Service as a Strategy: A Review of Singapore Airlines

Market attainment and maintaining the competitive edge is the continuous objective at the forefront of many organizations seeking sustainability within the global business environment. Strategy, innovation, and change have been considered catalysts to achieving this position. However, the emergence of new and untouched markets driven by diverse consumer demand and preferences have required organizations to foster change as a practice of survival. The following paper will provide an assessment of different aspects of Singapore Airlines (SIA) to identify potential challenges that could hinder performance and competiveness. The following paper provides an assessment of service operations of the successful historical case of Singapore Airline. The findings can provide a guideline to strengthen organizational service strategies.