Proper management of a business is critical in its development. Improving a company’s management leads to the growth of the firm. Planning is very essential, and with the concept of Porter’s value chain, improvements will be realized.
- i) Primary activity
- a) Inbound logistics: The flight scheduling, route planning and trip cost cutting fall under inbound logistics. Singapore airline can learn about their competitor’s strategy to sustain the existing market.
- b) Outbound logistics: Singapore airline use online ticketing system, and boarding cards can be printed from the comfort of a traveler’s home. The airline also uses an electric engine for the passenger’s safety.
- c) Sales and marketing: Singapore airline is a big name and has a great impact on organizational sale. Its advertisement is on its flight crew by promoting female flight attendants who are famously known as Singapore Girls. A common feature for the adverts is the airline's logo; a bird and a dagger.
- d) Services: Singapore airline offer catering services with a wide array of regional food in each flight. They have also published a cook book.
- ii) Secondary activities
- a) Technology development: Singapore airline uses SIA internet support to improve on its online efficiency and conduct its strategies.
- b) Human resource: the work stuff at Singapore are well skilled and capable of handling their duties assigned to them.
- c) Firm infrastructure: Singapore airline fleet has four aircraft families with two more orders underway (Jestin and Nelis, 2014, pp. 160).
- Market penetration
Improvement on market penetration establishes a greater chance of Singapore airline services gaining an advantage over the competitors while offering the same services. The Anoff matrix provides for advertising of the services rendered.
The Singapore airline should be able to locate and establish new flight destinations by expanding budget airline market and taking advantage of liberal lateral aviation agreements between different countries.
Introduction of new facilities for the already existing markets such as in-flight WI-FI service would play a great part in market penetration (Rosemann and Vom, 2015, pp.110). Singapore Airline Company can further improve passenger’s flight experience by introducing a new form of entertainment and luxury in the flight. More customers will be attracted to the new luxuries provided leading to growth in budget travelers.
Having risk management system improved in Singapore airline enables it to have a concept of every possible outcome thus making it easier for the organization knows how to distribute its investments. The idea of scenario building considers every possible outcome optimistic, pessimistic or realistic and improves on favorable decision-making. Strategy development is enhanced when all the risks and constraints yet to happen are made known and prepared. Potential changes in the organization such as global, industry, technology, or competitors are analyzed (Chang, 2016, pp.34).
Singapore airline depending on natural manufacturing materials such as aluminum will need a source for sustainability in case there is a depletion of the resource for the aircraft’s body.
The clients are interested in short-term satisfaction in this industry. They may opt for alternative forms of transportation. Therefore, the Singapore airline industry will improve the quality of transport services they are offering to ensure they have attracted more passengers.
Collaboration with paying mechanisms such as ApplePay or PayPal will create convenience for the travelers as they will be able to pay for their services with ease from whatever location they are at and improve their traveling experience.
The competition will be stiff with the saturation of the air transport industry in future days. The proposed strategy will be to make improvements by upgrading above its competitors. Singapore airline can partner with travel hotels that are destinations for tourists get branded as one; where visitors can then access tickets to their destinations at cut costs.
Good quality of services offered by a Singapore airline contributes significantly to its development. Improvement of quality creates an advantage over the competitors. Sustaining innovation concept improves in a way that the already existing finance is not affected (Van, 2013, pp.114). The innovation can be either.
One with the improvement changes in a service being the ones that are expected by the customers. An example being the upgrading of the plane booking system at the Singapore airline each being more modernized than the previous one.
The changes made are not continuous and are unexpected. However, the revolutionary changes do not affect the existing market. The cost of the production and manufacturing of the product may be the factor making the innovation not continuous. Such a change is the purchase of a new first-class plane at the Singapore airline.
These innovations create a great appeal to the Singapore airline most valuable customers and highly motivate the employees (Harman, 2015, pp.58). It is also a strategy to ensure that the organization’s services sell in the competitive market for the airline to satisfy the ever-changing demands of the customers in the market.
Successful business and management depend on the ability to focus on sensitive and crucial matters that affect the Singapore airline. Every detail in the organization should be paid attention to as not attending to some of the issues in an organization can cause significant disruption. The services offered should also fit into the ever-changing market. The managers of Singapore airline should be keen on providing quality services.
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