Answer:
Porter’s Internal Value Chain Analysis
Operations
Singapore Airlines (SIA) has been able to upgrade innovation within operational system by taking recourse to international network pertaining to sales, air staff, agent and that of the subcontractors (Singaporeair.com 2018). SIA has integrated the technology infrastructure by signing an agreement with IBM that can help in meeting their goal pertaining to core business.
Marketing & Sales
Internet was made use of by SIA that can help the customers to gather more information pertaining to the airlines. The customers can look at the prices and they can book the air travel. The customers can take the help of travel agents who are connected to Customer Reservation System for gleaning more information pertaining to the website.
Service
Singapore Airlines has adopted a differentiation strategy that can help the brand in setting apart from the competitors. SIA provides unique services in terms of innovation and customer service. SIA has remained true to the brand attributes that have helped in the driving of the brand. SIA provides excellent services in the field of in-flight catering along with product innovation (Simatupang, Pairach and Sharon 2017). In-flight catering helps in providing delicious dining option for the passengers. The different services provided help in supporting the staff in the aspect of innovation along with execution of the services.
Infrastructure
Singapore Airlines has been able to redefine comfort and luxury for all the flyers of First, Business and the Economy Class. SIA has upgraded infrastructure along with interior of the cabin that have helped in drawing customers towards the Airlines. The airlines has installed advanced seats along with entertainment system within the cabins that have helped in providing an enjoyable experience for the customers.
Technology Development
Singapore Airlines has made use of Digital Innovation Blueprint by making partnerships with Agency for Science, Technology and Research, Economic Development Board and National University of Singapore. SIA has built open innovation culture with the help of the involvement of the staff in various kinds of digital projects. SIA supports the employees with the help of digital training (Jarach 2017). Digital Innovation Lab has been set up in SIA that can help the workers by the stimulation of new ideas. It helps in facilitating collaboration within the creative environment. SIA will take the blueprint to the next level with the help of collaborative partnerships.
Human Resource Management
Singapore Airlines adopts a rigorous approach in relation to the HR strategy and the process of selection is strict. The new employees are provided with training and the new crew are thoroughly monitored in first six months that helps in improving the services of SIA. SIA has check trainers who looks after the working of the team and who help in generation of feedback in relation to the development of the team (Bustinza et al. 2015). SIA offers different kinds of reward along with recognition that helps in maintaining reputation pertaining to the brand. Effective teams can pave the path for service excellence. The team leader of SIA plays the role of a counsellor and the employees seek advice from him.
References:
Bustinza, Oscar F., Ali Ziaee Bigdeli, Tim Baines, and Cindy Elliot. "Servitization and competitive advantage: the importance of organizational structure and value chain position." Research-Technology Management 58, no. 5 (2015): 53-60.
Jarach, David. Airport marketing: Strategies to cope with the new millennium environment. Routledge, 2017.
Simatupang, Togar M., Pairach Piboonrungroj, and Sharon J. Williams. "The emergence of value chain thinking." International Journal of Value Chain Management 8, no. 1 (2017): 40-57.
Singaporeair.com, 2018. "Singapore Airlines Official Website | Book International Flight Tickets". Singaporeair.Com. https://www.singaporeair.com/en_UK/es/home.
