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Singapore Airlines Limited case study

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Scoot: Singapore Airlines’ Low-Cost Carrier Strategy

In December 2019, Scoot, the low-cost carrier (LCC) launched by Singapore Airlines Limited in 2011, had successfully established itself in the Asian market, having flown over 65 million passengers to 68 destinations with a fleet of 48 aircraft. Scoot accounted for 14 percent of seat capacity in Singapore, and 43 percent of LCC capacity out of the country. In 2016, SIA fully acquired and integrated the local LCC Tigerair into Scoot. Scoot’s growth, along with the integration of Tigerair, enabled SIA to compete for price-sensitive leisure travelers on short- and medium-haul routes, particularly within Asia, and premium passengers on medium- and long-haul routes. Scoot had been essential to building network connectivity within Asia and allowing SIA to compete effectively with competitors entering the market.

Reflecting on Scoot’s evolution from 2011 to 2019, Goh Choon Phong, CEO of Singapore Airlines Limited felt that the SIA Group had succeeded in fulfilling its strategic intent of being invested and a market leader in both the full-service and low-cost markets. He contemplated the opportunities and challenges ahead for SIA. Because Scoot operated many places where the full-service airline did not fly, Goh thought that SIA could gain tremendously by making connections between flights by Singapore Airlines, Scoot, and SilkAir—the airline’s short-to-medium haul premium subsidiary—as seamless as possible. But there were challenges as well, since Scoot provided different service levels and had been established and run with a high level of autonomy. Goh explained, “There are different expectations between the full service and the LCC if there are any delays. But when you are connecting the two of them, how do you manage the expectations? These are all things that we are still learning. But we are determined, and we think it can be resolved. We are just right at the front of the learning curve.”

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Singapore Airlines Case Study: A Detailed Analysis

Task: Provide a detailed analysis of the Singapore Airlines Case Study.

Singapore Airlines Case Study It was in the year 1972 that the company of Singapore Airlines was established after being segregated from Malaysian Airlines. There has been witnessed aggressive growth on behalf of Singapore Airlines since it had taken the approach of progressive trading and investing to generate a high rate of turnover in the phase of reorganization. Through this Singapore Airlines Case Study, we can find that the working principle of the company was based on its own motto that “It is the quality of the outcome delivered by the company which primarily decides its failure or success” (Fan & Lingblad, 2016). The same principle has now been accepted by a lot of companies all over the world. The company has focused on various renovative measures and other fields of infrastructures which eventually had brought excellence in some departments like customer service. The high level of inventiveness in the approach of the company has made Singapore Airlines one of the leading companies in the service industry at the global level and at the same time has raised the bar of standards before its rivals, and the background of the same context is discussed in the following section of this Singapore Airlines Case Study.

Analysis of human resource management Since the company is operating in a highly competitive market, the management of Singapore Airlines had decided to ascertain differentiation in its system and give a higher focus on the in-flight service. The presence of quality flight service is very significant in its own perspective, which would reflect the effort made by the airline company to make its customers secure and comfortable (Heracleous & Wirtz, 2010). The direct impact of the human resource management in the quality of the service delivered by the company by appointing sensibly the candidates for in-flight crews based on their subjective performance was understood by the company. Every crew member in the company was entailed with the responsibility to satisfy the requirement of every passenger that would project the consideration of the company towards its customers. The flight attendants in the Singapore Airlines were selected from a very young pool of candidates that typically ranged between the age of 18 and 25 years. The academic parameter was though limited to only with the level of high school, which mandated that the mode of education is conducted in English. Though the process of selecting the candidates turned out to be very competitive since the evaluation was done on the basis of experience, set of skills, thought process, critical reasoning skills, etc. of the person. The approach of strict recruitment processes had helped the company in recruiting and retaining the workers who had an open mind towards new parameters, a positive perspective towards the company, and have a very advanced set of skills. However, business experts have criticized the same approach on various grounds. The argument that appointing the workforce with young people would significantly impact the turnover of the company was refuted by the experts. It was being argued that the presence of several experienced employees would significantly help the younger employees in building certain confidence and skills in the related field of occupation. Though because of the variation in Singapore culture, an older person serving another aged person would have been quite awkward, and the same was alleviated by appointing young employees for in-flight service. The company has also observed that employees with younger age had an open mind towards the new approaches rather than the experienced employees who limited their working style to the old format.

 It has been understood by the management body of Singapore Airlines that the employees in the younger generation are more appropriate for the job of in-flight services and thus the recruitment and training processes were made comprehensive and strict. The detailed approach was taken by the management of Singapore Airlines while delivering training to the candidates regarding the delivery of food and related services and handling various terminologies. In a similar manner, the advanced approach was taken by the company to prepare them for crucial and potential situations of emergency, which could happen either on the ground or in the air. The whole program of training in the company could be characterized by the ongoing development of onboarding services. The consistent performance on behalf of the employee was ensured by regular evaluations and proper communication. The same approach has helped in enhancing further the quality of service for the clients.

