University Business and Management Report: Singapore Airline Analysis

This report analyzes Singapore Airlines, focusing on key areas for improvement in business and management. It examines primary and secondary activities, including inbound and outbound logistics, sales, marketing, technology development, and human resources. The report also explores market penetration strategies using the Anoff matrix, emphasizing market and product development. Risk management is addressed through global, industry, technology, and competitor scenarios. The importance of quality service, including evolutionary and revolutionary innovations, is also discussed. The conclusion highlights the need for attention to detail, adapting to market changes, and providing high-quality services for successful business and management. The report references various business process management and marketing sources.

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Development in Business and Management
By (Name)
Course
Professor
University
Date

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Areas for improvement in business and management
1. Airline Management
Proper management of a business is critical in its development. Improving a company’s
management leads to the growth of the firm. Planning is very essential, and with the concept of
Porter’s value chain, improvements will be realized.
i) Primary activity
a) Inbound logistics: The flight scheduling, route planning and trip cost cutting fall
under inbound logistics. Singapore airline can learn about their competitor’s strategy to sustain
the existing market.
b) Outbound logistics: Singapore airline use online ticketing system, and boarding
cards can be printed from the comfort of a traveler’s home. The airline also uses an electric
engine for the passenger’s safety.
c) Sales and marketing: Singapore airline is a big name and has a great impact on
organizational sale. Its advertisement is on its flight crew by promoting female flight attendants
who are famously known as Singapore Girls. A common feature for the adverts is the airline's
logo; a bird and a dagger.
d) Services: Singapore airline offer catering services with a wide array of regional food
in each flight. They have also published a cook book.
ii) Secondary activities

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a) Technology development: Singapore airline uses SIA internet support to improve on
its online efficiency and conduct its strategies.
b) Human resource: the work stuff at Singapore are well skilled and capable of
handling their duties assigned to them.
c) Firm infrastructure: Singapore airline fleet has four aircraft families with two more
orders underway (Jestin and Nelis, 2014, pp. 160).
2. Market penetration
Improvement on market penetration establishes a greater chance of Singapore airline
services gaining an advantage over the competitors while offering the same services. The Anoff
matrix provides for advertising of the services rendered.
i) Market development
The Singapore airline should be able to locate and establish new flight destinations by
expanding budget airline market and taking advantage of liberal lateral aviation agreements
between different countries.
ii) Product development
Introduction of new facilities for the already existing markets such as in-flight WI-FI
service would play a great part in market penetration (Rosemann and Vom, 2015, pp.110).
Singapore Airline Company can further improve passenger’s flight experience by introducing a
new form of entertainment and luxury in the flight. More customers will be attracted to the new
luxuries provided leading to growth in budget travelers.

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3. Risk management
Having risk management system improved in Singapore airline enables it to have a
concept of every possible outcome thus making it easier for the organization knows how to
distribute its investments. The idea of scenario building considers every possible outcome
optimistic, pessimistic or realistic and improves on favorable decision-making. Strategy
development is enhanced when all the risks and constraints yet to happen are made known and
prepared. Potential changes in the organization such as global, industry, technology, or
competitors are analyzed (Chang, 2016, pp.34).
i) Global scenario
Singapore airline depending on natural manufacturing materials such as aluminum will
need a source for sustainability in case there is a depletion of the resource for the aircraft’s body.
ii) Industry scenario
The clients are interested in short-term satisfaction in this industry. They may opt for
alternative forms of transportation. Therefore, the Singapore airline industry will improve the
quality of transport services they are offering to ensure they have attracted more passengers.
iii) Technology scenario
Collaboration with paying mechanisms such as ApplePay or PayPal will create
convenience for the travelers as they will be able to pay for their services with ease from
whatever location they are at and improve their traveling experience.

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iv) Competitor scenario
The competition will be stiff with the saturation of the air transport industry in future
days. The proposed strategy will be to make improvements by upgrading above its competitors.
Singapore airline can partner with travel hotels that are destinations for tourists get branded as
one; where visitors can then access tickets to their destinations at cut costs.
4. Quality
Good quality of services offered by a Singapore airline contributes significantly to its
development. Improvement of quality creates an advantage over the competitors. Sustaining
innovation concept improves in a way that the already existing market is not affected (Van,
2013, pp.114). The innovation can be either:
i) Evolutionary
One with the improvement changes in a service being the ones that are expected by the
customers. An example being the upgrading of the plane booking system at the Singapore airline
each being more modernized than the previous one.
ii) Revolutionary
The changes made are not continuous and are unexpected. However, the revolutionary
changes do not affect the existing market. The cost of the production and manufacturing of the
product may be the factor making the innovation not continuous. Such a change is the purchase
of a new first-class plane at the Singapore airline.

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These innovations create a great appeal to the Singapore airline most valuable customers
and highly motivate the employees (Harman, 2015, pp.58). It is also a strategy to ensure that the
organization’s services sell in the competitive market for the airline to satisfy the ever-changing
demands of the customers in the market.
Conclusion
Successful business and management depend on the ability to focus on sensitive and
crucial matters that affect the Singapore airline. Every detail in the organization should be paid
attention to as not attending to some of the issues in an organization can cause significant
disruption. The services offered should also fit into the ever-changing market. The managers of
Singapore airline should be keen on providing quality services ever.

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Bibliography
Jeston, J. and Nelis, J., 2014. Business process management. Routledge.
Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process
management. In Handbook on business process management 1 (pp. 105-122). Springer Berlin
Heidelberg.
Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction.
Pearson Education.
Chang, J.F., 2016. Business process management systems: strategy and implementation. CRC
Press.
Van Der Aalst, W.M., 2013. Business process management: a comprehensive survey. ISRN
Software Engineering, 2013.
Harmon, P., 2015. The scope and evolution of business process management. In Handbook on
business process management 1 (pp. 37-80). Springer Berlin Heidelberg.