1:VISION AND MISSION STATEMENT

Singapore Airlines Vision:

Singapore Airlines has a responsibility not only to be an excellent Singapore Airlines has
a responsibility not only to be an excellent company, but also to be an excellent citizen
of the world by enhancing the lives of the people we touch. With that aim in mind, we
have made many commitments to the arts and education, to our communities, and the
health and welfare of our countrys citizens, and those in countries we fly to. With this
goal in mind, weve also made a strong commitment to preserving the environment
and our world for future generations.
Singapore Airlines Mission:
Singapore Airlines is a global company dedicated to providing air transportation
services of the highest quality and to maximizing returns for the benefit of its
shareholders and employees.

2:SINGAPORE AIRLINES LIMITED QUOTATION ON HR :

1:

Stringent selection and recruitment processes.

2:

Extensive investment in training and retraining.

3:

Successful service delivery teams.

4:

Empowerment of front line staff to control quality.

5:

Motivating staff through reward and recognition.

3:INTRODUCTION OF SINGAPORE AIRLINES:

Singapore Airlines was created in 1947, on May 1 st. Its name then was Malayan Airways
Limited (MAL). Its first flights were between Singapore Kallang airport and Kuala
Lumpur, Ipoh and Penang, 3 times a week. In 1963, when the federation of Malaysia
was born, the company changed its name from Malayan Airways to Malaysian Airways,
to later change again to Malaysia-Singapore Airlines (MSA) in 1966. In 1972, MSA split

in 2 companies: Singapore Airlines and Malaysian Airlines System(since renamed

Malaysia Airlines).
SIA has a modern fleet of 106 aircrafts with an average age of just over 6 years that
makes the fleet one of the youngest and most fuel efficient of any major airline. In 2012,
the airline has 13893 employees and serves 63 destinations in 35 countries, in Asia,
Europe, North America, the Middle East, the South West Pacific, and Africa. Its primary
sub remains Singapore. In 2011-12, SIA carried 17 million passengers and its total
revenue reached a little more than $9 billion (USD).
SIA has earned a reputation as an innovative market leader, combining a quality product
with excellent service. Superb in-flight service is the cornerstone of its reputation for
customer service and hospitality.
The attention that Singapore Airlines gives its customers, symbolized by the Singapore
Girl (SIA stewardesses), has earned the airline many industry and travel awards,
including Conde Nast Travelers Best Global Airline award for 21 consecutive years,
Travel and Leisures Best International Airline award for 14 consecutive years.

(a) MODERN HISTORY

In

2004,

SIA

began

non-stop

trans-Pacific

flights

from

Singapore

to Los

Angeles and Newark, utilising the Airbus A340-500. These flights marked the first
non-stop air services between Singapore and the USA. The Singapore to Newark flight
held the record for the longest scheduled commercial flight, with a flying time of about
18 hours each way. Singapore Airlines has converted its five Airbus A340-500 aircraft
from a 64 Business Class/117 Premium Economy Class configuration to a 100-seat allBusiness Class configuration for its routes to Newark and Los Angeles.
At a Cabinet meeting on 22 February 2006, the Government of Australia decided not to
grant fifth freedom rights to Singapore Airlines on flights from Australia to the United
States. Singapore Airlines had argued that transpacific flights from Australia suffered
from under-capacity, leading to limited competition and relatively high air fares. The
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move was seen as a measure taken to protect Qantas from increased competition.SIA
had encountered such protectionist measures in the past when SIA was shut out from
the Toronto market after complaints from Air Canada, and was forced to stop flying
Boeing 747-400s into Jakarta in the wake of protests from Garuda Indonesia when it
could not use similar equipment to compete.
Singapore Airlines, along with Star Alliance partner South African Airways, was fined
25 million South African Rand (S$4.1 million) as an administrative penalty to partially
settle a price-fixing investigation against the airline by the South African Competition
Commission from 2008 to 2012.
On 6 April 2012, Singapore Airlines phased out the last 747 in its fleet after 40 years of
service. A final round-trip commemorative flight was operated from Singapore to Hong
Kong with flight numbers SQ747 and SQ748 respectively. As well as an extended flying
time, special meals, performances and in-flight celebrations, passengers were given
well stocked 747 goody bags.
The airline announced that it will end its flights from Singapore to both Newark and Los
Angeles from 23 November 2013 and 20 October 2013, respectively. However, Los
Angeles will continue to be served from Singapore via Tokyo-Narita.

