Singapore Airlines, Case Study Essay

1505 Words Jan 18th, 2013 7 Pages
This case exam for the module ‘Principles of Marketing’ accounts for 70% of the final grade for this module (IBMMK108R1). The two multiple choice tests during the module account for 30% (15% per test).


As a former British Colony that gained full independence in 1965, Singapore was essentially forced to make do with its limited resources. This developed into a national obsession with achieving excellence without compromise and has been responsible for its many successes. This attitude of control and determination was critical in the creation of the culture within Singapore Airlines (SIA).
From the first unveiling of its official colours in 1972, SIA's primary
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Printers, chargers and computer workstations are a logical extension. With the exception of secretarial services, it is entirely possible that the use of technology will enable business travellers access to full office facilities in the air.
In addition, whilst other customer wants (such as showers) may not be logistically or economically efficient, it is not beyond the scope of the imagination to provide minor personal conveniences such as facilities for ironing or changing. This would be especially beneficial to travellers with time constraints.

Nutrition and Meal Frequencies
The fact that all meals originating from Singapore are prepared by ISO certified SATS Catering Private Limited, SIA's catering affiliate, are planned by nutritionists, and rigorously tested for suitability to the unique requirements of air travel is not known by the general public.
These issues could be better communicated to the passengers simply through including the nutritional content of the meals.
The services of SATS catering could also be applied towards addressing passengers' expressed preference to have smaller meals at greater intervals.

Results of the Business Class passenger survey also pointed to waiting time and entertainment as factors affecting passenger satisfaction. Whilst a large number of delays associated with air travel are beyond the control of the airline, such as delays due to inclement weather,

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