SIA Group : Total 21 subsidiaries
SIA G roup
S inga pore Airlines Com pany
S ILK AIR
S inga pore E ngineering C om pa ny (S IAE C )
S IA P roperties
S inga pore Flying C ollege
SIA in Brief - History
• Malayan Airways, the predecessor of SIA, was started in 1947
• The Airline was renamed Malaya- Singapore Airlines (MSA) in 1966
• In 1978, Los Angeles Time acknowledged SIA as one of the world’s best managed and fastest-growing airlines
• By March, 1997, SIA was operating 560 passenger flights per week out of Singapore (The largest private sector employer in Singapore.)
Date: 1/31/99; P 4
Performance of SIA
• Financial Position
– SIA managed to maintain its unbroken 27-years record of profitability – The Group’s financial position remains strong. As at 30 September 1998,
1081
802
870
1199
826 918
1285
852 1,026
1361
900 1,032
1,554
1877 1237
0 1994
1995
1996
1997
2000E
Passenger Cargo Other Activities Profit (after tax)
MKT: SIA CASE STUDY
Agenda
• SIA in Brief • Marketing and Strategy in Airlines Industry • SWOT Analysis • Customers Analysis • Our Long Term Strategies
MKT: SIA CASE STUDY
Date: 1/31/99; P 1
MKT: SIA CASE STUDY
Date: 1/31/99; P 5
Cargo and related operations
• Cargo revenues is S$1.52 billion accounted for 21.8% of Singapore Airline's total revenue in 1998.
SATS Passenger Services
பைடு நூலகம்
MKT: SIA CASE STUDY
Date: 1/31/99; P 3
SIA Group Financial Result
7,000 6,000
K, S$
5,000
4,285
4,000
4,531
4,753
4,961
6,216
3,000 2,000 1,000
S Ina pore T erm ina l S ervices Group (SATS)
S ervice Q ua lity C entrer
SATS Security
SATS Catering
SATS Airport Service
SATS Apron Services
SATS Cargo Services
shareholders’ funds stood at $11,777 million, a rise of $690 million (+6.3%) from a year ago
• Accolades and Awards
– Singapore Airlines (SIA) has once again been voted Best International Route Airline in the annual Conde Nast Traveler's Readers' Choice Awards, held on 14 October 1998. This is the tenth time in the award's 11-year history that SIA has been ranked number one among airlines flying internationally.
• SIA actually increased revenue 7% to $4.4 billion and posted profits of $587 million in the fiscal year ended March 1998
MKT: SIA CASE STUDY
Date: 1/31/99; P 2
– Best Global Air Cargo Carrier (Asian Freight Industry - 1994, 1995, 1996, 1997, 1998)
• Load Factor, Yield and Cost
– SIA maintained load factors of about 73-74% (5-6% points better than the industry average), reasonable yield and lowest labor cost (16-17% v.s. 35-37%)
• MSA ceased operations in October 1972 and two new airlines, Malaysia Airline System (now called Malaysia Airlines) and Singapore Airlines, were born.