Strategic Aviation Management of Singapore Airlines - Case Study Example

Name : xxxxxx Tutor : xxxxxxx Title : STRATEGIC AVIATION MANAGEMENT OF SINGAPORE AIRLINES Institution : xxxxxxx @2009 Strategic Aviation Management of Singapore Airlines The aviation industry in Singapore owns a great reputation in the world. The legendary Singapore girl lives on. This Airline has for ages been ranked among the overall best in the world. This is in line with the remarkable profits and the excellent trends. It is an airline that has been severally acknowledged for setting the pace in the entire industry. The management of this industry earns all the credit owed to its success. This is incorporated with the remarkable brand image through the entire boardroom team together with the top management. The management of this airline is been credited for exemplary profffesionalisn measured with diversity and brand recognition. The reputation has lived on ever since the start of the airline. It is currently the leading brand in all of Asia. Upcoming brands in the aviation industry in Asia are thus under the mentorship of the Singapore airline. The exemplary leadership in this industry is very committed to the brand recognition of this airline. The Background of the Singapore Aviation Industry The airline is thought to have come in to operation in 1947. At this time, it went by the name Malayan that was later made in to Malaysian Airline. This was made possible through a corporate association of both the Singapore and Malaysian governments. The brand attained a single entity in 1972 on separating from the Malaysian government in 1965. As early as at this time of separation, this airline enjoyed a distinct reputation as a number of similar airlines in the same region. Since there were very few regional routes at the time, this airline committed itself to the international limelight. It thus sought to effectively compete with a number of foreign airlines for international routes (Kuan 2000). This competition encompassed the struggle to get in to a number of airports, successfully earning the right to land and the flight slots. Luring customers in to their line of operation was yet another aspect that this airline successfully managed to conquer. This tough competition that emerged from the very start of the industry offered both a challenge and an opportunity for the Singapore airline. The airline thus established a very strong reputation in aviation an aspect that earned it brand recognition (Kuan 2000). The Growth of the Singapore Airline Brand Brand recognition for the Singapore airline came as early as the time of launching the airline. The entire system of operation was marked with excellent technology in the aviation industry alongside exemplary service provision. With thirty two years in operation, the airline has managed to retain the same reputation. It is known to have been the inspiration in to a number of innovations in the aviation industry (Kuan 2000). The struggle to be the overall best is undisputable. For instance, it is said to have been the very first to venture in to the provision of soft drinks and a number of personal effects for its customers while on board. Innovation is an aspect that constantly drives the company to its out standing reputation. The competency of the cabin crew on a number of its flights is yet another aspect that keeps the airline at the top (John 2000). With regard to technology, the company has for ages managed to afford and offer the latest versions of aircrafts. This is done in line with constant repairs and replacement of old planes. Studies indicate that the Singapore airline has severally been the first to fly a number of new aircrafts including the Boeing 747 and is bound to have been the very first to fly airbus super jumbo model A-380 in the year 2006. The sub branding of a number of its aircrafts is an aspect that makes it possible to distinguish this airline from most of its close rivals. This airline has managed to arrange for collaborations with renowned airlines around the globe as a strategy to effectively make it known. In the year 1970, for instance the Singapore airline managed to collaborate with the British airline (John 2000). This is a strategy that saw the airline flying Concorde from Singapore to London and vice versa. The airline has a distinct and exemplary strategy in enhancing aviation technology. The use of the latest technology in the design of a number of its aircrafts is both a cost effective and marketing strategy. With respect to this, is the provision of non stop flight services between New York and Los Angeles in the year 2004. This greatly boosted the public image of the airline. The aircrafts used for a number of such flights are distinctively branded to trade the reputation of the airline in foreign countries (John 2000). This airline operates in the wake of the newest technology. This is thought to be in line with the realization of the implicated time span. This is because when the technology spreads to a number of other airlines, it loses the aspect of being innovative. Innovation and technology are thus aspects that the company considers very vital in marketing its public reputation. The distinct Singapore Girl The excellent representation of people of both genders in this company is an aspect that fosters its image among employees (Tina 1988).The stewards on a number of its airlines have distinct uniforms that serve as the image of the company. The design implicated in the making of the uniforms alone represents a very big impression on the company’s image and mission statement. The name Singapore girl was thus coined in reference to the female stewards of the company’s aircrafts. It is such a successful brand image that is measured with a lot of class. This type of stewardship is based on an ideal representation of the entire Asian culture that is measured with exemplary virtues (Rigas 2006). Such virtues include hospitality of the highest order offered through kindness, elegancy warmth and tenderness. The image of the airline portrayed through this stewardship is so excellent such that a renowned museum in the United Kingdom adopted it in 1994 as a display representing a commercial figure of the airline. In an effort to boost the competency and expertise of the services offered by its crew, the airline operates a very comprehensive training initiative. This program is geared at training all the crew members in their various capacities of service. The brand recognition of the Singapore aviation industry has been greatly boosted by the social class associated with the Singapore Girl. This is an aspect that has influenced the selectivity of recruits