Their views are incorporated with the aim of enhancing their participation, and most importantly, generating their identity in order to reduce resistance (Varey, 2006). 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. Download sample chapter. Singapore Airlines and British Airways launched the Concorde service between London and Singapore via Bahrain on 9 Dec 1977. By the ZULA team. & Gerrard, P. (2000). Singapore Airlines also keeps to its strategy of constantly being the first in the world to continually introduce improvements to the brand experience. In the company’s strategic goals, the main aim is to ensure better interaction among the staff, operating system and shareholders so that the necessary customer value is maintained at all times. Flying high in a competitive industry: Cost-effective service excellence at Singapore airlines. Singapore Airlines (SIA) is the flag carrier airline of Singapore with its hub at Singapore Changi Airport.The airline is notable for using the Singapore Girl as its central figure in corporate branding. With 67 business class seats and 94 premium economy class seats, the airline designed the flight route for business travellers who want additional comfort on the long route. 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. In October 2006, it introduced the world’s widest First and Business Class seats which transform into fully-flat beds. They have always been first in line to take delivery of new aircraft types like Boeing 747 jumbo jets, Boeing 777, and they were the first airline to fly the Airbus Super jumbo A380 in 2007. 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). Inflight supervisors – and any cabin crew – are one of the most important assets for Singapore Airlines as they constantly seek to innovate and take their brand to the next level. As a result, Human Resources development links the vision of the company, harmonizes the national laws demands, and projects the results to the national and outside community upon which its progress is determined. Singapore airlines engineering company has given me a great opportunity to learn new things upto international standards and explore my talent and update myself. It is worth noting that in all instances, consumers must be held much higher than all other factors bearing in mind that it is only through consumers that an organization like Singapore airlines is able to operate. Customers are given total attention. Authority is delegated from up going downwards. As indicated form the above figure, it is evident that decision making and negotiations in SIA are processes that involve all stakeholders and employees. Singapore Airlines has contributed around 20% or maybe more to the overall nation brand equity of Singapore. From our data, it is also evident that a high number of employees do not believe that the leadership in place supports a balanced ethical workforce.38.71 % of the people in the organization did not agree that the organization has an ethical, balanced worked force. IvyPanda. Crisis is thus managed in the most amicable way. The Singapore Girl strategy turned out to be a very powerful idea and has become a successful brand icon with an almost mythical status and aura around her. Managing Service Quality, 18(1), 4-19. Once other airlines adopt it, it is no longer considered “innovative”. 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. Subsequently, SIA flew the A380 to London, Tokyo, New York, Hong Kong, and to many other global destinations as Airbus delivered the full order of the A380 fleet. 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). This type of commitment takes dedication from the board, CEO and senior management team, and strong faith in the brand’s ability to pull through bad times. When Singapore Airlines came into being, that is in 1972, it enrolled 6000 members of staff. Need a custom Research Paper sample written from scratch by IvyPanda. In April 2014, Singapore Airlines signed a deal with Formula One Group to become the title sponsor of the Singapore F1 race for two years and later extended the annual event thrice to 2017, to 2019, and to 2021. 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. To boost its attractiveness, Singapore Airlines has rolled out premium economy seats in February 2015. Clarity and Commitment. In addition, it had to attract a customer base made out of international travellers, and locals who needed to travel internationally – as opposed to most other carriers which started out by servicing the needs of their domestic travel market. The goal is to gain competitive advantage in the marketplace and reap the benefits of âfirst-moverâ advantage. It has done exemplary well since then. The Singapore Airlines brand delivers results. The flight performance of Singapore airlines has always been rated to be timely with very limited cases of lateness. In October 1972, MSA split into Malaysian Airline System (MAS) and Singapore Airlines (SIA), and the Singapore Girl icon is created. 20 Singapore Girls on trishaws were also featured in the Vintage Parade segment. 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. The 4.5 hour flight, which departed from Chengdu, was scheduled to minimise any climate-related discomfort. 