RUNNING HEAD: SINGAPORE AIRLINES 15 RUNNING HEAD: SINGAPORE AIRLINES 15 RUNNING HEAD: SINGAPORE AIRLINES 15 RUNNING HEAD: SINGAPORE AIRLINES 1 SINGAPORE AIRLINES Student Name Institute Name Executive
Added on 2020-03-07
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RUNNING HEAD: SINGAPORE AIRLINES1SINGAPORE AIRLINESStudent NameInstitute Name
SINGAPORE AIRLINES2Executive summaryThe concept of air travel has transformed the way people have led their lives as well as experiences in today’s world. The current airline industry is actually plays a basic and important role in the going global of other sectors as it advertise the concept of tourism, international investment as well as world trade. This is why, it leads to economic development. At the same time, all kind of airlines based companies within the industry works in highly dynamic surroundings where many legal, technological, social and economic forces communicate with one another and this is why, it impacts their actions and decisions (Whyte et al., 2012). The important question here is that what can be most right and attractive manner to increase the access of the market for airlines all across the world. With the help of Singapore Airlines, the report will understand the external environment of the company and airlines adapting as per the environment.
SINGAPORE AIRLINES3ContentsExecutive summary.........................................................................................................................2Introduction......................................................................................................................................4Task 1...............................................................................................................................................4PESTLE Analysis............................................................................................................................4Task 2...............................................................................................................................................8Changing competitive environment (Porter’s Five Forces).............................................................8Importance of changing competitive environment in Singapore Airlines and how it impacts policies and decision making within the organization or industry sector......................................13Evaluation of the effectiveness of the organization’s response.....................................................14Recommendations..........................................................................................................................15Reference.......................................................................................................................................16
SINGAPORE AIRLINES4IntroductionThe report will discuss in detail about Singapore Airlines. Singapore airlines was founded in from Malayan Airway Ltd. where the organization was initiated the business in 1947. Since thereare number of political factors, the company was actually renamed as Malaysian Airways and Malaysia Singapore Airlines however, in the end it split into Singapore Airlines along with Malaysia Airlines in the year 1972 (Beria, Niemeier & Frohlich., 2011). When there is no regional route present right after the separation, the company has been force to depend solely on global marketplace which is highly subjected competition. The bad or difficult start developed a spirit which is driving to compete and also dedicate to the branding of the company. The entire airlines have also initiated the branding strategy as per its number of services in the flight and thecompany was also engaged in French Haute couture and a renowned designer namely Pierre Balmain. He designed a unique and distinct version of the Malay Sarong Kebaya since the airlines Stewardess uniform. This at the later stage becomes a very popular signature for the brand (Airport Transport World, 2014). Task 1PESTLE AnalysisFollowing is the detailed discussion: - 1.Political: the political environment of the Singapore has been very stable because of its dominant political party called as People’s Action Party is the government ever since independence. The government of the country has permitted freedom in number of ways like corporate governance and has also set some limitation for the industry. In addition,
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