Unmanned Aircraft Systems (ICUAS) (pp. 426-435). IEEE.
Fan, T.P.C. and Lingblad, M., 2016. Thinking through the meteoric rise of Middle-East carriers
from Singapore Airlines' vantage point. Journal of Air Transport Management. 54. pp.111-
122.
Johnson, L.E., 2016. Geographic information systems in water resources engineering. CRC Press.
Kavanagh, M.J. and Johnson, R.D. eds., 2017. Human resource information systems: Basics,
applications, and future directions. Sage Publications.
Ling, P., 2017. 12 Advertising in Singapore. Global Advertising Practice in a Borderless World,
p.171.
Ullah, A., Algarni, F. and Khosla, R., 2018. An Enterprise Computer-Based Information System
(CBIS) in the Context of Its Utilization and Customer Satisfaction. In Management of
Information Systems. IntechOpen.
Walsham, G., 2015. Interpreting information systems in organizations.
Wirtz, J. and Heracleous, L., 2016. Singapore Airlines: Managing human resources for cost-
effective service excellence. In SERVICES MARKETING: People Technology Strategy (pp.
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Zentner, A., 2016. Service as a Strategy: A Review of Singapore Airlines. Available at SSRN
2834774.
Online
Importance of information system in an organization, 2019. [Online]. Available through :
<https://smallbusiness.chron.com/importance-information-systems-organization-69529.html>
Singapore airlines official, 2018. [Online]. Available through :
<https://www.singaporeair.com/en_UK/vn/home>
Organisational structure of Singapore airlines, 2019. [Online]. Available through :

<http://businesscasestudies.co.uk/singapore-airlines/people-in-organisations/organisational-
systems.html>