Developing a competitive edge
A Singapore Airlines case study

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Page 3: Extending the offer

Singapore Airlines 6 Image 7Product innovation and service excellence form the pillars of SIA’s operational philosophy. SIA strives to continually 'raise the bar', by setting new product and service quality standards for the aviation industry. In the 1940s in-flight refreshments comprised a thermos flask of iced water; this was later extended to sandwiches and cold drinks; today customers expect a lot more.

There is a great opportunity for airlines to offer added value for their passengers. This is achieved through a host of additional extras that make up the customer service package.

As the industry is so competitive, standards are continually improving. SIA has been at the forefront of developing new initiatives over the years including:

  • In the 1970s: first to offer free headsets, a choice of meals and free drinks in Economy class.
  • In 1991: first with satellite-based in-flight telephones.
  • In 1995: the introduction of Kris World, a state-of-the-art in-flight entertainment and communications system across all three classes (First Class, Raffles Class and Economy Class).

Singapore Airlines | Developing a competitive edge