Operations Management of Singapore Airlines

This report analyzes the operations management of Singapore Airlines, including its value chain, infrastructure, human resource management, supply chain, sustainability, and weaknesses.

Operations management

Introduction
The rationale of the way value is created, delivered and captured by an organisation is known as
a business model. The value mentioned here could be economic social or of other forms. The
procedure of business model designing is an integral part of the business strategy and also on the
road map to success. For the Singapore Airlines, business model has been the primary concern
which is help the organisation in being successful. This assignment has been undertaken for
determining the operations management of the Singapore Airlines. The operations management
is a procedure which involves planning, controlling, managing, organizing and supervising the
manufacturing and production processes. Operations management is important for the
improvement in the overall productivity of an organisation. This report would focus on the
operations management of the company and the overall problems and issues which are being
faced by them.
Value chain
If all the primary as well as the support activities are taken into careful consideration, it can be
analyzed at Singapore Airlines has been a organization in all departments. With every year, the
passenger load of the company keeps increasing.
Inbound Logistics
The activities of the inbound logistics enable the organisation in taking materials from the other
suppliers like the freedom of fuel, landing rights and air. The operations of the Singapore
Airlines a shared by them with other nations as an international airline company and
prioritization is paid by them while the selection of routes, passengers services, flight scheduling
and yield management. Long term contracts and agreements are kept with the suppliers of fuel in
order to avoid the changes in price.

Operation
The passengers are provided with the best services in flight and at the airports as well. The good
services for the passengers include picking up the passengers, helping them at ticket counters,
great handling operations, etc. Hot meals, hot and cold beverages, wireless internet, free
alcoholic beverages, cabinet entertainment, etc. were first introduced by the airline company.
Due to all these activities of the company, it has gained a good reputation and a brand image in
front of it customers.
Outbound logistics
The Company makes hotel reservations, baggage tagging, car rental bookings as well as other
services on the request of passengers.
SIA infrastructure
The infrastructure of the company is about finance, assets and general management. The mission
of the companies to provide excellent services and they are fully committed do the same by
maintaining the most updated fleet of the whole industry. In terms of finance and management,
the company has financial stability as well as the freedom of making decisions without any
hindrance from the government.
Human Resource Management
One of the most important parts of the corporate strategy is the human resource management. In
terms of training and development as well as recruitment, the contribution of the contribution of
the HRM is effective.
Recruitment
In order to succeed in the main qualification of the cabin crew applicants of the Singapore
Airlines, the physical as well as academic attribute are considered.

Training and Development
Extensive development and training programs have been introduced by the company where
expense a high amount of time. The program would include cleaning of soft skills, functional
skills, grooming and deportment, etc.
Procurement
With the encouragement of the frequent flyer program and advanced online system, the web sites
and database of the company or managed at the very high standard.
Key milestones
The Singapore Airlines is now being flying to South Africa for the last 25 years. From providing
common passenger services, the company has now come to providing a mixture of leisure and
corporate services as well. It has been receiving a strong demand for a larger business class
cabin. It is also launched its non-stop flight service which goes from Singapore to San Francisco.
Services in the economy class have been improved for the passengers. Several changes have
been made to the loyalty program of the company as well.
Supply Chain
The supply chain of Singapore Airlines are supported by several areas of the business which are
responsible for the important aspects of its customers' experience, such as marketing, engineering
on the product innovation. The company works closely together for providing an excellent
service and a reliable product which is expected by the customers. It this committed to watch
providing transportation services of the best quality. The company aims at coordinating
sustainability throughout its customer engagement and experience procedure, across several
touch points which begin from where the customer decides on buying a ticket for traveling with
the airlines company. Together with the suppliers and partners within the supply chain, the

company consistently explores techniques of improving sustainability of across all of its
operational aspects. One of the top suppliers of the company is Airbus, Chevron, Changi Airport
group, Singapore Petroleum Company, etc.
Sustainability
In line with it focus on sustainability, think about Airlines has adopted various best practices in
its engagement with its suppliers. It has made sure that these suppliers comply with the
applicable laws and regulations. It also follows certain anti-corruption practices. It has
maintained a code of conduct for its operations. As such, the company becomes sustainable
socially. It uses bio-degradable material, lightweight design, engine spare parts, reduced food
wastage, recycles the obsolete and scrap products. By doing so, it ensures its economic
sustainability. Finally, the company conducts certain visits to the factory sites of potential new
operations and suppliers in order to assess that proper practices of environmental management
are putting place, such as the ISO 14001. The operations or suppliers which do not come comply
with such regulation are not continued by the company.
Weaknesses
The key weaknesses that have been found within the company’s operations are related to Fleet
modernization, product innovation, Network expansion, ensuring catering standards, food
wastage, communication of information related to operations and performances to shareholders
and investor groups. Due to the rise in the cost of fuel and increased laws and regulations, the
pressure is increase for the company to deal with its own carbon emissions and fuel
consumption.
Conclusion
This assignment has been carried out in order to analyze and understand the operations

management and the related procedures all for the Singapore Airlines. The value chain of the
company's operations have been highlighted and described. It was found that supply chain of
company is supported by various areas of the business which are responsible for the important
aspects of its customers' experience. The company works closely together for providing good
products and services. It has been increasingly working up on it sustainability aspects, covering
social, environmental and economic sustainability. Several businesses have also been found in
the company's operations such as weakness in fleet, network expansion, communication, food
wastage, rising fuel prices and harmful emission, etc. However, it is consistently working upon
its weaknesses in order to gain sustainability in the long run.