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Singapore airline - Literature review Example

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The paper divulges to understand the strategic position of the company in regards to the airlines industry of Singapore and the world at large. Further an analysis is presented both in terms of the market and financial structure to understand the potential of the company in meeting external challenges…
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Singapore airline
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Download file to see previous pages Singapore Airlines holds the honour of operating as the national airlines of Singapore. The airlines company operates from one of the main stations located in the Changi airbase of Singapore. From its central airbase the airlines company conducts its flights along several regions of the world pertaining to both Asiatic and other foreign nations. The Asiatic nations comprise of both South East Asian and other East and South Asian countries while the foreign flights consist of moving over to Australian and American regions. In terms of market capitalization the Airlines Company occupies the largest market share in the international domain. However in regards to Asian countries Singapore Airlines ranks eleventh. The Singapore Airlines had its birth during 1947 under the name of Malayan Airlines. It took the name of Singapore Airlines during 1972 and gradually started occupying the flying space in the Asian skies. By the end of 2010 the company grew to possess around 108 airplanes to render services on an expanded sphere. The company now also possess a subsidiary unit known as SilkAir and also helps the regular passengers avail offers and discounts. This policy of the flying company has helped it to gain a large number of consumers on a worldwide basis.According to a report published by Datamonitor (2010), Singapore Airlines operating in the international markets works on some key strengths and also suffers from certain weaknesses in the light of external opportunities and threats. Singapore Airline’s key strengths occupy its operation based on a diversified marketing base which helps the company to counter the potency of business risks. Further Singapore Airlines operates based on highly productive airplanes which helps the company to render enhanced services to the consumers. The company has also a large number of productive workforce which helps in enhancing the revenue and profitability position of the concern. The company also works on a diversified service and product portfolio which helps it to minimise the chances of business risks. Internal strengths of the company helped it to gain a huge chunk of revenue of around $15,996.3 million. However in regards to other airline companies like All Nippon Airways and Air France the number of flight resources which Singapore Airlines possess is found to be quite low. Due to the low number of flight resources Singapore Airlines fails to gain large number of passengers as compared to the other competitors. Significant opportunities which are emerging in the external market consist of growth in the number of airline passengers for expansion of tourism activities and also in the use of flights for ...Download file to see next pagesRead More
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