(b):CULTURAL & HERITAGE VALUES:

Cultural Values:
Be inspired by Southeast Asias captivating diversity. Motorcycle or trek among hill tribes
and rice paddies, explore its spiritual temples and pagodas, learn about its history at its
many museums and archaeological sites, and learn how to cook your favorite culinary
dishes steeped in tradition and laden with aromatic spices.
Nestled between Hoi An and Hue on Vietnams east coast, this city has great beaches
including Non Nuoc and My Khe (China Beach) and superb food with walking tours,
cooking courses and restaurants serving up local delicacies. But its also a great base to
explore numerous archaeological wonders nearby. Key UNESCO-listed sites include
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the Hue Monuments, a complex of hundreds of tombs and temples created by Gia
Long, the first king of the Nguyen Dynasty in 1802; and My Son Sanctuary with its
impressive ruins of Hindu stone sculptures, temples and towers from the ancient
Champa kingdom (4th to the 13th centuries).
Fly to Danang from 149.
Flights operated by SilkAir.
Situated on the Ayeyarwaddy (or Irrawaddy) river, Mandalay is Myanmars cultural
capital and the place to discover the various religions with numerous historical sites,
pagodas and Buddhist edifices. Visit the religious complex Kuthodaw Paya at the
bottom of Mandalay Hill for a glimpse of the worlds largest book, then hike to the top of
Mandalay Hill for the view. At the Mintha Theater, visitors can watch Myanmars
traditional music and dance, while the Mandalay Marionettes Theatre showcases the
dying art of puppetry. To experience the timeless landscapes of the region, hop on a
boutique cruise of the river to Bagan with its 3,000 temples and pagodas.
Fly to Mandalay from 129.
Flights operated by SilkAir.
HERITAGE VALUES:
Some of the most beautiful sites on Earth have been created by man in bygone eras,
and Southeast Asia has plenty of these to keep you enthralled. SQExplorer is
highlighting four incredible regions that are bound to take your breath away, including
Myanmar and UNESCO World Heritage sites in Cambodia, Vietnam and Indonesia.
Bagan is home to a vast array of Buddhist temples, pagodas and 11th century ruins,
located near the Ayeyarwady River. In the past the ruins would stand as a rectangle,
however, due to erosion, the features are now aligned in a triangular shape with
approximately 2,200 structures remaining as opposed to the original alleged 13,000.
Each element is thought to have a spiritual meaning, especially aligned with Buddhism
beliefs.

It will take up to two days to explore the main features of the site so temple-hop your
way through the Bagan temples via horse-cart which can be easily organised upon
arrival and provides local insight on the history of the ruins. Or, for a little more of a
challenge you can hire a bike on arrival and cycle around the various structures. Do
take care if attempting this in the wet season (typically May to October), however this is
still a manageable and cost effective way to discover the sites. Be sure to remove shoes
and socks as a sign of respect when entering any temple.
The must-see temples in Bagan are Ananda Pahto and Sunset Temple.Ananda is a
Buddhist temple originally built over 100 years ago with Indian architectural influences.
In the centre of the temple, there are 4 enormous Buddha statues (9.5 meters high) that
are implied to display Buddhas life birth to death. Other features such as plaques,
stone images and paintings can be also be found in Ananda. The Sunset Temple is
notorious for escaping the crowds. As the name suggests visit this at sunset or, more
favorably during sunrise, when there are less tourists. It lends marvelous views of
Bagan in the serenity of peace and quiet, allowing guests to discover the striking
reddish brick structures without haste. If visiting during the day best suits, the temples
will radiate a golden brown colour enhancing a more romantic atmosphere. For an
indulgent and not to be forgotten experience, take the extra step and arrange a hot air
balloon ride at sunset between October and April.
Getting to Bagan isnt difficult but requires a little pre-preparation. The most popular
transport options are flying or train (other forms of travel involve bus and boat). The
simplest way involves a short flight from Yangon or Mandalay, then a 15-20 car ride to
Bagan. For the more adventurous, why not take the more leisurely (albeit potentially
rocky!) 7 hour train ride from either of these two cities? Pre-purchasing your tickets
online or via a travel agent ensures you don't miss out, however there are also tickets
available at the train station ticket booths.
Whilst still relatively new on the tourist map, book your trip to explore Bagan and
Myanmar today for the start of an awe-inspiring adventure.