The work management plan implied by Singapore Airlines case study was suited for its growth. The possible homogeneity in the workforce was eliminated by appointing fresh and young candidates through a strict monitoring process along with the recruitment of eligible and experienced candidates. The company has taken a special effort to avoid the recruitment of officers only of Asian origin. The company should take a diverse approach in its business so that it could attract a wider customer base with different cultural backgrounds.

Marketing Campaign It is majorly the quality of service offered by the company that has earned Singapore Airlines the reputation of the leading company in the global market. In the Asian business culture, the factor of customer satisfaction is considered to be a primary objective that has assimilated in its processes. High-quality presentation of services, focus on small details, emphasizing on even small details justifies the Asian heritage of the business. The major characteristic of Asian business culture is to stick through the appropriate hierarchical system in the organization (Chan, 2000) . The approach has ensured that the young employees employed in the company would stick through the same caring and gracious attitude towards the customers. The company has displayed even the Asian women as its logo since it displays the Asian culture of hospitality which strongly justifies the “gentle and courteous service”.  These thought processes and stereotypes deeply exist in the minds of Asians, and the same thing is justified as the epitome of Singapore airline services.

The method of quality analysis implemented in the company The quality analysis wing of Singapore Airlines is divided into major divisions. The primary analysis of quality is conducted on the initial sample of 10000 passengers by considering the complaints and feedback provided by the customers. The second stage of quality analysis is conducted by the International Research Associates that is an independent body for rating various airline services.

Though the company had recorded very rapid growth in the initial stage of the establishment, the tone of complaints and feedbacks remained the same for a long period. Though the type of analysis was quite satisfactory for the management of the company, the complaints regarding the revenue collected from the ticket sales and transport of baggage remained unattended for an extended period. It is to bring the focus on every issue that the concerns were bifurcated into two separate areas. The continuous evaluation has revealed that the feedback of the customers should be referred to on a continuous basis to ensure a higher level of customer satisfaction. The feedback provided by the clients and customers is also bifurcated into the divisions of compliments and complaints.

The survey published by INRA is the secondary source of information that the company relies on to analyze the level of customer satisfaction. The officials and executives in Singapore Airlines have provided a deep focus over the projected issues in the report of INRA. As per the INRA reports published in 1973, 1974, and 1979 the company has scored 68, 74, and 78 respectively. Though the score of the company has increased rapidly, its competitors like Thai International and Cathy Pacific are also progressing at a very fast pace. Hence the existence of real competitive advantage could only be analyzed by conducting a good market analysis. The actual progress in the market and the business could be only be ascertained by the effective analysis of the position held by its main competitors in the aspects of customer satisfaction and the quality of service offered by it (Wirtz, 2008) . Decision made to install the slot machines. To stay relevant in a highly competitive market like aviation, the company should adopt various new advanced technologies in its system. The major step was taken by the company, which can be seen through this Singapore Airlines case study was the decision to replace the sleepers with the section of business class in their air vehicles. However, this action was not much supported by the regular customers of Singapore Airlines. The decision to replace sleepers with the business class was against the customer’s expectation of luxurious and comfortable travel. The company has the reputation of providing an elite experience to the consumers by providing high-quality customer in-flight services. The company has attracted a large community of elite customer base.

If evaluated the new admissions of slot machines in the services of transatlantic services, it has ended up in making large customer dissatisfaction against the Singapore Airlines. Though the intention of the company was to create an extra source of income by introducing the slot machines, the same has provoked the customers since it symbolized extra levying of charges. The inclusion of machines had also ended up consuming extra fuel costs and required significant space to be occupied. The seats have to be considerably reduced to include such a machine (Wirtz &Johnston, 2003). The move has turned to be a risk for the safety of travellers rather than adding up to the quality of in-flight services. The move could have only generated extra income for a while and had not the potential to generate profit in the longer run.

Conclusion By conducting a detailed analysis of the Singapore Airlines case study, a person could understand both the aspects of an effective and ineffective style of management which may occur within the working environment of an organization. The detailed analysis of the Singapore Airlines Case Study has helped us in understanding the leadership and organizational format to be followed in the success of an organization. The study on Singapore Airlines Case Study also opens up the scope for further research in the significance of customer satisfaction and effective organizational process behind the success and development of an organization. Various new approaches to be implied in the future ventures have been revealed by the study conducted on Singapore Airlines case study which majorly consisted of regular consideration of complaints submitted by the customers, realistic analysis of the decision making in the organization, format for the business processes, method of conducting various airline procedures, etc. We hereby recommend in this Singapore Airlines case study that the company should focus on devising innovative strategies for acquiring more market share and other strong aspects which have turned it into a reliable organization.

