Singapore Airlines Marketing Strategy Analysis
GROUP MARKETING PROJECT ASSIGNMENT | SINGAPORE AIRLINES | TEAM MEMBERS: | FANNI LIGABRIEL LOWLAKSHA MEHTALOW SEOW PIN | 17-Sep-11 | |
| TABLE OF CONTENTS | PAGES | | | | | EXECUTIVE SUMMARY | 3 | | | | 1 | BACKGROUND | 4 | | OVERVIEW OF ORGANISATION, PRODUCT AND BRAND | | | | | 2 | ENVIRONMENT ANALYSIS | | | 2.1 PEST ANALYSIS | 5-6 | | 2.2 SWOT ANALYSIS | 7-8 | | 2.3 MARKETING MIX | 8-9 | | | | 3 | MARKETING STRATEGY EVALUATION | | | 3.1 SEGMENTATION | 10 | | 3.2 TARGETING | 10 | | 3.3 POSITIONING | 11-12 | | 3.4 MARKETING CHANNEL | 13 | | | | 4 | RECOMMENDATIONS | 14-16 | | | | 5 | CONCLUSION | 16 | | | | 6 | REFERENCING | 16 | | | |
EXECUTIVE SUMMARY
This report is commissioned to do a study on the inter-relationship of the marketing strategies of Singapore Airlines (SIA), its prestige brand and its performance.
We draw attention to Singapore Airlines since 1972; the introduction of Singapore Girl has become one of the leading icons for the SIA and this has developed a brand differentiation among other major airlines and established itself as the “Most Profitable Airlines in the world.”
Over the past few years, although SIA has generally maintained its market share, the profits decreased significantly, and with further analysis, using PESTEL, it notably affirmed that SIA faces a challenging and unpredictable operating environment with instability in economic climate and tough competition which it has little control over. According to the business time (dated 12 Sept 11), SIA fuel cost accounted for more than half of its operating cost which eroded its profit margin.
Using SWOT, we have discovered that SIA tends to focus on the product enhancement rather than seeking what customers actually want, its latest product “class beyond first class suites” has demonstrated the lack of consultation. It poor adoption of new internet marketing concepts demonstrated on the
| TABLE OF CONTENTS | PAGES | | | | | EXECUTIVE SUMMARY | 3 | | | | 1 | BACKGROUND | 4 | | OVERVIEW OF ORGANISATION, PRODUCT AND BRAND | | | | | 2 | ENVIRONMENT ANALYSIS | | | 2.1 PEST ANALYSIS | 5-6 | | 2.2 SWOT ANALYSIS | 7-8 | | 2.3 MARKETING MIX | 8-9 | | | | 3 | MARKETING STRATEGY EVALUATION | | | 3.1 SEGMENTATION | 10 | | 3.2 TARGETING | 10 | | 3.3 POSITIONING | 11-12 | | 3.4 MARKETING CHANNEL | 13 | | | | 4 | RECOMMENDATIONS | 14-16 | | | | 5 | CONCLUSION | 16 | | | | 6 | REFERENCING | 16 | | | |
EXECUTIVE SUMMARY
This report is commissioned to do a study on the inter-relationship of the marketing strategies of Singapore Airlines (SIA), its prestige brand and its performance.
We draw attention to Singapore Airlines since 1972; the introduction of Singapore Girl has become one of the leading icons for the SIA and this has developed a brand differentiation among other major airlines and established itself as the “Most Profitable Airlines in the world.”
Over the past few years, although SIA has generally maintained its market share, the profits decreased significantly, and with further analysis, using PESTEL, it notably affirmed that SIA faces a challenging and unpredictable operating environment with instability in economic climate and tough competition which it has little control over. According to the business time (dated 12 Sept 11), SIA fuel cost accounted for more than half of its operating cost which eroded its profit margin.
Using SWOT, we have discovered that SIA tends to focus on the product enhancement rather than seeking what customers actually want, its latest product “class beyond first class suites” has demonstrated the lack of consultation. It poor adoption of new internet marketing concepts demonstrated on the
References: 1. http://www.referenceforbusiness.com/history2/38/Singapore-Airlines-Ltd.html 2. http://www.staralliance.com/en/about/airlines/singapore-airlines/ 3. http://www.econlib.org/library/Enc/AirlineDeregulation.html 4. http://www.flyertalk.com/the-gate/blog/5483-the-end-of-an-era-at-singapore-airlines.html 5. http://www.iata.org/pressroom/airlines-international/december-2009/pages/04.aspx 6. http://www.singaporeair.com/en_UK/about-us/sia-history/sia-awards/ 7. http://boeing.com/news/releases/2008/q2/080403a_nr.html 8. http://www.staralliance.com/en/about/airlines/singapore-airlines/