Singapore Airlines Article Review

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Learning Journal

In the second week, we decided to carry out a marketing audit assignment for Singapore Airlines. The members were requested to carry out a research on the basic information as well as background on the company and the airlines industry in general.

The Areas to look at: competitors; services; suppliers; new product offerings; market process; how the company get its new customers as well as maintain the existing ones;the relationship management system;; integrated approach or separate; fulfillment management; does the company's mission statement reflects any element; such as product; customer oriented or market oriented as well as business links.

Websites, Journals, Newspapers

Wirtz, J & Heracleous (2009)Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy

Source: Journal of Air Transport Management 15 (2009) 274 -- 279

This article describes the dual marketing strategy used by Singapore Airlines. It describes the reason as to why the airline has managed to consistently defeat its competitors in the rough environment. The article describes the concept of dual differentiation via service as well as innovation.

3.Glossary of terms

Integrated marketing Communications (IMC)

This is the coordination as well as the integration of all of the available tools of communication, sources within a given firm and avenues into a program which is seamless in order to maximize the impact on customer as well as other end users at a considerably minimal cost (Clow and Baack,2007).

4.Nominated tutorial questions & answers

Q1. Describe in your own words the process of marketing strategy.

1) Research as well as Situation analysis

2) investigate the market and product gap as well as whether it is a new product

3) Develop the main goals and objectives

4) Identify the target market/audience

5) Perform a SWOT analysis

6) Perform a Competitors analysis

7) Develop communication strategies

8) Media analysis

9) Budget analysis

10) Implementation as well as timeline

11) Control as well as evaluation

12) Recommendation

Q2. How can a business strategies and marketer realize that he or she has effectively identified and comprehended the current trends that are critical to the success of the company in the marketplace.

Via;

External analysis which includes

Environmental analysis (PETSEL analysis-Political, Environmental, Social, Economic and Legal)

Customer analysis (segmentation, unmet needs as well as motivations)

Competitor analysis

Analysis of customer analysis (size, profitability, growth, trends, distribution systems and cost structure).

Q3.How can one tell if a given marketing strategy is fruitful?

This is through internal analysis

Performance (sales, customer satisfaction, brand image, product portfolio)

Determinant of various strategic options ( past as well as current strategies)

ROI (Aaker and Mills, 2005)

5.Any creative websites, scanned articles, things that provide you with motivation or ideas for your audit http://mahdzan.com/papers/sia/SINGAPORE_AIRLINES.pdf

6.References

Aaker, D. & Mills, M. (2005). Strategic market management. Pacific Rim Edition, Wiley.

Clow, KE.; Baack, D. (2007). Integrated Advertising, Promotion, and Marketing Communications 3rd edition. Pearson Education. pp. 9 -- 10. ISBN 9780131866225.

Wirtz, J & Heracleous (2009)Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy

Week 3 Corperate and business Strategy

Your ideas and reflective learning journal

Wirtz, J & Heracleous (2009)Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy

Source: Journal of Air Transport Management 15 (2009) 274 -- 279

Business Level strategy

Singapore Airlines is poised/positioned as the premier carrier having high innovation levels as well as excellent service levels.The company has made a very strategic choice of providing priority to its profitability over its size. The internal practices within the organization like the continuous investment in its people as the rigorous design of their services are indicated by Heracleous and Wirtz (2008) as the main aspects of the firm's operationalization as well as sustenance of the company's positioning and the strategic choice.

In regard to the business level strategy, the company has succeeded to create aniche in the delivery of premium services to various demanding customers. They therefore achieved differentiation through this strategy. Heracleous and Wirtz (2008) suggested that this achievement is a great challenge to the Porter's proposition on differentiation as well as cost leadership via a core competency of an extremely cost effective excellence ion service that is intertwined with self-reinforcing system of activities and processes.

Doganis, R., 2006. The Airline Business, second ed. Routledge, Abingdon.

Source: Routledge,

Corporate level strategy

At the corporate level, Singapore Airlines employs a related diversification strategy . The airline has thirty six subsidiaries as well as associated companies as pointed out by Singapore Airlines (2008).The group includes Singapore Engineering Company, Singapore Airlines Cargo and Singapore terminal Services.

