Strategic Management in Singapore Airlines Research Paper

Strategic Management in Singapore Airlines - Research Paper Example This research report introduces airline industry in general and Singapore Airline in specific. It includes a brief history of the company. However, the focus is on the mission and vision of the company and on the profile of Board of Directors, which run the strategic management of the company. Current marketing strategy of the company is also under discussion. Introduction Air travel is an essential requirement of today’s global world. It provides its users with an easy, fast, and comfortable mode of travel. However, with the economic and social development of the world resulting in almost every developed country launching its international airline, air travel has become an option with considerably large number of choices. Every airline is competing with other airlines to enlarge their customer base on bases of airfare, comfort, services, and travel route. In this competitive environment, the name of â€Å"Singapore Airline† holds a lot of worth. The airline from its la unch until today has grasped a huge share of international air travelers due to its excellent and expert services. The airline with its slogan â€Å"a great way to travel† works hard to provide its customers with the promised experience of excellence. The company describes itself as â€Å"Singapore Airlines has evolved into one of the most respected travel brands around the world. We have one of the world's youngest fleet in the air, a network spanning five continents, and the Singapore Girl is our symbol of quality customer care and service. Customers, investors, partners, and staff — everyone expect excellence of us† (Singapore Airline, 2012). History On 28 January 1972, the Singapore government founded Singapore airline (SIA). It was incorporated as a limited liability public company, completely owned by the Singapore government (Singapore Investor Association, 2006). â€Å"The history of the company dates back to 1947 with the initiation of a scheduled serv ice of Malayan Airways Ltd between Singapore and Kuala Lumpur† (Singapore Airlines, 2012). With the addition of international services and formation of â€Å"Federation of Malaysia in 1963,† the airline acquired the new name of â€Å"Malaysian Airways Ltd† (Singapore Airlines, 2012). Government of Malaysia and Singapore in 1966 acquired joint control of the airline and renamed it to â€Å"Malaysia- Singapore Airline Ltd† (Securities Investor Association, 2006). However, MSA in 1971 was restructured in to two entities: Malaysia Airline System Bhd and SIA (Singapore Airlines, 2012). Mission Singapore airlines describe its mission through its mission statement. The mission statement clearly identifies the main objectives of the company. The statement is as follows: â€Å"Singapore Airlines is a global company dedicated to providing air transportation services of the highest quality and to maximizing returns for the benefits of its shareholders and employeesà ¢â‚¬  (Singapore Airline, 2012) Vision The company considers itself a citizen of the world and aims to excel not only as an excellent company but also as an excellent and responsible citizen of the world. It aims to fulfill this mission, which it believes to be actually its responsibility by enhancing the lives of the people they come in contact with. This is the reason that the company has made numerous commitments to the art, education, communities and health and welfare of their countries’ citizens and of those countries it flies to. It also feels a strong sense of responsibility towards the environment, and so holds a strong commitment towards environment preservation for the future generation (Singapore Invest