Introduction to Management of the Organization

Added on - 28 May 2020

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Running Head: Introduction to ManagementSINGAPORE AIRLINESIntroduction to Management
Introduction to Management1Table of ContentsIntroduction......................................................................................................................................2About the company..........................................................................................................................2Objectives of Company................................................................................................................2PESTEL Analysis............................................................................................................................3Political........................................................................................................................................3Economic.....................................................................................................................................3Social............................................................................................................................................4Porter’s five forces...........................................................................................................................4Industry Rivalry...........................................................................................................................5Threat of Substitute......................................................................................................................5Threat of new entrants..................................................................................................................5Bargaining power of customers...................................................................................................5Bargaining power of suppliers.....................................................................................................6SWOT Analysis...............................................................................................................................6Recommendations............................................................................................................................7Conclusion.......................................................................................................................................8References........................................................................................................................................9
Introduction to Management2IntroductionManagement of the organization performs its functionalities on the basis principles, ethics andthe standards in order to accomplish the tasks in an effective manner. Business organizationconsist of numerous departments and upper level management team control the other departmentin order to perform the task on the basis of the expectations made by the upper levelmanagement. For maintaining the smoothness in the functionalities of the organization,management controls and directs the other departments of the organization to perform theirfunctionalities on the basis of rules, regulations, standards and principles. This report will focusover the managerial practices of Singapore Airlines and along with the managerial practices,objectives of the company, external environmental analysis, competitive analysis and SWOTanalysis will also be covered.About the companySingapore Airlines Limited is a national carrier for the country with the motive to represent theirnational at the international level. The company was founded in 1972 and since then, they havedeveloped their effective image in the international airline industry through rendering highqualitative services along with effective safety and security measures. With their existence at theinternational level, company’s primary focus is over Australian and Asian markets. SingaporeAirlines acts as the corporate branding figure for the nation and the company was ranked on thesecond position across the globe in terms of market capitalisation by the International AirTransport Association with the capital worth of US $14 billion. Singapore Airlines has hugeresources along with the range of young fleet of planes. The group of Singapore Airlinesincludes various small and medium level companies engaged in the same sector. Singapore
Introduction to Management3Airlines’ Airbus A380 was the largest passenger aircraft and it was the first company to performthis act. In the same scenario, organization was ranked on the 10thposition in terms of largenumber of international passengers carried (Singapore Airlines, 2018).Singapore government investment and Temasek Holdings are the owners of Singapore Airlinesand Temasek Company holds 56% of the total market shares of the company. The companyoperates from Singapore Changi Airport.Objectives of CompanyCompany’s primary objectives are to provide qualitative air transportation services to its targetaudience. Along with this, company is also seeking towards the expansion and the growth in theinternational market. Currently, organization is performing their functionalities mainly in Asianand Australian market while to enhance the market share of the organization, expansion will berequired. Along with rendering qualitative and exclusive services to its target audience,organization is also seeking towards the developing customer relations through which customerretention objectives could easily be attained. Singapore Airlines has quite effective goodwill inthe international airline industry but to attain the competitive advantage in the market,organization needs to adopt certain unique strategies from its competitors (Camilleri, 2018).Other objectives of the organization are:To raise their revenues and the profitability;To develop effective customer relations;To raise the quality of their services as compared to their competitors’;To lead the international airline industry in coming future.
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