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• The Best Airlines in the world for the year 2018
• Government Proprietorship as well as Private Stakeholders
• Flying to 62 destinations in 32 countries on 5 continents
• Operates an all wide-body aircraft fleet of 5 aircraft families

MARKETING CAMPAIGN
• SOCIAL MEDIA/NETWORKING
• Communicate Effectively via Different Types Of Social Network
• FB Page in 7 different Languages and Propose to Increase more
• INNOVATIVE ADVERTISING
• Target to the Daily Lives of Customers
• “SIA Lounge” at Festivals or Community Events
• Propose to sell the tickets with SG attraction tickets
• LOYALTY PROGRAMS
• Propose to give Wi-fi Complimentary Inflight
• Propose Economy class seats converting to full flat beds
• First and second seat with standard price and third seat will be half price
• B2B PROGRAMS
• Partner with Business in other areas such as Flight Tickets Sales, Cloud Service Payments
• By Partnering with Alibaba enabled access to 600millions monthly active Mobile users
• PHYSIOLOGICAL NEEDS
• Providing Clean Environment, Food and Beverages, etc.
• SAFETY NEEDS
• Best Practice are Implemented and Enforced in all SIA Flights
• NEEDS FOR LOVES, AFFECTION AND BELONGINGNESS
• SIA Care the Passengers as their Own Family and Provide Loyalty Service
• NEEDS FOR ESTEEM
• Making sure the Travelers are always Proud to be Boarded on SIA Fleet
• NEEDS FOR SELF-ACTUALIZATION
• Fulfill Customer’s Dream Destination with very Pleasurable Flight Experiences

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Corporate Social Responsibility and Core Values for Singapore Airlines
Missions
• Global Company
• Providing Air Transportation Services
• Highest Quality
• Maximize Returns for shareholders and employees
• Six Cores Values
• 1). Excellence
• 2). Care
• 3). Safety
• 4). Integrity
• 5). Customer-Focus
• 6). Teamwork
• Three Main Pillars
• 1). Service Excellence
• 2). Product Leadership
• 3). Network Connectivity

Current CSR from SIA
• Community Project
• Contribution in Education sector
• Volunteered with charitable organisation
• Community Engagement around the world
Propose CSR for SIA
• Old books ; Clothes send to Low-income or Low-development Countries
• Free airplane flight experience for orphanage ; handicapped
• More community Engagement with Asian Countries like Myanmar

SUPPLIERS
• Airbus and Boeing are two main suppliers
• High bargain power and switching cost
• Fuel cost 27% because of fuel hedging gain
Propose to reduce staff cost by using with Robot crew

POTENTIAL ENTRANTS
• Refurbishing solutions
• Decrease weight for fuel saving, lower fares and higher load factors
• Propose Economy Seats redesign to Flatbed

Competitive Rivalry within an Industry
•Transformation plan “bold radical measures”
•46 Airbus ; 63 Boeing on order
•High fixed cost consists of Finance cost, Hire Purchase and Staffs costs

SUBSTITUTES
• Target to Medium ; Long haul flight with less costs
• Digital realm, to set up and internal digital-innovation unit
• Propose to offer best service with Robot crew
BUYERS
• Bargaining power is high, force down prices with best quality and services
• Switching cost is low, can change another depend on higher deals

BUYERS
Propose to add on additional services for royalty customer to get more attractive with in- flight massage treatments.

POTENTIAL ENTRANTS
Propose SIA to redesign the economy seats into flatbed for family and friends to become economy class Family Couch
SUBSTITUTES
Propose SIA to substitute with Humanoid Robot Sophia instead of Staffs cabin crew
• Cabin Crew average salary S$3500~5000/mth
• 100staffs x S$4250 = S$425,000
• 100Robots x S$3475 = S$347,500 Cost saving S$77.5k/mth
• Robot price (USD150k x $1.39 = S$208.5k / 60mths = S$3,475.00)

SIA CHANGE MANAGEMENT STRATEGY ON ORGANISATION CULTURE
(1) Singapore Airlines strategy
(2) A dual strategy of differentiation and cost leadership
(3) Turbulence on the horizon
(4) SIA organisation activity systems

FIVE PILLARS OF SIA
(1) Rigorous service design and development
(2) Total innovation
(3) Profit consciousness ingrained in all employees
(4) Achieving strategic synergies through relate diversification and infrastructure
(5) Development staff holistically

Proposal for NEW TEAM
“ASCENT” Team
• Especially for prevent the Financial accident
• Decision is Roof of corporate leaders
• Responsible for sustains the Achievements

• SIA provides an excellent example of continuous improvement in the face of extensive global competition.
• Making effort to become a leader in airline with high quality service and innovation.
• By our contributions of new ideas we hope SIA’s revenue can be increase from S$10,544M (81.1% PLF) to S$11,701M (90% PLF)

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