Singapore Airlines: Factors Accounting for Marketplace Success
Singapore Airlines: Factors Accounting for Marketplace Success
This paper looks at how good market auditing and planning are central to Singapore Airlines’ success, and how a clear understanding of the macro- and micro environments can assist in the building of sustainable competitive advantage. It focuses on the role of business tools, marketing intelligence and research, segmentation, targeting, positioning and buyer behaviour in the airline’s success. Introduction
Singapore Airlines Limited (SIA) emerged in 1972 and is the national airline of Singapore operating major routes globally. SIA has built up a strong reputation in the aviation industry for its innovation and safety and consistent profitability despite rising and volatile fuel prices, stress in global financial markets, heightened security issues, and increased market competition. SIA has grown from a regional airline into one of the world’s leading carriers and as the first operational customers of the “super jumbo” Airbus A380. It manages its regional flights with its wholly owned subsidiary, SilkAir and has a stake in the low-cost airline market through Tiger Airways. SIA has a dedicated freighter fleet, Singapore Airlines Cargo, and has also diversified into airline related businesses1. SIA have a young and well trained staff focused on service excellence and a top ranked hub in Singapore to serve their extensive global network. The airline has built a sustainable competitive advantage using strategies that differentiated it from other airlines based on superior customer service, both in-flight and on the ground. This paper analyses how marketing activities have been used and may be used in the future by SIA to sustain its success in a changing and turbulent environment.
Overview of Marketing Auditing and Planning
The marketing audit is a fundamental part of the marketing planning process. It is conducted at the beginning of the planning process as well as during the
This paper looks at how good market auditing and planning are central to Singapore Airlines’ success, and how a clear understanding of the macro- and micro environments can assist in the building of sustainable competitive advantage. It focuses on the role of business tools, marketing intelligence and research, segmentation, targeting, positioning and buyer behaviour in the airline’s success. Introduction
Singapore Airlines Limited (SIA) emerged in 1972 and is the national airline of Singapore operating major routes globally. SIA has built up a strong reputation in the aviation industry for its innovation and safety and consistent profitability despite rising and volatile fuel prices, stress in global financial markets, heightened security issues, and increased market competition. SIA has grown from a regional airline into one of the world’s leading carriers and as the first operational customers of the “super jumbo” Airbus A380. It manages its regional flights with its wholly owned subsidiary, SilkAir and has a stake in the low-cost airline market through Tiger Airways. SIA has a dedicated freighter fleet, Singapore Airlines Cargo, and has also diversified into airline related businesses1. SIA have a young and well trained staff focused on service excellence and a top ranked hub in Singapore to serve their extensive global network. The airline has built a sustainable competitive advantage using strategies that differentiated it from other airlines based on superior customer service, both in-flight and on the ground. This paper analyses how marketing activities have been used and may be used in the future by SIA to sustain its success in a changing and turbulent environment.
Overview of Marketing Auditing and Planning
The marketing audit is a fundamental part of the marketing planning process. It is conducted at the beginning of the planning process as well as during the