Singapore Airlines And Malaysia Airlines


Question 2

From a marketing perspective, discuss FIVE (5) factors that have contributed to the success of Singapore Airlines.

The history of Singapore Airlines (SIA) can be traced back to May 1947 that Malayan Airways operated its first commercial flight from Singapore to Kuala Lumpur, Ipoh and Penang. The airline has changed its name to Malaysia and Malaysia Airlines - Singapore Airlines (MSA) in 1963 and 1966. In 1972, the co-operation between the Government of Malaysia and Singapore was ruptured, so at that time co-operation must stop, it also split into two companies: Singapore Airlines and Malaysia Airlines. Singapore Airlines is a Singapore state-owned airline, IATA abbreviated as SQ. Singapore Airlines to Singapore Changi Airport as a base, the main operating international airlines. The company is a member of Star Alliance. From a marketing perspective, we should know what kind of factors does the Singapore Airlines to be success. So after this we should discuss five factors that have contributed to the success of Singapore Airlines. And the five factors are employment, product, place, price and competitor.(Wikipedia,2010)

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The first factor is people. The people also can be call talent in this. “People are very important to the capital, but only the talents are the most important capital.” Behind human resource management in the SIA, there are five mutually reinforcing elements, there are strictly selection and recruitment of staff, to invest heavily in employee training and retraining programs, build successful service team, authorized by front-line staff and staff motivation.

Singapore Airlines all members must be “people who can appreciate the feelings of others“, after the interview, only about 4% of the candidates will be hired. Singapore Airlines pay more attention to the training of front-line staff for any other airline. The newly airhostess must to receive 4 months of intensive training, when the pilots are allowed to take off and land operations, it must be receiving about 29 months of comprehensive training, that is the strongest, most comprehensive process in aviation industry.

When we talk about the SIA staff, people will also quickly think the “Singapore airline stewardess” image would naturally come to mind. Excellent customer service is one element of the success of Singapore Airlines. The flight attendant image of Singapore Airlines is almost the brand image of Singapore Airlines. SIA's brand personality is the personality of its male and female crew members integrated. In Singapore Airlines flight attendant, that is often said that the most famous is airline stewardess. (Wikipedia,2010)

“Singapore airline stewardess” strategy is a very visionary idea, almost mythical aura around the Singapore airline stewardess; she has become a symbol of a very successful brand. “Singapore airline stewardess” on behalf of Asian values and hospitality, she was kind, warm, gentle, and elegant. It is the Singapore Airlines service quality, commitment and outstanding performance of the perfect human. “Singapore airline stewardess” image so successful that in 1994 as the first commercial people on display in London's Madame Tussauds.

The second is the product. In the products, the first thing that attracts people's attention is the flight attendant uniforms. Singapore Airlines has employed French haute couture designer Pierre Balmain for the stewardess designed a unique Baya Malay sarong can be as a stewardess uniform clothing, this clothing not only has become a Singapore Airlines was the most famous corporate logo, but also Singapore Airlines brand experience in a unique visual experience. (Wikipedia,2010)

Secondly, the product is a meal on the flight. Singapore Airlines is the worlds only set up advisory body specifically to solve the flight meal design and quality of meals. Singapore Airlines International Culinary Panel was established in 1998, Singapore Airlines flight on an international cuisine cooked by the team through a variety of cooking methods designed for the airline passengers, made a variety of gourmet cooking. Its members are all over the world well-known chef, has come from France, India, the United States, Japan, Hong Kong, the United Kingdom, Australia and other places of the world-class chef. In addition, the Singapore Airlines First and Business Class passengers can before 24 hours when you departure to enjoy “Book the Cook” services, from the specified menu to select food, dishes in flight different to the normal menu in order to meet the different tastes of passengers.

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As mentioned above, a variety of cabin can enjoy a different cuisine, under the Singapore Airlines have to say, another important product - the cabin. Singapore Airlines divided into 3 grades. The first is economy class. Singapore Airlines economy class for all airplanes has equipped with personal television, seat width 19 inches, 32 inches from the seat. In addition only without to A340-500, the other Singapore Airlines airplanes are equipped with economy class. Executive Economy Class seat width 20 inches, 37 inches from the seat equipped with 9-inch personal TV screen. With the Singapore Airlines A340-500 all economy class instead of the executive business class, Singapore Airlines Executive Economy Class will be out of the Singapore Airlines. Following is the business class. Singapore Airlines airplane are equipped with all the business class, use 1-2-1 or 2-3-2 are arranged, equipped with personal TVs and seats up to 34 inches in width. The final is first class. Singapore Airlines has some first class for long-range airplane equipped with personal TVs and seats up to 35 inches in width. For different passenger needs and establish the different grades of cabin, different grades, of course, have different service projects to meet the special needs of passengers. (Wikipedia,2010)

The third one is place. In 1965, when Singapore comes out to Malaysia to an independent country, Singapore Airlines also separated to Malaysia-Singapore Airlines. Singapore Airlines was the same as in this country cannot see any hope, Malaysia Airlines competitors laughed saying: “building the airport into the sea.” As a city-state, Singapore has no domestic airline, so at the first they must to extension international flights - to Australia, North America and other ways in Asia, they must competition for market share to strong competitors.

Singapore Airlines base on the Changi International Airport, because Singapore is a city-state, so the main operating international airlines. Owns more than 20 subsidiary companies, business scope covers the entire aviation-related businesses, from air cargo to kitchen, from baggage handling operation to the engine maintenance. Singapore Airlines Cargo Singapore Airlines and its subsidiary companies and regional air-SilkAir company, together with freight and passenger airlines network covers North America, Europe, Australia, Southeast Asia, East Asia, West Asia and Africa. Its airlines network covers more than 40 countries and more than 100 destinations. In Southeast Asia, East and South Asia has a strong airlines network and occupy the “kangaroo airlines” a part of the market. In addition, Singapore Airlines trans-Pacific flights of business, including the A340-500 to operate the worlds longest in Singapore - New York direct flights. The market throughout the world, covering more area of the market, the greater the profits it will be. (Wikipedia,2010)

The forth one is price. Singapore Airlines has been the world's most profitable airlines, in order to fashion trends and industry guide of the image of the Challenger is known in the industry. Singapore Airlines is still a lucrative business, one important reason is that it is high quality while maintaining cost control to very low. Not any in the international market and a strong competitor to compete, but also to maintain the low-cost operating methods, so this is the dilemma faced by Singapore Airlines at that time. From the outset, Singapore Airlines was forced to embark on a different model of development - both low-cost operation and high customer satisfaction, and the resulting high-yield in order to maintain the company's high-speed operation. Singapore flights are not very cheap price, but due to cost control rather low, so the relative profits increased.