Singapore - Singapore - History: Singapore Island originally was inhabited by fishermen and pirates, and it served as an outpost for the Sumatran empire of SrÄ«vijaya. They ensure that practices and standard operating procedures in regards to service, safety and governance taught in the academy are implemented consistently. Singapore Airlines decided on a fully branded product/service differentiation strategy from the very beginning. Singapore Airlines - Building a culture of Service Excellence 1. Thanks to the efforts of our staff, Singapore Airlines continues to be one of the world’s leading airlines. It supports IATA’s Four-Pillar Strategy to address climate change, comprising technological, operational, infrastructural, and economic measures. Singapore Airlines is 56% owned by Singapore state investment firm Temasek Holdings. Some of the main customer experience strategies used by Singapore Airlines to deliver the best-in-class flying experience include searching for familiar flavours to make its passengers feel at home. In cases where culture is involved, Singapore Airlines has a tendency towards being sensitive and considerate to various cultures. Singapore Airlines employ both female and male cabin crew, although the Singapore Girl is probably the most recognised face of the airline. SIA merged Tigerair, its previous low-cost carrier competing directly with other low-cost carriers, with Scoot, its medium to long-haul, low-cost airline launched in 2012, to form a single brand Scoot in July 2017. In cases where culture is involved, Singapore Airlines has a tendency towards being sensitive and considerate to various cultures. The place name "Singapore" is derived from Singa-pura ("City of the Lion"), a commonly used term since the fourteenth century. & Gerrard, P. (2000). Book flight tickets from Singapore to international destinations with Singapore Airlines. SilkAir is a regional, full-service carrier serving the region around Singapore. Singapore Airlines also believes in eco-efficiency from the ground up. Environmental and behavioral analysis of a company forms an intrinsic examination of the key aspects that determine an organization’s ability to effectively operate both from internal internally and externally. The company has been able to generate the necessary demand for higher returns through effective leadership. Through its Culture Services Department, the company reinforces its culture, while making employees feel that they are valued in the airline corporation. In order to counter the soaring competition in the country, the company woes more customers by giving special offers to frequent travellers through frequent flier program. Your privacy is extremely important to us. Further expansion is considered essential in giving the company an international repute and therefore promoting its competitive advantage. Schneider, B. It's that time of the year. The level of media coverage and global political attention towards this event is definitely a boost to Singapore’s country image as one with a thriving economy and a world-class airline. All the airlines under SIA feed traffic between them, and they share a large number of connecting passengers with SIA. Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl. They have always been first in line to take delivery of new aircraft types like Boeing 747 jumbo jets, Boeing 777, and they were the first airline to fly the Airbus Super jumbo A380 in 2007. IvyPanda. "Organizational Environment and Behavior of Singapore Airlines." Keeping in line with its strategy to be the pioneer in every aspect, Singapore Airlines was the first airline in the world to fly the Airbus A380 on the 25th of October 2007, between Singapore and Sydney, Australia. The management style is also democratic. Culture Lifestyle Women Family Health and Fitness Fashion Luxury Cars ... Singapore Airlines was the first airline to give every class video entertainment back … In 1966, the Governments of Malaysia and Singapore acquired a joint majority control of the company and the airline changed its name from MAL to Malaysia-Singapore Airlines (MSA) in the following year. In the case study of Singapore Airlines, it is imperative t note that the company has been faced with stiff competition that has seen major players assume strategic approaches in order to remain relevant in the market. This should be projected towards an organization’s mission and objectives. Singapore Airlines has the following aircrafts in its global fleet (December 2019): Singapore Airlines were one of the first customers of the Boeing B-777 during the 1990s and has used the aircraft consistently on most global routes. Singapore Airlines Limited (SIA) is one of the major airlines which ply various destinations across South Asia, East Asia and South East Asia (Varey, 2006). In cases where effective communication is established, there is general harmony between the production systems, the overall production capacity and the expected target goals and objectives. As indicated form the above figure, it is evident that decision making and negotiations in SIA are processes that involve all stakeholders and employees. Today, the company has numerous fleets and has diversified its structure into different industries and sectors. 