AN ANALYSIS ON MARKETING STRATEGIES ON SINGAPORE AIRLINES TO GAIN AN COMPETITIVE ADVANTAGE IN THE AIRLINE BUSINESS

Abstract

During the last few decades, the aviation industries have faced unexpected situations which have had negative effects on revenue and development of the airline businesses. To illustrate, the extreme shocks with the September 11 attacks, the SARS epidemic, spiralling fuel costs and the world’s economic slowdown have had direct impacts on demand for air travelling. In addition, the open skies policies in US and EU have been increasing new competitors into the domestic and international markets. Thus, it seems difficult for the airlines to get through a long period of turmoil and high competition in the aviation industry. However, Singapore Airlines has been consistently positioned as a world-class service airline with high levels of innovations, excellent levels of service quality and cost effectiveness throughout its more than 25 year history. It has won the international awards such as Best Asia-Pacific Airline, Best First Class, Best Business Class and Best Economic Class from Business Traveller Awards (Asia-Pacific) in 2013. Therefore, the aim of this article is to examine the marketing strategy of Singapore Airlines how the company can be sustainable on the top of airlines in this turbulent business environment. Furthermore, this paper attempts to analyse the concepts of brand values and brand personality on Singapore Airlines how the airline can communicate them to customers. Finally, it will evaluate and discuss about how Singapore Airlines achieves in brand management.