Developing a competitive edge
A Singapore Airlines case study

Below is a list of Business Case Studies case studies organised alphabetically by company. To view more companies, please choose a letter from the list below.

Page 5: Developing competitive advantage

Most recently SIA has developed some product innovations which gives it further competitive advantage.

Singapore Airlines 6 Image 2Investment in leading-edge technology has seen SIA achieve an industry leadership position in the field of in-flight entertainment. With KrisWorld, customers have access to 22 video channels, 12 audio channels, 10 popular video games, real-time news, information on popular SIA destinations and a personal in-seat telephone. WISEMEN is a major enhancement of KrisWorld being the first in-flight entertainment system to offer both video and audio on demand. SIA customers were the first to experience in-flight surround sound offered by Dolby Headphones. The revolutionary technology brings high quality cinema-style surround sound to in-flight film viewing in all three classes.

SIA has taken in-flight dining to new heights with the formation of its International Culinary Panel (ICP) and the introduction of World Gourmet Cuisine. Comprising eight world-renowned chefs – including the UK’s Gordon Ramsay - the ICP has created world-class menus for all SIA flights, including signature dishes exclusively for SIA. Other members are Georges Blanc of France, David Burke and Nancy Oakes of the USA, Dietmar Sawyere of Australia, Yoshihiro Murata of Japan, Satish Arora of India and Yeung Koon Yat of Hong Kong.

Customers on SIA can enjoy an extensive selection of wines and champagne from the world’s major wine-producing regions. SIA has also created unbeatable packages in each Class (students can view the interiors of SIA planes by following a virtual tour on the Singapore Airlines website).

Meeting the needs of different markets

Singapore Airlines 6 Image 4First Class passengers are able to enjoy individual compartments (Sky Suites) on 747 flights, providing a private space including sleeper beds. Cabins are fitted out in leather and burr wood to provide a luxury feel. All amenities and linen have been redesigned, mostly by Givenchy. To top it off, each individual compartment has a 14-inch personal video screen, specially produced for SIA, by Sharp of Japan.

Raffles Class passengers have new seats designed by the Swiss firm Ludeke Design, giving a generous recline and the longest business class seat pitch among major airlines offering three classes. The cabin colour scheme is blue and rose cloud with alternating seat fabrics to impart a touch of style and elegance.

SIA’s leadership in Economy Class is underlined by KrisWorld – the most sophisticated range of video and audio entertainment. Seats have been updated to provide more room and comfort. Passengers are able to enjoy World Gourmet Cuisine and even champagne.

Singapore Airlines | Developing a competitive edge