Marketing, Singapore Airlines

Singapore Airlines (SIA)' history can be traced back to May 1947, when Malayan Airways operated its first commercial flight linking Singapore with Kuala Lumpur, Ipoh and Penang. The airline was later renamed Malaysian Airways (1963) and Malaysia-Singapore Airlines (1967), which was split in two in 1972, creating Malaysian Airline System (since renamed Malaysia Airlines) and SIA.

Over a period of more than half a century, SIA has earned a reputation as an innovative market leader, combining a quality product with excellent service. SIA’s Goal from the outset was to offer superior service in every area, at competitive prices,while yielding a surplus to finance expansion and modernization, and to provide a satisfactory return to shareholders, all this while keeping employees satisfied, happy and motivated.The SIA has always had a consistent approach through the turbulent times during the earlier decades, In 2002, with a solid grounding in the airline’s past they have set their sights on positioning SIA for the future. SIA enjoys premium positioning as the leading airline in the world.

Their strengths can be listed as follows:

-PAR EXCELLENCE IN CUSTOMER SERVICE – At the heart of SIA’s service reputation was the Singapore Girl, the idealized version of SIA cabin attendant. The icon was recognized worldwide for delivering “a standard of in-flight service even other airlines talk about. SINGAPORE GIRL”

The care and attention that Singapore Airlines gives its customers, symbolized by the Singapore Girl, has earned the airline many industry and travel awards, including Conde Nast Traveller's "Best International Airline" award in 19 out of the last 20 years.

Staff recruitment and training:

SIA translated the advertising image of the Singapore Girl into reality through a rigorous process of recruitment and training. Recruitment of female cabin crew was highly selective. SIA invested time in selecting training, supervising and guiding the cabin crew. The chosen few went through a rigorous training program that was popularly described as a cross between boot camp and finishing school.

...