MKT364Case Studies in Marketing ManagementTask 2 - Group AssignmentJanuary 2014 PresentationCompleted by: Goh Yvonne B0903175Hong Jieying Whynn J1270310PatrickQuestion 1To analyze the capabilities of Singapore Airlines (SIA), we need to look at the 'inner- According to the SIA process, are the activities necessary to satisfy customers' value requirements and also how they respond to an ever-changing environment. Financial Management Since its inception in 1972, Singapore Airlines has generated healthy financial returns and has never recorded an annual loss. SIA has sufficient funds to pay for its new aircraft purchases while maintaining no debt for a consecutive year. This reflects SIA's strong financial management compared to other airlines. SIA also has the ability to make investments that align strategically rather than relying on financial returns. Based on this case, SIA invested $700,000 to build a pressure food tasting facility so its chef could better prepare dishes at high altitudes. Cost control To maintain the operating costs of its fleet, SIA ensures that its aircraft is always young. By having a young fleet, mechanical breakdowns will be minimized, which will reduce takeoff delays. This will result in more on-time arrivals and fewer canceled flights. Additionally, new planes burn less fuel and require fewer repairs and maintenance. To achieve service excellence in a cost-effective manner, SIA always aims to reduce waste without compromising customer service. An example would be where the cabin crew takes the initiative to minimize costs by pouring the wine from the open bottle, unless the customer requests it. Other cost control measures, such as engaging a low-cost supplier to support their back...... middle of paper, home and broadcast media. The airline's marketers may then be able to target its marketing strategies more appropriately. With the development of marketing strategy and product development, new products will undergo a process called testing. All products in the aviation industry must undergo various rounds of testing to ensure that the aircraft is safe to use and aircraft must also meet specific guidelines to be able to be launched. Once all tests are completed and the aircraft is certified safe to use, management can begin marketing this new aircraft. Some marketing methods used by airlines invite prestigious partners from airline industries, etc. All the above processes contribute to the successful planning of the new product and hence organizations can expect to achieve success with proper planning.Question 4