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Contact Author Source Singapore Airlines is one of the world largest airlines and undoubtedly one of the most successful ones. Synonymous with service excellence, branding and its marketing icon, the "Singapore Girl", the airline has grown to be the third largest airline in the world base on the World Airline Awards since its incorporation in This article explores the strengths, weaknesses, opportunities and threats both external and internal of Singapore Airlines by utilizing the SWOT analysis technique.
This can assist in the process of strategic formulation, paving the way for sustainable competitive advantages and success of the airliner. Source Strengths Singapore Airlines enjoy various competitive advantages and strengths that has contributed to its success over the years.
Strong Government Backing - Temasek Holdings, an investment company owned by the Government of Singapore, owns more than half of its voting stock in Singapore Airlines.
With strong backing from the government, the stability and finances of the airline can be assured and secured. The airline conducts passenger flights to more than 60 cities in over 30 countries worldwide. This is excluding its subsidiary SilkAir, which conducts regional flights to more than 30 cities within Asia.
This geographical diversification reduces risk for the organization as it will not be over reliant on any particular region for revenue.
Young Aircraft Fleet - Singapore Airlines regularly renews its already young and modernized fleet of aircraft.
Notably, it was the first airline in the world to fly and operate the Airbus A in October Based on a survey conducted in January by Airlineatlas, Singapore Airlines was ranked as the number 2 airline with the youngest fleet in the world.
Service Excellence - The professional flight crew are prominent and remains synonymous with the airline. Singapore Airlines' marketing efforts have often revolve around its flight crew and the excellent service they provide. The service excellence is highlighted by the plethora of awards that has been awarded for cabin service and hospitality.
The flight attendants otherwise known as the "Singapore Girl" are carefully recruited and have to undergo strict training to ensure service standards. The Singapore Airlines' Suites class is the most luxurious means of air travel on a commercial jetliner and tops most First class travel packages that are currently available.
Reliance on International Traffic - Singapore is a very small country with the domestic market being very limited.
As ofthe local population stands at less than 6 billion. There are no intercontinental flights available due to the size of the country. Lack of Strong Partners - Despite having a codeshare agreement with 24 partners worldwide as of the time of writing, the partnerships are rather limited as only 8 of them serve Singapore.
Opportunities Growth of Tourism in China - According to a report by Amadeus travel and Oxford Economics, tourism in China is booming and is expected to drive the travel industry. This is attributed to its surging middle class, which is poised to overtake the United States by Singapore Airlines can make use of opportunity to attract and participate in China's travel industry.
Leveraging its Young Fleet - As ofSingapore Airlines has one of the youngest not to mention most fuel efficient aircraft fleet in the world, standing at at average of 7 years old. It is constantly renewing its fleet and is always at the forefront of adopting new commercial airlines.
This is indeed remarkable and is worth leverage to the airline's advantage. Increased Destinations - Currently, Singapore Airlines operates passenger services to over 60 cities in more than 30 countries around the world.
The number of destinations is expected to increase with it's code-share agreements, future contracts and its regional wing, SilkAir.
Threats Increased Competition - Undoubtedly, the aviation industry is very competitive. These airlines are a threat in many factors, which include: To add, the price discounting and fare-matching especially with emergence of budget airlinesfuels price competition.
Adjusting prices of air fares could have a negative impact on their operating and financial results. Therefore, this competition can lead to decreased operating margins in the long run. Increased Fuel Prices - Like all airlines, Singapore Airlines' operating costs are affected by the prices of jet fuel and pose a significant impact.
International prices of crude oil have always been volatile and bfluctuated widely due to a variety of factors that are not within the control. Therefore, when fuel prices increase, the operating costs of Singapore Airlines will also increase, which will have a significant impact on profitability.
In Januarythe St.Singapore Airline Pest Analysis Words | 6 Pages. enterprise, all the relevant financial information, presented in a structured manner and in a form easy to understand, are called the financial statements. SWOT Analysis: Southwest Airlines SWOT Analysis: Southwest Airlines Southwest Airlines made its first voyage back in with service based in the cities of Dallas, Houston and San Antonio (Brief History, ).
38 years later, Southwest Airlines has more than flights a day and serves 66 cities in 33 states (Factsheet, ). Published: Mon, 5 Dec Singapore Airlines is the national carrier of Singapore, which has an international presence, but a focus on the Asian and Australasian markets.
Singapore Airlines (SIA) Company Profile - SWOT Analysis: Operating four airlines under one roof is expected to allow Singapore Airlines Group to have. Singapore airlines were originated from Malayan Airway Limited where the company started it business on year Due to political reason, the company was renamed Malaysian Airways, Malaysia-Singapore Airlines and finally split to Singapore Airlines and Malaysia Airlines System in PEST Analysis.
The SWOT analysis concept is. Mar 14, · This article explores the strengths, weaknesses, opportunities and threats (both external and internal) of Singapore Airlines by utilizing the SWOT analysis technique.
This can assist in the process of strategic formulation, paving the way for sustainable Reviews: 2.