PRINCIPAL OF MANAGEMENT
PRINCIPAL OF MANAGEMENT
REPORT
MUHAMAD NOOR IZZAT BIN ISHNIN S9211556I BCOM24 MR DIPAN NO. WORDS: 1543 TABLE OF CONTENTS
1.0 Introduction 3
2.0 SWOT Analysis 3
3.0 Four Functions of Management 4
4.0 Conclusion 6
5.0 Recommendation 7 References 8
1.0 INTRODUCTION
Founded in 1972, Singapore Airlines (SIA) has been renowned for its outstanding services and it is a company that would accommodate the needs of its customers. Well known for its inflight services and entertainment, SIA has been labelled as “trend setter”.
In 2004 SIA has launch the world’s first longest commercial flight from Singapore to Los Angeles in 18 hours (Ahmad, 2005). In 2007 SIA then took the world’s first largest commercial plane into the sky which has a capacity of 525 passengers (AIRBUS, 2007).
Singapore Airlines has won top 3 in the worlds Airline Award for 5 consecutive years making it a Reputable Airline in the aviation industry.
2.0 SWOT ANALYSIS
a) Strengths
i. Singapore Airlines has a reputation for its excellence services and hospitality. It has won top 3 in Worlds Airline Award for 5 consecutive years which was conducted by SKYTRAX annually (SKYTRAX, 2009).
ii. Singapore Airlines has the youngest fleet of Aircraft at an average age of 6 years making it fuel efficient which also allows them to have regular upgrades to provide outstanding inflight services.
b) Weakness Inability to innovate. Passengers of Singapore Airlines would have a high demand in terms of service due to its reputation. Self-check in kiosk would only mean that passengers would have to manually print
REPORT
MUHAMAD NOOR IZZAT BIN ISHNIN S9211556I BCOM24 MR DIPAN NO. WORDS: 1543 TABLE OF CONTENTS
1.0 Introduction 3
2.0 SWOT Analysis 3
3.0 Four Functions of Management 4
4.0 Conclusion 6
5.0 Recommendation 7 References 8
1.0 INTRODUCTION
Founded in 1972, Singapore Airlines (SIA) has been renowned for its outstanding services and it is a company that would accommodate the needs of its customers. Well known for its inflight services and entertainment, SIA has been labelled as “trend setter”.
In 2004 SIA has launch the world’s first longest commercial flight from Singapore to Los Angeles in 18 hours (Ahmad, 2005). In 2007 SIA then took the world’s first largest commercial plane into the sky which has a capacity of 525 passengers (AIRBUS, 2007).
Singapore Airlines has won top 3 in the worlds Airline Award for 5 consecutive years making it a Reputable Airline in the aviation industry.
2.0 SWOT ANALYSIS
a) Strengths
i. Singapore Airlines has a reputation for its excellence services and hospitality. It has won top 3 in Worlds Airline Award for 5 consecutive years which was conducted by SKYTRAX annually (SKYTRAX, 2009).
ii. Singapore Airlines has the youngest fleet of Aircraft at an average age of 6 years making it fuel efficient which also allows them to have regular upgrades to provide outstanding inflight services.
b) Weakness Inability to innovate. Passengers of Singapore Airlines would have a high demand in terms of service due to its reputation. Self-check in kiosk would only mean that passengers would have to manually print
References: Ahmad, N. (2005). The first non-stop flight between Singapore and Los Angeles, USA. Retrieved from Singapore Infopedia: http://eresources.nlb.gov.sg/infopedia/articles/SIP_413_2005-02-02.html AIRBUS Airlines, S. (2012). In-Flight Entertainment System. Retrieved from SIngapore Airlines: http://www.singaporeair.com/jsp/cms/en_UK/press_release_news/ne130709a.jsp Airlines, S Airlines, S. (2014). mission statement. Retrieved from http://www.singaporeair.com/en_UK/about-us/. Airlines, S. (2014). Report. Retrieved from Annual Report and Sustainabilty Report: http://www.singaporeair.com/jsp/cms/en_UK/global_header/annualreport.jsp Hewitt Nowogrodzk, M. (2009). Todays Technonology in an Ever Changing Environmet. Retrieved from http://www.mendelsonconsulting.com/images/NOV05_TECH.pdf Park SIAEC. (2014). SIngapore Airlines Engineering. Retrieved from mission statement: http://www.siaec.com.sg/company/mission.html SKYTRAX