Swot Analysis Of Singapore Airlines

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1. Introduction
Singapore Airlines Limited (SIA) is the flag carrier of Singapore which operates from its hub at Changi Airport. Known as a global and respected Airline Company with safe journey, innovative technology and excellent service, SIA has come a long way since its founding in 1972. It has evolved from a regional airline to one of the world’s most respected travel brands in the global airline industry with more than $12 billion in revenue in the financial year 2010and also has a strong presence throughout Southeast Asia, East Asia, South Asia, and air routes known as “Kangaroo Routes”, flown between Australia and the United Kingdom via the Eastern Hemisphere.

SIA’s network reaches out to over 63 destinations in 34 countries around the world and by geographic segmentation, the bulk of Singapore Airlines’ revenue lies in East Asia which contributes to 55.81% of total revenue. Revenue generated from South West Pacific and Europe also account for 16% of the total revenue each.

1.1 Subsidiaries
The Singapore Airlines Group adheres to a strategy of related diversification comprising of the parent airline company and 36 direct subsidiaries and associated companies. Its operations classified into 4 major divisions, namely Airline Operations, Engineering Services, Cargo Operations and Others.

Figure 1

Today, Singapore Airlines and its subsidiaries have the most modern fleet in the world where Singapore Airlines has 108 passenger fleets and its Silk Air has 11 Airbus

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