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As part of its international strategy, it joined the Star alliance.

Information technology has been shown to be key to growth and profitability of the company.They use their website in enhancing their customer experience by allowing check ins, schedules as well as ticket purchases. The same website is used for the management of the Krisflyer (frequent flyer) account (Doganis, 2006).

Direction policy matrix in addressing which businesses a particular corporation is worth investing in (Holloway,2008,p.6). The direction policy matrix on the other hand is important since it helps a company to effective measure its strengths as well as to pursue it. The group operates in several regions such as East Asia, South West Pacific, Europe, Americas as well as Africa.

3.Glossary of terms

Strategy- Strategy is the direction as well as the scope of a given organisation over the long-term period: which effectively provides an advantage for the organisation via its configuration of the resources that lie within a very challenging environment in order to meet the various needs of the markets as well as to fulfil the expectations stakeholder (Johnson and Scholes,2006).

4.Nominated tutorial questions & answers

Q1.What business level strategies does Singapore Airlines employ in their marketing operations?

Singapore Airlines is poised/positioned as the premier carrier having high innovation levels as well as excellent service levels.The company has made a very strategic choice of providing priority to its profitability over its size. The internal practices within the organization like the continuous investment in its people as the rigorous design of their services are indicated by Heracleous and Wirtz (2008) as the main aspects of the firm's operationalization as well as sustenance of the company's positioning and the strategic choice.

In regard to the business level strategy, the company has succeeded to create aniche in the delivery of premium services to various demanding customers. They therefore achieved differentiation through this strategy. Heracleous and Wirtz (2008) suggested that this achievement is a great challenge to the Porter's proposition on differentiation as well as cost leadership via a core competency of an extremely cost effective excellence ion service that is intertwined with self-reinforcing system of activities and processes.

Q2. Q1.What corporate level strategies does Singapore Airlines employ in their marketing operations?

At the corporate level, Singapore Airlines employs a related diversification strategy . The airline has thirty six subsidiaries as well as associated companies as pointed out by Singapore Airlines (2008).The group includes Singapore Engineering Company, Singapore Arilines Cargo and Singapore terminal Services. As part of its international strategy, it joined the Star alliance.

Information technology has been shown to be key to growth and profitability of the company.They use their website in enhancing their customer experience by allowing check ins, schedules as well as ticket purchases. The same website is used for the management of the Krisflyer (frequent flyer) account (Doganis, 2006).

Direction policy matrix in addressing which businesses a particular corporation is worth investing in (Holloway,2008,p.6). The direction policy matrix on the other hand is important since it helps a company to effective measure its strengths as well as to pursue it. The group operates in several regions such as East Asia, South West Pacific, Europe, Americas as well as Africa.

5.Any creative websites, scanned articles, things that provide you with motivation or ideas for your audit

I was inspired by the following websites http://blogs.hbr.org/cs/2008/08/singapore_airlines_winning_str.html

http://hbr.org/2010/07/the-globe-singapore-airlines-balancing-act/ar/1

6.References and bibliography

Doganis, R., 2006. The Airline Business, second ed. Routledge, Abingdon.

Johnson, G. And Scholes, K. (2005) "Exploring Corporate Strategy." 7th Edition

Wirtz, J & Heracleous (2009)Strategy and organization at Singapore Airlines: Achieving sustainable advantage through dual strategy

Week 4 Understand Marketing Opportunities -Market Analysis

Your ideas and reflective learning journal

In week four, we carried out an analysis of the market in which Singapore Airlines operates. The main objective was to lay bare the marketing opportunities that existed for the airline to focus on.

3.Glossary of terms

Q1.What is market analysis?

It is a special marketing research that is carried out in order to yield information on a given marketplace (Random House Dictionary, 2011)

4.Nominated tutorial questions & answers

Q1.What marketing opportunities exists for SIA?

The company can use the internet to provide coupons for the frequent fliers as well as integrated marketing communication plan

Q2.What marketing tools are employed by SIA in its operations?

The internet, print and other forms of non-print media

5.Any creative websites, scanned articles, things that provide you with motivation or ideas for your audit

6......

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