Though the values of the company as presented may seem to negate the very notion of stability previously advocated for by calling for imminent change, its consideration for progressively tracing modern technology, human satisfaction, and economic development actually gives the prior call for service to the people. As there were no domestic routes to serve, it was forced to immediately start competing with international airlines for routes, getting access to airports, securing flight slots and landing rights. The Singapore Airlines brand delivers results. The Singapore Girl has contributed immensely to the success of Singapore Airlines’ brand strategy and its entire positioning around customer and service excellence. Stellar service is just one of a host of reasons that makes Singapore Airlines a world-class travel brand. Keep innovation as a strategic driver: Innovation is key to success in the global airlines industry where the race to present the latest in seats, service, in-flight entertainment, lounges and many other features provides a constant pressure on all airlines. Singapore Airlines is among the top companies globally that is truly able to control the brand through every interaction and experience despite intense competition. & Bowen, D. (1995). According to Cunningham and Gerrard (2000), the call for optimization of resource utilization for greater development carves a special notion for human resources managers in an airline company. Besides, it is important to note that an effective organizational culture requires efficient cooperation between all the systems involved in the management of different aspects in order to ensure a stronger interlink with the external world (Varey, 2006). It was the first airline in the world to fly the Airbus A380 in 2007, the world’s largest airplane and the aircraft which were bound to take over the role of Boeing 747 – one of the most legendary aircrafts in modern aviation. Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl. Hawker centres. Well, Singapore Airlines has finally unveiled a new safety video, which is a huge improvement over the old one: ... (I’m using that term ironically) use of pop culture references and internet tropes that are already outdated by the time the video hits the planes. Singapore Airlines has contributed around 20% or maybe more to the overall nation brand equity of Singapore. Technology is perhaps one of the greatest developments that have been witnessed in this airline company. The Singapore F1 races from 2014 – 2019 were all named “The Formula 1 Singapore Airlines Singapore Grand Prix” and they took place as night races annually in September at the Marina Bay street circuit in Singapore. To prevent cannibalization, Singapore Airlines has ensured that the business class experience is still differentiated from the premium economy experience in terms of seat width (34 inch versus 19.5 inch), seat reclining (fully-flat bed versus 8 inch) and entertainment screen (15.4 inch versus 13.3 inch). After splitting from Malaysia-Singapore Airlines in 1972, Singapore Airlines has been developing dramatically to become a giant in global airline industry with more than $12 billion in revenue in the financial year 2010. Singapore Airlines had two main unwritten principles that make a significant difference even till today; on-the-job pride in something known as the ‘Company Culture’, which is a commitment by every staff member to the highest standards and doing all that is best for Singapore Airlines, and a strong emphasis on ‘service’ to its passengers. Australasian Marketing Journal, 14(2), 51. The management team and shareholders must maintain a longer term outlook to avoid making short-term, reactionary decisions which dilute the brand. A worker is usually periodically shifted from one work to another but on a similar level (Schneider & Bowen, 1995). As a major part of the organizational culture, recruitments, staff development, promotions, and internal relations have assimilated the necessary platform in dictating the ability of the organization to meet its own strategic objectives (Cunningham & Gerrard, 2000). When it was trying to establish itself as the best airline amongst competing giants, the code SQ was chosen to represent ‘Superior Quality’ of service that the company aspired to deliver. model frameworks, brand cases and checklists on Asian branding. This should be projected towards an organization’s mission and objectives. It’s like watching your grandparents try to be “hip” and “with it”. Besides, the environmental factors such as politics and technology have impacted on its efforts of building positive consumer relationships, devising effective organizational change and overall improvement of performance. Singapore Airlines strongly embedded positioning and commitment to the brand has positioned it well to compete in the new landscape. Singapore Airlines’ brand strategy is, in theory, a relatively high-cost strategy. Though the structure has attracted criticism from different scholars on its hierarchical