The success of any organization depends on the quality of services it offers to its customers. The essay "Singapore Airlines Case" analyzes how Singapore Airlines utilizes its management programs like training and performance measurement in order to remain competitive in the market…
The management came up with a policy of recruiting young people between the ages of 20 – 25 who had completed high school level and had “O levels in English”. Young crew policy had some advantages. Young crew who were recruited was most likely to depict some sense of enthusiasm and keenness in their work. In addition, they were fit physically to manage the demanding job and to meet the thorough schedule. Furthermore, it was believed that most of the passengers enjoyed being served and attended by young and attractive men and women.
Another implication of using young crew policy was that it reduced the substantial size of the applicant pool. This was because young people had the opportunity of studying in the university or getting other kinds of education thus reducing the number of desirable school leavers. The policy also provided opportunities for ensuring that the crew remained young by offering the five-year renewable contract to the crew. This policy also offered a career path and a possibility of a lifetime employment contract to the stewards.
Those who were recruited were given six-week training before being considered as qualified operational crew. The training covered such areas as personal grooming, poise, uniform care and also personal conduct. Practical lessons commenced by learning the names and purposes of all the available amenities available on the airline board. Other lessons dealt with various types of service ware, glasses, dishes and other food serving items that might be used by the crew. Recruits were also taught of names and procedures for various drinks and dozens of food items served by the SIA. The training also covered some classes on how to handle emergencies and incidents on board.
The performance of the crew was formally evaluated through staff interviews and also based on comments from the passengers. The performance report was based on three evaluations. First, flight stewards were appraised by senior flight stewards and stewardesses working on the same flight. ...
Cite this document
(“Singapore Airlines Case Essay Example | Topics and Well Written Essays - 1000 words”, n.d.)
Retrieved from https://studentshare.net/management/689844-singapore-airlines-case-study
(Singapore Airlines Case Essay Example | Topics and Well Written Essays - 1000 Words)
“Singapore Airlines Case Essay Example | Topics and Well Written Essays - 1000 Words”, n.d. https://studentshare.net/management/689844-singapore-airlines-case-study.
It has achieved a sustainable competitive advantage because of the effective management and strategic positioning. The brand management and service marketing of the Airlines has outperformed many others in the industry. It copes well with the external pressures of economic, political and environmental factors.
Strategic Management in Singapore Airlines. The aim of this research report is to analyze briefly Singapore Airlines strategic management profile. To report the name of the minds whose policies have led to the continuous success of this airline in today’s competitive environment.
The company has also made generous donations to various arts, sporting and educational activities. However, when compared with the social responsibility activities of other airlines considering their profitability, it appears that Singapore Airlines has been lagging behind.
The company's higher management gives details how their client service gain has been sustained; exposing that customer contentment need not essentially be traded off for effectiveness. Singapore Airlines have had a never-ending profit band since its foundation 24 years back; a track record almost extraordinary in the viciously cyclical airline business.
The author explains that the recruitment function was carried along different ethnic groups from China, Malaysia, India and Eurasian communities. Cabin crews were recruited for both male and female within an age group of 20 to 25 years. The recruitment function contained stress and emotional interview rounds to judge the applicant’s ability.
There are number of large companies throughout the world but very few of them are considered as a desirable place of work. Singapore Airlines is among these few companies. The organizational structure in the company is flatter in nature.
The company has been able to achieve competitive advantage through product and experience based differentiation as it pioneered the concept of entertainment and innovation in flight. It was the first airline to introduce hot meals, alcoholic and non alcoholic drinks, fragranced towels, and video on demand for the cabin crew members.
Since then the company has not looked behind, achieving great heights of success with each passing year. In the 1970’s, along with including Boeing 747 to its convoy and starting flight services to Western Asia; Singapore Airlines also took the initiative to offer free of
Singapore Airlines Limited (SIA) is an international airline operator based in Singapore. The company is renowned worldwide for its classy flight services and unwavering financial success in the aviation industry.
18 Pages(4500 words)Assignment
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Singapore Airlines Case for FREE!