References Chan, D. (2000). The story of Singapore Airlines and the Singapore girl. Singapore Airlines Case Study Journal of Management Development.

Fan, T. P. C., & Lingblad, M. (2016). Perceiving through the meteoric rise of Middle-East carriers from Singapore Airlines case study' vantage point. Journal of Air Transport Management, 54, 111-122.

Heracleous, L., & Wirtz, J. (2010). Singapore Airlines case study’ balancing act. Harvard Business Review, 88(7/8), 145-149.

Wirtz, J., & Johnston, R. (2003). Singapore Airlines case study: what it takes to sustain service excellence–a senior management perspective. Managing Service Quality: An International Journal.

Wirtz, J., Heracleous, L., & Pangarkar, N. (2008). Managing human resources for service excellence and cost-effectiveness at Singapore Airlines case study. Managing Service Quality: An International Journal.

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Singapore Airlines Harvard Case Solution & Analysis

Home >> Harvard Case Study Analysis Solutions >> Singapore Airlines

Singapore Airlines Case Study Solution

Describe Singapore Airlines and its attitude toward transparency.

Singapore Airline is known as one of the best operating airline. It is also included under the heading of World’s top airlines. It offers flight destinations to over 62 countries including long hour’s flights such as New York, Los Angeles, Cape Town and Melbourne. It also offers most luxurious flights which costs US $16,200.

The services facilitated by Singapore Airline are known as the best services. Moreover, it is also awarded as “Word’s Best Cabin crew service” for 17 years. This award has increased the recognition of respective airline and helped the company to compete strongly in the industry.

The company has divided its budget in few parts such as 40% on training employees, 30% of increasing and revising its services and remaining 30% for innovating and creating new services for travelers. Using this budget allocation, the company announced first and earliest award winning entertainment system.

Singapore Airlines Harvard Case Solution & Analysis

The company has been operating its costs at the most minimum level comparing to its competitors. Such as Singapore Airline is costing 4.58 cents per available seat kilometer, on the other hand, competitors including European Airline was costing 8 to 16 cents and American Airline costing 7 to 8 cents.

Consequently, it has been analyzed that the dual strategy used by Singaporean Airlines, innovation strategy as well as cost effective strategy would help the company to sustain its profitability for a long term.

Analyze SIA’s financial statements

To make financial statement analysis of the country, five years historical data has been obtained from the case exhibits. Therefore, it has been analyzed that company’s revenue has been increasing over the 5 years. As it reached to 15,243 million in 2015 from 12,707.3 million in 2010. Moreover, the cost of company’s operation has also been increasing but from lesser rate than revenue as it reached to 14,891.9 in 2015.Consequently, gross profits have also been increasing. Due to the continuous fluctuations in company’s expenses, it managed to gain increased profitability over the years and finally reached to 359.5 million in 2015.

To make balance sheet analysis, it has been seen that company’s assets have been increasing over time along with increase in current assets and non-current assets. Moreover, the liability of the company has also increasing but with lesser rate than assets. Along with the assets, the equity of the company is also increasing from year to year. Consequently, it has been analyzed that company’s operations are getting efficient.

In order to make cash flow analysis, it has been analyzed that cash from operations has been fluctuating throughout the years, but it is has been analyzed that company manage to increase its cash flow operations and earned highest in 2014. Moreover, investing activities of the company have also been increasing. However there were some fluctuations in financing activities. As a result, the company managed to earn negative changes in net cash of the company. Which shows that company has been inefficient in order to manage its cash.

To make ratio analysis, the profitability of the company has been increasing overtime and reached its peak in the end of 2014. Moreover, share value of the company, as well as overall market value has also maximum in 2014.

Which theory of dividends does SIA seem to follow?

The dividend data of the company seems fluctuating over years and has not been constant. Moreover, the company is also giving ‘special dividend’ in two of the five years. Therefore, it has been analyzed that the company would be following the dividend policy of residual dividend payout in which it would be deciding for the dividend after deciding for the investment over the year. As if the project would be generating positive present value, company would be declaring the amount of dividend to be paid. Consequently, the dividend would be fluctuating form year over year.................

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Singapore International Airlines: Strategy With A Smile

By: Kannan Ramaswamy

Singapore Airlines 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…

• Length: 19 page(s)
• Publication Date: Dec 11, 2001
• Discipline: Service Management
• Product #: TB0173-PDF-ENG

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Singapore Airlines 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. At the time of the case some of that luster might be fading with the advent of copycat competitors and intensifying pressures to compete on the basis of cost. The increasing incidence of alliances in the aviation industry is also raising new questions for Singapore Airlines. The case focuses on the multi-pronged efforts at SIA to build competitive advantage. It closes with a set of issues revolving around an impending alliance with Virgin Atlantic Airways.

