Report on Market Challenges Faced by Singapore Airlines: A Study

This report examines the market challenges faced by Singapore Airlines (SIA), focusing on its position as both an employer and a service provider within the competitive international airline market. The study employs a combination of qualitative and quantitative analysis, using an online questionnaire survey targeting SIA customers. The questionnaire explores customer preferences, experiences, and perceptions of SIA's services, as well as their choices among competitors. The report delves into various aspects of SIA's operations, including customer satisfaction, travel trends, macroeconomic impacts, and marketing mix. It also considers employer branding and data security. The research aims to identify SIA's primary challenges, analyze its market position, and offer recommendations. The questionnaire includes questions about travel frequency, preferred destinations, service quality, and ancillary services like travel insurance and currency exchange. The responses are categorized and analyzed statistically to provide a comprehensive understanding of SIA's strengths and weaknesses in the market.

Running head: MARKETING QUESTIONS
Part 1:
The task of the assignment would be exploring the market challenges faced by Singapore
Airlines. The aim would be studying the present market operations of the airlines company to
recognize the challenges it is facing in the international market and taking appropriate steps to
deal with these challenges.
A questionnaire is a primary research instrument which can be used to obtain information
from a predetermined population of respondents. Saunders eta l. (2016) mentions that
questionnaire are helpful in obtaining primary data from respondents like customers.
Questionnaires are appropriate methods to collect information when the topic of research
requires current information based on the present market scenario. The responses gained from
the respondents can be used to conduct the research in a deductive method.
The topic of the study would be delving into the present market position of Singapore
Airlines. This would require exploring the present market position of Singapore Airline both as
an employer as well as a service provider with respect to its competitors.
The choice of research methodology in the paper would a combination of both qualitative
as well as quantitative analysis.
The target population for the online questionnaire survey would be customers of
Singapore Airlines. The aim would be obtaining responses at least a hundred customers so that a
sizeable primary information is obtained to carry the research on.
The choice of questions for the questionnaire would focus the customer preferences of
the customers regarding airline service provider. The questions would also aim to gain

1
MARKETING QUESTIONS
information on the other airline companies which the customers are preferring to Singapore
Airline.
The next section would consist of online questionnaire which Singapore Airline would
use to conduct the survey. It also outlines the ethical issues which have to complied with during
the survey.
Part 2:
Topic of the questionnaire:
The topic of the questionnaire would be ‘Market challenges faced by Singapore
Airlines’. The respondents would be the customers and officials would the airline company
owned by the Government of Singapore.
Research question: What are main challenges Singapore Airlines faces in terms of market
position and profitability?
Directions to complete the questions:
The questions should appear on the website of the Singapore Airlines Limited and its
subsidiaries. The respondents should in no way be forced to answer all questions. However, it is
preferred that they answer all questions. Personal questions like income and profession can be
skipped. The questionnaire should encourage the respondents to comment and express their
views. However, in no way should the approach of the questionnaire force them to express their
views.

2
MARKETING QUESTIONS
Next steps based on question screening:
The responses to each question would be screened and presented on an excel sheet. Then
the findings should be analyzed statistically. All the response should be considered.
Research objectives:
The objective of the research is to explore market challenges which Singapore Airlines is
facing. The questions are designed to prompt respondents to answer questions regarding
Singapore Airlines and gradually shifting towards its competitors. For example, in case of
questions 10 and 11, the response collected speak about other airline companies in large
numbers, it means that Singapore Airline is facing stiff competition. The survey would also
enable the company to locate the chief competitors of Singapore Airlines.
Date collection method:
The data collection method should be primary as well secondary. The primary data
collection method should consist of online survey based on the questions mentioned below. The
secondary data analysis should involve study of books, articles and newspapers. The official
website of the airline company should also form an important source of secondary data.
Ethical issues:
The online survey should not force respondents in any way to participate in the survey.
The survey should in no way promise of reward. The consent of the respondents should accepted
at the end mentioning that their responses might be used for sole purpose of research.

