Nov 19, 2020 in Health

Singapore Airlines

Singapore Airlines Case Study

Singapore Airlines is an organization that has a rich history. The Airlines history spans back to 1947 when the company started its first flight under the name of Malayan Airways Limited. The company has undergone several changes from that time and has grown in size and its operations. In 2000s, the Airline Company made a step through the acquisition of an A340-500 flight that flies non-stop for a long distance. Singapore Airline has ensured its place in the market through its offering unique services unique in comparison with other airline companies and spreading its operations to foreign countries. The United States is one of the countries whereby Singapore Airlines has expanded its airline and healthcare services. Research indicates that Singapore Airlines spans several states in the US. In order to ensure its place in the healthcare and airline market, Singapore Airlines has adopted several measures to address the healthcare needs of its clients in the next decade. Some of these measures include decentralizing of the business, overseas operations, accountability and organizational systems.


This case study shows how Singapore Airline has organized itself to cater for the healthcare needs of its citizens and its strategic plan.

Singapore Airlines Readiness to Address its Customers Healthcare Needs

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Singapore Airlines is prepared to cater to the healthcare needs of its citizens through decentralizing of its business. This arises from the fact that the Airline Company has stations at various States in the US and around the globe. This is critical to an Airline Company as it eliminates delays and deals away with the issue of having to send a flight to a certain destination to cater to a patient. This point can also be applied to the Airlines Company initiative to spread its operations overseas (Heracleous & Jochen, 2009). This is a significant move because it facilitates the transfer of patients from one country to another that has the facilities required for addressing the need for healthcare.

Accountability is critical to the success of a business and the development of customer confidence. Singapore Airlines has promoted accountability in its operations through allowing its subsidiaries to own half of the companys shares. This is a critical move because it ensures the full cooperation of its subsidiaries, which eliminates delays and dysfunctions in its operations. Additionally, Singapore Airlines subsidiaries have sufficient number of employees as research indicates that they employ almost half of the companys labor force (Matthews, 2011).

Organizational systems also contribute to the companys readiness in offering services to its clients. Despite Singapore Airlines being a big company, the management has ensured the availability of an organizational chart and organogram, which indicate the organizational make up and how its systems fit together. The organogram facilitates all employees to know their job description, which eliminates instances of delays or lack of preparedness.

Strategic Plan

Network Growth

The strategic plans for a company also play a critical role in ensuring its development. For instance, Singapore Airlines (SIA) has ensured the growth of its network through trying to expand its regional network. This has been done through forming alliances with other carriers such as Etihad and Qatar Airways in order to beat the escalating competition. Network growth is also aimed at hiring the most experienced pilots and dealing away with pilots that are employed on a fixed-term basis. This move is necessary to ensure that the experience is upheld in service delivery and cutting of costs related to hiring pilots on a contract basis (Matthews, 2011).

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Nurse Staffing

SIA considers its training and motivating of its workers as an issue that gives it a competitive advantage over its rivals. This is why the Airlines Company has taken the initiative to provide specialized training to its existing and incoming nurses. This is a move aimed at ensuring customer satisfaction and eliminating complains regarding the services provided (Heracleous & Jochen, 2009). Additionally, the SIA targets to employ qualified nurses in different fields every year to deal away with fewer employees. This arises from the fact that the company is undertaking a network growth move, which demands additional nurses to offer services to its increasing number of customers.

Resource Management

SIA maintains the management of its resources through related diversification to reap cost synergies. According to a research, subsidiaries serve as the development goal for rounded management skills. They also act as sources of learning, which facilitates the company to cut costs of related operations. SIAs philosophy also indicates the carriers intention on managing its resources (Crawford, 2009). The companys philosophy emphasizes on cost-effective service excellence, which has been adopted by its subsidiaries. Although some quarters might think the companys continuous incremental development is an expensive move, it is less cheap as compared to radical innovation. This is a move aimed at the company to be better than its competitors.

Patient Satisfaction

Patient satisfaction has also been promoted to a great extent by SIA. This has been done through the acquisition of new technology that facilitates in flight attendance to patients. These medical facilities ensure that a patients life can be saved no matter how far the flight is going to be. The company has also ensured patient satisfaction through employing qualified nurses and doctors that have been trained further to listen to the patient, which facilitates their satisfaction. Patients are accorded all the services that they require, such as palliative care (Crawford, 2009).

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In conclusion, SIA is ranked among the best flight service airlines in the world. This is the result of high quality services provision, including their healthcare service. SIA has demonstrated its readiness to cater to its customers, including patients, in the next generation through decentralizing of its business, overseas operations, accountability and organizational systems. SIA has also a well-organized strategic plan that encompasses nurse staffing at a regular interval to eliminate issues relating to staff shortage. It also ensures patient satisfaction through providing palliative and other services aboard. The company is focused on eliminating competition through network growth, which has seen it merging with other smaller airlines such as Etihad and Qatar Airlines.


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