Organizational Analysis For Singapore Airline
In this report, our group would analysis Singapore Airline depend on four frames: Structure, Symbols, People and Politics. After analyzing these four frames we would know more about Singapore Airline which this organization how to operate and employee where they are.
To begin with , before analyzing let we understand something about SIA’s history, Singapore airline as the predecessor of Malaysia Airlines in early days of the 1940s and 1950s, SIA they were already blazing a trail with their commitment to service excellence. On 16 September 1963, Federation of Malaysia was born and the Airline became know as Malaysian Airways Limited and in May 1966, it became Malaysia-Singapore Airlines(MSA) until to 1972 MSA spilt to become two new entities-Singapore Airline and Malaysian Airline System and then evolving from a regional airline to be a global company in the world that is SIA how to be found and became nowadays famous Singapore Airline.
2.0 Structure frame
From below the functional organization chart illustrate that relationship of authority between different managers. It also shows the flat structure of Singapore Airlines, according to this function structure relationship chart managers can make employee specialization, peer support and supervision (Jones, 2004:163). This structure is also possible to push authority downwards lead to some coordination problems between the different functional units. However it creates a more dynamic and flexible management model to authorize employee to meet the customers’ demand and make their skill and capability development.
Chart 1: SIA management frame
Note: Singapore Airlines| People in organizations. Retrieved from
In this structure, the key problem is compartment, employee only know the part of business which belong to themselves but have no experience of the business about expect they owned. Although it promotes economies of scale more specialization, is may limit their understanding of whole organization’s business.
To resolve this problem , with restructuring Singapore Airline by adjusting closely-linked activities within commercial, operational and corporate planning areas. They also can make a policy of exchanging key staff around between tow or more different department using a process of job rotation. Through this process it would provide managers with expertise and more knowledge of the business operation.
With analyzing the complexity of Singapore Airline ,from this chart it shows it is a horizontal differentiation based on main functions of organization, grouping together people on basis of shared skill. It consists of three major department of technical, admin and commercial which those subordinate to CEO, and there are many secondary departments depend on different functions under these three major departments.
3.0 Human Resource Frame
3.1 Emotions and motivations of staff
Working in the Singapore Airlines, people can learn a lot of knowledge and skills. So People feel very well in Singapore Airlines. Enterprise can through staff training(on-the-job training and leave training), helping employees work to master knowledge and skills. To improve the staff's creativity, enterprise management personnel should not only work in training to employees in the work related knowledge, skills and methods, but also should improve staff sensitivity to new things. To help employees to explore new ideas and encourage employees to break the rules.
3.2 Strategies using to empower and promote diversity
Companies recognize and reward employee innovation, which will have a direct impact on employees’s innovation behavior and motivations, so as to arouse the enthusiasm of staff. Employees of enterprises innovation and act as important indicators of their performance evaluation. It makes employees clearly know about their job performance requirements. Enterprise for the staff’s innovative behavior to provide institutional support and policy support. To reduce the risk of employee innovation. SIA established a way that is winning awards system (WWA) to recognize and reward employees to provide good services to customers. This is based on the customer high praise, once per quarter. Annual winners will receive a unique Omega Constellation watch. WWA winner’s name is engraved on the gold honor roll. The roster will always display at the SIA management center. According to the profit sharing plan, employees will receive special bonus based on company profitability. This bonus can be accounted for in the employee’s annual salary to a considerable percentage. SIA has also developed a “ distinguished service” scheme to encourage front-line ground personnel provide truly innovative service (Nitin Pangarkar, 1998&1997).
3.3 Relationship between managers and non-managerial employees
The relationship between managers and non-managerial employees is cooperative.
3.4 Opportunities which provided to employees
Employees are the subject of innovation, employees who directly servie to the customer have a better understanding of the customer's psychology than managers. They know about what new services to meet customer needs. Therefore, service companies should encourage employees to participate in the development of innovative services and design work. In the enterprise interior formed the enterprise atmospheret that is high-level management service for grass-roots management personnel, management personnel for employee services, the background for the front desk service personnel service staff, functions department for the service department. To the vast number of staff as internal customers, try our best to meet the needs of employees and desire.
4.0 Political Frame
4.1 Formal and informal power in SIA
SIA's goal is to provide the highest quality, safe, reliable and economic service; effective use of resources to obtain the full rewards. To make shareholders happy, strengthening human resources management to attracting, developing, motivating and retaining employees contribute to the company goals. It is to maximize productivity and resource utilization.
4.2 Difference between authority and power
Someone in management can have power to give another authority to do something. Authority can be delegated and power cannot. Authority may be define as right to decisions without having to obtain approval from a superior. The level of authority is called hierarchy. The term hierarchy implies a definite ranking order. Thus, at this stage, hierarchy of authority(i.e. a definite ranking order of managerial position) is created by granting different degree of authority to different positions. Authority flows downwards manner and as a result, its content decreases gradually. With authority comes power. Power is the ability to influence people toward organizational objectives. However, you have limits on your authority and power. View your authority and power as a funnel,broad at the top and narrow at the bottom. Always assume you have enough authority and power to meet your obligations, but do not exceed that limit.
