Developing a competitive edge
A Singapore Airlines case study

Page 1: Introduction

Premium brands capture the public imagination when they stand out from the rest. Obvious examples are Earl Grey tea which connoisseurs recognise for its distinctive name, flavour and taste, Rolls-Royce for its pedigree of no-expense-spared luxury and Parker pens for their stylishness coupled with functionality. Another premium brand that is widely respected in this country is Singapore Airlines...
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Page 2: SWOT analysis

SIA initially needed to carry out an analysis of its operating environment. The traditional business tool for doing this is a SWOT analysis (strengths, weaknesses, opportunities and threats). The strengths and weaknesses are factors internal to the organisation. Strengths and weaknesses SIA’s key strength lies in the location of Singapore as an important crossroad of the world. Singapore...
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Page 3: Extending the offer

Product 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...
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Page 4: 'Raising the bar' through training

Initial training for SIA cabin crew lasts for three months. It is designed to support staff in learning to anticipate and meet the needs of all passengers, e.g. during the course trainees are encouraged to visit old people’s homes and to work with children while they are undergoing training. Other aspects of training include grooming and make-up, plus detailed Health and Safety...
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Page 5: Developing competitive advantage

Most recently SIA has developed some product innovations which gives it further competitive advantage. Investment 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...
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Page 6: Conclusion

SIA provides an excellent example of continuous improvement in the face of extensive global competition. Staying ahead of the field means that a company can never afford to stand still. This case study has shown how SIA is always seeking to improve the service it provides to customers and how it is constantly striving to improve customer service. SIA has been able to successfully differentiate its...
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