"Organizational Environment and Behavior of Singapore Airlines." Though the values of the company as presented may seem to negate the very notion of stability previously advocated for by calling for imminent change, its consideration for progressively tracing modern technology, human satisfaction, and economic development actually gives the prior call for service to the people. Communication acts as a good avenue for solving different problems that affect staff members and the rest of management (Cunningham & Gerrard, 2000). Singapore Airlines decided on a fully branded product/service differentiation strategy from the very beginning. ... Glassdoor has 884 Singapore Airlines reviews submitted anonymously by Singapore Airlines employees. Managing Service Quality, 13(1), 10-19. 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. The Singapore Girl has contributed immensely to the success of Singapore Airlines’ brand strategy and its entire positioning around customer and service excellence. Singapore Airlines Limited (SIA) is one of the major airlines which ply various destinations across South Asia, East Asia and South East Asia (Varey, 2006). Environmental and behavioral analysis of a company forms an intrinsic examination of the key aspects that determine an organization’s ability to effectively operate both from internal internally and externally. Campbell Wilson, chief executive officer of Scoot, the low-cost carrier of Singapore Airlines Ltd., discusses how the company is coping with the coronavirus pandemic. The Singapore Airlines brand delivers results. These factors have prevailed within the SIA organization since then, and served the airline very well as this brand case will illustrate. Singapore Culture – Shopping. Yagil, D. (2002). Effective understanding of the environment at Singapore airlines has been necessary towards improving management standards at the company. Book flight tickets from Singapore to international destinations with Singapore Airlines. 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. It is a brilliant personification of SIA’s commitment to service and quality excellence. Organizational Environment and Behavior of Singapore Airlines. This cost pressure causes them to start reducing the premium services which made them distinct from the low-cost airlines in the first place. AHMAD MAHDZAN AYOB SINGAPORE AIRLINES LIMITED: BUILDING A CULTURE OF SERVICE EXCELLENCE INTRODUCTIONBusiness concept innovation (BCI) aims at doing … The Concorde service was restored on 24 January 1979. Singapore Airlines is a leading business case from Asia demonstrating the importance of strategic branding, and they should serve as great inspiration for other Asian boardrooms trying to build and manage their own brands. 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. This has perhaps been the major strategy used to attract its consumers in the region. Singapore airlines engineering company has given me a great opportunity to learn new things upto international standards and explore my talent and update myself. Boston, MA: Harvard Business School Press. 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). 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. Unlike most state-owned entities, Singapore Airlines was subject to heavy competition from the onset and this tough start created a driving spirit to compete and also a dedication to branding, especially in the boardroom. According to Wirtz and Johnston (2003), assimilated strategies form the core determinant of an organizations ability to address its developmental demands in the market. Singapore Airlines recognizes that each innovation has a relatively short life span. This is due to the fact that the company has emphasized on the need for effective planning, technological development and shrewd leadership that provides the necessary focus for the company to achieve its objectives and strategies. 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. Technology is perhaps one of the greatest developments that have been witnessed in this airline company. By extending special offer to the customers, it becomes easy to win their loyalty. Moreover, effective understanding of the environment and behaviour of an organization is necessary in enhancing better management in a company, higher customer value in services delivery, and increased levels of productivity and profitability. (2019) 'Organizational Environment and Behavior of Singapore Airlines'. Besides, it is important to note that an effective organizational culture requires efficient cooperation between all the systems involved in the management of different aspects in order to ensure a stronger interlink with the external world (Varey, 2006). Keeping in line with its strategy to be the pioneer in every aspect, Singapore Airlines was the first airline in the world to fly the Airbus A380 on the 25th of October 2007, between Singapore and Sydney, Australia. Journal of Management Development, 19(6), 515–542. Cunningham and Gerrard (2000) argue that communication between the major departments, staff, and the top management acts as a major indicator of the progress to be expected from a given company. The culture of the organization has also been eroded by the introduction of fresh initiatives and processes dictated by the political environment. What’s your deadline? Throughout the course of their 47-year history, Singapore Airlines has remained true to their brand attributes. Singapore Airlines also believes in eco-efficiency from the ground up. IvyPanda. Its leadership has remained steady and quite efficient since the establishment of the airline. 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. Strategic analysis provides an examination of the strategies that an organization employs to competitively remain competitive in the market. Singapore Airlines (SIA) is consistently recognized as the world’s “best” airline. Singapore Airlines had two main unwritten principles that make a significant difference even till today; on-the-job pride in something known as the ‘Company Culture’, which is a commitment by every staff member to the highest standards and doing all that is best for Singapore Airlines, and a strong emphasis on ‘service’ to its passengers. Organizational change demands effective employees at all levels of an organization while harmonizing the efficacy of the set strategies. Almost four years ago, Singapore Airlines agreed to buy 20 Boeing 777-9s. In addition, it has enhanced higher customer value in services delivery besides increasing levels of productivity and profitability. This research paper on Organizational Environment and Behavior of Singapore Airlines was written and submitted by your fellow student. Finally, the financial and cash position has allowed SIA to weather the short-term dips in the industry better than its competition. The management team and shareholders must maintain a longer term outlook to avoid making short-term, reactionary decisions which dilute the brand. Download sample chapter. MSA in 1968 engaged French haute-couture designer Pierre Balmain. All the airlines under SIA feed traffic between them, and they share a large number of connecting passengers with SIA. (2006). SIA has become a hugely rewarded innovator and industry leader: A Great Way To Fly. The extent of change at this Airline has been very minimal due to the perceived negative impacts of making adjustments among employees. The differences in operating outlook and priorities between the Malaysian and Singapore governments led to a mutual agreement to set up separate airlines. July 19, 2019. https://ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. Crisis is thus managed in the most amicable way. 