4.3 Channels of possible informal communication
From the enterprise internal management, the key to success of the SIA is based on customer as the guide, the core ability of strategic management. The one is customer oriented: adhere to the CS (customer satisfaction) as the Center, the tireless pursuit of CL (customer loyalty) philosophy of service. Continued to carry on the service innovation, customer demand as the guide, paying attention to the customer's feedback, and service philosophy, continuous service innovation. Customer demand oriented, pay attention to customer feedback, and predict the future needs of customers in time, and continuously improve the customer's consumer surplus.
4.4 Various ecosystem associated with SIA
Strengthen the construction of core competence: Give top priority to cultivating people, and carry out effective human resources management. Attaches great importance to the construction of marketing ability. Strengthen cultivating enterprise technical ability. To establish technical foundation about meet customer requirements. It has always attached great importance to improve labor productivity and capital accumulation.
4.5 The source of conflict in SIA
The establishment and development of strategic alliance: Through the creation of alliances all over the world, SIA effectively makes up for itself limit in the market of capacity constraints, technology and services, expanding the company's survival and development space. Service innovation should focus on the improvement of customer experience value. Some organizations do not seriously study the physical, psychological and behavioral characteristics of consumers, and consumers to the service evaluation, expectations and requirements, but to follow the fashion, which cannot meet the actual needs of consumers. Service innovation based on customer experience and explore the depth of perception. Service organizations should seriously listen to the views of customers and systematic collection, collation and analysis of quality of service information, so that service quality improvement. To design and development of new services and allocation of resources.
5.0 Symbolic Frame
5.1 SIA’s symbols and representation
As the service on a line of flight attendant girls (Singapore girls) is the most beautiful and the most helpful young girls. They are going through a difficult and strict training. Their treatment is the highest in the company, also have the highest status. Excellent staff working in 15 years after it is possible to enter senior work area. They wear traditional sarong clothing that made of fabric designed by Balmain Paris fashion designers. Their beautiful uniforms and charm became a symbol of group company providing high quality services. Passengers were impressed and lasting impression (Nitin Pangarkar, 1998; Sandra Vandermerwe, 1991).
5.2 Impression management occur within SIA
In some services, the managers and customers often conflicting demands on the service. Employees in accordance with the requirements of the customer service, that can lead to customer dissatisfaction. however, if according to customer requirements that may violate the provisions of enterprises. Therefore, the company take the way of authorization management to increase employees' autonomy. This is good for employee's active initiative, creatively to satisfy customer needs.
5.3 A brief recommendation incorporating the four frames
In recent years, the aviation industry has suffered multiple blows, even under so severe environment, Singapore Alines also have been stronger than other competitors. Compared with the whole industry, Singapore Alines profits have been higher than that of other competitors. It is very prominent. In fact, it is seems to be relatively easy that substantial capital invesment to deliver superior customer service. In other words, how can we ensure “differentiation and cost leadership serves” as the biggest benefit. For the general business, it is hard that like to have both fish and bear’s paw. Howerver, when Singapore Alines in implementing differentiation stratagic advantages , but not at the expense of the cost. Thanks to Singapore airlines has several unique strategic advantage. offsetting costs due to provide quality services. First, compared with competitors, Singapore Airline's labor costs are relatively low; Second, Singapore Airlines shorter period flight fleet not only saves fuel but also reduces maintenance costs; Third, diversified and efficient service enterprise (maintenance, flight meals and airport services, freight forwarders); foutth, advanced technical means (by telephone, Internet and text messages to check); it is the company's internal cost saving consciousness.
A good management can make a company succeed. To enable a company to keep from success to success, it need a good business philosophy to promote, develop, and gradually achieve the final success. Singapore airlines is one such can keep for a long time development advantages, and constantly change, and gradually become the world's leading airlines. It is known as the most profitable airlines. Singapore airlines can be one of the best airlines to become the world's reputation, success lies in its comprehensive scientific management idea and the high quality service. Through the analysis of Singapore Airlines. We have further understood that core competence is the source of sustainable competitive advantage. And customer orientation is the prerequisite of cultivating core competence. SIA is one of the most successful and profitable airlines in the world. Its success is mainly due to its customer oriented, strategic management which based on core competence. Since Singapore Airlines establishment, the Group has developed a service quality improvement strategies. And frequently innovative plans, to ensure the quality of service more than international level. Singapore airlines service good quality gold placard make it enjoys high reputation in the international aviation industry. This kind of action in advance which make it along the road of public-private partnership strategy, far walk in front of other state-owned enterprises.
Nitin Pangarkar, The Singapor Airlines Group, Asian Case Research Journal[M], Vol.2(1998),pp211-223.
Nitin Pangarkar, The Singapore Airlines Group (1997), BK3000-Corporate Strategy[M], pp1-11.
Sandra Vandermerwe, Christopher H.Lovelock(1991),Singapore Airlines[M], pp151-159.
Singapore Airlines| People in organizations. Retrieved from
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