outlook, the company insists that the whole system is highly efficient both in terms of design and application. This is a particularly difficult position to maintain in a highly cyclical industry where the competition seems to react on a daily basis to changes in performance. Further expansion is considered essential in giving the company an international repute and therefore promoting its competitive advantage. It supports IATA’s Four-Pillar Strategy to address climate change, comprising technological, operational, infrastructural, and economic measures. The main cultural traditions are Malay, Indian, Chinese, and to some extent Western (British). Singapore Airlines has maintained its position as one of the best-known and best-performing brands in Asia, and remains one of the few consistent performers in an industry where established brands are struggling to stay alive. As indicated earlier, it is largely due to the inherent demands of an organizational system that calls for all stakeholders to conceptualize the requirement and also internalize its possible repercussions. Inflight supervisors – and any cabin crew – are one of the most important assets for Singapore Airlines as they constantly seek to innovate and take their brand to the next level. In February 2013, it was the first airline in the world to introduce 3D games on its entertainment system, KrisWorld. Plan your holiday with our latest travel deals and promotions. The Singapore Airlines brand has been instrumental for the airline from the early start. A dangerous trap, which many other brands often fall into in their efforts to communicate all at once. This job rotation system is beneficial due to the fact that it breaks monotony. For example, SIA launched its premium economy class in 2015, are upgrading their lounges across global airports, and revamping seats in all cabin classes to name a few initiatives. Your privacy is extremely important to us. Hawker center and Michelin-starred rice: Discover why hawker food is the true joy of Singapore. The place name "Singapore" is derived from Singa-pura ("City of the Lion"), a commonly used term since the fourteenth century. In addition, it has enhanced higher customer value in services delivery besides increasing levels of productivity and profitability. In a YOLO attempt to feed this yearning, I applied for a job as a cabin crew for Singapore Airlines and ended up passing the interview. Fierce competition from low-cost carriers: The low-cost carriers have significantly influenced consumer behaviour for cheap price bargains among leisure travellers and increasingly among business travellers. Even so, Varey (2006) observes that the ability to ensure organizational change is one of the hardest aspects that companies faced on a regular basis. Air travel has become a commodity and most major routes are saturated with fierce competition. Moreover, many organizations have neglected the role and notion of establishing effective organizational cultures. Profits: Run the business with a long-term outlook. Communication acts as a good avenue for solving different problems that affect staff members and the rest of management (Cunningham & Gerrard, 2000). Besides, it also seeks to get a stronger grip of the regional and international market by merging with continental airlines and therefore extending its operations to the lucrative United States market through California’s Los Angeles and San Francisco International Airports (Varey, 2006). Clarity and Commitment. To boost its attractiveness, Singapore Airlines has rolled out premium economy seats in February 2015. It is worth noting that an airline can hardly evade challenges in its operations just like other businesses units. The challenge is to stay true to the brand and keep delivering on the fairly high-cost promise of quality, innovation and service. Need a custom Research Paper sample written from scratch by In terms of country image, it is without doubt that the Singapore Girl has done as much for Singapore’s image than its political stability, infrastructure, workforce and extensive network of Free Trade Agreements. For example, there is huge traffic demand between India and Europe. The program extends preferential treatment for the customers who frequently travel using the airline and therefore encourage them to stick to the airline to enjoy the benefits. Its menu includes authentic premium jasmine tea from Fujian, green tea from Japan, and masala from Assam. This in turn creates more cost pressure. In Singapore Airlines, the process of effecting organizational change has experienced a very slow pace of implementation due to poor cooperation and resistance from some units (Cunningham & Gerrard, 2000). The deal, worth USD 13.8 billion, involved the purchase of 39 aircraft from Boeing and is expected to create 70,000 jobs in the US. From this consideration, Singapore Airlines has effectively brought in major observable positive effects for the staff and management as a factor of cultural consideration. SIA’s focus on its