Singapore Airline case study
Table ofContents
Introduction
Air flight is becoming closer and closer to our lives. A biggest advantage of air flight is speed, for example, in order to travel from Saigon to Hanoi, it takes at least 36 hours by bus, 24 hours by train but only 2 hours by flight. Completion in airline industry is increasingly intense when many airlines step in with their techniques to attract customer. “Who lead the field?” is always a top importance concern of all airlines.
Singapore Airlines is not an exception, starting as a separate airline from former Malaysia-Singapore Airline in 1972, now it is recognizes as one of world’s leading international airlines. We should wonder how come an airline of a small area, low population country like Singapore now have been growing to a top position in the in the international playing ground?
Singapore Airlines is proud of its habit of leading the way and reputation for being an industry trendsetter. Think of Singapore Airlines, customers may think of an airline that was first to offer free headset, choice of meal and free drinks in economy class, satellite-based in-flight telephones, first to operate the world’s longest non-stop commercial flight between Singapore and Los Angeles, first to fly the A380 from Singapore to Sydney and so on ( Singapore Airlines).
Through its mission statement: "Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees." (Singapore Airlines), we can understand that Singapore Airlines not only focus on service quality providing to customer but also its investors and working force. Singapore Airlines build up a Investor Relations team aim at strengthening investor relationship. Variety of Information on shareholding, financial and operating date are publicize on website, enable a transparent assessment of company’s value and keep all people up to date on its
Introduction
Air flight is becoming closer and closer to our lives. A biggest advantage of air flight is speed, for example, in order to travel from Saigon to Hanoi, it takes at least 36 hours by bus, 24 hours by train but only 2 hours by flight. Completion in airline industry is increasingly intense when many airlines step in with their techniques to attract customer. “Who lead the field?” is always a top importance concern of all airlines.
Singapore Airlines is not an exception, starting as a separate airline from former Malaysia-Singapore Airline in 1972, now it is recognizes as one of world’s leading international airlines. We should wonder how come an airline of a small area, low population country like Singapore now have been growing to a top position in the in the international playing ground?
Singapore Airlines is proud of its habit of leading the way and reputation for being an industry trendsetter. Think of Singapore Airlines, customers may think of an airline that was first to offer free headset, choice of meal and free drinks in economy class, satellite-based in-flight telephones, first to operate the world’s longest non-stop commercial flight between Singapore and Los Angeles, first to fly the A380 from Singapore to Sydney and so on ( Singapore Airlines).
Through its mission statement: "Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximising returns for the benefit of its shareholders and employees." (Singapore Airlines), we can understand that Singapore Airlines not only focus on service quality providing to customer but also its investors and working force. Singapore Airlines build up a Investor Relations team aim at strengthening investor relationship. Variety of Information on shareholding, financial and operating date are publicize on website, enable a transparent assessment of company’s value and keep all people up to date on its
References: 3. Bernatto Scott, “ Singapore Airlines’ Winning Strategy” ( August 19,2008). 6. Ken ward, M. (1996) 'Survey - R&D scoreboard 1996: good news for contractors ', Financial Times, London, 27 June, p. 2.