Singapore Air: Changing to Stay Ahead II

Case Study II – Response to three student papers regarding the “Singapore Air: Changing to Stay Ahead,” Case Study


In the case ““Singapore Air: Changing to Stay Ahead” each student discovered that Singapore Airlines (SIA) has been ranked as the best airline in both independent and customer surveys for nearly 3 decades. It serves as a model of a continuously changing organization – continually modernizing, stretching, and serving customers in ways that stimulate strong loyalty and brand equity. It has been a leader of change in its industry, while maintaining a lot of consistency as well. Each student was to reflect on the continuous nature of change in every area of the company and respond to the following prompts as each student prepared their paper:
• What have been SIA’s main ingredients of success?
• How has their success become vulnerable? Why is it difficult to maintain a leadership position of a company like SIA and continuously improve?
• What do world class organizations need to do to improve and change continuously?
Your job is to reply to three students papers. Their papers are uploaded as JP, WS, and JS (three separate papers) regarding the Singapore Air: Changing to Stay Ahead Case Study (second attachment). Each reply must expound on the student’s paper, providing a substantive response that enhances the discussion. Each reply must contain at least 2 citations from a peer-reviewed journal, 1 from each textbook, and one from the Holy Bible and/or Bible commentary. Major points are supported by the following: • Reading & Study materials (case study and scholarly references); • Pertinent, conceptual, or personal examples; • Thoughtful analysis (considering assumptions, analyzing implications, and comparing/contrasting concepts). Please start with each student’s strength’s first and then and weakness (if any).

Citations must be in current APA format (including headings). • Proper spelling and grammar are used. Word count of at least 275 for each reply. There are three replies needed (one per student paper) so the total word count is 825. See attachments for the Singapore Air: Changing to Stay Ahead Case Study, student replies (JP, WS, and JS), textbook titles. Also use at least one scripture from the Holy for each student’s paper.

Important: Label your paper with the student initials that you are responding to. For example, if you are responding to JP paper then write “this response is for JP”. In addition, each response to each student paper must have their own references. Do not combine all the references for all students at the end of the paper. Place the appropriate references under the applicable student’s response.


SIA Main Ingridients of Success
Over the years, the Singapore Airlines or also known as SIA takes pride in being the world’s largest passenger aircraft. These passenger aircraft operates mainly on airline-related subsidiaries. The SIA group has three main pillars which are service excellence, product leadership and network connectivity .With its continuous initiative to strengthen these pillars, these have been SIA’s main ingredient of success. They take pride in claiming that they are not in the transportation business but in the service business which means the optimum goal is to deliver quality service to their customers. Moreover, with its goal to achieve product leadership, SIA group often encourages even the low group resources to come up with ideas and innovation to share it with their units and organization. Their drive towards excellence is reflected in how the company as a whole , from top management downwards, are all in the same goal and direction which in turn brings a positive message to the customers. All these combined, contribute to SIA’s success.
To better illustrate their success, the 2012-2013 financial year marked one of the significant success and development of the SIA group. Despite the recording of a lower operating profit due to the ever increasing fuel prices and weak global conditions, it has achieved a net profit attributable to equity shareholders of $379 million for the 2013 financial year (Singapore Airlines: Annual Report 2012/13, 2013). And for the financial year 2013/14, the group revenue increased $146 million to $15,244 million. All these successes and more boils down to the companies core values (Singapore Airlines: Annual Report 2013/14, 2014).

Maintaining Positive Leadership and Continuous Improvement
What has become of SIA today is never an overnight success. The SIA group has their own stories of struggles and challenges, not to mention the post-9/11 incident that made the airlines sank into financial distress plus previous years battling of SARS. However, despite all these challenges to the industry which affected SIA in the early 2000s and the unprecedented first quarterly loss in the year 2013, the management was positive and confident that this Asia’s best and most successful airline will thrive without the need for a merger or cost-cutting. Indeed, the SIA group never failed as reflected in its year end annual report.
People might think that being in an airline industry is pretty tough to break into but it is not true. Being in an airline industry like SIA is not easy. It is difficult to maintain in a leadership position and continuously improve because doing so involves dedication, strategic planning, brand name recognition and consistency. Challenges include: threat of new entrants, increasing customer demand, competitive rivalry, fuel factor and many more (Coza, 2014).
Change should always be part and parcel of this type of industry in order to develop. Moreover, there is always that element of risk when it comes to world class organizations. The company would remain stagnant without such because for world organizations to improve and change continuously, they need to take into consideration the following: a policy of steady organic growth, a strong corporate culture, total staff commitment, excellent training, continuous leadership development, staff recognition and of course, monitoring customer satisfaction. All these and more, is what the Singapore Airlines had, currently have and will always have.

Coza, D. (2014, November 27). Challenges For the Airline Industry. June 23, 2015 tarihinde
Singapore Airlines: Annual Report 2012/13. (2013). June 22, 2015 tarihinde
Singapore Airlines: Annual Report 2013/14. (2014). June 22, 2015 tarihinde

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