customer service culture is clear. Most relates directly to the strong brand management driven primarily by the SIA boardroom and top-management, and the healthy brand equity as the result of a dedicated, professional brand strategy throughout a diversified, global organisation. In Javanese inscriptions and Chinese records dating to the end of the 14th century, the more-common name of the island is Tumasik, or Temasek, from the Javanese word tasek (“sea”). As a result, Human Resources development links the vision of the company, harmonizes the national laws demands, and projects the results to the national and outside community upon which its progress is determined. Learn about hawker culture and sample a range of dishes, including Michelin-starred chicken rice. In other words, customers’ perception of the price/value equation, their future buying behaviour (partly to be influenced by the low-cost carriers) and loyalty among other factors are crucial for the future. IvyPanda. SINGAPORE AIRLINES LIMITED: BUILDING A CULTURE OF SERVICE EXCELLENCE. Its leadership has remained steady and quite efficient since the establishment of the airline. Retrieved from https://ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. The average age of its aircrafts is 6.7 years, making the fleet one of the world’s youngest and most fuel-efficient. Think about one of the strongest brands from Asia, and chances are that Singapore Airlines (SIA) and its long-serving, almost iconic Singapore Girl easily come to mind. Loyal customers are generally open and provide an organization with the necessary criticism to improve a system as they are able to associate with it. Singapore Airlines menus are also specially created to reflect culinary influences of the regions it flies to. This is very significant since up to 40% of an airline’s total costs is derived from fuel. All the airlines under SIA feed traffic between them, and they share a large number of connecting passengers with SIA. As the Singapore’s most crucial Airline Company, the government plays a major role in its operations and derivation of different policies (Cunningham & Gerrard, 2000). It launched KrisWorld, an advanced in-flight entertainment system, across all classes in 1995. Read employee reviews and ratings on Glassdoor to decide if Singapore Airlines is right for you. Singapore Airlines has also launched myKrisWorld, the first personalized in-flight entertainment system across all classes in 2018. Managing Service Quality, 13(1), 10-19. Hence, it was a marketing scoop that when the passengers boarded the Concorde via the passenger step on the port, they could see SIA’s colours and logos painted on the aircraft’s vertical fin, and BA’s on the starboard. The SIA forms the main airline of Singapore with its hub at Changi Airport. The Singapore Girl, the gentle hostess in her sarong kebaya was born. The brand of this company is attached to the organizational culture whereby an employee becomes a part of the entire system especially after being in the system for a considerable length of time. This would seal possible loopholes for employees who obtain wrong formation. This has led to a focused and consistent message for SIA during the last 47 years. By extending special offer to the customers, it becomes easy to win their loyalty. It was the first airlines globally to fly the Airbus A380, one of the world’s most eco-efficient aircraft. Technical and strategic human resource management effectiveness as determinants of firm performance. Singapore Airlines has the following aircrafts in its global fleet (December 2019): Singapore Airlines were one of the first customers of the Boeing B-777 during the 1990s and has used the aircraft consistently on most global routes. This in itself is a great achievement for any brand. The influence of power and politics in its macro-environment has had massive influence in the operations of the company (Cunningham & Gerrard, 2000). For example, a person who is handling tickets may at other times find him/herself handling baggage. On the technology side, Singapore Airlines still maintains one of the youngest fleet of aircraft amongst all major air carriers, and keeps to the stringent policy of replacing older aircrafts for newer and fuel-efficient models. Managing Service Quality, 18(1), 4-19. Beyond Singapore Girl: Brand and product/service differentiation strategies in the new millennium. That’s seen the Singapore Airlines 777X order take a few twists and turns along the way. Moving forward, SIA needs to keep close to the customer journey and understand how it can better utilize various types of innovation to create better value within the customer experience. This is remarkable, as over 90% of the passengers on Singapore Airlines never immigrate into Singapore but only use Singapore Changi Airport as a transit hub. It also has code-share, strategic alliance, and joint venture partners under the global airline partnerships, and under the Star Alliance network. 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