Singapore Airlines: Management and Strategy Analysis

Management and strategy 0
Management and
Strategy
Singapore Airlines
Student’s Name
8/10/2019

Management and strategy 1
Introduction
Singapore Airlines Limited is the nationwide airlines of the city-state of Singapore
with Temasek holdings. It was established in the year 1972 with an inadequate number of
possessions and has no local market. Singapore airlines limited have developed enormously
through the application of a controlled approach and unrelenting efforts, which leads to
fetching an internationally appreciated airline. Today SIA has a vigorous market occurrence
in the Southeast Asian region and are constantly escalating its global print by using the
generous mutual aviation contracts and codeshare arrangements with the new main world
airlines (Singapore Airlines, 2019).
It is analyzed that the corporation has earned the net profit of $ 893 million in the year
2017-18 which has increased to 147.8% from the previous financial year. The company
effectively faces the competition by bringing transformation in the products and the services
offered and ensuring maximum satisfaction of the customers. The further paragraphs of the
report will reflect upon the mission and vision of the company and will describe the core
competencies of the company. It will also include the appropriateness of the strategic
response of the company and its strengths and weakness (Singapore Airlines, 2019).
Vision
The vision of the company is to not only become an exceptional company but also the
outstanding citizen in the world through the enhancement of the lives of the folks. In order to
achieve the current vision, the company is committed towards the community and has
developed programmes that provide education and healthcare to the community. The
company also focuses on preserving the environment by controlling the actions that harm the
environment. Through the implementation of various healthcare and wellness programmes,

Management and strategy 2
the company becomes socially responsible and allows the company to continue its growth in
the global world. The company considers its employees as the key source for the success of
the business and ensures the safety of its customers and employees. To attain the vision it
develops various strategies that maximise the welfare of the people and the community. The
main vision of the company is to become a responsible citizen and deliver excellence in
services (Singapore Airlines, 2019).
Mission
The mission of the company is to deliver air transport services of the highest value
and focuses on exploiting the returns for the advantage of employees and shareholders. To
maximize the returns, the company focuses on making continuous innovations in the
products and the services delivered to the customers (Singapore Airlines, 2019).
The company focuses on service excellence and increases its network to become a
world-class international airline. The company recognizes the value of innovation and
ensures to make innovations according to the changing demands of the customers. This, in
turn, helps the company in delivering efficient services and allows it to become a market
leader. The company do not comprise with the quality of the services and ensures the
maintenance of highest quality services. They are customer-centric and fully understand the
needs of the consumers to deliver high-quality amenities (Singapore Airlines, 2019).
Core Competencies
It is analyzed that the company practices the value chain model to maintain its
competitive advantage. This model contains a series of events that help the company in
generating customer value. It includes the primary activities i.e. operations, human resource

Management and strategy 3
management, marketing and sales and after-sale services that help in differentiating the
company from its competitors (Gallarza, Arteaga-Moreno, Del Chiappa & Gil-Saura, 2016).
(Source: Taneja, 2017).
Primary Activities
The company effectively manages its human resource and make them more
committed towards the organization by developing the training programmes that are rare and
non-imitable. It has collaborated with a workforce development agency in Singapore and
provides on-the-job training to fully develop the potential of the employees and sustain their
competitive advantage (Taneja, 2017).
The company is well recognized for its excellence in service delivery. It provides ease
to the customers through the delivery of efficient services such as check-in counters, baggage
handling, and inflight amenities. These services distinguish the company from its
competitors. It also shows loyalty towards its after-sale services through efficiently
management of the customer grievances and lost baggage difficulties. The company