HISTORY

 Started as a Malayan Airways in 1947

by
Ocean Steamship Company of
Liverpool, the Straits Steamship
Company of Singapore &Imperial
Airways

 Renamed as Malaysian Airways

in1963 &
Malaysia-Singapore Airlines (1967)

 In 1972 spilt in to Malaysian Airlines

&
 AT PRESENT
•Singapore government majority
shareholder
•Number of aircraft: 135
•Number of employees: 14,066
•2,174 Pilots & 6,914 Cabin
Crews
•Passengers per year: 18.96
million
Singapore Airlines has a responsibility not only to be an excellent
company, but also to be an excellent citizen of the world by
enhancing the lives of the people we touch. With that aim in mind,
we have made many commitments to the arts and education, to our
communities, and the health and welfare of our country's citizens,
and those in countries we fly to. With this goal in mind, we've also
made a strong commitment to preserving the environment - and our
world for future generations.
SIA’s mission statement is “We are a global company dedicated to providing air
transportation services of the highest quality and to earning good returns for shareholders”.
This is underpinned by six core values:

• Pursuit of excellence

• Safety

• Customer first

• Concern for staff

• Integrity

• Teamwork:
Singapore Airlines is the
World's Most Admired Airline
and ranked 27th on Fortune
World’s Most Admired
Companies rankings in 2010. It
has a strong brand name and is a
trendsetter in the aviation
industry, particularly in terms of
innovation, safety and service
excellence, coupled with
consistent profitability. It has
won numerous award and is an
industry bellwether for aircraft
purchases.
 CONTINUOUS IMPROVEMENT - THE KEY TO
COMPETITIVE ADVANTAGE

“Change, improvement and innovation are vital,

explained “The business has always been competitive,
but it is getting more and more difficult to differentiate
ourselves
because every airline is doing the same thing. We
succeed by continually wanting to improve, by having
the will to do so and recognizing that every time we
reach a goal, we
always say that we got to find a new mountain or hill
to climb.”
DESTINATIONS
Flies to 66 destinations in 35 countries on five continents
•Valet service by stewardesses
•Luxurious redefined
•convenience
•In-flight entertainment system &
communication
•Ground services
•Affordable price
•consistency
•Catering standards & Options
SIA uses the feedback from its staff together with
information about other airlines and from
major surveys to help them come up with new ideas.
Mr. Yap added “It’s the new things that
create the ‘wow’, the things that customers never expected,
and there is a whole realm of
things that customers don’t know they want! We try to
study the trends. We have our
Product Innovation Department that continuously looks at
trends and why people behave in
a certain manner, why they do certain things. And then we
do a projection over three to five
years, we try to follow both the short and long term
trends.”
Singapore Airlines have received numerous awards for the
standard of service it provides. It claims to be "The World's
Most Awarded Airline". In the 29th annual Zagat survey by
US pollsters in November 2007, SIA was placed first in both
premium and economy classes while additionally topping
the poll for its website and for comfort, service, and food in
all classes.

IN FLIGHT SERVICES
 CABINS
 SINGAPORE AIRLINES SUITES
 FIRST CLASS
 BUSINESS CLASS
 ECONOMY CLASS
 CUISINE
Strengths
•Brand name
•Cabin crews
•Cuisine
•Technology
•Innovation
•In-flight facilities
•Timing
Weakness
•Connected with few
destinations
•Pricing policy
•Infrastructures
Opportunities
•Demand
•Technology
•New markets
•Better flights
Threats
•U.S.Economy
•Competition increasing
•Fuel price
•Taxation
•Terrorism
•Increasing aircraft price
•Accidents
How we differ from others?

•Punctuality
•Customized
•New technology
•New design
In its 50-year history, SIA has come a long way. It has become
an industry leader
and innovator, setting standards to which other airlines aspire.
At 50, it is still riding high as it begins a new chapter of its
corporate journey.
SIA announced that it is considering inviting foreign talent to
join its board of directors, to reflect the international nature of
its business.

This is to underline its global character and to stay ahead of the

competition. It has also embarked on a major exercise to
change its
corporate culture to prepare for the global competition in the
new millennium.
Each person will have his own particular needs and he will
want
service that is tailored to meet those particular needs.