Singapore Airlines Case Study for Marketing Course

This document focuses from the perspective of teachings from class 1 of Marketing. The teachings of the class 1 are: Value for the customers, customer satisfaction, marketing approach, profit making at a superior service and building relationship with customer Singapore airlines goal is service excellence at a profit. Service excellence is achieved by providing a value for the money in general. But, Singapore airlines tried to go beyond the value for the money. Value for the customers/Customer satisfaction:
Singapore airlines created a product with certain benefits and they continuously seek feedback from their front line and customers and improve the product based on the feedback. Once the product is established they don’t stop and be satisfied by that product. Instead they continue to innovate new products to replace the old products and look for ways to provide these new products without a heavy price increase. This increases customer’s satisfaction and value by not increasing the cost. Hence, they strive for increasing the customer satisfaction by keeping the tabs on the costs.
The cost control objective is achieved by providing managers an opportunity to work in other departments. The managers acquire the understanding of the overall functioning of the company. They are able to bring new ideas and new perspective to the table. Marketing approach: Singapore airlines clearly use a combination of market driving and market driven marketing schemes. First, they employed the market driving marketing approach and innovated a service product anticipating the needs of the customers by observing and understanding the changing lifestyles of the people.

Once the product is introduced they improved the product by employing the market driven approach where they seek the feedback from several quarters. Profit making at a superior service and building relationship with customer: Service standardization vs. Flexible service i. e. personalization Standard service provides for consistency in service. Singapore airlines while trained the staff to be able to provide a standardized service also drilled into the staff to be flexible and think out of the box or on the fly to come up with acts that provide a personalized/need basis service.
This type of delta service approach on top of the standard service makes the customers extremely happy and increases the customer satisfaction levels. This type of approach also doesn’t cost too much to the airlines. This will make the customers to prefer Singapore airlines as their choice to fly again and again. Not only that these happy customers act as marketing agents as they go gaga over Singapore airlines with their families, friends and colleagues. In all of these things, the important thing is creating a training frame work and training to the staff. The training frame work continues to evolve.
One other thing that is extra-ordinary about the Singapore airlines thinking towards providing service is not just try to excel within the airlines industry but also across the service as a whole. This will make Singapore airlines to learn from other industries within the service sector by analyzing and observing them. Singapore airlines in it’s quest for service excellence at a profit defied the existing models in service literature. This constant look out to innovate new products and improve existsing products keeps Singapore airlines ahead of the competition.