Executive Summary of Singapore Airlines.

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Executive Summary

Company

SIA was officially launched in 1972 after the split of the Malaysia-Singapore Airline. It went through tough time since its launch as it was small and barely had essential infrastructures and resources to compete on same ground with the big names then. Today, SIA is operating with 28, 000 strong workforce devoted to offer its passengers the best of airline services competing with renowned airlines in the world. SIA flights operations currently extend to 93 destinations in 42 countries, covering Asia Europe, North America, the Middle East, the South West Pacific and Africa regions.

Product

SIA constantly challenges the industry by setting new standards and quality in its products with its ever-innovative ideas and services onboard. Over the years, SIA has established itself as a world-class airline by giving efficient flight services, vast networks coverage and also value-adding to its already leading standards in commercial aviation. Among its in-flight products and services worth mentioning would be its innovative injection of free headsets, choice of free meals and drinks in Economy class; satellite-based in-flight telephones; in-flight entertainments-KrisWorld; in-flight video and audio on demand-WISEMEN.

Market

As the lifting of restriction to access to air routes and airports to safeguard individual interests progresses, the commercial aviation SIA faces has changed to become more competitive than before. These changes immediately forced SIA to re-look into its competitiveness in a world-class scale. With the rapid rate of advancement in aviation technology, the world has been made much smaller than it used to making air traveling at ease. Increasing affordability of air traveling has also contributed to the surge in intensity to improve and enhance SIA standard of services so as to stay competitive in the wake of global competition. SIA has identified its passengers’ desires and it is committed to develop its distinctive competitive edge in customer service through its people making them the “hallmark” of efficiency and customer service.

Introduction of TQM

Total Quality Management (TQM) is an integrated system of principles, methods, and best practices that provide a framework for organizations to strive for excellence in everything they do.

Over the past decades, companies have been constantly confronting evolution in the industry. Such changes, whether in economy, politics, or advancement in the information technology, forced firms to battle with the emerging competition that drive them to consider redesigning the organization’s processes in order to survive in a competing industry.

Overview

Total Quality Management is a philosophy used by organizations to a continuous improvement of their processes, products and services. Quality is an important aspect that management looks into to improve these areas.

In the recent years, the term TQM has become known and acknowledged by a lot of companies. TQM represents a set of management principles that focus on quality improvement. These principles are:

Total Quality Management is a philosophy used by organizations to a continuous improvement of their processes, products and services. Quality is an important aspect that management looks into to improve these areas.

In the recent years, the term TQM has become known and acknowledged by a lot of companies. TQM represents a set of management principles that focus on quality improvement. These principles are:

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  • Customer needs as the top priority.

 

  • Top Management as the leaders for quality.

  • Quality as a strategic use.

  • Quality as the concern and responsibility of all employees at all levels of the organizations.

  • Continuous quality improvement to achieve strategic goals as the function of the company.

  • Quality problems are solved through cooperation among employees and management.

  • The use statistical quality control methods as a solution to continuous quality improvement.

  • Training and education as the basis for continuous quality improvement for the employees.

Deming’s method of quality management supports continuous ...

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