Singapore Airlines Operations Management - 1954 Words

TABLE OF CONTENT 1.0 WITH REFERENCE TO OPERATIONS MANAGEMENT ONLY, DISCUSS HOW SIA MIGHT DEVELOP IN THE FUTURE IN ORDER TO REMAIN COMPETITIVE. 2 1.1 INTRODUCTION 2 1.2 CRITICAL SUCCESS FACTORS OF SINGAPORE AIRLINES 3 1.2.1 Product/Service Differentiation 3 1.2.2 Human Assets 4 1.2.3 Fleet management 5 1.2.4 Strategic Alliances/Partnerships 5 1.2.5 Superior Service 5 1.3 COMPETITIVE ADVANTAGE STRATEGIES (PORTER’S) 6 1.4 ANSOFF’S PRODUCT/MARKET GRID 8 2.0 REFERENCES/BIBLIOGRAPHY 14 1.0 With reference to Operations Management only, discuss how SIA might develop in the future in order to remain competitive. 1.1 Introduction The airline industry is an exclusive and fascinating industry. The reach and impact of the industry to a†¦show more content†¦A large number of its employees came from Singapore and Malaysia. (Ramaswamay, 2001) SIA makes sure that it has exceptional talent throughout the company with a finely tuned recruitment and training strategy. SIA’s commitment to employee training and development was reflected in the fact that it spent roughly 14 times as much per employee as the average Singaporean company. Furthermore the cabin crew, who are chosen through a rigorous training process, are considered to be brand ambassadors of SIA who should reflect the high standards of service its customers come to expect (Ramaswamay, 2001). 1.2.3 Fleet management SIA is the only airline with an average fleet age of only 5 years when compared with the industry whose fleets are normally in the 14+ range. SIA took this part of its fleet management seriously. The reason behind the comparatively young fleet was that these aircrafts were more fuel effective and less labor intensive than the older generations of aircrafts. Furthermore the young fleet has been emphasized because of its strong signaling value. Newness implicitly signaled the potential customer that he/she could expect top-of-the-line technology, comfortable seating, and a safe trip, all of which were critical aspects around which the differentiation strategy is built around (Ramaswamay, 2001). 1.2.4 StrategicShow MoreRelatedSingapore International Airlines1597 Words   |  7 PagesIntroduction Singapore Airlines was founded in the year 1947 as the Malayan Airways Limited (MAL) during the British invasion at the Tanah Melayu. After the events Independence in 1957, the Malayan Airways Limited has changed its name to Malayan Singapore Airlines (MSA). However, the company name should be changed again as a result of the separation of Singapore from Malaysia in 1965. 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