Marketing Plan for Singapore Airline – conclusion and recommendations

Analysis of an entity’s environment helps develop an effective marketing strategy. This report considers SIA’s environment to determine issues that the entity should consider in developing its marketing plan. In the Asia/pacific region, SIA has opportunities to enhance its business by expanding its flights to new destinations and reinforcing its domestic flights to shield from international slowdown in business.

Threats that SIA faces include those related to climate, competitive rivalry and adverse environmental crisis. Harsh weather for instance may lead to cancellation of the entity’s flights while competitors such as Emirates offer competitive pricing to lure customers from SIA. Threats posed by new entrants, customers’ bargaining power and substitutes are low; for new entrants, entry would require substantial capital investment whereas buyers bargaining power is lacking due to absence of organizations to lobby for travellers welfare. Significant threats however arise with suppliers for instance with regard to oil and labour. Just as oil fluctuations affect SIA’s business, adverse economic conditions reduce customers’ income thus their expenditures on travelling.

Various aspects can help SIA to better its business prospects. Such aspects are reflected in the following recommendations:

  • SIA should pursue strategic alliances to introduce its operations in regions that it does not conduct business currently. This will also help it to alleviate the threat posed by competitive rivalry (Yilmaz 2008).
  • SIA should reinforce its domestic operations by marketing its services to domestic clients. This will reduce its reliance on international clients thus reducing its susceptibility to economic shocks affecting such countries.
  • SIA should form relationships with suppliers e.g. initiate forward contracts with oil manufacturers to reduce its vulnerability to fluctuations in the oil market.


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