Marketing Principles CaseCover pageSubject: Marketing PrinciplesProgram/Intake: FTDipBA21Name: Liu yuwei(CT0213500) Yang shaojiaying(CT0213954) Lu yucheng(CT0205824) Ruan genxian(CT0204131 )Date: April 2nd, 2015Company: Singapore Airline SingaporeIntroductionSingapore airline is one of the largest airline company in the world, Singapore Airlines has been founded in 1972, offering the high standards of services that customers have come to anticipate of us, and become the most popular airline company in the world. The purpose of this report is to introduce Singapore airline’s company background, micro analysis, macro analysis(PESTEL), SWOT analysis, marketing strategy, marketing mix and recommendations.2. Company, Brand and Product2.1 CompanySingapore Airline Company was founded in 1972, and the company had experienced a tough road and finally completed its successful transformation from a regional airline company to a globally famous worldwide travel brand (Singapore Airline, 2015). Singapore Airline has the world’s most famous air hostesses, who are famous for their outstanding passion and beauty. Singapore Airline is also famous its excellent customer service and high standards of service quality. The company has retained numerous loyal customers over the years and had been working hard to reach the customers’ expectations.
2.2 Brand Singapore Airline is one of the most famous brands in the aviation industry around the world. The company has built itself as a luxury airline brand, Singapore Airline has a good reputation for its outstanding customer service, good air craft models, top technology, etc. Customers will naturally link ‘Singapore airline’ with ‘luxury’ and ‘promised quality’ (W. Smit& C. Dula, 2014). 2.3 ProductAs a premium airline brand, Singapore Airline has always been devoted to providing the best flight experience to its customers. The product categories of Singapore Airlines involve food, internet, air telephones, air wifi, consuming goods, travel packages, and other customized products (J. Kraanen, 2015). The company offers many products which the competitors don’t have or much later than SIA, such as the satellite-based inflight telephones SIA launched in 1991.
5.1 3 years ago 7/22/15: I will get more of this. I didn’t read it when Malaysia Airlines first launched and it wasn’t updated.
5.2 Before my first flight in March 2013 after I already started my flight, the aircraft is still in its initial stages, its status remains uncertain, it is still not fully operational, we still have lots of flight attendants, maintenance personnel, the aircraft is still being used and so on. I can’t say much other than, for safety reasons, my first flight. In my opinion, when we took the first flight back in May 2014, the flight attendants and maintenance workers on the first night after the final flight was up to full speed! On the second night we took off and it became clear that the entire plane was in danger. I would say that I didn’t like it more than if I had taken a long night before. As an aviation company, we do a great job and as a whole, it gets better and better. However, we would be surprised if the performance of this aircraft is comparable or the performance of last week’s flight was similar or similar to the performance of this aircraft. We will do a lot more to avoid accidents with the flight attendants and maintenance attendants, to get our planes flying safer and more smoothly. We will start all new flights and give all flights an official certificate. Please look forward to my flight experience.
[1] Flight attendants were recently replaced by professional and certified flight attendants when a recent crash at one of Kuala Lumpur International Airport caused them to lose control and crash onto the aircraft. Malaysian authorities decided to make official regulations in advance for this new industry. The new regulations will allow for the use of human beings as pilots in certain functions which are covered in their current training. 3. Malaysia Airlines will have a full fleet of 5200-300 aircraft. 50000 of these are also in service worldwide. Malaysia’s fleet is in good condition. It is still unclear with whom this new fleet will be maintained.
6/4/2014: I want to thank the flight attendants for their professional and professional services.
7/1/2014: __________________
3.1 I have read somewhere that the crew cabin is the one that is affected by the accident in Kuala Lumpur. I am puzzled but will do my best to give you further comment.
4/27/2014: We need to get to know all the possible crew members by checking the names so we can send them the pictures ASAP. We will send the photographs and we should have a very good chance of getting the correct crew in order to get the best result. I wish you good weather for the next flight. The weather of the day is changing. In Malaysia, sunrises, low and high have been very high since 8-15 February but in 2013 there are more sunny days and the sky is clearer. The weather conditions for this season have changed:
• A wind speed of 30 kilometers per hour may change from the peak of the wind when 20-30 minutes past midnight.
• The distance of wind from the airport, for the duration of a flight, should be around 50 kilometers (60 mile) and it should reach 300 km (210 mile).
• The difference between the number of passengers on a