新华信-新加坡航空发展战略.ppt

1、MKT: SIA CASE STUDY,Singapore Airlines,Singapore Airlines,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,SIA in Brief - History,Malayan Airways, the predecessor of SIA, was started in 1

2、947 The Airline was renamed Malaya- Singapore Airlines (MSA) in 1966 MSA ceased operations in October 1972 and two new airlines, Malaysia Airline System (now called Malaysia Airlines) and Singapore Airlines, were born. In 1978, Los Angeles Time acknowledged SIA as one of the worlds best managed and

3、fastest-growing airlines By March, 1997, SIA was operating 560 passenger flights per week out of Singapore (The largest private sector employer in Singapore.) 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,

4、SIA Group : Total 21 subsidiaries,MKT: SIA CASE STUDY,SIA Group Financial Result,K, S$,MKT: SIA CASE STUDY,Performance of SIA,Financial Position SIA managed to maintain its unbroken 27-years record of profitability The Groups financial position remains strong. As at 30 September 1998, shareholders f

5、unds 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 Travelers Readers Choice Awards, held on 14 October 1998. This is the tenth time in the awar

6、ds 11-year history that SIA has been ranked number one among airlines flying internationally. 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),

7、reasonable yield and lowest labor cost (16-17% v.s. 35-37%),MKT: SIA CASE STUDY,Cargo and related operations,Cargo revenues is S$1.52 billion accounted for 21.8% of Singapore Airlines total revenue in 1998. Cargo volumes was exceeded only by Lufthansa, Korea Airlines and Air France Airport operation

8、s, kitchen operations and maintenance operation also contribute 13% of total revenue and 22% of total profits,MKT: SIA CASE STUDY,The Challenges,Several other airlines in the region are trying to imitate SIAs success The Asian crisis affect business volume especially travel to and from crisis affect

9、ed countries The depreciation of neighboring countries currencies has reduced SIAs competitiveness v.s. the respective national carriers The depreciation of the Singapore dollar would raise SIAs fuel and aircraft procurement costs significantly New hub in Manila, Taipei and Seoul are competing with

10、Changi airport for air cargo volume,MKT: SIA CASE STUDY,Three Types of Marketing in Service Industries,Core Competence Differentiated Products Service Quality Productivity,Winning,Happy,Satisfied,Company Image Symbols Branding,Profit,MKT: SIA CASE STUDY,Strategies in Airlines Industry,Managing Diffe

11、rentiation Primary Service: Transportation(passengers and cargo) Service Safety, seating comfortable, punctuality, staff service and etc. Secondary Service: Food, Drink, Magazine and etc. Managing Service Quality A Strategy Concept, Top management Commitment, The setting of high standard, System for

12、 Monitor Service Performance, System for Satisfying complaining customers and Satisfying the employees Managing Productivity Reduce the operation cost FC (84% of total cost): Labor, Fuel, Maintenance and aircraft purchase (Interest and depreciation cost about 55%) VC (16% if total cost): Traffic (nu

13、mber of passengers in a particular flight) Utilize the resources: Route, seat and aircraft arrangement,MKT: SIA CASE STUDY,SWOT Analysis - Internal,Strengths The location of home base Strong management team The company benefit in line with government interests Company culture learning organization G

14、olden balance sheet Company Image Lower labor cost Good labor relation World class employees .,Weakness Remain a company based exclusively in Singapore Lack of natural beauty in Singapore Yield lower than market leader Return on equity has been gradually shrinking 25% in 1989 to 9.4% in 1998 Company

15、 CI is not out standing,MKT: SIA CASE STUDY,SWOT Analysis - External,Opportunities Increasing leisure travelers to and from China, South African, New Zealand, India, Australia, U.S. and Europe More business travelers to and from China, South African, U.S. and Europe Most Competitors having financial

16、 problem due to economic crisis E-commerce To adopt human resources management practices company-wide that attract, develop, motivate and retain employees who contribute to the companys objectives; and To maximize productivity and utilization of all resources To generate earnings that provide suffic

17、ient resources for investment and satisfactory returns to shareholders.,MKT: SIA CASE STUDY,Marketing Strategies in SIA,SIA,Leisure travelers Business travelers,Delivery the Service Recruiting right employees $300 million upgrade its in-fight service Seamless travel, E-ticking, Internet Check-in .,F

18、light attendants Ground staff .,Company Image Young & Reliable,Profit = F(load factor, the Yield,the cost),Training Labor relation Joining decision making Incentive program Corporate Newsletter Employee feedback,Stopover campaign SIA Hop-On bus Singapore Girls Advertisement A New Company CI Customer

19、 Feedback,Krisworld, free drink, free ear phone . #1 Awards,Winning Ways Award B747-400, Project Rainbow, Route arrangement,MKT: SIA CASE STUDY,Make Singapore Airlines a stronger global player - Alliances,SIA teamed up with Lufthansa, SAS, Air New Zealand, Ansett of Australia, South African Airways and Air Canada to offer : a greatly expanded network wider frequent flyer program benefits seamless travel access to lounges in more destinations joint products , such as the trilateral Escapade ticket with Ansett and Air New Zealand,./al_frame.html,MKT: SIA CA