in to the airline to further enhance quality service and talent (Rigas 2006). Communicating the concept Singapore airline has established a very ideal communication strategy to market its brand recognition. This is been enhanced by its slogan “Singapore airline- a great way to fly” that has exhaustively been conveyed by all forms of media. The Singapore girl greatly features as an image in a number of the communication and advertisement strategies (Gerald 2003). The launch of the executive space bed seats alone was accompanied with a very elegant advert. This further boosted the image of the Singapore girl and the overall brand recognition of the airline. This strategy enabled the company to earn a competitive advantage over a number of its close competitors in the aviation industry. With the focus on the brand recognition, the airline has successfully managed to communicate through the Singapore girl. This is such a competitive advantage over a number of its close competitors whose main focus in communication is diverted to a number of items. It is a strategy that enhances consistency in brand recognition. The image portrayed of the airline by the Singapore girl has been very beneficial in its brand recognition (Gerald 2003). Revenue generation through brand recognition While a number of international airlines are equally committed to quality service, Singapore airline is still outstanding in its consistency in service provision. The brand image of the airline has never been wavered. This is a very outstanding position to uphold with consistency in a very competitive industry. The aviation industry like many other industries has its performance measured by the emerging trends in innovations. Such a dedication to competency owes a lot to the top management and the entire board of directors (Mike 1997). It is also credited to the faith vested in the ability of the company to survive challenges especially competition. It is noted that the company’s top management and stakeholders uphold a long term examination of the outward look. This is in an effort to avoid making short lived reactions that are bound to spoil the brand recognition. The Singapore airline has for ages managed to offer the best services in aviation by avoiding a number of short term reactions (Ann 2004). The US Airline for instance was forced to reduce the cost of its services in an effort to get more customers. This has ended up being catastrophic as the airline is loosing a number of its cost driven clients to most of the lowly priced airlines. This is an aspect that is feared for spoiling the image of the airline in the pursuit of short lived profits. This has seen the US airline doing away with the service strategy to their customers. This aspect is now common to restricted flights. The pressure imposed by the cost has forced the US airline to minimize the premium services an aspect that does not distinguish the airline from a number of low cost air lines (Nigel 2002). Result delivery by the Singapore Airline Brand The airline has managed to outstandingly enjoy its image as one of the very best in the Asian aviation industry. It has been noted for showing consistency even with the ever changing performance trends in the industry. It has been able to stick to its ideal management strategies in attaining excellent results (Eugene 2002). The revenue collection is measured with a strong influence on the prevailing premium prices. This is maintained through consistency in pricing in an effort to avoid luring their potential clients to reactionary pricing. Costs are met through the acquisition of the most ideal and cost effective planes. This is an aspect that is geared against fuel consumption and prices coupled with agile leadership in the company. Profit generation in the company is enhanced through long term decisions that are fostered through consistency in brand recognition (Werner 2005). The Future of the Singapore Airline The airline has faced a major dramatic transformation in the past three years. This was accompanied with great shakeouts alongside weak forms of consolidation in premium provision. The aviation industry is now very competitive. This is an aspect that has seen a number of low cost airlines luring potential clients to cheap pricing (Werner 2005). Luckily for Singapore airline, it is ahead of the trend with the launch of its own aircrafts to accommodate both regional and short haul travel. This is geared at not spoiling the overall premium brand. Its strong position in the industry has put it in to a better place to effectively compete even in the wake of the new phenomenon. The company recognizes that the way forward is showing consistency in brand recognition and quality service provision. The strategy implicated here needs great investment and a heavy inflow of cash. This later aspect can possibly be attained through excellent passenger loading factors and a continuous premium pricing strategy. This thus focuses on the perception of customers on the pricing in relation to the quality of service alongside the implicated trends in the future and their loyalty to the airline. The focus should thus be laid on the ability of the airline to maintain the brand recognition in line with being on top of the innovation (Triant 2006). This is an aspect that will still influence the loyalty of the customers irrespective of their availability. Conclusion The brand recognition of the Singapore aviation industry is the major asset of the company. It is at the top of the aviation industry in Asia. It is an ideal representation of strategic brand recognition which serves as a great inspiration to up coming industries. Singapore airline is rated among top aviation companies in the entire world. This is attributed to its ability to effectively control and influence the image of the brand. It is thus regarded as a major innovator in the entire aviation industry. Bibliography Triant, G 2006, Aviation management, CRC Publishing Ltd, Washington. Werner, D 2005, Strategic management in the aviation industry, Ashgate Publishing Ltd, Washington. Eugene, F 2002, Human resource management: a concise analysis, Financial Times Prentice Hall, Washington, Ann, E 2004, Strategic management for tourism communities: bridging the gaps Volume 16 of Aspects of tourism, Channel View, London. Nigel, S 2002, Operations strategy, Financial Times Prentice Hall, New York. Mike, L 1997, A portfolio management approach to strategic airline planning: an exploratory investigative study on services management, The University of Michigan Press, Michigan. Gerald, A 2003, Strategic Management, Cengage Learning EMEA, New York. 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