文档介绍：Singapore Airlines
Singapore Airlines
MKT: SIA CASE STUDY*
Agenda
SIA in Brief
Marketing and Strategy in Airlines Industry
SWOT Analysis
Customers Analysis
Our Long Term Strategies
MKT: SIA CASE STUDY*
SIA in Brief - History
Malayan Airways, the predecessor of SIA, was started in 1947
The Airline was renamed Malaya- Singapore Airlines (MSA) in 1966
MSA ceased operations in October 1972 and two new airlines, Malaysia Airline System (now called Malaysia Airlines) and Singapore Airlines, were born.
In 1978, Los Angeles Time acknowledged SIA as one of the world’s best managed and fastest-growing airlines
By March, 1997, SIA was operating 560 passenger flights per week out of Singapore (The largest private sector employer in Singapore.)
SIA actually increased revenue 7% to $ billion and posted profits of $587 million in the fiscal year ended March 1998
SIA Group : Total 21 subsidiaries
MKT: SIA CASE STUDY*
SIA Group Financial Result
K, S$
MKT: SIA CASE STUDY*
Performance of SIA
Financial Position
SIA managed to maintain its unbroken 27-years record of profitability
The Group’s financial position remains strong. As at 30 September 1998, shareholders’ funds stood at $11,777 million, a rise of $690 million (+%) from a year ago
Accolades and Awards
Singapore Airlines (SIA) has once again been voted Best International Route Airline in the annual Conde Nast Traveler's Readers' Choice Awards, held on 14 October 1998. This is the tenth time in the award's 11-year history that SIA has been ranked number one among airlines flying internationally.
Best Global Air Cargo Carrier (Asian Freight Industry - 1994, 1995, 1996, 1997, 1998)
Load Factor, Yield and Cost
SIA maintained load factors of about 73-74% (5-6% points better than the industry average), reasonable yield and lowest labor cost (16-17% . 35-37%)
MKT: SIA CASE STUDY*
Cargo and related operations
Cargo revenues is S$ billion accounted for % of Singapore Airline's total revenue in 1998.