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Singapore Airlines. We choose five management actions that could be adopted by SIA to improve their business

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Introduction

Singapore Airlines (SIA) original name is Malaya Airlines, it changed name to Singapore Airlines from 1972. SIA' primary objective was that of creating a world class airline, able to compete against the best in the world. We choose five management actions that could be adopted by SIA to improve their business. Improving in Technology Singapore Airlines have got many technologies which are used in the sides of service. For example, almost all works in flight and the ground are controlled by the computers. According to the case study, waiting time and entertainment as factors affecting passengers satisfactions. Technology could be used to address this and other issues during the flight. The use of new technology, include the modern air fleet, it can reduce the operation cost and maintenance cost of the fleet, it is more efficient. In long term this will deliver remarkable thrift for performance finance of SIA. Like New Zealand Airline supports personal on demand entertainment system to make the passengers be able to watch, listen or play whatever, whenever the wait in whichever class they choose to fly (Air New Zealand, 2000). ...read more.

Middle

1. Stringent selection and recruitment process. The right people are your most important assets and the wrong people are liability. SIA should choose the right people and make more profit. The selection of staff and cabin crews should be stringently and the process of recruitment must be strictly. 2. Extensive investment in training and retraining. The airline places considerable emphasis on training is very important, so much so that training is one of its focal points in its human resource and service excellence strategy. SIA should put extensive investment in training and retraining the staff and the cabin crews. And SIA should do the result of extensive training that equips front-line staff with the required skills and attitude. 3. Successful service delivery teams. SIA should develop its teamwork among its diverse group because in a view of importance of teamwork in the delivery of service excellence. SIA should give delivering warm, friendly and service. 4. Empowerment of front-line staff to control quality. Service staff can be very important for a firm's competitive positioning. SIA should to train its front-line staff -the Singapore Girls-to become synonymous with SIA and the personification of quality service. ...read more.

Conclusion

Budget carriers like AirAsia of Malaysia are on an aggressive expansion drive despite the economic downturn. SIA also can decide to reduce the employees' salaries, reducing the number of working days as well. Conclusion and Recommendations Singapore Airline (SIA) has garnered a host of accolades for its outstanding level of service and it can sustain its enviable position and become the world's best airline as well as the most profitable if SIA keep innovating and changing. SIA has managed to achieve what many others in the aviation industry and only dream of: cost-effective service excellence that is reinforced by effective human resource management and a positive company culture and image. In addition to that, the exercise Planning, Leading, Organizing and Controlling (POLC) in the management of the company will help steer the airlines with greater more effective and efficient work flow. In sum, Singapore Airlines, like any other business that operates in the global marketplace, is subject to the pressures of change. Yet considering the core competencies of SIA as part of its withstanding reputation as a leader in the airline industry, it will soar as high as its flights - breaking barriers and opening more opportunities for high quality service for the fulfilment of customers' high expectations. ...read more.

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