(c):PORTFOLIO OF SINGAPORE AIRLINES:

Singapore Airlines (SIA) is continuing to add subsidiaries, joint ventures and
partnerships to its portfolio to meet the challenge of stiffening international competition
on the Kangaroo route and in Southeast Asia from Gulf-based and other
regional airlines.
The transition has taken SIA from being focused solely on the full-service market in
recent years into the low-cost segment. The group now operates 186 aircraft and as of
July flew

to

280

destinations

in

70

countries,

almost

twice

the

size

of

Emirates network.
We are making significant investments in a wide range of strategic initiatives to address
these challenges and better position the SIA Group for the future, CEO Goh Choon
Phong said earlier this year in the companys latest Sustainability Report. Many of
these new initiatives have been implemented over the past year.
SIA is frank about the challenges faced, which not only include the Gulf threat, but also
other global trunk-route players, the low-cost battle, which is as acute in Southeast Asia
as anywhere, and the Singapore markets maturity, which has slowed growth. It is
investing heavily, and establishing hubs away from its base.
Tigerair has seen strong load factors of greater than 80 percent in all but one of the past
five years, but has suffered operating losses in three out of the past four financial years.
On November 6, SIA announced the latest step in its strategy, the intention to take full
control of the low-cost carrier, in which it already has a 55.8 percent stake, to
stem losses.
This would add to existing wholly owned subsidiaries Singapore Airlines Cargo, the
full-service SilkAir, low-cost Scoot and SIA Engineering.
These are the main operating companies in the group. We have many other
investments, but these are the core areas we are operating in. Most of the contribution

from the group still comes from SIA and SilkAir in terms of the percentage of passenger
revenue, Nicholas Ionides, divisional v-p, public affairs for Singapore Airlines
told AINduring an interview here in Singapore late last year.
But the others are growing, and the reason we have investments in them is because
they are emerging segments of the travel market and we feel we should have a role in it
to complement the rest of what we have.
SIA also has a 49 percent stake in Indian airline Vistara, which launched services in
January 2015. It seeks to tap into Indias domestic market, as well as west-bound traffic
flows when international flights become available. It is a joint venture between us and
Tata, the biggest conglomerate in India. It has eight aircraft now, he said.
Because India has a law that says that Indian airlines must operate for five years and
have at least 20 aircraft before they can fly internationally, we are appealing to the
Indian government to remove those restrictions, because we think that it holds back
development of the Indian market.
As a long-haul low-cost operating widebodies, Scoot is almost unique. It started three
years ago with Boeing 777s, but is transitioning to a Boeing 787 fleet. It seeks to tap
into China and Australia. SilkAir is a regional airline that provides feeders into
the SIA network.
Singapore-based Tigerair is an LCC in the more traditional context, with a single narrow
body aircraft type, the Airbus A320. SIAs investment in Thailand is through
low-cost NokScoot, which is 49 percent owned by Scoot and 51 percent by
Thai interests.
SIAs partnership with Virgin Australia, a 22.8 percent stake, began in 2011. The
partnership

is

designed

to

ensure

the

route competitor.

group

remains

strong

Kangaroo

On our own we fly to seven points in Australia. With Virgin Australia, we can fly to
another 40 through codesharing. Passengers are connecting as well to the hubs that we
serve in Australia, and then through the Singapore hub.
He said that in addition to Virgin Australia, Air New Zealand customers were flying
on SIA to the Singapore hub and travelling on to many other parts of the world.
We have five flights a day from Sydney to Singapore. We have four flights a day from
Singapore to London. The combinations can be very strong. Minimum connection time
is less than an hour, he said.
Its very important that we remain efficient in Singapore, that the connections are very
good, in order to give people a choice. When we are expanding our network, its not
solely about new routes, although routes are important as a part of hub development.
But its also about increasing frequency and ensuring that timings are very good.
He said the groups strategic initiatives were focused on addressing competition of
various forms. The reality is that weve had competition on every route that weve
operated on since day one. Competition is not new. The Middle East carriers are
certainly strong competitors, but they are not the only competitors we are looking at,
he said.
If you look at the Australia-Europe market, weve been a major player in that for all
time. We remain a very strong competitor. You also have airlines in Hong Kong, China,
Thailand, Kuala Lumpur and other parts of Asia which are also tapping into the
Kangaroo route traffic.
SIA has nine flights a day from Jakarta to Singapore, the most in its network in terms of
single-destination frequency. Not all of those flights are sustained solely by
point-to-point traffic: many people only fly the first leg because of the availability of a
second. The group also flies to 13 points in India and 24 points in China.

