Singapore Airlines has tough competition for other carriers and also has to accommodate a different set of passengers who are not the rich business class, but the middle class on tours, and the new age entrepreneurs. These sections are demanding and are attracted to extra service and low costs. Marketing to this sector means making the Airlines a household word — which means that effective advertisements in the media plus some services that can differentiate the Airlines from other companies is the only way not only to retain the current market but also to find new ones. One suggested remedy is to renew and find better advertising media and better advertisement for the target market. The second is to come up with costless novel ideas that the customer finds the company differentiated from others. The last one is to find more destinations and thus more traffic. The new position of a product or service must make the positioning clear.

After analysis of the Singapore Airline’s performance and the economic data it is clear that no one set of change can be beneficial but changes must occur simultaneously in the flight patterns, advertising and positioning the Airline as the best consumer brand and making it popular and a household word. There are simple things like diaries, calendars and other small gifts that make the customer remember the airlines when ticket booking is done. To retain customer loyalty and attract more customers, it is important to change the way the customer and the operations of the airline is approached. This is done by modifying the icon ‘Singapore Girl’ to Singapore Team which include pilots and other staff. Secondly the existing advertisements can be continued with the use of more information being given to tourist operations via websites and other media.

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The current advertising has been examined in detail. It has been shown that Singapore Airlines used the iconic advertising slogan “Singapore girl” constant for years to deliver the trustworthiness, Asian hospitality, brand awareness and spread its popularity. The core message of “Singapore Airlines- A Great Way to Fly” from the company has been conveyed through TV commercial, print media, online media to indicate customers the strong brand image of high quality service and safety in excellence. Is that really effective? Does it market to the new generation? May be not. The Singapore girl is no doubt an icon, and it reflects the hospitality of the country. The airline must be able to make more use of this icon. It can be transformed to show that the Singapore Girl is not just a girl, but a tech savvy and information loaded girl who can ensure that you are in competent hands in the flight.

While tourists may visit Singapore among many other attractions, the assurance that the Airlines will be perfect and the journey will be safe — considering the number of fatal accidents that one sees each day, will assure the customer. The Singapore girl must be transformed to become caring, precise and technological marvel who can assure the passenger a safe and at the same time luxurious flight. To overcome the problem of sexist accusers and the west, one can include mechanics and pilots assuring the public. It can be the ‘Singapore Team’ and the girl can be a part of it. The use of the ‘Discovery Networks UK’ to push the airline’s brand across on-air and online platforms with the advertising campaign and online promotions, are a good idea that can bring the name of the Airlines when one thinks of booking. The 2007 wide bay Australia industrial air show was not a good idea, because the Airlines need not show off its aircrafts, but it could have been the venue to announce the purchase of modern aircraft if such a move was contemplated. The has to be replaced with a family of airline staff.

Other like the special fares, , boarding pass promotion and so on is not unique to Singapore and they are now the part of a very much expected feature of Airlines. Can these be unique? The local travel agencies may bring in tourists and the development of tourism and tie up with hotels may be in the end rewarding for the business. To promote the Airlines therefore the Tourism Bureau may have to be relied upon. Even then to be competitive the Airlines have to change a lot and all too soon.

Suggestion to company for future action plans

The advertising has not been that adequate because the company has been concentrating on the European and American segment. What about Asia? Why did the Company leave out the Asian community who has more travel potential? The great fares are available to Singapore Airlines destinations throughout Europe as well as optional add-on flights from selected European cities to New York, Houston or Sao Paulo. This sale also includes passengers who travel with Virgin Australia onto Singapore Airlines to Europe. The future country is India from where along with China there are great potential for investors, middle class businessmen and tourists to make Singapore a destination.

At the moment the competition is being gained by Air India and the Chinese are not willing to let us break the monopoly. To compete with them it is suggested that tourist packages offering weekly and monthly stay at Singapore for tourists that as a package cost less and is affordable for the middle class Indian be floated and it be advertised in the Indian media. Agents and tourist operators of that country could be also contacted and empanelled. That way the visa and other hassles for a week tour, month tour and so on can be settled and these tourists can be attracted to Singapore. Eventually the competition will have been overthrown.

References: Have used only materials from the essay send by the client