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  • Subject Name : Management

Part A: Traditional Research Essay

Option 4: Singapore Airlines

Singapore Airlines is known for its popularity among customers of all culture, creed and race. This is mainly due to its high excellence as well as finest customer care services. At the same time, Singapore Airlines also aims to make each and every journey of the target customers as their own and to do so, it offers good quality of food stuffs of varying taste and preferences. And, it also presents the food stuffs maintaining all sort of quality issues in mind so that, it can be liked and consumed in all regards by the clients.

Moreover, Singapore Airlines desires to offer assistance to its consumers in a very polite and harmonized manner so as to offer a relaxing and charming journey. Another prime pillar of success that enhanced its position among others is cost-effectiveness. Due to this, customers of various economic statuses can easily afford it and enjoy its pleasing journey.

According to the Heracleous and Wirtz (2014) it can be depicted that cost effectiveness and Excellency are some of the key aspects that acted as the key stone of success. These facets not only aided Singapore Airlines to create a new place for itself but also its brand value augmented considerably. In contrast, it is mentioned that, failure to do so can prove extremely distressful and problematic to remain competitive in the market as compared to many others. In addition to this, the management of Singapore Airlines also wishes to maintain Excellency through innovation. Such as , presentation of free headsets in order to offer best atmosphere to its customers, so as to retain them for the longer time. This proves extremely effectual for the clients for the upcoming future in these aggressive situations. Along with this, varied types of meals are offered by the management of Singapore Airlines in order to improve the attention of the consumers.

Many reasons are there due to which Singapore Airlines was voted as number one airlines of the world, such as:


Seeing the difficulties in getting on a plane that leaves the airport in the middle of the night or very early in the morning, passengers rarely interrupt things. Convenient departure and arrival time for Singapore Airlines to operate so many flights. The airlines operate four daily flights from London to Sydney during the summer, taking routes 0925, 1125, 2050 and 2205, all arriving after work in the evening. There are 5 flights a week from Manchester. The flight from London to Sydney via Singapore's Changi Airport is the shortest route from the UK to Sydney, taking just 21 hours and 40 minutes.

Flying through Changi

Singapore's Changi Airport was named the world's number one airport at the Wonder Last Leader Travel Awards, but failed to win “gold" for the first time since its inauguration in 1981. The airport combines the 19th Street design brand's fascinating stores with Food Street, where travellers paper their food choices. There are movie and gaming decks, including the PlayStation and Xbox for the amusement of the passengers.


It is very difficult to move a snack when one is in the sky at 10,000 meters. Thus, the aircraft gets exactly the same amount of electric hood. An international culinary panel of eight world-renowned chefs, including internationally renowned Australian Matt Moran, Susan Gaines of the United States and top chefs from Asia and Europe, worked to create an aircraft menu. The result is an international menu that regularly adds new ideas and flavors. “We are currently designing a new menu and enjoying the recipes, flavors and tastes,” said Matt Malang, an Australian chef who has been on Singapore Airlines ’international cooking panel for 14 years.


For bookings through Singapore Airlines' website, ticket counter or telephone booking lines, the company will provide the lowest fare through that booking channel. Singapore Airlines will deliver the luggage on time, return the lost bag within 24 hours, refund the reasonable delivery cost to the passenger as per the applicable international agreement and refund the paid baggage fee if the bag is lost.

Singapore Airlines will provide instant refunds within 20 business days of receiving a request for a full refund upon purchase, cash or check purchase and within 20 business days of cancellation of passenger charges (Deshpande and Lau 2016).

Singapore Airlines will provide instant refunds within 20 business days of receiving a request for a full refund upon purchase, cash or check purchase and within 20 business days of cancellation of passenger charges.

Singapore Airlines is the first to launch A380 for their customer from Southeast Asia across the Pacific to use Boeing47 and has recently begun deploying the new A350-900ULR between Singapore and New York. New planes offer new routes. In addition, they realize that the new planes are performing better and creating a better customer experience. Purchase or lease them flexible, youthful equipment (under 10 years old) and new planes so that only other airlines have access to the features of their dreams. That is why Singapore is one of the most innovative airlines in the sky today.

References for Singapore Airlines Analysis And Planning Report

Deshpande, R. and Lau, D.H., 2016. Singapore Airlines: Premium Goes Multi-Brand.

Heracleous, L. and Wirtz, J., 2014. Singapore Airlines: Achieving sustainable advantage through mastering paradox. The Journal of Applied Behavioral Science50(2), pp.150-170.

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