20 Singapore Girls on trishaws were also featured in the Vintage Parade segment. In 1968, French couturier Pierre Balmain designed the legendary sarong kebaya uniform for MSA stewardesses, made with traditional Asian batik design and created to represent Malayan culture and hospitality. Customers expect more with quicker updates. Interestingly, Singapore Airlines has chosen to focus on one aspect of the experiential brand strategy – in-flight hospitality and warmth featured by the Singapore Girl – rather than trying to communicate the entire brand benefits through its messages. Stay true to the brand. It is worth noting that an airline can hardly evade challenges in its operations just like other businesses units. What’s your deadline? Organizational change is an important aspect in modern business operations because it involves all stakeholders of a company. Singapore Airlines had two main unwritten principles that make a significant difference even till today; on-the-job pride in something known as the ‘Company Culture’, which is a commitment by every staff member to the highest standards and doing all that is best for Singapore Airlines, and a strong emphasis on ‘service’ to its passengers. Their stewardesses are well trained in matters related to effective communication. Innovation has always been a main priority for the airline since it was launched. The personalization of the Singapore Airlines brand is the mixed male and female cabin crew, where especially the flight stewardesses commonly referred to as the Singapore Girl have become very well-known. IvyPanda, 19 July 2019, ivypanda.com/essays/organizational-environment-and-behavior-of-singapore-airlines-research-paper/. Figure 1: A diagram showing Singapore airline flight. You can’t take the girl out of the world’s most awarded airline. While other airlines have also pursued high service/quality brand strategies, none has been able to match Singapore Airlines in consistency, commitment, and true permeation of the brand in every facet. The company has directed its human resource department with the responsibility of ensuring that all procedures that lead to improvement of customer value are achieved. Winning the Service Game. The average age of its aircrafts is 6.7 years, making the fleet one of the world’s youngest and most fuel-efficient. Singapore has established itself as a major destination for serious shoppers. It was the first airline in the world to fly the Airbus A380 in 2007, the world’s largest airplane and the aircraft which were bound to take over the role of Boeing 747 – one of the most legendary aircrafts in modern aviation. 1. In 2017, Singapore Airlines launched the Suites cabin class, the first in the world product which promised a “personal oasis” within a private space, exclusively on board the A380s. Fierce competition from low-cost carriers: The low-cost carriers have significantly influenced consumer behaviour for cheap price bargains among leisure travellers and increasingly among business travellers. According to Wirtz, Heracleous and Pangarkar (2008), special flier programs have been effectively applied in over 20% of the global major airlines with great success. Profitable every year since the beginning, Singapore Airlines (SIA) frequently wins international awards for top service and in-flight quality. Organizational change demands effective employees at all levels of an organization while harmonizing the efficacy of the set strategies. You can use them for inspiration, an insight into a particular topic, a handy source of reference, or even just as a template of a certain type of paper. This has been the overriding force as the company continues to enrich its culture to fit in the new market amidst myriads of challenges. (2019) 'Organizational Environment and Behavior of Singapore Airlines'. Plan your holiday with our latest travel deals and promotions. Singapore Airlines was a pioneer in providing in-flight services, from cabin crew and in-flight food and drinks in 1951, to personal video on demand in all classes in 2001. The extent of change at this Airline has been very minimal due to the perceived negative impacts of making adjustments among employees. The airline is also famous for luxurious flight experiences across cabin classes, with state-of-the-art entertainment options, spacious cabins and a commitment to making flying a personal experience. Furthermore, Singapore Airlines was Asia’s first and the world’s third airline that has been accredited by IATA (International Air Transport Association) with the IOSA (IATA Operations Safety Audit). Singapore Airlines has been as consistent in its communication vehicles as in its brand strategy. Marred