Swot Analysis Of Singapore Girl

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4.2.1 The Singapore Girl
Singapore Girl is core success factors of SIA which is the personalization brand of SIA. In 1972, French haute-couture designer Pierre Balmain designed a special version of the Malay sarong kebaya as the uniform that later become the most recognized symbol for SIA as well as Singapore. Since, In 1993, Singapore girl became the only commercial figure in the world-famous Madame Tussaud’s wax museum which described Singapore Girl as ‘one of the world’s most instantly recognizable face’. The Singapore Girl became a successful brand icon with an almost mythical status and aura around her and she has been the epitome of airborne Asian hospitality that represents caring, warm, gentle, elegant and serene. Singapore Girl also has been a commitment to excellence service and quality for SIA. In order to make sure SIA can fully and consistently delivery brand experience to customer, SIA adopts one of most comprehensive and rigorous training programs to the staff. As famous brands, it makes more flexibility selection in the recruitment. It can help SIA to keep high competitive advantage as right people can make the company progressive.

4.2.2 Human Resource
Human resource is one of success element in SIA. As we know, the right people are important company asset. HR is core element in the successful company, especially hospitality industry. In the service industry, front line staff is very important for firms competitive positioning as front line staff

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