Product - Singapore Airlines In-flight services.

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'Principles of Marketing' Group Coursework

Product: Singapore Airlines In-flight services

Part1. Brief background of the firm:

Singapore Airlines was created in October 1972 following the split of Malaysia - Singapore Airlines. The split happened due to the difference between the business objectives: Singapore branch had an objective to service more international routes, whereas Malaysian branch concentrated more on regional services. When it was first launched, Singapore Airlines had quite a modest fleet comprising 10 aircrafts, a staff of 6,000 and a route network of 22 cities in 18 countries. In addition to that, Singapore Airlines already had 25 years of experience under their belt and unlimited ambition to become truly global.

Immediately after the launch, Singapore Airlines went through very extensive expansion and modernization of its fleet. Longer-term strategy of investment and product innovation followed, which helped the company to build strong brand and profitability. As the result, in thirty years time, the hard-working little airline from remote Asian island became a widely recognized global player. Today, Singapore International Airlines (SIA) is among the ten biggest airlines in the world, with more than 20 subsidiaries. The overall excellence of SIA is repeatedly recognized with the highest international