by almost a year and a half in delay, this first A380 flight, named flight number SQ380, garnered tremendous amount of worldwide publicity. We will write a custom Research Paper on Organizational Environment and Behavior of Singapore Airlines specifically for you for only $16.05 $11/page. This is a particularly difficult position to maintain in a highly cyclical industry where the competition seems to react on a daily basis to changes in performance. Subsequently, SIA flew the A380 to London, Tokyo, New York, Hong Kong, and to many other global destinations as Airbus delivered the full order of the A380 fleet. SIA’s focus on its customer service culture is clear. Studies indicate that the company was formed in 1947 and was able to fully develop through technical assistance from Qantas Empire Airways and British Commonwealth airlines (Varey, 2006). As indicated earlier, by striving to infer positive images and relation networks between its management and workers, Singapore Airlines emphasizes that the roles of employees are indeed the most crucial bit in ensuring that consumers get the best services (Varey, 2006). The SIA forms the main airline of Singapore with its hub at Changi Airport. Innovation, best technology, genuine quality and excellent customer service were to become the major drivers of the brand. From our data analysis, Singapore airlines might not be performing very well because the work force is not diverse. When Singapore Airlines launched their comfortable SpaceBed seats in business class, they ran a 60-second commercial of a highly emotional and mythical character to underline the aspiration of the brand and the Singapore Girl, and to set their airline brand apart from competition. Today, passengers board the planes via aerobridges. Most relates directly to the strong brand management driven primarily by the SIA boardroom and top-management, and the healthy brand equity as the result of a dedicated, professional brand strategy throughout a diversified, global organisation. This cost pressure causes them to start reducing the premium services which made them distinct from the low-cost airlines in the first place. The two Boeing 747-200s were delivered in end-September 1973. Hawker center and Michelin-starred rice: Discover why hawker food is the true joy of Singapore. Almost four years ago, Singapore Airlines agreed to buy 20 Boeing 777-9s. The main cultural traditions are Malay, Indian, Chinese, and to some extent Western (British). In Singapore Airlines, the process of effecting organizational change has experienced a very slow pace of implementation due to poor cooperation and resistance from some units (Cunningham & Gerrard, 2000). Singapore airlines engineering company has given me a great opportunity to learn new things upto international standards and explore my talent and update myself. Organizational Environment and Behavior of Singapore Airlines. SINGAPORE AIRLINES LIMITED: BUILDING A CULTURE OF SERVICE EXCELLENCE. Today, sustainability in business is a hot topic and is now quickly becoming a must-have hygiene factor for companies that want to resonate with and win the loyalty of its global customers. In terms of decision making, Singapore Airlines has an able and experienced management. It is currently operating in about 40 countries having a network of 90 destinations (Huselid, Jackson & Schuler, 1997). Even so, Varey (2006) observes that the ability to ensure organizational change is one of the hardest aspects that companies faced on a regular basis. The 4.5 hour flight, which departed from Chengdu, was scheduled to minimise any climate-related discomfort. The influence of power and politics in its macro-environment has had massive influence in the operations of the company (Cunningham & Gerrard, 2000). Services like aircraft security, linen laundry, cargo and passenger handling are well provided. You are free to use it for research and reference purposes in order to write your own paper; however, you must. It is from this consideration that the role of its human resource department is very essential in guaranteeing the necessary harmony between the staff as they continue with their major operations (Varey, 2006). Martin Roll enables global clients to deliver business impact and drive long-term value. Here’s how they do it: 1. Each brand benefit requires significant investment, careful management and detailed implementation programs to live up to the brand promise. When MSA was replaced by Malaysian Airline System and Singapore Airlines in October 1972, the Singapore national airline retained the sarong kebaya uniform designed by Pierre Balmain. The first section will discuss SIA’s eight ingredients of success - in light the organization’s vision, culture, and value of customer service, which have made SIA into an organization of global renowned and continuous change. This in turn creates more cost pressure. It was the first airlines globally to fly the Airbus A380, one of the world’s