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Singapore Airlines Swot Analysis Essay

960 Words4 Pages

Opportunities Premium Economy Finally The roll out of the much needed premium economy class in Singapore Airlines is expected in the second half of this year. Singapore Airlines has resisted introducing this class even though it is a matured product offered by many airlines for sometime. The premium economy class should boost competitiveness as Singapore Airlines main competition on some of its European and Australian routes are offering this product, which seems to have become a hit with corporate passengers. According to CAPA (2014, para. 45), the revenue which this class of travel could bring if introduced on the right routes will give Singapore Airlines yields a much need boost. Partnerships Singapore Airlines has unfortunately been …show more content…

This is because the airport operated a separate dedicated low cost terminal. This separate dedicated low cost terminal provided passenger, airlines and the airport with logistical problems in terms of airport transfers. With the success of KLIA’s low cost transfer operations, the Changi Airport Group closed down the budget terminal in 2012 and all the low cost operations were transferred to the main terminal. This move as well as the recent infrastructure development at Changi Airport, should help transfer between all the four market segments that Singapore Airlines operates in and provide seamless transfers for its …show more content…

According to CAPA (2014, para. 58), the Kuala Lumpur international airport has had a nineteen percent growth in 2013 compared to the five percent growth at Singapore’s Changi Airport. The main reason for this is that the Changi Airport has not responded fast enough to unlock the potential growth of low cost traffic as well as low cost transit traffic. As mentioned earlier, the Changi Airport Group has made changes by closing the low cost terminal and integrating their operations with the main terminal. Infrastructure development is also under way to provide for more capacity and a new runway. Hopefully these initiatives will help as the future of Singapore Airlines is interlocked with Changi and Singapore overall (CAPA, 2014, para. 60). The Middle East The Middle Eastern airlines have been the main reasons for Singapore Airlines fall from its glory days. The Middle Eastern carriers that are affecting Singapore Airlines growth and profitability are Etihad, Qatar and Emirates. They have expanded aggressively into Singapore Airlines biggest and must lucrative markets such as Asia, Europe and Australia. With their ideal geographic location they can provide better connections to Europe, America and Australia. According to CAPA (2014, para. 52), Singapore Airlines has responded to this threat by focusing on regional growth and the low

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