Whether a particular structure is advantageous or disadvantageous for a company depends on the type of business, the strategy of the company, its target market and the style of the management. Types of Structure The four most common types of organizational structure are functional, divisional, matrix and horizontally linked.
SIA has consistently been one of the most profitable airlines globally, and has always had the reputation of a trendsetter and industry challenger. There are several good reasons for this. Most relates directly to the strong brand management driven primarily by the SIA boardroom and top-management, and the healthy brand equity as the result of a dedicated, professional brand strategy throughout a diversified, global organisation.
The Singapore Airlines brand has been instrumental for the airline from the early start. It serves as one of the leading brand cases from Asia for other established brands as well as any aspiring brand. The Singapore Airlines brand is unique in the sense that the boardroom takes dedicated leadership of the brand strategy unlike many other Asian companies.
It was the only Singapore-based brand and the highest-ranked Asian company. The sarong kebaya is the traditional Malay dress.
The differences in operating outlook and priorities between the Malaysian and Singapore governments led to a mutual agreement to set up separate airlines. Singapore Airlines was in a different position than most other airlines at the time.
As there were no domestic routes to serve, it was forced to immediately start competing with international airlines for routes, getting access to airports, securing flight slots and landing rights, and attracting a new customer base.
Unlike most state-owned entities, Singapore Airlines was subject to heavy competition from the onset and this tough start created a driving spirit to compete and also a dedication to branding, especially in the boardroom.
These factors have prevailed within the SIA organization since then, and served the airline very well as this brand case will illustrate.
Singapore Airlines moved into the new Changi Airport which opened in It launched KrisWorld, an advanced inflight entertainment system, across all classes in Today, Singapore Airlines flies to over 60 cities in over 30 countries around the world. It also has codeshare partners under the global airline partnership and network Star Alliance.
Innovation, best technology, genuine quality and excellent customer service were to become the major drivers of the brand.
Throughout the course of their year history, Singapore Airlines has remained true to their brand attributes. They have pioneered many in-flight experiential and entertainment innovations, and strived to be best-in-class.
SIA was the first to introduce a choice of meals, free alcoholic and non-alcoholic beverages, free headphones, hot towels with a unique scent, personal entertainment systems, and video-on-demand in all cabins.
In recent years, they have further differentiated the brand experience through various in-flight perks.
The company keeps driving innovation as an important part of the brand, and the cabin ambience and combined experience are key factors of their success. Some of the main customer experience strategies used by Singapore Airlines to deliver the best-in-class flying experience include searching for familiar flavours to make its passengers feel at home.
Its menu includes authentic premium jasmine tea from Fujian, green tea from Japan, and masala from Assam. Singapore Airlines menus are also specially created to reflect culinary influences of the regions it flies to. In addition, Singapore Airlines takes care to ensure that its certified Air Sommeliers, each equipped with detailed knowledge of wine appreciation, are available inflight to advise passengers on the art of food and wine pairing.
On the technology side, Singapore Airlines still maintains one of the youngest fleet of aircraft amongst all major air carriers, and keeps to the stringent policy of replacing older aircrafts for newer and fuel-efficient models. They have always been first in line to take delivery of new aircraft types like Boeing jumbo jets, Boeingand they were the first airline to fly the Airbus Super jumbo A in In the earlier years, the aircrafts have been sub-branded like Megatop and Jubilee to further distinguish SIA and its brand from competitors.
This supersonic service was suspended after 6 flights as a result of environmental objections from the Malaysian government.
The Concorde service was restored on 24 January However, rising costs such as fuel, enroute navigation and landing charges forced SIA and BA to terminate the service with its last flight on 1 Nov Today, passengers board the planes via aerobridges.
In the early days, passengers boarded the planes via a passenger step. The Concorde carried crew from both airlines. Keeping in line with its strategy to be the pioneer in every aspect, Singapore Airlines was the first airlines in the world to fly Airbus A on the 25th of October between Singapore and Sydney, Australia.Identification.
The place name "Singapore" is derived from Singa-pura ("City of the Lion"), a commonly used term since the fourteenth century. The main cultural traditions are Malay, Indian, Chinese, and to some extent Western (British). Essay Singapore Airlines Organisational Design and Structure Airways.
In , Malayan Airways operated services between Singapore, Kuala Lumpur, Ipoh and Penang. 1 Organizational Change and Redesign Organizational change is pervasive today, as organizations struggle to adapt or face decline in the volatile environments of a global economic and political world.
Best Essay Writing Service in USA-Review “Singapore Airlines Case Study.” Details: Research a health care organization or a network that spans several states within the U.S.
(Example: United Healthcare, Vanguard, Banner Healthcare, etc.). Essay Singapore Airlines Organisational Design and Structure. Organisational Structure and Design Content Page S/N Subject Page Introduction Competitive Advantages Organisational Changes Organisational Design SIA’s Organisational Structure Recommendations 12 Conclusion 13 References 14 Introduction SIA started off with a .
Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy Loizos Heracleousa,*, Jochen Wirtzb aWarwick Business School, University of Warwick, Coventry CV4 7AL, United Kingdom b NUS Business School, National University of Singapore, 1 Business Link, Singapore Keywords: Sustainable .