singapore airlines culture

Singapore Airlines also runs one of the most comprehensive and rigorous recruitment and training programs for cabin and flight crew in the industry to make sure the SIA brand experience is fully and consistently delivered. As a major part of the organizational culture, recruitments, staff development, promotions, and internal relations have assimilated the necessary platform in dictating the ability of the organization to meet its own strategic objectives (Cunningham & Gerrard, 2000). The program extends preferential treatment for the customers who frequently travel using the airline and therefore encourage them to stick to the airline to enjoy the benefits. Latest advances in technology have been used it to enhance communication with consumers by obtaining quick feedback, facilitating smooth airline operations as well as assisting in overall design improvement of the airline. On 6 September 2012, Giant pandas Kai Kai and Jia Jia arrived in Singapore via a Singapore Airlines Cargo Boeing 747-400 freighter. Hence, it was a marketing scoop that when the passengers boarded the Concorde via the passenger step on the port, they could see SIA’s colours and logos painted on the aircraft’s vertical fin, and BA’s on the starboard. Singapore Airlines has the following aircrafts in its global fleet (December 2019): Singapore Airlines were one of the first customers of the Boeing B-777 during the 1990s and has used the aircraft consistently on most global routes. Wirtz, J., & Johnston, R. (2003). Singapore Airlines has been able to deliver some of the best results in the industry by avoiding this type of reactionary behaviour. It launched KrisWorld, an advanced in-flight entertainment system, across all classes in 1995. The strategy behind the technology program is clear: using the latest aircrafts enhances cost efficiency and allows Singapore Airlines to use these events for marketing purposes. Boston, MA: Harvard Business School Press. B. On the technology side, Singapore Airlines still maintains one of the youngest fleet of aircraft amongst all major air carriers, and keeps to the stringent policy of replacing older aircrafts for newer and fuel-efficient models. Customers are given total attention. Singapore Airlines is 56% owned by Singapore state investment firm Temasek Holdings. Singapore Airlines has formed one of the significant travel industries in the Singapore state as well as the whole part of the Asian region. Organizational Environment and Behavior of Singapore Airlines. Though the structure has attracted criticism from different scholars on its hierarchical outlook, the company insists that the whole system is highly efficient both in terms of design and application. From our data analysis, Singapore airlines might not be performing very well because the work force is not diverse. Today, Singapore Airlines flies to over 130 cities. Its menu includes authentic premium jasmine tea from Fujian, green tea from Japan, and masala from Assam. By 2003, SIA operated a record 51 Boeing 747-400s, comprising 39 passenger variants and 12 freighters. To boost its attractiveness, Singapore Airlines has rolled out premium economy seats in February 2015. An example of this was the new non-stop services from Singapore to Los Angeles and New York launched in 2004, which attracted huge publicity in global media as it was the world’s longest non-stop flight and kept the innovation promise of the brand alive. Be consistent. "Organizational Environment and Behavior of Singapore Airlines." Authority is delegated from up going downwards. However, rising costs such as fuel, en route navigation and landing charges forced SIA and BA to terminate the service with its last flight on 1 Nov 1980. SilkAir is a regional, full-service carrier serving the region around Singapore. Singapore Airlines decided on a fully branded product/service differentiation strategy from the very beginning. In order to effectively bring out the behaviour of Singapore Airlines, the paper employs theoretical frameworks to explain both the environmental and strategic analyses. Therefore, SIA has decided to launch a new Indian domestic airline called Vistara together via a joint venture, with the Indian business conglomerate Tata, serving traffic from a hub out of Delhi in India. In the earlier years, the aircrafts have been sub-branded like 747-Megatop and 777-Jubilee to further distinguish SIA and its brand from competitors. Singapore Airlines is facing major challenges and the following are the key strategic issues that the airline needs to monitor and constantly address proactively in the coming years. This particular innovation took the world by storm as comfort in air travel has never been taken to such an extent before. These services are provided by the airline in order to improve its market base. Huselid, M. A. Jackson S. E. & Schuler, R. S. (1997). Singapore - Singapore - History: Singapore Island originally was inhabited by fishermen and pirates, and it served as an outpost for the Sumatran empire of SrÄ«vijaya. 