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. After splitting from Malaysia-Singapore Airlines in 1972, Singapore Airlines has been developing dramatically to become a giant in global airline industry with more than $12 billion in revenue in the financial year 2010. Hence, the airlines’ role has perhaps been intertwined in a possible delicate balance where all aspects of staff needs in addition to those of the consumers are carefully articulated for the sake of improvement. In 1994, SIA became the world’s biggest B747-400 operator when it took delivery of its 23rd of the type. In 1968, French couturier Pierre Balmain designed the legendary sarong kebaya uniform for MSA stewardesses, made with traditional Asian batik design and created to represent Malayan culture and hospitality. "Organizational Environment and Behavior of Singapore Airlines." Singapore Airlines focuses on three pillars to compete effectively: Products, Services and Networks. Finally, the financial and cash position has allowed SIA to weather the short-term dips in the industry better than its competition. 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. 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. It is against this backdrop that Singapore Airlines has enshrined the roles of its human resource segment to the basic notion and understanding of various demands of the staff in order to reduce their overall resistance to the much desired progress. For example, there is huge traffic demand between India and Europe. singapore airlines crew, singapore airlines culture, sq culture shock. This includes revolutionary aircraft designs, the use of modern materials, more efficient flight procedures and air traffic management and weight reduction efforts, amongst others. This is putting global full-service airlines under pressure to keep up as the competitive landscape is evolving from new airport hubs in the Middle East. In 1966, the Governments of Malaysia and Singapore acquired a joint majority control of the company and the airline changed its name from MAL to Malaysia-Singapore Airlines (MSA) in the following year. The manager allocates various portions of available tasks with respect to the experience of employees. model frameworks, brand cases and checklists on Asian branding. From this notion, all the derivative principles and policies are derived in search for excellent services for the best values to achieve the same. One of the key strategies that Singapore Airlines has sought to implement is the establishment of effective communication systems. The main cultural traditions are Malay, Indian, Chinese, and to some extent Western (British). The creation of the belief system that employees are not just the main anchors for progress, but they also determine the future of the company is indeed true. Innovation, best technology, genuine quality and excellent customer service were to become the major drivers of the brand. Singapore is famous for having strict rules for everything. ... Glassdoor has 884 Singapore Airlines reviews submitted anonymously by Singapore Airlines employees. (2019) 'Organizational Environment and Behavior of Singapore Airlines'. 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. When MSA was replaced by Malaysian Airline System and Singapore Airlines in October 1972, the Singapore national airline retained the sarong kebaya uniform designed by Pierre Balmain. This has perhaps been the major strategy used to attract its consumers in the region. Furthermore, Singapore Airlines was Asia’s first and the world’s third airline that has been accredited by IATA (International Air Transport Association) with the IOSA (IATA Operations Safety Audit). 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. Singapore Airlines was a pioneer in providing in-flight services, from cabin crew and in-flight food and drinks in 1951, to personal video on demand in all classes in 2001. Singapore Airlines recognizes that each innovation has a relatively short life span. In order to effectively bring out the behaviour of Singapore Airlines, the paper employs theoretical frameworks to explain both the environmental and strategic analyses. Schneider, B. Chan, D. (2000). This requires heavy, on-going investments and healthy cash-flows which can only be achieved through a continuous price-premium strategy and satisfactory passenger load factors. Through its Culture Services Department, the company reinforces its culture, while making employees feel that they are valued in the airline corporation. It serves as one of the leading brand cases from Asia for other established brands as well as any aspiring brand. Managing Service Quality, 13(1), 10-19. Technical and strategic human resource management effectiveness as determinants of firm performance. 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. Work culture here is very good and staffs are very cooperative and friendly. The SIA forms the main airline of Singapore with its hub at Changi Airport. In February 2013, it was the first airline in the world to introduce 3D games on its entertainment system, KrisWorld. 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. (2019, July 19). Rise of the Middle Eastern carriers: New competitors from the Middle East have been rising rapidly over the last decade. In addition, Singapore Airlines also gives back to society in various other ways, including sponsoring arts, education and sports institutions and initiatives. 