Comprehensive Financial and Strategic Analysis: Singapore Airlines

This report provides a comprehensive financial analysis of Singapore Airlines, examining its financial performance from 2014 to 2018. It includes a horizontal and vertical analysis of the profit and loss account and balance sheet, comparing trends to the industry and Singapore's GDP. The report analyzes key financial ratios, efficiency ratios, and profitability metrics, comparing them to industry averages or competitors. It also assesses non-financial parameters like brand preference, customer retention, and corporate governance, including an analysis of directors and their roles. The report concludes with strategic financial goals and recommendations for the company's future, including the impact of acquisitions and market trends. The report sources information from the company's website, annual reports, and press releases, providing a detailed overview of the company's financial health and strategic direction. The report fulfills the requirements of the assignment brief, providing a detailed analysis of the company's financial performance, strategies, and corporate governance.

Comments for Copy 4- Singapore Airline
Section A
1.The horizontal analysis and vertical analysis should be about Profit and loss account and Balance sheet
for immediately preceding five years (2018, 2017, 2016, 2015, 2014) Get a trend of the sales, profits,
assets and liabilities. There are no tables provided. And please also comment on the trend (increase or
decrease). Compare the trend to the industry (Sector) / GDP of Singapore.
2.ALL RATIOS OF YOUR SELECTED COMPANY MUST BE COMPARED EITHER WITH INDUSTRY (SECTOR)
AVERAGE OR WITH THE COMPETETOR.
3.For “ Efficiency Ratio” you need to COMPARE EITHER WITH INDUSTRY AVERAGE OR WITH THE
COMPETETOR. At least 200 words.
4.Also, you need to identify and comment on the following (PLS COMPARE EITHER WITH INDUSTRY
AVERAGE OR WITH THE COMPETETOR) This part at least be 200 words.
Returns on Investment
Return on Assets
Return on Equity
Risk
5.This part shown below is too simple. And the comments are missing:
Identify the asset value per share and the current market share price. (This will be available on the
company website or google out. The annual report will have the yearend high and low values).
Comment on the share prices of the company. Is it linear with the stock exchange indicator (STI – Strait
times Index) (~ 200 words)
6.These two parts are missing:
1.Consider non-financial (ratios) parameters like brand preference, customer retention and churn,
customer experience, Innovation, customer service, KPI, SWOT, PESTLE, market share, customer loyalty,
innovation, management capability, employee relations, quality and brand awareness and perceived
value, CSR activities, sustainability activities, service quality, staff turnover, patents and trademarks,
supply chain, R&D activities, etc….,
2.Make a comparative analysis, where-ever possible. (~ 300 words)
Section B
What you wrote is NOT what requested. Please read the instructions and re-arrange the wording.
Critically evaluate the company’s corporate governance compliance and its impact on the brand and
reputation as reported in the press (print, online and social media)
Discuss the proposed medium term financial strategies for your selected company to become dominant
in the industry / sector.
1.Refer the website of selected company or Google any information about the company performance or
any news that has impact on the company financial performance (Example: If you have selected
Singapore airlines, --- It acquired Tiger and Scoot which have substantial impact on SIA financials.
Comment on the motives of acquisition). You need to provide the source of information. (~ 100 words)
2.Any critics , its impact on the brand and reputation as reported in the press (print, online and social
media). You need to provide the source of information. (~ 100 words)

3.Refer to the corporate governance report of the company (Refer to the annual report of the company
to access to this report) (~ 100 words)
a.Identify the directors - write a bit on their role and their impact on the company
b.Identify the non-executive directors – write a bit on their role and their impact on the company.
DONOT JUST LIST THE DIRECTORS.
4.Based on the analysis of financial and non-financial parameters set your vision and strategic financial
goals for the company.