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Essay / Research Paper Abstract
This 4 page paper looks at Singapore Airlines looking first at the strengths and the weaknesses of the airline and then with a concise analysis using a PESTEL framework. The bibliography cites 7 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEsingpest.rtf
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Unformatted sample text from the term paper:
number of strengths but it also has weaknesses. The way that the firm competes can also be considered in the wider environment context using a PESTEL framework. Strengths include
the fleet of 108 aircraft that the airline own (Singapore Airlines, 2010), providing flexibility in the way routes are served and when linked to the fact that this is the
largest airline in South East Asia there are also major benefits in terms of the way that the firm can leverage it market power with suppliers (Singapore Airlines, 2010; Grant,
2004). The reputation of the firm is excellent; it is highly differentiated in terms of the service provided and has benefited from the iconic image of the Singapore airlines girl
that was used very successfully in marketing (Kotler and Keller, 2008). The airline is also one that has managed to gain a high level of loyalty. Including the use of
a loyalty program; KrisFlyer miles, means that air miles can be earned with Singapore Airlines or any of the program partners (Singapore Airlines, 2010). The offering or a range of
products and the use of strategic alliances with companies in the industry, such as SilkAir and the development of top range services as seen with the PPS Club (Singapore Airlines,
2010). The firm was also the first airline to take delivery and fly the Airbus A380, which has also given the airline major PR attention and gives a cost
advantage to these flights where there is a lower carriage cost per passenger There are also weaknesses, the firm has a further 60 aircraft on order or lease,
these were ordered before to the current financial crisis, and as such may be seen as a potential drain in the financial resources of the firm. The size of the
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