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. Singapore Airlines moved into the new Changi Airport which opened in 1981. Singapore Airlines has also contributed immensely over the years to the branding of Singapore as a nation. SilkAir is a regional, full-service carrier serving the region around Singapore. Plan your holiday with our latest travel deals and promotions. Wirtz and Johnston (2003) assert that management should view an organization as a highly interdependent system that cannot effectively run with one malfunctioning unit. Figure 2: A figure showing the organizational structure of the company. Singapore Airlines has formed one of the significant travel industries in the Singapore state as well as the whole part of the Asian region. Singapore Airlines' limited edition mahjong set is here and it's already sold out + By Divya Taery 3 days. Australasian Marketing Journal, 14(2), 51. & Bowen, D. (1995). Effective understanding of the environment at Singapore airlines has been necessary towards improving management standards at the company. This is part of the company’s long-term growth strategy, allowing it to add 15 percent of capacity to its network in 2017. Hawker centres. Customers expect more with quicker updates. In addition, there are cheap car rentals within the same vicinity. 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. These factors have prevailed within the SIA organization since then, and served the airline very well as this brand case will illustrate. 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. In Javanese inscriptions and Chinese records dating to the end of the 14th century, the more-common name of the island is Tumasik, or Temasek, from the Javanese word tasek (âseaâ). MSA in 1968 engaged French haute-couture designer Pierre Balmain. 19 July. Studies indicate that the company was formed in 1947 and was able to fully develop through technical assistance from Qantas Empire Airways and British Commonwealth airlines (Varey, 2006). It has therefore been the role of its human resource department to ensure that the correct communication considerations are articulated into the existing staff and new staff as time progresses. Singapore has hosted the world’s first street as well as night F1 races since 2008. Even so, it has managed to remain quite competitive in the market following its management ability to understand the Asian market in terms of holistic integration of customer quality and incentives. Scoot is ⦠The Concorde service was restored on 24 January 1979. Singapore Airlines had two main unwritten principles that make a significant difference even till today; on-the-job pride in something known as the âCompany Cultureâ, 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 âserviceâ to its passengers. 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. After the eight elements have been dissected and investigated, the excesses aggression to ⦠The differences in operating outlook and priorities between the Malaysian and Singapore governments led to a mutual agreement to set up separate airlines. Eventually, it guarantees efficiency of performance by employees. Moreover, many organizations have neglected the role and notion of establishing effective organizational cultures. ensure the integrity of our platform while keeping your private information safe. Marred by almost a year and a half in delay, this first A380 flight, named flight number SQ380, garnered tremendous amount of worldwide publicity. Singapore Airlines has been able to deliver some of the best results in the industry by avoiding this type of reactionary behaviour. The last years has seen a dramatic shift in the global airline industry. Such a philosophy encourages them to boost their efforts in setting the necessary footprints in the company. The firm has been renowned as one of the long serving company that had unbroken records persistently and consistently for several years. It is worth mentioning that its airbus A304-500 operates from Singapore to Los Angeles Ns Newark. 1. 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 - Building a culture of Service Excellence 1. The company has directed its human resource department with the responsibility of ensuring that all procedures that lead to improvement of customer value are achieved. The first section will discuss SIAâs eight ingredients of success - in light the organizationâs vision, culture, and value of customer service, which have made SIA into an organization of global renowned and continuous change. IvyPanda. 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). INTRODUCTION. Singapore Airlines has been as consistent in its communication vehicles as in its brand strategy. Singapore Airlines is known as a global and respected Airline Company with safe journey, innovative technology and excellent service. July 19, 2019. https://ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. 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. The training program for new crew is 15 weeks long – at least three times the length of the typical programs in the industry. 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). According to Wirtz and Johnston (2003), assimilated strategies form the core determinant of an organizations ability to address its developmental demands in the market. International Journal of Service Industry Management 13 (4), 382–398. It has developed a tremendous customer service culture. Therefore, the question is not whether there are customers in the market, but rather the ability for SIA to constantly nurture the brand promise, keep innovating and capture the overall value of the brand in the minds of the customers. This company has a belief system that the products being delivered to the market are goods and therefore should be handled with care. Such a decision can only be reached after collective and thorough consultations have been carried out among the top management or if the prevailing situation such as bad weather does not allow any flights. Thanks to the efforts of our staff, Singapore Airlines continues to be one of the worldâs leading airlines. But a lot has happened in the time since. 