Learning Objectives

This case is designed to be used in a module on business strategy, and can be used to illustrate intangible sources of competitive advantage. The case helps develop a framework for understanding the concept of differentiation-based competitive advantage. It illustrates how an organization implementing a strategy of differentiation needs to design its entire value chain with the intent to be outstanding in every value activity that it performs.

Dec 11, 2001

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Service Management

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Airline industry

Thunderbird School of Global Management

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Singapore Airlines: Customer Service Innovation

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Singapore airlines: customer service innovation description.

The members of Singapore Airlines' (SIA) management committee needs to decide whether to cancel the implementation of the new lie-flat seats in business class after the effects of the global recession on the travel industry in September 2001. SIA was considered the gold standard for its innovative customer service, and the $100 million new seats project for the international market was planned to bolster that reputation. But with increased competition in the airline industry and the dramatic drop in travel after the September 11 terrorist attacks in the United States, the main agenda item for the management committee was how to cut costs.

Case Description Singapore Airlines: Customer Service Innovation

Strategic managment tools used in case study analysis of singapore airlines: customer service innovation, step 1. problem identification in singapore airlines: customer service innovation case study, step 2. external environment analysis - pestel / pest / step analysis of singapore airlines: customer service innovation case study, step 3. industry specific / porter five forces analysis of singapore airlines: customer service innovation case study, step 4. evaluating alternatives / swot analysis of singapore airlines: customer service innovation case study, step 5. porter value chain analysis / vrio / vrin analysis singapore airlines: customer service innovation case study, step 6. recommendations singapore airlines: customer service innovation case study, step 7. basis of recommendations for singapore airlines: customer service innovation case study, quality & on time delivery.

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Case Analysis of Singapore Airlines: Customer Service Innovation

Singapore Airlines: Customer Service Innovation is a Harvard Business (HBR) Case Study on Sales & Marketing , Texas Business School provides HBR case study assignment help for just $9. Texas Business School(TBS) case study solution is based on HBR Case Study Method framework, TBS expertise & global insights. Singapore Airlines: Customer Service Innovation is designed and drafted in a manner to allow the HBR case study reader to analyze a real-world problem by putting reader into the position of the decision maker. Singapore Airlines: Customer Service Innovation case study will help professionals, MBA, EMBA, and leaders to develop a broad and clear understanding of casecategory challenges. Singapore Airlines: Customer Service Innovation will also provide insight into areas such as – wordlist , strategy, leadership, sales and marketing, and negotiations.

Case Study Solutions Background Work

Singapore Airlines: Customer Service Innovation case study solution is focused on solving the strategic and operational challenges the protagonist of the case is facing. The challenges involve – evaluation of strategic options, key role of Sales & Marketing, leadership qualities of the protagonist, and dynamics of the external environment. The challenge in front of the protagonist, of Singapore Airlines: Customer Service Innovation, is to not only build a competitive position of the organization but also to sustain it over a period of time.

Strategic Management Tools Used in Case Study Solution

The Singapore Airlines: Customer Service Innovation case study solution requires the MBA, EMBA, executive, professional to have a deep understanding of various strategic management tools such as SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis.

Texas Business School Approach to Sales & Marketing Solutions

In the Texas Business School, Singapore Airlines: Customer Service Innovation case study solution – following strategic tools are used - SWOT Analysis, PESTEL Analysis / PEST Analysis / STEP Analysis, Porter Five Forces Analysis, Go To Market Strategy, BCG Matrix Analysis, Porter Value Chain Analysis, Ansoff Matrix Analysis, VRIO / VRIN and Marketing Mix Analysis. We have additionally used the concept of supply chain management and leadership framework to build a comprehensive case study solution for the case – Singapore Airlines: Customer Service Innovation

Step 1 – Problem Identification of Singapore Airlines: Customer Service Innovation - Harvard Business School Case Study

The first step to solve HBR Singapore Airlines: Customer Service Innovation case study solution is to identify the problem present in the case. The problem statement of the case is provided in the beginning of the case where the protagonist is contemplating various options in the face of numerous challenges that Sia Seats is facing right now. Even though the problem statement is essentially – “Sales & Marketing” challenge but it has impacted by others factors such as communication in the organization, uncertainty in the external environment, leadership in Sia Seats, style of leadership and organization structure, marketing and sales, organizational behavior, strategy, internal politics, stakeholders priorities and more.