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). It was the only South East Asian-based brand and the highest-ranked Asian company. It was the first airline in the world to fly the Airbus A380 in 2007, the world’s largest airplane and the aircraft which were bound to take over the role of Boeing 747 – one of the most legendary aircrafts in modern aviation. He designed a special version of the Asian sarong kebaya as the uniform which later became one of the most recognized signatures of the airline, and a very designated and visual part of the entire brand experience. Interestingly, Singapore Airlines has chosen to focus on one aspect of the experiential brand strategy – in-flight hospitality and warmth featured by the Singapore Girl – rather than trying to communicate the entire brand benefits through its messages. Retrieved from https://ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. Identification. 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. What … In cases where culture is involved, Singapore Airlines has a tendency towards being sensitive and considerate to various cultures. Southwest Airlines Co.’s organizational culture highlights the significance of its workforce as a major factor in long-term success. In October 2017, Singapore Airlines and Boeing signed a deal at the White House, in the presence of both US President Trump and Singapore Prime Minister Lee Hsien Loong. Mary Jo Hatch posits in her model of culture dynamics that employees form the most critical element in a change process because they are directly involved in a project’s implementation. Before that, many competitors have already rolled out premium economy seats but Singapore Airlines has been careful to follow due to potential cannibalization of its full-fare business and first class products, and overall considerations for the implications for the Singapore Airlines brand. Their flights are cheap while there are many affordable hotels near Singapore’s Changi Airport which are booked online. Managing human resources for service excellence and cost effectiveness at singapore airlines. The training program for new crew is 15 weeks long – at least three times the length of the typical programs in the industry. International Journal of Service Industry Management 13 (4), 382–398. As indicated earlier, it is largely due to the inherent demands of an organizational system that calls for all stakeholders to conceptualize the requirement and also internalize its possible repercussions. Singapore airlines: What it takes to sustain service excellence–a senior management perspective. For example, there is huge traffic demand between India and Europe. The company has been able to generate the necessary demand for higher returns through effective leadership. Culture. 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. In cases where culture is involved, Singapore Airlines has a tendency towards being sensitive and considerate to various cultures. It is worth noting that an airline can hardly evade challenges in its operations just like other businesses units. The deal, worth USD 13.8 billion, involved the purchase of 39 aircraft from Boeing and is expected to create 70,000 jobs in the US. Disappointed that we did not get tickets, despite selecting seats the second they appeared, we settled for the waitlist. A behind the scenes video of the World's BEST Airline - Singapore Airlines service and training. 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. 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. Profitable every year since the beginning, Singapore Airlines (SIA) frequently wins international awards for top service and in-flight quality. This is part of the company’s long-term growth strategy, allowing it to add 15 percent of capacity to its network in 2017. Singapore Airlines was in a different position than most other airlines at the time. model frameworks, brand cases and checklists on Asian branding. It is from this notion that the human resource management has effectively derived the necessary identity for the employees as they associate more with the company and participate in its decision making (Cunningham & Gerrard, 2000). SIA was the first to introduce a choice of meals, free alcoholic and non-alcoholic beverages, free headphones, hot towels with a unique scent, personal entertainment systems, and video-on-demand in all cabins. This includes revolutionary aircraft designs, the use of modern materials, more efficient flight procedures and air traffic management and weight reduction efforts, amongst others. 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. In addition, they offer services such as catering, ramp handling and baggage among others. You are free to use it for research and reference purposes in order to write your own paper; however, you must. ensure the integrity of our platform while keeping your private information safe. Wirtz and Johnston (2003) assert that management should view an organization as a highly interdependent system that cannot effectively run with one malfunctioning unit. In 1994, SIA became the world’s biggest B747-400 operator when it took delivery of its 23rd of the type. For example, SIA launched its premium economy class in 2015, are upgrading their lounges across global airports, and revamping seats in all cabin classes to name a few initiatives. Building traffic from new geographies: Singapore has only slightly under 6 million people, and geographically it is situated in a position where Singapore Airlines may not be able to tap on domestic traffic that originates from that part of the world. It has developed a tremendous customer service culture. IvyPanda. Customers expect more with quicker updates. Culture is deeply rooted in an organization’s history. It is worth noting that majority of the tasks within the company are directly linked to enhance better management and rational decision making as employees progress with their various duties. Fierce competition from low-cost carriers: The low-cost carriers have significantly influenced consumer behaviour for cheap price bargains among leisure travellers and increasingly among business travellers. 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. The latter has been enhanced by the positive effects of the market. 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. In most cases, you will encounter Singaporean Chinese as your business counterparts as they form the majority of the population. Stay true to the brand. Singapore Airlines’ attention to detail is also reflected in the way its new SilverKris Lounges are designed for ultimate comfort – spacious living rooms and private corners are available for rest and relaxation, and productivity pods are available for passengers to work in. Singapore Airlines has been on the forefront in embracing the modern technology (Varey, 2006). The maiden flight of Malayan Airways Limited (MAL) took off from Kallang Airport in Singapore to Kuala Lumpur, Ipoh and Penang on 1 May 1947. It also enables employees to become multi-skilled by enlarging their experience base and improving competency at the same time. As indicated form the above figure, it is evident that decision making and negotiations in SIA are processes that involve all stakeholders and employees. 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