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. Technologies LLC, a company registered in Wyoming, USA. Today, the company has numerous fleets and has diversified its structure into different industries and sectors. The Singapore F1 races from 2014 – 2019 were all named “The Formula 1 Singapore Airlines Singapore Grand Prix” and they took place as night races annually in September at the Marina Bay street circuit in Singapore. This initiative also acts as a collaborative work-space for SIA employees to innovate ideas amongst themselves, or with external partners to enable the airline to innovate on the digital front. No doubt, food and drink are the key unifiers for all residents on the little red dot, ⦠In cases where culture is involved, Singapore Airlines has a tendency towards being sensitive and considerate to various cultures. Managing human resources for service excellence and cost effectiveness at singapore airlines. This has led to a focused and consistent message for SIA during the last 47 years. Culture Lifestyle Women Family Health and Fitness Fashion Luxury Cars ... Singapore Airlines was the first airline to give every class video entertainment back ⦠Just like that, I moved to Singapore 4 months later to start a new career as an air stewardess. The special aircrafts for these long-range routes (Airbus 340-500) were sub-branded with meaningful names (e.g. It is iconic product in the service industry of travel and tourism. 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. 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. It had 10 aircrafts while it operated in 18 countries within their cities. 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. This should be projected towards an organization’s mission and objectives. 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). Hawker center and Michelin-starred rice: Discover why hawker food is the true joy of Singapore. Moreover, responsibility is given key attention instead of the servant-master relationship as seen in some other companies. Singapore Airlines strongly embedded positioning and commitment to the brand has positioned it well to compete in the new landscape. As there were no domestic routes to serve, it was forced to immediately start competing with international airlines for routes, getting access to airports, securing flight slots and landing rights. In addition, Singapore Airlines takes care to ensure that its certified Air Sommeliers, each equipped with detailed knowledge of wine appreciation, are available in-flight to advise passengers on the art of food and wine pairing. Organizational Environment and Behavior of Singapore Airlines, Analysis of Female Employability in the Events Industry in Hong Kong, Work Values, Experience, And Job Satisfaction Among Government Workers In Singapore, Singapore's Advancion in Economy, Tourism and Other Economy Building Sectors, Planning of Medical Facilities and Amenities, Understanding Goals of Human Resource Management in the Context of Human Capital Theory, Scientific Management in the Modern Organizations, The Manager of the Century: Following the Track of a Born Leader. What ⦠Singapore Airlines is among the top companies globally that is truly able to control the brand through every interaction and experience despite intense competition. Academy of Management Journal, 40 (2), 171–188. For full functionality of this site it is necessary to enable JavaScript. Innovation has always been a main priority for the airline since it was launched. 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. It contains thousands of paper examples on a wide variety of topics, all donated by helpful students. 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. 2019. Identification. It launched KrisWorld, an advanced in-flight entertainment system, across all classes in 1995. As exemplified by the notion and considerations for the of the mission and the values of the company, it is no doubt that human resource development not only forms the centre for their realization, but in progressively determining their ability to fit in the highly dynamic globe. These services are provided by the airline in order to improve its market base. By extending special offer to the customers, it becomes easy to win their loyalty. Some of the services given have been termed as unwanted and excessive. 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. The database is updated daily, so anyone can easily find a relevant essay example. It is worth noting that an airline can hardly evade challenges in its operations just like other businesses units. No, not Christmas and New Year season but rather the lull before Chinese New Year. The management team and shareholders must maintain a longer term outlook to avoid making short-term, reactionary decisions which dilute the brand. "Organizational Environment and Behavior of Singapore Airlines." Singapore is a multiethnic society comprising of Chinese, Malay, Indian and Eurasian communities. It is from this consideration that the company assimilated a phase-based organizational structure since its formation in order to ease major operations, provide room for assessment, and offer space for change and improvement (Varey, 2006). While other airlines have also pursued high service/quality brand strategies, none has been able to match Singapore Airlines in consistency, commitment, and true permeation of the brand in every facet. It has a well established ground handling strategy. Singapore has established itself as a major destination for serious shoppers. Organizational behavior in Singapore airlines is highly rated in terms of job rotation. Technology is perhaps one of the greatest developments that have been witnessed in this airline company. 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