Internal Value Chain of Singapore Airlines

Running head: INTERNAL VALUE CHAIN OF SINGAPORE AIRLINES
Internal Value Chain of Singapore Airlines
Name of the student
Name of the University
Author note

1INTERNAL VALUE CHAIN OF SINGAPORE AIRLINES
Porter’s Internal Value Chain Analysis
Operations
Singapore Airlines (SIA) has been able to upgrade innovation within operational
system by taking recourse to international network pertaining to sales, air staff, agent and that
of the subcontractors (Singaporeair.com 2018). SIA has integrated the technology
infrastructure by signing an agreement with IBM that can help in meeting their goal
pertaining to core business.
Marketing & Sales
Internet was made use of by SIA that can help the customers to gather more
information pertaining to the airlines. The customers can look at the prices and they can book
the air travel. The customers can take the help of travel agents who are connected to
Customer Reservation System for gleaning more information pertaining to the website.
Service
Singapore Airlines has adopted a differentiation strategy that can help the brand in
setting apart from the competitors. SIA provides unique services in terms of innovation and
customer service. SIA has remained true to the brand attributes that have helped in the
driving of the brand. SIA provides excellent services in the field of in-flight catering along
with product innovation (Simatupang, Pairach and Sharon 2017). In-flight catering helps in
providing delicious dining option for the passengers. The different services provided help in
supporting the staff in the aspect of innovation along with execution of the services.
Infrastructure
Singapore Airlines has been able to redefine comfort and luxury for all the flyers of
First, Business and the Economy Class. SIA has upgraded infrastructure along with interior