1. Singapore is famous for having strict rules for everything. One of the major roles of the human resource department in Singapore Airlines is to establish and promote the necessary objective-oriented organizational culture. In addition, it has enhanced higher customer value in services delivery besides increasing levels of productivity and profitability. To prevent cannibalization, Singapore Airlines has ensured that the business class experience is still differentiated from the premium economy experience in terms of seat width (34 inch versus 19.5 inch), seat reclining (fully-flat bed versus 8 inch) and entertainment screen (15.4 inch versus 13.3 inch). Their stewardesses are well trained in matters related to effective communication. SIA is not locked into long-term leases, and can easily accommodate newer, more efficient equipment which minimizes maintenance costs and avoid aircraft downtime. & Gerrard, P. (2000). Singapore Airlines recognizes that each innovation has a relatively short life span. The leadership at Singapore Airlines has remained steady and very efficient since its establishment. The manager allocates various portions of available tasks with respect to the experience of employees. ensure the integrity of our platform while keeping your private information safe. The icon has become so strong that Madame Tussaud’s Museum in London started to display the Singapore Girl in 1993 as the first commercial figure ever, and did a refresh of the Singapore Girl wax figure in 2015. Download sample chapter. The main cultural traditions are Malay, Indian, Chinese, and to some extent Western (British). MSA in 1968 engaged French haute-couture designer Pierre Balmain. The Singapore Girl encapsulates Asian values and hospitality, and could be described as caring, warm, gentle, elegant and serene. The Singapore Girl, the gentle hostess in her sarong kebaya was born. According to reports from the company, Singapore Airlines assimilated an effective structure that was based on the general call to enhance higher levels of efficiency in supplying the highly demanded services. Managing Service Quality, 13(1), 10-19. According to Wirtz, Heracleous and Pangarkar (2008), special flier programs have been effectively applied in over 20% of the global major airlines with great success. Singapore Airlines has carefully built a financial and fixed cost infrastructure which allows them to continue investing to support the brand while challenging the competition on costs. Work culture here is very good and staffs are very cooperative and friendly. About the author: Martin Roll – Business & Brand Strategist, Read more: The Essential Features of a Global Asian Brand, Read more: Air China – The Quintessential Chinese Brand, Read more: Country Branding Strategies For Nations And Companies, Download PDF: Benefits Of Branding Nations, Sign up for updates on Business, Brands & Leadership. Organizational behavior in Singapore airlines is highly rated in terms of job rotation. Each brand benefit requires significant investment, careful management and detailed implementation programs to live up to the brand promise. International Journal of Service Industry Management 13 (4), 382–398. July 19, 2019. https://ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. It has a well established ground handling strategy. Figure 1: A diagram showing Singapore airline flight. Although organizational cultures from most organizations are exercised in a more formal mode, it is the main subculture that dictates the ability of the main culture when it comes to effective application of culture. IvyPanda. In 1994, SIA became the world’s biggest B747-400 operator when it took delivery of its 23rd of the type. The Singapore Airlines brand is unique in the sense that the boardroom takes dedicated leadership of the brand strategy unlike many other Asian companies. The aim of this strategy is to avoid dilution of the core premium brand, Singapore Airlines, and make sure all brands are well-positioned for their distinct segments. By extending special offer to the customers, it becomes easy to win their loyalty. Here’s how they do it: 1. & Bowen, D. (1995). This company has a belief system that the products being delivered to the market are goods and therefore should be handled with care. Customers are given total attention. The differences in operating outlook and priorities between the Malaysian and Singapore governments led to a mutual agreement to set up separate airlines. Wirtz, Heracleous and Pangarkar (2008) point out that organizational culture dictates the values, beliefs, relationships, and harmony both at the internal and external levels. In most industries, there are always segments willing to pay for quality brands. A behind the scenes video of the World's BEST Airline - Singapore Airlines service and training. The company keeps driving innovation as an important part of the brand, and the cabin ambiance and combined experience are key factors of their success. Leadership) to further distinguish the brand promise. Throughout the course of their 47-year history, Singapore Airlines has remained true to their brand attributes. They form the core of the organizations ability to succeed in the market and therefore dictate its internal and external operations in light of the competitive world. Varey, R. J. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. Academy of Management Journal, 40 (2), 171–188. The management style is also democratic. It was the first airlines globally to fly the Airbus A380, one of the world’s most eco-efficient aircraft. In the case study of Singapore Airlines, it is imperative t note that the company has been faced with stiff competition that has seen major players assume strategic approaches in order to remain relevant in the market. Copyright © 2020 - IvyPanda is a trading name of Edustream What’s your deadline? Singapore Airlines has maintained its position as one of the best-known and best-performing brands in Asia, and remains one of the few consistent performers in an industry where established brands are struggling to stay alive. As the mission of the organization states, Singapore Airlines is mainly oriented at providing its consumers with safe and reliable transport services that meet the expectation of the shareholders. