Singapore Airline or the SIA is the most famous airlines that have been operating within the political boundaries of Singapore. It is one of the topmost airline companies that have been operating all over the world and enjoys a highly respectable position within Singapore. The airline is the youngest airlines that have been operating within the given country and covers six destinations in six different continents of the world. Derudder (2012) state that the airline company majorly operates within the region of East Asia, the region of Southeast Asia, the region of South Asia as well as the region of Oceania from the hub which is located at the Changi Airport. The airline is recognized internationally and is known to have been providing the clients of the organization with the high standard of services. The company is known to have been receiving a huge number of accolades and accolades in the field of service that it provides to the concerned clientele since the conception of the company as Malaysian Airways Limited on the 1st of May, 1947.
Singapore Airlines – Job Description
The company in discussion aims to divide the clientele of the organization into groups so as to provide better service to the concerned clientele. This helps in the formation of the connection among the various associates of the clientele of the organization as well as among the members of the clientele of the organization. This helps in the building of the needed satisfaction among the concerned members of the organization which might require the joint efforts of the concerned clientele of the organization. The SIA is known to have implemented the 40-30-30 rule of the appreciation as well as the promotion of ease for the working within the organization with the formation of the functional teams within the organization. The percentage weight is retrieved from the 40-30-30 rule. The total human resources as per the analysis of the researches of McGee (2012) is considered to be 100%. The human resource is known to be only 40% during the training stages. The next 30% of the human resource is known to be involved in the stages that are related to the progress reviews. The remainder 30% of the human resource is known to have been involved in the creativity that is needed within the company, majorly in the development of the innovative products and services.
Singapore Airlines – Job Positions
The employees of the organization are known to have been forming various groups within the given organization. These groups might include the ‘Performing Arts’ Group, ‘Gourmet Circle’ Group and other such groups. These groups enable the concerned people to encourage the similarity within the groups of people who might enjoy similarity in the kind of jobs that are performed by the concerned people within the company. This helps in encouraging the people to seek satisfaction outside their specified sphere of work which helps them to achieve the needed work-life balance. According to Petrovic (2012), the concerned airlines is known to have been very selective in the recruitment to the given posts within the company. two such positions within the company include the posts of the Technical Service Engineer and the Cabin Crew. The company tends to recruit the flight attendant only during the conditions wherein there is a demand for the recruitment to the post on an international level, especially those countries that are covered within the service range of SIA.
Singapore Airlines – Job Design for Technical Service Engineer and Cabin Crew
The company in discussion, Singapore Airlines, faces a number of issues that requires maintenance on the part of the management of the company. the company must follow the recommended measures in order to maintain the pre-eminent position of the company as the best company in the given airline market. In spite of the global shutdown, the company in discussion, SIA has depicted the wishes that relates to the claims of the being the best in the concerned market. Surowiecki (2014) opines that the superiority of the company and thereby needs to implement the various strategies within the company. The company also considers the plans that are adopted by the competitors within the given market. The company might be advised to bring about improvements in the communication within the company. the company is also advised to put forth improvements within the entertainment features that need to be implemented in order to match up to the latest innovations that have been adopted all over the world.
The SIA is known to have been aiming to produce a profile that matches up to the global profiles. Thus, the company is observed to have been putting forth an expansion on the global networks. Thornton and Thornton (2011) opine that the profit margin of the company would face an improvement with the improvement in the business operations and the operational fields of the company. This would help the concerned organization to attain the position of one of the best airlines of the world. The company is also known for providing proper cargo facilities to the concerned clientele of the organization. This would help the concerned company to attract a majority of the clientele of the company. The air cargo facility helps in providing a much more important role for serving the clientele.
The company should take initiatives in order to prioritize the straightening of the organizational decisions that are needed for the acceleration of facilitation of the company. This might also help in the development of the various opportunities within the business organization. The competitions within the markets as well as the opportunities within the given markets are known to develop daily. Lambert (2011) state that the organizational staff inclusive of the managers should develop major concerns for the improvement of the organizational development. The development of the organization is critical for the progress of the airlines company. The decision-making process within the organization is one of the trademarks of the company. Thus, the company should pay proper amount of attention to the needed details as well as encourage the innovative ideas.
The people are generally observed to have overburdened themselves with the work. The volunteers are also known to work very hard sometimes even harder than the employees who are paid. The concerned volunteer might also receive shorter payment than the “dollar-a-year” employees who hardly get time to rest. According to Adeniyi and Cmilt (2011), the major partial replies to the questions for the need of working is the modest amounts of self-examination reveal that the work is done for two reasons, “because we have to” or “for the money”.
The managers of the organization might help in motivating the concerned employees of the organization in serving the organization in a better matter.
The basic assumptions on the behavior of the human beings are enlisted below.