Step 2 – External Environment Analysis

Texas Business School approach of case study analysis – Conclusion, Reasons, Evidences - provides a framework to analyze every HBR case study. It requires conducting robust external environmental analysis to decipher evidences for the reasons presented in the Singapore Airlines: Customer Service Innovation. The external environment analysis of Singapore Airlines: Customer Service Innovation will ensure that we are keeping a tab on the macro-environment factors that are directly and indirectly impacting the business of the firm.

What is PESTEL Analysis? Briefly Explained

PESTEL stands for political, economic, social, technological, environmental and legal factors that impact the external environment of firm in Singapore Airlines: Customer Service Innovation case study. PESTEL analysis of " Singapore Airlines: Customer Service Innovation" can help us understand why the organization is performing badly, what are the factors in the external environment that are impacting the performance of the organization, and how the organization can either manage or mitigate the impact of these external factors.

How to do PESTEL / PEST / STEP Analysis? What are the components of PESTEL Analysis?

As mentioned above PESTEL Analysis has six elements – political, economic, social, technological, environmental, and legal. All the six elements are explained in context with Singapore Airlines: Customer Service Innovation macro-environment and how it impacts the businesses of the firm.

How to do PESTEL Analysis for Singapore Airlines: Customer Service Innovation

To do comprehensive PESTEL analysis of case study – Singapore Airlines: Customer Service Innovation , we have researched numerous components under the six factors of PESTEL analysis.

Political Factors that Impact Singapore Airlines: Customer Service Innovation

Political factors impact seven key decision making areas – economic environment, socio-cultural environment, rate of innovation & investment in research & development, environmental laws, legal requirements, and acceptance of new technologies.

Government policies have significant impact on the business environment of any country. The firm in “ Singapore Airlines: Customer Service Innovation ” needs to navigate these policy decisions to create either an edge for itself or reduce the negative impact of the policy as far as possible.

Data safety laws – The countries in which Sia Seats is operating, firms are required to store customer data within the premises of the country. Sia Seats needs to restructure its IT policies to accommodate these changes. In the EU countries, firms are required to make special provision for privacy issues and other laws.

Competition Regulations – Numerous countries have strong competition laws both regarding the monopoly conditions and day to day fair business practices. Singapore Airlines: Customer Service Innovation has numerous instances where the competition regulations aspects can be scrutinized.

Import restrictions on products – Before entering the new market, Sia Seats in case study Singapore Airlines: Customer Service Innovation" should look into the import restrictions that may be present in the prospective market.

Export restrictions on products – Apart from direct product export restrictions in field of technology and agriculture, a number of countries also have capital controls. Sia Seats in case study “ Singapore Airlines: Customer Service Innovation ” should look into these export restrictions policies.

Foreign Direct Investment Policies – Government policies favors local companies over international policies, Sia Seats in case study “ Singapore Airlines: Customer Service Innovation ” should understand in minute details regarding the Foreign Direct Investment policies of the prospective market.

Corporate Taxes – The rate of taxes is often used by governments to lure foreign direct investments or increase domestic investment in a certain sector. Corporate taxation can be divided into two categories – taxes on profits and taxes on operations. Taxes on profits number is important for companies that already have a sustainable business model, while taxes on operations is far more significant for companies that are looking to set up new plants or operations.

Tariffs – Chekout how much tariffs the firm needs to pay in the “ Singapore Airlines: Customer Service Innovation ” case study. The level of tariffs will determine the viability of the business model that the firm is contemplating. If the tariffs are high then it will be extremely difficult to compete with the local competitors. But if the tariffs are between 5-10% then Sia Seats can compete against other competitors.

Research and Development Subsidies and Policies – Governments often provide tax breaks and other incentives for companies to innovate in various sectors of priority. Managers at Singapore Airlines: Customer Service Innovation case study have to assess whether their business can benefit from such government assistance and subsidies.

Consumer protection – Different countries have different consumer protection laws. Managers need to clarify not only the consumer protection laws in advance but also legal implications if the firm fails to meet any of them.

Political System and Its Implications – Different political systems have different approach to free market and entrepreneurship. Managers need to assess these factors even before entering the market.

Freedom of Press is critical for fair trade and transparency. Countries where freedom of press is not prevalent there are high chances of both political and commercial corruption.

Corruption level – Sia Seats needs to assess the level of corruptions both at the official level and at the market level, even before entering a new market. To tackle the menace of corruption – a firm should have a clear SOP that provides managers at each level what to do when they encounter instances of either systematic corruption or bureaucrats looking to take bribes from the firm.

Independence of judiciary – It is critical for fair business practices. If a country doesn’t have independent judiciary then there is no point entry into such a country for business.