most eco-efficient aircraft. There are four operating ranks on board any Singapore Airlines flight: Flight stewardess, Leading stewardess, Chief stewardess and In-flight supervisor (same rank equivalent for males). He designed a special version of the Asian sarong kebaya as the uniform which later became one of the most recognized signatures of the airline, and a very designated and visual part of the entire brand experience. Varey, R. J. It has also placed firm orders for the Airbus A350-900, Boeing 787-10 and Boeing 777-9, which are made from lightweight carbon composites which are more fuel-efficient. When Singapore Airlines came into being, that is in 1972, it enrolled 6000 members of staff. In addition, Singapore Airlines offers premium economy seats on the non-stop flights to Los Angeles, San Francisco, New York, Houston, and Seattle. 10 Unspoken Rules Every SQ Cabin Crew Wish Passengers Knew. B. Once other airlines adopt it, it is no longer considered “innovative”. The training program for new crew is 15 weeks long – at least three times the length of the typical programs in the industry. The Singapore F1 races from 2014 – 2019 were all named “The Formula 1 Singapore Airlines Singapore Grand Prix” and they took place as night races annually in September at the Marina Bay street circuit in Singapore. The brand of this company is attached to the organizational culture whereby an employee becomes a part of the entire system especially after being in the system for a considerable length of time. Communication is one of the major factors that dictate the ability of an organization to effectively articulate its goals and objectives both at the internal and external levels. In addition, they are given an additional training and equally advised on how they can improve on service delivery (Yagil, 2002). SIA has become a hugely rewarded innovator and industry leader: A Great Way To Fly. The strategy behind the technology program is clear: using the latest aircrafts enhances cost efficiency and allows Singapore Airlines to use these events for marketing purposes. It had 10 aircrafts while it operated in 18 countries within their cities. Wirtz, Heracleous and Pangarkar (2008) point out that organizational culture dictates the values, beliefs, relationships, and harmony both at the internal and external levels. As there were no domestic routes to serve, it was forced to immediately start competing with international airlines for routes, getting access to airports, securing flight slots and landing rights. IvyPanda. There have been major shakeouts and loose consolidation amongst premium, full-service players and a wide expansion in the low-cost carrier market – also in the closely regulated Asian airspace. It also enables employees to become multi-skilled by enlarging their experience base and improving competency at the same time. Hawker centres. Learn about hawker culture and sample a range of dishes, including Michelin-starred chicken rice. The Singapore Girl encapsulates Asian values and hospitality, and could be described as caring, warm, gentle, elegant and serene. Copyright © 2020 - IvyPanda is a trading name of Edustream Managing human resources for service excellence and cost effectiveness at singapore airlines. "Organizational Environment and Behavior of Singapore Airlines." Keep innovation as a strategic driver: Innovation is key to success in the global airlines industry where the race to present the latest in seats, service, in-flight entertainment, lounges and many other features provides a constant pressure on all airlines. Though the values of the company as presented may seem to negate the very notion of stability previously advocated for by calling for imminent change, its consideration for progressively tracing modern technology, human satisfaction, and economic development actually gives the prior call for service to the people. Boston, MA: Harvard Business School Press. Singapore Airlines has also contributed immensely over the years to the branding of Singapore as a nation. Inflight supervisors – and any cabin crew – are one of the most important assets for Singapore Airlines as they constantly seek to innovate and take their brand to the next level. This is due to the fact that the company has emphasized on the need for effective planning, technological development and shrewd leadership that provides the necessary focus for the company to achieve its objectives and strategies. After the eight elements have been dissected and investigated, the excesses aggression to … Some of the services given have been termed as unwanted and excessive. This would seal possible loopholes for employees who obtain wrong formation. It is from this consideration that the company assimilated a phase-based organizational structure since its formation in order to ease major operations, provide room for assessment, and offer space for change and improvement (Varey, 2006). 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