A case study report on the sucesses of Singapore Airlines.

♦ Problem Identification ♦ Singapore Airlines (hereafter known as SIA) has built a storied reputation for excellence in customer service, attention to detail and a progressive stance in designing strategy. It has established a well-orchestrated system that nurtures significant sources of competitive advantage that are used to support a strategy of differentiation. Currently, the single biggest challenge facing SIA is that of continuing to differentiate itself amongst its competitors. This translates into the question of how to …

…suggestions, recommendations and constructive critique. The definition of a truly loyal airline customer is someone who is pleased with the service, flies with the airline again and again, recommends the airline to others, and takes the time and effort to point out ways the airline can still improve. SIA needs to act quickly to maintain its competitive edge in a growing market in order to earn customers' loyalties on the ground and in the skies.