Swot Analysis Of Singapore Airlines

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1. Executive Summary
Singapore Airlines (SIA) was founded in 1972 after Malaysia-Singapore Airlines ceased operations. As Singapore wanted to develop its international routes, SIA inherited MSA’s B707s and B737s. It expanded rapidly, adding destinations in Asia, Europe, North America and Australia. SIA operates a relatively modern fleet, as of 1st June 2015, the average age of the fleet is seven years and one month (Singapore Airlines, 2015). SIA’s fleet renewal policy together with its iconic Singapore Girl allows it to maintain its edge in the competitive air transport industry by offering excellent best in class service and experience.
SIA’s focus on service excellence and inflight product has seen it maintain its top 3 position in the Skytrax World Airline Awards since 2012 till 2015 (Skytrax, 2015).
Despite the awards, SIA faces stiff competition from both premium carriers like Cathay Pacific, Qatar Airways and Emirates on its profitable international routes and low-cost carriers like AirAsia and Jetstar on the regional routes. SIA developed subsidiary brands like Silk Air to offer regional flights and Scoot to compete in the low-cost segment (Singapore Airlines, 2015).

Maintaining the brand’s corporate image is important, but with carriers such as Emirates, Qatar Airways and Cathay Pacific improving in their offerings, some customers may find cost to be an increasingly important factor, especially when competing airlines offer flights at discounts, making it harder

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