Singapore airlines : soaring to greater heights (an in-depth analysis of SIA's corporate strategy).

• Main Authors: Gay, Elaine Ting Shan., Lee, Leng Choo., Seng, Figin Hui Hong.
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/51940
• Institution: Nanyang Technological University

Singapore Airlines has undergone continuous upgrading over the last few decades. In view of the recent increase in the intensity of competition in the airline industry, it is timely to examine the corporate strategies of Singapore Airlines and the factors contributing to its competitive advantage. This study provides a review of the major components of SIA, highlighting its general airline operations, the market segments served as well as customers’ perception of SIA’s services. It will evaluate the performance of the Airline by looking into various aspects such as its financial stability and marketing strategies. Based on our qualitative and quantitative analysis through literature review and questionnaire survey respectively, it is found that SIA’s strengths lie mainly in effective human resource management, bold and timely capital investments, and other strategies which contributed to its success. Finally, the report will make recommendations on how SlA can continue to maintain its competitive advantage and further develop its strategies with the objective of providing services of the highest quality and at a profit for the Company.