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. As indicated earlier, by striving to infer positive images and relation networks between its management and workers, Singapore Airlines emphasizes that the roles of employees are indeed the most crucial bit in ensuring that consumers get the best services (Varey, 2006). In 2017, Singapore Airlines launched the Suites cabin class, the first in the world product which promised a “personal oasis” within a private space, exclusively on board the A380s. Stay true to the brand. model frameworks, brand cases and checklists on Asian branding. The airline is also famous for luxurious flight experiences across cabin classes, with state-of-the-art entertainment options, spacious cabins and a commitment to making flying a personal experience. Besides, it also seeks to get a stronger grip of the regional and international market by merging with continental airlines and therefore extending its operations to the lucrative United States market through California’s Los Angeles and San Francisco International Airports (Varey, 2006). Schneider, B. Approximately 50% of SIA’s passengers are transit passengers who do not immigrate into Singapore, but through the SIA experience they get an overall perception of a service-oriented, efficient, clean and caring country – partly derived from the brand elements of SIA. It also has code-share, strategic alliance, and joint venture partners under the global airline partnerships, and under the Star Alliance network. They flew the last flight with the Boeing B-747 on 6 April 2012. It is in this regard that its vision is tied to the citizens of Singapore. Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl. With the leadership of Singapore Airlines understanding the nature of the Asian region market, it opted for a low cost model that satisfies travelers of all social classes. It serves as one of the leading brand cases from Asia for other established brands as well as any aspiring brand. In the early days, passengers boarded the planes via a passenger step. The challenge is to stay true to the brand and keep delivering on the fairly high-cost promise of quality, innovation and service. Such a philosophy encourages them to boost their efforts in setting the necessary footprints in the company. IvyPanda. It was also awarded Best Airline for the 28th consecutive year and Best Frequent Flyer Programme at the 2019 Business Traveller Asia-Pacific Awards in September 2019, and consecutively awarded Best Airline in the World by TripAdvisor in 2018 and 2019. Just like that, I moved to Singapore 4 months later to start a new career as an air stewardess. Communication is one of the major factors that dictate the ability of an organization to effectively articulate its goals and objectives both at the internal and external levels. 20 Singapore Girls on trishaws were also featured in the Vintage Parade segment. The extent of change at this Airline has been very minimal due to the perceived negative impacts of making adjustments among employees. Culture. SIA has followed a very simple management formula to achieve outstanding results: Revenues: Command a price premium through consistent brand benefits and avoid reactionary pricing behaviour in order to condition the customer not to wait for price matching. The place name "Singapore" is derived from Singa-pura ("City of the Lion"), a commonly used term since the fourteenth century. These factors have prevailed within the SIA organization since then, and served the airline very well as this brand case will illustrate. Profits: Run the business with a long-term outlook. Global airlines are facing increased competition from low-cost carriers and airlines from particularly the Middle East (Emirates Airlines, Etihad Airways and Qatar Airways) which have put pricing pressure on premium, full-service airlines. The personalization of the Singapore Airlines brand is the mixed male and female cabin crew, where especially the flight stewardesses commonly referred to as the Singapore Girl have become very well-known. Flying high in a competitive industry: Cost-effective service excellence at Singapore airlines. When it was trying to establish itself as the best airline amongst competing giants, the code SQ was chosen to represent ‘Superior Quality’ of service that the company aspired to deliver. Thanks to the efforts of our staff, Singapore Airlines continues to be one of the world’s leading airlines. This is creating a circular effect where the premium airlines are losing cost-sensitive customers to low-cost airlines, which causes them to reduce price to retain these customers. Better known as 777Xs, the then untested plane was promising big things. 2019. SINGAPORE AIRLINES LIMITED: BUILDING A CULTURE OF SERVICE EXCELLENCE. The aircraft has one of best safety records in the industry, and is a very reliable long-haul workhorse for global airlines. Some of the main customer experience strategies used by Singapore Airlines to deliver the best-in-class flying experience include searching for familiar flavours to make its passengers feel at home. We will write a custom Research Paper on Organizational Environment and Behavior of Singapore Airlines specifically for you for only $16.05 $11/page. Book flight tickets from Singapore to international destinations with Singapore Airlines. The latter has been enhanced by the positive effects of the market. The vision and goals of the company are tied to the people’s satisfaction through enhancing their lining standards by promoting the economic competitiveness of the country. Maintaining the youngest generation of fuel-efficient aircrafts provides SIA with some of the lowest fuel costs in the industry. 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