Government attitude towards trade unions – Different political systems and government have different attitude towards trade unions and collective bargaining. The firm needs to assess – its comfort dealing with the unions and regulations regarding unions in a given market or industry. If both are on the same page then it makes sense to enter, otherwise it doesn’t.

Economic Factors that Impact Singapore Airlines: Customer Service Innovation

Social factors that impact singapore airlines: customer service innovation, technological factors that impact singapore airlines: customer service innovation, environmental factors that impact singapore airlines: customer service innovation, legal factors that impact singapore airlines: customer service innovation, step 3 – industry specific analysis, what is porter five forces analysis, step 4 – swot analysis / internal environment analysis, step 5 – porter value chain / vrio / vrin analysis, step 6 – evaluating alternatives & recommendations, step 7 – basis for recommendations, references :: singapore airlines: customer service innovation case study solution.

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Singapore Airlines A (2001) Case Study Solution Analysis

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Singapore Airlines A (2001) Case Study Solution Analysis. Get Singapore Airlines A (2001) Case Study Analysis Solution. Contact us directly at casesolutionscentre(at)gmail(dot)com if you want to order for Singapore Airlines A (2001) Case Solution, Case Analysis, Case Study Solution. Dattatreya G Allampalli, Toh Thian Ser Less

Email us for Any Case Solution at: [email protected] Singapore Airlines a (2001) Case Study Solution Analysis Singapore Airlines a (2001) Case Study Solution Analysis. Our tutors are available 24/7 to assist in your academic stuff, Our Professional writers are ready to serve you in services you need. Every Case Study Solution & Analysis is prepared from scratch, top quality, plagiarism free. Authors: Dattatreya G Allampalli, Toh Thian Ser Get Case Study Solution and Analysis of Singapore Airlines a (2001) in a FAIR PRICE!! Steps for Case Study Solution Analysis: 1. Introduction of Singapore Airlines a (2001) Case Solution The Singapore Airlines a (2001) case study is a Harvard Business Review case study, which presents a simulated practical experience to the reader allowing them to learn about real life problems in the business world. The Singapore Airlines a (2001) case consisted of a central issue to the organization, which had to be identified, analysed and creative solutions had to be drawn to tackle the issue. This paper presents the solved Singapore Airlines a (2001) case analysis and case solution. The method through which the analysis is done is mentioned, followed by the relevant tools used in finding the solution. The case solution first identifies the central issue to the Singapore Airlines a (2001) case study, and the relevant stakeholders affected by this issue. This is known as the problem identification stage. After this, the relevant tools and models are used, which help in the case study analysis and case study solution. The tools used in identifying the solution consist of the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis. The solution consists of recommended strategies to overcome this central issue. It is a good idea to also propose alternative case study solutions, because if the main solution is not found feasible, then the alternative solutions could be implemented. Lastly, a good case study solution also includes an implementation plan for the recommendation Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] strategies. This shows how through a step-by-step procedure as to how the central issue can be resolved. 2. Problem Identification of Singapore Airlines a (2001) Case Solution Harvard Business Review cases involve a central problem that is being faced by the organization and these problems affect a number of stakeholders. In the problem identification stage, the problem faced by Singapore Airlines a (2001) is identified through reading of the case. This could be mentioned at the start of the reading, the middle or the end. At times in a case analysis, the problem may be clearly evident in the reading of the HBR case. At other times, finding the issue is the job of the person analysing the case. It is also important to understand what stakeholders are affected by the problem and how. The goals of the stakeholders and are the organization are also identified to ensure that the case study analysis are consistent with these. 3. Analysis of the Singapore Airlines a (2001) HBR Case Study The objective of the case should be focused on. This is doing the Singapore Airlines a (2001) Case Solution. This analysis can be proceeded in a step-by-step procedure to ensure that effective solutions are found. In the first step, a growth path of the company can be formulated that lays down its vision, mission and strategic aims. These can usually be developed using the company history is provided in the case. Company history is helpful in a Business Case study as it helps one understand what the scope of the solutions will be for the case study. The next step is of understanding the company; its people, their priorities and the overall culture. This can be done by using company history. It can also be done by looking at anecdotal instances of managers or employees that are usually included in an HBR case study description to give the reader a real feel of the situation. Lastly, a timeline of the issues and events in the case needs to be made. Arranging events in a timeline allows one to predict the next few events that are likely to take place. It also helps one in developing the case study solutions. The timeline also helps in understanding the continuous challenges that are being faced by the organisation. 