As a full-service airline, Singapore offers food, sometimes Internet connectivity, and strives to offer superior in-person service. For food, that the executives are responsible for taste-testing the food is a unique tactic (Phong, 2011)
3.Glossary of terms Integrated marketing Communications (IMC) This is the coordination as well as the integration of all of the available tools of communication, sources within a given firm and avenues into a program which is seamless in order to maximize the impact on customer as well as other end users at a considerably minimal cost (Clow and Baack,2007)
The ground service was initially set up in 1973 by Singapore Airport Terminal Services Ltd., one subsidiary of SIA, to delivery better services to its customers (Chan, 2000a)
The ground service was initially set up in 1973 by Singapore Airport Terminal Services Ltd., one subsidiary of SIA, to delivery better services to its customers (Chan, 2000a)
Chew Choon Seng, the CEO of Singapore Airlines, tells that "we intend to play in all segments that SIA services for the high end, Silk Air for the middle class, and the Tiger Airways for the low end." (Doganis, 2006)
5. Review of the products and services Singapore Airlines is esteemed as a high quality carrier with excellent levels of service (Heracleous & Wirtz, 2009)
The survey found that most passengers wanted comfort and privacy space during the travel. Then, SIA formed a team of 100 consultants, designers, and builders and spent $500 million to reproduce the current seats to cashmere blankets (Mahdzan, 2011)
With the rapidly development in recent years, SIA has diversified into related industries, such as ground handling, aircraft leasing, air catering, and tour operation. Till 2011, SIA has over 20 subsidiaries, mainly including SIA Cargo, SIA Engineering Company, Silk Air and Trade Winds Tours and Travel (Singapore Airlines, 2011)
Review internal systems and evaluate internal efficiency and effectiveness SIA makes up a strategy of related diversification at the corporate level while it successfully combines the differentiation strategy (market positioning and quality offering), with the low-cost strategy (internal operational costs to reach superior results. (Wirtz & Heracleous, 2008) At a corporate level, Singapore Airlines Group has more than 20 subsidiaries and associated companies (Singapore Airlines, 2010)