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Description, History, Background
Information on Singapore Airlines
Ltd.
P.O. Box 501
Airmail Transit Centre
Singapore, 918101
Republic of Singapore
Company Perspectives:
Today, SIA is internationally recognised as one of the world's leading
carriers. Our route network spans over 90 cities in more than 40
countries, we fly the most modern fleet in the industry and we are the
world's largest operator of Boeing 747-400s, which we call MEGATOPs.
But we never forget that we owe our size and commercial success to
our customers. Singapore Airlines was the pioneer of inflight services
such as free drinks and complimentary headsets. With innovations like
our revolutionary KrisWorld interactive entertainment system, we are
still setting the standards today--standards which have made the name
of Singapore Airlines synonymous with impeccable service around the
globe.
Additional Details
State-Owned Company
Employees: 13,500
Further Reference
Allen, Roy, SIA: Take-Off to Success, Singapore: SIA, 1990.Bociurkiw,
Michael, "Time for Champagne," Forbes, December 14, 1998.Donoghue,
J.A., "Superior, Innovative and Adept," Air Transport World, June 1994,
pp. 30--39."Flying Beauty," Economist, December 14, 1991.Leung,
James, "Winging Their Way to Global Might," Asian
Business, December 1996, pp. 24--34.Tanzer, Andrew, "The Prime
Minister Is a Demanding Shareholder," Forbes, April 2, 1990, pp. 152--
53.Westlake, Michael, "Success in the Air," Far Eastern Economic
Review, October 15, 1987, pp. 78--81.
With uncertainty about Chinas economic conditions, Singapore Airlines (SIA) said that the
outlook for both passenger and cargo traffic is cautious, following the release of its first-
half result for its 2015-16 fiscal year.
The carriers cargo network reported a loss of US$12 million for the six-month period, which
ended in September. But that is still brighter than the $34 million loss it experienced in the
first half of fiscal year 2014-2015. Cargo yield for the first half of 2015-16 declined by 8.5
percent, largely due to lower fuel surcharges, while freight carriage was flat, resulting in a
loss of $86 million, which was offset by a $108 million reduction in expenditures, mostly fuel
costs.
For just the second quarter, SIA Cargo reported an operating loss of $3 million, which was
an improvement over Q2 2014-2015s loss of $16 million. The cargo division was flat in
freight tonne kilometers in the first half, year-over-year, while capacity grew by 2.6 percent.
SIAs load factor fell 1.5 points to 60.7 percent.
The carrier said it plans to increase frequency to destinations in the Americas, Europe,
South West Pacific and North Asia in the third quarter to meet higher demand during the
year-end peak season
2) Personality: it is the brands character. It represents the way the brand speaks to its customers.
3) Culture: it is the system of values and basic principles the brand base its behavior on.
4) Relationship: it represents the strength of the relationship between the brand and its customer.
Singapore Airlines
1) Physique
When we speak about Singapore airlines, the first thing that come to customers mind is the
Singapore Girls, who actually are flight stewardesses. They represent the Asian grace and hospitality
and have a unique uniform designed by Parisian couturier Pierre Balmain. They are a very
designated and visual part of the entire brand experience.
The logo of Singapore Airlines is also something important for the brand image and is composed of a
bird also known as the Silver Kris.
2) Personality
Singapore airlines is considered as being a luxury and premium airline. According to the 5
dimensions of brand personality, we can deduce that Singapore Airlines personality is based on
sophistication and excitement thanks to its luxury and innovative image.
3) Culture
The values Singapore Airlines stands for mostly results from the heritage of Asian values and
tradition based on hospitality, kindness, respect, elegance and serenity.
4) Relationship
Singapore Airlines put an emphasis on providing a unique and glamourous travel experience to its
customers. They are very focus on customer satisfaction and they also work on building
relationships with them through high-quality services, personal approach, loyalty program In this
way, Singapore Airlines aim to be the best company not only in the airlines industry, but also in the
entire service sector.
5) Reflection
Singapore Airlines is often associated with high social class and prestige. The stereotypical customer
of the brand can be describe as rich, elegant and multicultural.
6) Self image
Customers of Singapore Airlines will for sure see themselves as unique, privileged and premium
thanks to the premium services offered by the company. This is even more true for the first and
business class who receive unique and personal services but economic classes have also their top
services as on-demand entertainment option, seats innovative design, delightful Asian and
International dishes