4. SWOT analysis of Singapore Airlines a (2001) An important tool that helps in addressing the central issue of the case and coming up with Singapore Airlines a (2001) HBR case solution is the SWOT analysis. The SWOT analysis is a strategic management tool that lists down in the form of a Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] matrix, an organisation's internal strengths and weaknesses, and external opportunities and threats. It helps in the strategic analysis of Singapore Airlines a (2001) Once this listing has been done, a clearer picture can be developed in regards to how strategies will be formed to address the main problem. For example, strengths will be used as an advantage in solving the issue. Therefore, the SWOT analysis is a helpful tool in coming up with the Singapore Airlines a (2001) Case Study answers. One does not need to remain restricted to using the traditional SWOT analysis, but the advanced TOWS matrix or weighted average SWOT analysis can also be used. 5. Porter Five Forces Analysis for Singapore Airlines a (2001) Another helpful tool in finding the case solutions is of Porter's Five Forces analysis. This is also a strategic tool that is used to analyse the competitive environment of the industry in which Singapore Airlines a (2001) operates in. Analysis of the industry is important as businesses do not work in isolation in real life, but are affected by the business environment of the industry that they operate in. Harvard Business case studies represent real-life situations, and therefore, an analysis of the industry's competitive environment needs to be carried out to come up with more holistic case study solutions. In Porter's Five Forces analysis, the industry is analysed along 5 dimensions. • These are the threats that the industry faces due to new entrants. • It includes the threat of substitute products. • It includes the bargaining power of buyers in the industry. • It includes the bargaining power of suppliers in an industry. • Lastly, the overall rivalry or competition within the industry is analysed This tool helps one understand the relative powers of the major players in the industry and its overall competitive dynamics. Actionable and practical solutions can then be developed by keeping these factors into perspective. 6. PESTEL Analysis of Singapore Airlines a (2001) Another helpful tool that should be used in finding the case study solutions is the PESTEL analysis. This also looks at the external business environment of the organisation helps in finding case study Analysis to real-life business issues as in HBR cases. • The PESTEL analysis particularly looks at the macro environmental factors that affect the industry. These are the political, environmental, social, technological, environmental and legal (regulatory) factors affecting the industry. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] • Factors within each of these 6 should be listed down, and analysis should be made as to how these affect the organisation under question. 7. VRIO Analysis of Singapore Airlines a (2001) This is an analysis carried out to know about the internal strengths and capabilities of Singapore Airlines a (2001) . Under the VRIO analysis, the following steps are carried out: • The internal resources of Singapore Airlines a (2001) are listed down. • Each of these resources are assessed in terms of the value it brings to the organization. • Each resource is assessed in terms of how rare it is. A rare resource is one that is not commonly used by competitors. • Each resource is assessed whether it could be imitated by competition easily or not. • Lastly, each resource is assessed in terms of whether the organization can use it to an advantage or not. • The analysis done on the 4 dimensions; Value, Rareness, Imitability, and Organization. If a resource is high on all of these 4, then it brings long-term competitive advantage. If a resource is high on Value, Rareness, and Imitability, then it brings an unused competitive advantage. If a resource is high on Value and Rareness, then it only brings temporary competitive advantage. If a resource is only valuable, then it’s a competitive parity. If it’s none, then it can be regarded as a competitive disadvantage. 8. Value Chain Analysis of Singapore Airlines a (2001) The Value chain analysis of Singapore Airlines a (2001) helps in identifying the activities of an organization, and how these add value in terms of cost reduction and differentiation. This tool is used in the case study analysis as follows: • The firm’s primary and support activities are listed down. • Identifying the importance of these activities in the cost of the product and the differentiation they produce. • Lastly, differentiation or cost reduction strategies are to be used for each of these activities to increase the overall value provided by these activities. Recognizing value creating activities and enhancing the value that they create allow Singapore Airlines a (2001) to increase its competitive advantage. 9. BCG Matrix of Singapore Airlines a (2001) The BCG Matrix is an important tool in deciding whether an organization should invest or divest in its strategic business units. The matrix involves placing the Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] strategic business units of a business in one of four categories; question marks, stars, dogs and cash cows. The placement in these categories depends on the relative market share of the organization and the market growth of these strategic business units. The steps to be followed in this analysis is as follows: • Identify the relative market share of each strategic business unit. • Identify the market growth of each strategic business unit. • Place these strategic business units in one of four categories. Question Marks are those strategic business units with high market share and low market growth rate. Stars are those strategic business units with high market share and high market growth rate. Cash Cows are those strategic business units with high market share and low market growth rate. Dogs are those strategic business units with low market share and low growth rate. • Relevant strategies should be implemented for each strategic business unit depending on its position in the matrix. The strategies identified from the Singapore Airlines a (2001) BCG matrix and included in the case pdf. These are either to further develop the product, penetrate the market, develop the market, diversification, investing or divesting. 