Sia Case Study

Singapore Airlines by Lau Geok Theng with the assistance of Leong Wai Yee In September 2010, of age(p) executives of Singapore Airlines (SIA) were wondering what strategic thrusts they should adopt over the b shapeing ten years in order to remain free-enterprise(a) and profitable. The society had just proclaimed increases in fares averaging S$cc (US$148) more for economy seats and S$1,000 (US$743) more for reward seats, given the improved economic climate and increased pushover passenger counts in recent months. The company had also announced that Mr Goh Choon Phong would take over as Chief Executive incumbent in January 2011 when the current CEO, Mr Chew Choon Seng retires in December 2010. Mr Goh had been with the company since 1990 and had held various senior positions including Director of Singapore Airlines Cargo and senior(a) VP of Finance. The airline industry was not an easy one to survive in, as the performance of companies was highly reliant on factors a good deal beyond their control. Other than regulations imposed by governments, airlines were buffeted by external influences such as economic climates, disease outbreaks, born(p) disasters, and changes in oil prices.

Relative to competitors in the industry, Singapore Airlines (SIA) had capital performance so far, evidenced by the numerous awards and titles that it had achieved. SIA face strategic dilemmas regarding which path to take a path of tenacity or a path of change? Company accounting The history of the SIA group dated back to 1937 when Malayan Airways particular(a) was registered, although flight operations really began ten years later. On 1 May 1947, a twin-engine Airspeed Consul took off from Singapore Kallang drome on the inaugural flight for the services that were to be operated surrounded by Singapore, Kuala Lumpur, Ipoh and Penang (the latter three are cities in Malaysia). In 1963, with the progeny of the new Federation of Malaysia, the airline was renamed Malaysian Airways Limited. In 1965, following(a) Singapores... If you want to get a full essay, order it on our website: Orderessay

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