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Singapore Airlines

S/B/108. SWOT, PESTEL and Porter's 5 forces Analysis of Singapore Airline

WORDS:

1900

DATE:

2006

PRICE:

19.99 GBP

Singapore Airlines is one of the key players globally within the airline industry. It has employed a set of core strategies which seek to combine excellent customer service with high rates of profitability. Using the SWOT analysis tool defined by Jobber (2001) it is a useful task to look at SIAs competitive strengths that contribute to increasing shareholders value. As mentioned above the high quality of its customer service is one of the strengths of SIA and its brand image of Singapore Girl is one which is highly recognizable by global customers. Of concern however is that maintaining quality of service at profitable levels has become increasingly difficult bearing in mind the threats faced by SIA in both macro and micro environmental contexts. In considering these threats this report uses a PESTEL analytical framework to illustrate those factors of relevance to SIA competitive capabilities and profitability.

KEYWORDS: swot, pestel, porter, forces, singapore, airline,