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Singapore Airlines Agenda SIA in Brief Marketing and Strategy in Airlines Industry SWOT Analysis Customers Analysis Our Long Term Strategies SIA in Brief - History Malayan Airways, the predecessor of SIA, was started in 1947 The Airline was renamed Malaya- Singapore Airlines (MSA) in 1966 MSA ceased operations in October 1972 and two new airlines, Malaysia Airline System (now called Malaysia Airlines) and Singapore Airlines, were born. In 1978, Los Angeles Time acknowledged SIA as one of the world’s best managed and fastest-growing airlines By March, 1997, SIA was operating 560 passenger flights per week out of Singapore (The largest private sector employer in Singapore.) SIA actually increased revenue 7% to $4.4 billion and posted profits of $587 million in the fiscal year ended March 1998 SIA Group : Total 21 subsidiaries SIA Group Financial Result Performance of SIA Financial Position SIA managed to maintain its unbroken 27-years record of profitability The Group’s financial position remains strong. As at 30 September 1998, shareholders’ funds stood at $11,777 million, a rise of $690 million (+6.3%) from a year ago Accolades and Awards Singapore Airlines (SIA) has once again been voted Best International Route Airline in the annual Conde Nast Travelers Readers Choice Awards, held on 14 October 1998. This is the tenth time in the awards 11-year history that SIA has been ranked number one among airlines flying internationally. Best Global Air Cargo Carrier (Asian Freight Industry - 1994, 1995, 1996, 1997, 1998) Load Factor, Yield and Cost SIA maintained load factors of about 73-74% (5-6% points better than the industry average), reasonable yield and lowest labor cost (16-17% v.s. 35-37%) Cargo and related operations Cargo revenues is S$1.52 billion accounted for 21.8% of Singapore Airlines total revenue in 1998. Cargo volumes was exceeded only by Lufthansa, Korea Airlines and Air France Airport operations, kitchen operation