Singapore Airlines Essay Example for Free

Singapore Airlines EssayOver the past four decades, it has earned a stellar reputation in the ercely competitive commercial melodic phrase business by providing customers with high-quality service and dominating the business-travel segments.Worlds Best Airline award from Cond NastTraveler 21 break through of the 22 times it has beenawarded and Skytraxs Airline of the Yearaward three times over the past decade.Whats not so well known is that despite thequality of its services, SIA is besides one of the industrys most cost-effective operators. From 2001 to 2009, its costs per available seat kilometer (ASK) were just 4.58 cents. According to a 2007 International Air transmit Associationstudy, costs for full-service European airlineswere 8 to 16 cents, for U.S. airlines 7 to 8 cents,and for Asian airlines 5 to 7 cents. In fact, SIAhad lower costs than most European andAmerican budget carriers, which ranged from4 to 8 cents and 5 to 6 cents respectively.Its intriguing that SIA ha s combined thesupposedly incompatible strategies of differ-harvard business review julyaugust 2010entiationwhich it pursues by means of serviceexcellence and continuous innovationandcost leadership. Few enterprises have executed a dual strategy protably indeed, management experts such as Michael Porter argue that its impossible to do so for a sustained period since dual strategies entail contradictory investments and organizational processes.Yet prosecute dual strategies is becoming an imperative. The demand for valuefor-money products and services has shot up since the recent recession, particularly in developed countries, so even producers of premium offerings have to gure out how to grab opportunities in the middle and the low endof the market.Moreover, multinational corporations face competition from rivals many of them from emerging marketsthatuse new technologies and business models toprovide good-enough offerings at attractiveprices. Incumbents can ght back by cuttingprices or further differentiating products andservices, but its often a losing battle.