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Singapore Airlines Case Study

1736 Words7 Pages

Recommended International Strategies to Improve/Maintain SIA’s Market Position
1. Introduction
Despite the airline industry being an undesirable and unattractive industry according to Michael Porter, Singapore Airlines (SIA) have consistently been profitable and have achieved much success with many of their current and even past strategies. The history of SIA, their past and present marketing strategies and their successes will be analysed. Subsequently, this essay will further recommend more strategies for SIA’s future international business.

2. A Brief History of SIA
SIA have definitely gone through a lot to get to where they are today. The airline underwent various name changes in the early days. From the Malayan Airways in 1947, to Malaysian Airways Limited in 1963 to Malaysia-Singapore Airlines (MSA) in 1966. (Singapore Air, n.d.) It later split in 1972 into two separate airlines – Singapore Airlines and Malaysian Airline System, following Singapore’s independence and the two countries’ conflict of outlook and priorities. (Roll, 2014)
The airline, initially only serving Singapore and various destinations in Malaysia, gradually expanded its services not only to neighbouring countries like Indonesia and Vietnam, but also to European countries, with London being their very first transcontinental destination. Long-haul flights like these were made possible thanks to innovative improvements and better and larger capacity aircrafts. (Singapore Air, n.d) Figure 1: Singapore

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