- Avoidance of the work due to the inherent dislike
- Due to the inherent dislike of the concerned employees, the employees should be motivated to serve the organization through the implementation of coercion, control, direction and punishment threats.
- The human beings on an average aim for security, with low ambition, avoidance of responsibility, and prefers direction.
Singapore Airlines – Business Strategy
Lambert (2011) state that the major tenets for the success of the Singapore Airlines are the proper in-flight services and the customer services. The major facilities that are provided by Singapore Airlines are free drinks while travelling, choice of gourmet meals, complimentary headsets for passengers. These services were provided by the company in the 1970s. The company is known to be the first provider of the in-flight entertainment in the selected aircrafts of the company. According to Adeniyi and Cmilt (2011), the Singapore Airlines is known to be a proper vertical integration with the Kris World Private Limited in providing application services, games, music, movies and television. The company is known to have been awarded for the innovative and the creative developments. The company employs a team of proper chefs in order to serve the clients of the organization. This helps in improvement of the competitive advantage of the company.
The company is also known for the improvement of the Changi Airport hub by implementing several innovative technologies. According to Airline Deregulation (2014), the employees are awarded with the innovative and the creative thoughts are awarded The Deputy Chairman’s Award. This is known to be one of the major motivational strategies that are related to the pursuit of the achievement of the company.
Singapore Airlines – Recruitment Strategy
The human resource of a company is one of the major ingredients of the company. The achievement of the company is known to have been based on the joint involvement of all the departments within the company. According to Lim (2013), the human resource department of Singapore Airlines is known to be one of the most respected human resource departments within the industry. The recruitment and the selection processes of the concerned organization is considered to be of a very high standard. The company is known to recruit the employees only when the need of employment arises. The recruitment is generally done for the foreign locations wherein the company operates so as to avoid the culture shocks and the language barriers within the staff. The organizational workforce distribution of the company aims at the employment of a flight attendant per 20 seats within the aircraft. Thus, from the viewpoint of the human resources the flight attendants are priceless to the organizational performance. The company is known to employ people who enjoy serving the clientele of the organization. This is considered to be the main reason for the retention of the concerned employees of the organization.
The company has been awarded the Top Worldwide Airline Award for the 6th consecutive year by Wanderlust Travel Award 2013 (UK) in January of the present year. Thus, it might be stated that the concerned human resources department holds immense importance among the other departments of the year. The employees of the company are greatly responsible for the growth of the company.
Singapore Airlines – Selection Strategy
The major aspects of the company are the sustainability position as well as the strategic choices due to the continuous development of the people as well as the rigorous design of the concerned company. the company follows the business strategy that is based on diversification. The company is known to have 36 direct subsidiaries as well as associated companies. According to Anderson and Leary (2013), the subsidiaries of the company include the Singapore Airline Terminal Services (80.8%), Singapore Engineering Company (81%) and Singapore Airlines Cargo (100%). The major customer segments of the company include the Tiger Airways (51%) and Virgin Atlantic (49%). Althonayan and Sharif (2010) state that these constitute almost the totality of the ownership of the regional career. The several groups within the company play significant roles in the investment in the local companies situated in the countries of India and China. The company implements the use of the information technology in order to develop the efficiency of the company in providing the proper support to the clients as well as help them in booking flights as well as management of the Krisflyers account. The concerned company is known for the strategic decisions that are required for the management of the costs within the company. This leads to the reduction of the incurred costs as well as the improvement in the employee productivity. Bratlie (2009) opines that the company uses dual strategy of differentiation as well as the internal cost leadership. This helps in the improvement of the core strategy as well as the self-reinforcing strategies that are considered to be precise and unique thoughts in the strategic management.
Singapore Airlines – Implementation
The company in discussion is known to have been facing constant improvements in an extensive manner. The company is known to have been implementing changes in order to maintain the position in the global market. The case study discusses the constant improvisation of the company in the customer satisfaction as well as the services that is provided to the concerned clientele. Qi et al. (2013) opine that the company differentiates the products in a way that helps in attracting the clientele as well retaining the present clientele of the organization. SIA is also known for the employment of the best chefs and designers in order to serve the clientele in a better manner. This further helps in the creation of the synergistic benefits within the company. The company also receives the support of the clientele of the organization in their constant journey of improvisation of the services of the company.
Leavy (2013) opines that the clear and identifiable structure of operation helps the company in taking care of the efficient decision-making regarding client, place or the section of the concerned business. The companies are known to disengage the managers in order to take proper decisions within influential spheres without having to continually access the references. The company should also maintain the common purposes. The SIA is advised to maintain the proper communicational systems within the several hierarchical levels of the company. this might help the company to face the challenges and the threats in a proper manner. Salarzadeh (2013) opines that the proper communication system within the organization might also help in the exploration of the opportunities of the company thereby enlarging the scope of the profitability of the business.
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