We have partnerships with Air New Zealand, Scandinavian, and we announced a jointventure agreement with Lufthansa [in early November], to share revenue on flights
between Singapore and points in Europe. Partnerships are very important for us. You
dont need equity necessarily in order to have a partnership.
The SIA Groups order book is almost as large as its existing fleet. Our policy of
maintaining a young and modern fleet means we are very often in the market for new
aircraft. As a group, we have something like 160 aircraft on firm order right now. That
includes SIA, SilkAir and Scoot. The subsidiaries are growing quite effectively, he said.
Ionides put total Singapore Airlines fleet size at 107, with an average age of seven
years, three months. The figure is generally around 105. Its not a static number.
As of November 30, Singapore CAA data showed that SIA had 19 A380s, 59 Boeing
777s (27 of them -300 ERvariants), as well as 31 Airbus A330s. SilkAirs transition from
the A320-type (15 aircraft) continues, with fourteen 737-800s now in the fleet. In
addition to two 777-200s, Scoot operates three 787-8s and six 787-9s. SIAs cargo arm
runs eleven 747-400Fs.
SIA hopes to take delivery of its first A350 in February. It has 67 A350-900s on order
(and it had seven A350-900ULRs on order but these have since been cancelled). It also
has a further batch of A380s expected in 2017.
[SIA] had an order for twenty 787s, split 10-10. We transferred that order to Scoot.
They have been ramping up their 787 fleet. SilkAir has orders for 50-plus 737s. They
are transitioning from an A320 to a 737 fleet and are about halfway through
that process.
We have a portfolio strategy which gives us an interest in both the full-service and
budget elements of the market. We have short-haul and medium long-haul. Tiger and
Scoot provide [synergies] to each other at the budget end, and SIA and Silk Air [allow]
feed-through to each other at the premium end, he said.

It works for us because we are differentiated: very premium at one end and budgeted
at the other. We limit cannibalization. Its not something that works for everybody, but it
works for us.

(e):EMPLOYEE PROFILE:
Today, SIA is internationally recognised as one of the world's leading carriers. Our route
network spans over 90 cities in more than 40 countries, we fly the most modern fleet in
the industry and we are the world's largest operator of Boeing 747-400s, which we call
MEGATOPs. But we never forget that we owe our size and commercial success to our
customers. Singapore Airlines was the pioneer of inflight services such as free drinks
and complimentary headsets. With innovations like our revolutionary KrisWorld
interactive entertainment system, we are still setting the standards today--standards
which have made the name of Singapore Airlines synonymous with impeccable service
around the globe.
The employees profile is following;
1 May 1947; 68 years ago (as Malayan Airways)
Commenced operations 1 October 1972; 43 years ago
Hubs Singapore Changi Airport
Frequent-flyer program
KrisFlyer
PPS Club
Airport lounge SilverKris Lounge
The Private Room
KrisFlyer Gold Lounge
First Class Reception Lounge
Alliance Star Alliance
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Subsidiaries Scoot
Silk Air
Singapore Airlines Cargo
Tigerair
Fleet size 109
Destinations 64
Company slogan 'A Great Way to Fly' (English) '
Cara Terbaik untuk Terbang' (Malay)
Parent company Temasek Holdings (56%)
Headquarters Airline House
25 Airline Road
Singapore 819829
Singapore
Key people Goh Choon Phong (CEO)
Revenue Increase S$15.565 billion(FY 2014/15)
Operating income Increase S$442.9 million (FY 2014/15)
Net income Increase S$367.9 million (FY 2014/15)
Employees 23,963 (FY 2014/15)

(f):ORGANIZATION CHART OF SINGAPORE AIRLINES:

The SIA comprises three directorates and the Communication and Stakeholder
Engagement team, which reports directly to our Chief Executive. The three directorates
are: Operations; Partnerships and Interventions; Corporate Services. Each directorate is
composed of smaller 'business functions' that are responsible for specific areas of our
day-to-day operations.

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