분야
docⅠ. Introduction
Ⅱ-1. Marketing strategy.
Ⅱ-2. SWOT
Ⅲ. SIA vs. Asiana airline
Ⅲ-2. Asiana airline SWOT analysis
Ⅲ-3.The comparison between Singapore airline and Asiana airline
Ⅳ. SIA Position
Ⅴ.Conclusion and its implication
Future strategy
References
Abstract
This paper begins by examining the marketing strategy as a factor of success of Singapore airline, also called SIA. Then, we will explore SWOT at the domestic (national) and international level respectively. Furthermore, comparison with SIA and with Asiana airline will be discussed separately. Also we will mention about position of 4p. Last part, as the concluding part of this paper, will discuss our future strategies and suggestions will be addressed.
Ⅰ. Introduction
In truth many people use Singapore Airline when they go abroad. Then why they choose 'Singapore Airline' among many airlines? Follow table [1-1] strong support about this question.
Rank Airline Airport City
1 Singapore Airline Singapore Singapore
2 Swiss Air Hong kong Melbourne
3 Australia Airline Amsterdam Sydney
4 Air New Zealand Melbourne Paris
5 Lauda air Oakland Vancouver
6 Austrian Airline Zrich Vienna
7 Virgin Atlantic Airways Brisbane Lundun
8 Al Italia Kuala Lumpur San Francisco
9 Korean Air Copenhagen Auckland
10 Cathaypacific. Osaka Toronto
Table [1-1]
Table [1-1] "The 2002 Travel award top 10" shows Singapore Airlines in Singapore got first price in Asia. This means at least all passenger who travel in Asia mostly use Singapore Airlines (the SIA) among Asian Airlines. According to this research, many passengers prefer SIA because of their 'service' skill. And this is why people called Singapore Airlines as "service kingdom" Then, how can Singapore Airlines got "service kingdom" title? The open secret is their marketing strategy skill.
Ⅱ-1. Marketing strategy.
Singapore Airline's marketing strategy divided in to 6 parts the Cabinet service, Land service, Program for common customers, Cooperation strategy, Staff training and the Safety. Simply SIA make a meal of about the service not only at Cabinet and their customers but also after landed service, staff training and the cooperation with other firms.
Cabinet service
SIA achieve a great work at first cabinet telephone the 'CELESTEL, free drink and Perfect headset service for customers.
Singapore Airline also downsizing the seat from 16 to 12 and they introduce a new bed-type seat in 1993. Also, for Economy class they offer 14 inch Personal monitor and head supporter. In truth, Singapore Airline's economy class seats are 54 inches, the largest inch among all airlines’ economy class seats. SIA's latest work is the 'Kris World' which simply means personal monitor .'Kris World' the provide monitor system to passengers. Throughout 'Kris World’, passengers can watch more than 22 video channels, 100 movies, more than 180 famous TV programs and can listen 700 music CDs, 12 digital audio systems. Also there has USB port and power system for business work inside of a plane. In added, in flight food quality is
http://www.flyasiana.com
김택현. 싱가포르 항공은 최우수 항공사, 창이공항은 최우수 공항으로
동아일보 2008.5.31
http://en.wikipedia.org/wiki/Special:Search?search=asiana+airline&go=Go
Korea Ministry of Construction and Transportation
Travel Award Top 10
Air Transport World, 2001.7 ATW Online
