QUESTION

1.Focus on Singapore airline, do some general analysis
General company information, history, fleet, financial performance, route, competitors, strategy, future plan, subsidiary, service, frequent flyer program, alliance,
it is part of a term project

                                                             SAMPLE SOLUTION

1. General Company Information

Singapore Airlines Limited is a national flag carrier airline that hails from Singapore but serves international markets. It operates from its primary hub at the Singapore Changi Airport. The airline brands itself using the Singapore Girl figure. It was ranked the best airline in the world in 2018 (Singapore Airlines, 2019). In addition, it won other three top spots including the Best Airline in Asia, Best First Class Airline Seat and Best First Class. During the same year, it was nominated as the 18^th most admired company in the world and the first in Asia.

1. History

Singapore Airlines emerged in 1947 after Imperial Airways, the Straits Steamship Company of Singapore and the Ocean Steamship Company, decided to incorporate the Malayan Airways Limited. This facilitated the creation of an airline whose first chartered flight departed from the Straits Settlements of Singapore to Kuala Lumpur in the same year. The flight used the twin-engine Airspeed Consul aircraft. The company decided to introduce regular weekly flights that were scheduled on specific days from either Kuala Lumpur to Singapore and vice versa. It then expanded the itinerary to include Penang and Ipoh (Advameg Inc., 2019; Singapore Airlines, 2019). The immense success reported on these routes motivated the company to expand its fleets and operations. The process was aided by the Qantas Empire Airways and the BOAC which provided support and technical assistance required to join IATA. By the year 1955, their fleet included several Douglas DC-3s planes (Advameg Inc., 2019). The company was listed in 1957. Malayan Airlines operated the Douglas DC-4 Skymaster aircrafts in addition to Lockheed 1049 Super Constellation, Vickers Viscount, Bristol Britannia, Fokker F27 and the de Havilland Comet 4 for two decades.

After the formation of the Federation of Malaysia in 1963, the airlines changed its name to Malaysian Airways from Malayan Airways. It then acquired Borneo Airways. Singapore decided to leave the Federation of Malaysia in 1966 leading to a change in name to Malaysia-Singapore Airlines (MSA). The airline then registered rapid expansion and growth. It acquired its first ever Boeing aircraft and also constructed a high rise headquarter in the Singapore capital city. MSA decided to separate in 1972 after differing on decisions to either pursue domestic routes or international routes. Singapore Airlines decided to develop international routes. The airline contracted Batey Ads Company to advertise its operations. The management further made the decision to use stewardesses dressed in Kebaya and Sarong as the company’s icon, also known as the Singapore Girls (Heshmati, Kumbhakar, & Kim, 2018). This rebranding allowed for rapid expansion into international markets. The process that begun in 1972 has been ongoing. The firm managed to enter the Indian Subcontinent, Asia, Europe, Canada, USA and South Africa. It currently serves 64 destinations around the globe.