3
MARKETING QUESTIONS
Question
nos
Questions
1 How often do you travel?
2 What are the challenges you face while making an air journey, like difficulty in
reporting at the terminal on time?
3 Do you think Singapore Airlines can help you to manage these challenges?
4 How often do you travel?
5 What is/are preferred holiday destinations?
6 What are the products of Singapore Airlines do you use?
7 Who is your travel insurer?(name of the ban/insurance company)
8 Who is your foreign currency partner?
9 What are your expectations from your insurer?
10 If you are asked to choose an airline company other than Singapore Airlines,
which would that company be?
11 Which are your four preferred airline company?
12 How would be rate the cabin crew of Singapore Airlines, out of 10?
13 What recommendations would you make to Singapore Airline?
14 Have you ever experienced a bad experience on board?
15 Rate Singapore Airlines out 10.
16 Rate the Changi Airport out of 10.
17 If you are asked to rate an airport more than the Changi Airport, which one
would that be?

4
MARKETING QUESTIONS
18 Which is your approximate income and profession?
19 Would you advice anyone to seek a job opportunity with Singapore Airlines
Limited?
20 Rate the payment security system of Singapore Airlines.
Part 3: Commentary on the content and structure of the questionnaire:
The above questionnaire would take into account various bodies of literature. The first
body of literature that would be taken into account is the concept of customer satisfaction. This is
because customer satisfaction plays a very significant role in ensuring high revenue generation
and retention of high market position. The research would aim to obtain data on customer
satisfaction among the customers of Singapore Airline in various areas of on-board services and
facilities at the Changi Airport, the hub of Singapore Airlines. The second body of literature
which would come into play while conducting the research is the customer trends in the
hospitality management with respect to preferred holiday destinations and frequency of travel.
The third body of literature which would be taken into consideration would be macroeconomic
environmental impacts which influence the airline company and its customers. These aspects
would be covered in the questions revolving around foreign currency exchange, passport and
travel insurance, all of which come into play heavily in foreign travels. The fourth body of
literature which would be considered while conducting the research would be marketing mix.
This would be covered in the questions regarding travel insurance and conveyance to and from
the airport. This would show Singapore Airline new customer needs which it can enter to serve
the customers and maximize their satisfaction. The fifth body of literature that would be viewed
by the research would be employer branding of Singapore Airline which would be explored by

5
MARKETING QUESTIONS
asking respondents their perceptions about the airline company regarding employment. The sixth
and final body of literature which the research would cover would be the concept of data theft
and money laundering. This would be covered by the question regarding the perceived security
level among customers about the payment gateway of Singapore Airlines. The seventh body of
literature which can be considered while conducting the research would be competitive
advantage theories and Porter’s 5 forces model.
The questions would cover a wide array of variables to bring to light the present market
position of Singapore Airlines and the challenges it is facing. The first five questions would
explore the travel habits of the customers by taking into account variables like preferred travel
destinations and frequency of travel. The sixth to ninth questions would delve into the tertiary
services which play important roles in air travel, especially while travelling abroad. These
sections would take into account variables like preferences of travel insurance and foreign
currency exchange service providers as well as their levels of services. The variables considered
in the subsequent questions would largely revolve around Singapore Airline like service quality
and facilities at the airports.
The types of questions used largely concentrate on the customer satisfaction experienced
by passengers while flying with Singapore Airline to get a clearer view of the area. The
questions would revolve both the services of Singapore Airlines as well as ancillary services.
The questions would be analyzed and coded based on the responses. For example, the
questions pertaining directly to the airline company would be coded as SA. The questions
regarding ancillary services would be coded as A. Similarly questions pertaining to personal
information from respondents like income would be coded as P. The responses obtained in all the
three codes would be measured statistically while conducting the research.

6
MARKETING QUESTIONS
The questions would be arranged sequentially to obtain maximum possible response from
the respondents. Each of the questions would cover certain variable to encourage the respondents
express more information. The variables and sequences have already been discussed above.

7
MARKETING QUESTIONS
References:
Saunders, G.H., Frederick, M.T., Silverman, S.C., Nielsen, C. and Laplante-Lévesque, A., 2016.
Health behavior theories as predictors of hearing-aid uptake and outcomes. International journal
of audiology, 55(sup3), pp.S59-S68.