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BEING DIFFERENT
GROUP 10
Singapore Airlines
Parent Company- Temasek Holdings(56% Share)
CEO- Goh Choon Phong
Hub- Changi Airport,Singapore
Alliance- Star Alliance(since 2000)
Employees- 17,000+
Fleet Size- 109
Destinations- 62
Early Days
2 June, 1971- MSAs first transcontinental flight took off for London
1972- MSA splits into Singapore Airlines and Malaysian Airline System
Fleet expanded to include B747s, B727s and DC-10s
Singapore Airport Terminal Services(SATS) set up to provide efficient ground
services
SilkAir(subsidiary of Singapore Airlines) opens up as Tradewinds
1990s
2000s
Set record for the worlds longest non-stop commercial flight from Singapore
to Los Angeles in Feb.,2004 and later bettered it by launching a flight from
Singapore to New York
15 Oct.,2007- SIA took delivery of worlds first A380
May 2008- SIA became first carrier to operate an all-Business Class service
between Asia and USA
SIA Subsidiaries
The Singapore Airlines Group has over 20 subsidiaries, covering a range of
airline-related services from cargo to engine overhaul
Some of the main subsidiaries are
SIA Cargo
SIA Strategy
A GREAT WAY TO FLY
Bargaining
Power
of Suppliers
Potential
New Entrants
Foreign Carriers
Regional Carrier Start ups
Cargo Carrier Business Strategy Change
Intra-Industry Rivalry
SBU: Singapore Airlines
Rivals: JAPAN AIRLINES
MALAYSIAN AIRLINE SYSTEM BERHAD
Cathay Pacific Airways Limited
Substitute
Products
and Services
Bargaining
Power of Buyers
Travel Agents
Business Travelers
Federal Government
Pleasure Travelers
Charter Service
U.S. Military
Cargo and Mail
PRODUCT/SERVICES
Charter
Cargo
Services
Mail
Air Express
MARKETS
Europe
North American
Pacific Rim
Latin American
Long Haul
Point to Point
FARE STRATEGY
Low Fare
Premium Fare
COMPANY STRUCTURE
Independent
Alliances
Operations
Logistics
Business
-Regulatory Compliance
Pilot Training
Safety Training
Baggage Handling
Training
In-flight
Training
Baggage Tracking
System
Information Technology
Communications
PROCUREMENT
Route Selection
Passenger Service
System
Yield Management
System (Pricing)
Fuel
Flight Scheduling
Crew Scheduling
Facilities Planning
Aircraft Acquisition
INBOUND
LOGISTICS
Ticket Counter
Operations
Gate Operations
Aircraft
Operations
On-board Service
Baggage Handling
Ticket Offices
OPERATIONS
Baggage System
Flight
Connections
Rental Car and
Hotel Reservation
System
Promotion
Advertising
Advantage
Program
Travel Agent
Programs
Group Sales
OUTBOUND
LOGISTICS
MARKETING
AND SALES
SERVICE
trenghts
pportunity
eakness
hreat
Weak financial performance could hamper the market position and future
growth perspectives
Investigations by competition authorities and civil class actions impacts
the business
Cost Leadership
Differentiation
Total Innovation
Continuous incremental development
Outstanding Service On The Ground, Transforming Customer Service
and Soar, for Service above all the rest
Customers lifestyle based innovations
Being a leader and follower at the same time
Other strategies
IT
Statistical
Highlights
COMPARISON WITH JET AIRWAYS AND EMIRATES
2500
12000
10000
2000
8000
1500
6000
1000
4000
500
2000
-500
-1000
Jet Airways : 2821 million $
82
68
80
66
78
64
76
62
74
60
72
58
70
56
54
68
Statistical Highlights
72
71
70
69
Jet Airways : ASK 38064 million
km
SIA : ASK 120502 million Km
68
67
66
65
64
63
14600
14400
14200
14000
13800
13600
13400
13200
13000
Statistical Highlights
10
9
8
7
6
5
4
3
2
1
0
14
12
10
8
6
4
2
0
Thankyou