10. Ansoff Matrix of Singapore Airlines a (2001) Ansoff Matrix is an important strategic tool to come up with future strategies for Singapore Airlines a (2001) in the case solution. It helps decide whether an organization should pursue future expansion in new markets and products or should it focus on existing markets and products. • The organization can penetrate into existing markets with its existing products. This is known as market penetration strategy. • The organization can develop new products for the existing market. This is known as product development strategy. • The organization can enter new markets with its existing products. This is known as market development strategy. • The organization can enter into new markets with new products. This is known as a diversification strategy. The choice of strategy depends on the analysis of the previous tools used and the level of risk the organization is willing to take. 11. Marketing Mix of Singapore Airlines a (2001) Singapore Airlines a (2001) needs to bring out certain responses from the market that it targets. To do so, it will need to use the marketing mix, which serves as a tool in helping bring out responses from the market. The 4 elements of the marketing mix are Product, Price, Place and Promotions. The following steps are required to carry out a marketing mix analysis and include this in the case study analysis. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] • Analyse the company’s products and devise strategies to improve the product offering of the company. • Analyse the company’s price points and devise strategies that could be based on competition, value or cost. • Analyse the company’s promotion mix. This includes the advertisement, public relations, personal selling, sales promotion, and direct marketing. Strategies will be devised which makes use of a few or all of these elements. • Analyse the company’s distribution and reach. Strategies can be devised to improve the availability of the company’s products. 12. Singapore Airlines a (2001) Strategy The strategies devised and included in the Singapore Airlines a (2001) case memo should have a strategy. A strategy is a strategy that involves firms seeking uncontested market spaces, which makes the competition of the company irrelevant. It involves coming up with new and unique products or ideas through innovation. This gives the organization a competitive advantage over other firms, unlike a red ocean strategy. 13. Competitors analysis of Singapore Airlines a (2001) The PESTEL analysis discussed previously looked at the macro environmental factors affecting business, but not the microenvironmental factors. One of the microenvironmental factors are competitors, which are addressed by a competitor analysis. The Competitors analysis of Singapore Airlines a (2001) looks at the direct and indirect competitors within the industry that it operates in. • This involves a detailed analysis of their actions and how these would affect the future strategies of Singapore Airlines a (2001) . • It involves looking at the current market share of the company and its competitors. • It should compare the marketing mix elements of competitors, their supply chain, human resources, financial strength etc. • It also should look at the potential opportunities and threats that these competitors pose on the company. 14. Organisation of the Analysis into Singapore Airlines a (2001) Case Study Solution Once various tools have been used to analyse the case, the findings of this analysis need to be incorporated into practical and actionable solutions. These solutions will also be the Singapore Airlines a (2001) case answers. These are usually in the form Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] of strategies that the organisation can adopt. The following step-by-step procedure can be used to organise the Harvard Business case solution and recommendations: • The first step of the solution is to come up with a corporate level strategy for the organisation. This part consists of solutions that address issues faced by the organisation on a strategic level. This could include suggestions, changes or recommendations to the company's vision, mission and its strategic objectives. It can include recommendations on how the organisation can work towards achieving these strategic objectives. Furthermore, it needs to be explained how the stated recommendations will help in solving the main issue mentioned in the case and where the company will stand in the future as a result of these. • The second step of the solution is to come up with a business level strategy. The HBR case studies may present issues faced by a part of the organisation. For example, the issues may be stated for marketing and the role of a marketing manager needs to be assumed. So, recommendations and suggestions need to address the strategy of the marketing department in this case. Therefore, the strategic objectives of this business unit (Marketing) will be laid down in the solutions and recommendations will be made as to how to achieve these objectives. Similar would be the case for any other business unit or department such as human resources, finance, IT etc. The important thing to note here is that the business level strategy needs to be aligned with the overall corporate strategy of the organisation. For example, if one suggests the organisation to focus on differentiation for competitive advantage as a corporate level strategy, then it can't be recommended for the Singapore Airlines a (2001) Case Study Solution that the business unit should focus on costs. • The third step is not compulsory but depends from case to case. In some HBR case studies, one may be required to analyse an issue at a department. This issue may be analysed for a manager or employee as well. In these cases, recommendations need to be made for these people. The solution may state that objectives that these people need to achieve and how these objectives would be achieved. The case study analysis and solution, and Singapore Airlines a (2001) case answers should be written down in the Singapore Airlines a (2001) case memo, clearly identifying which part shows what. The Singapore Airlines a (2001) case should be in a professional format, presenting points clearly that are well understood by the reader. 15. Alternate solution to the Singapore Airlines a (2001) HBR case study Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] It is important to have more than one solution to the case study. This is the alternate solution that would be implemented if the original proposed solution is found infeasible or impossible due to a change in circumstances. The alternate solution for Singapore Airlines a (2001) is presented in the same way as the original solution, where it consists of a corporate level strategy, business level strategy and other recommendations. 16. Implementation of Singapore Airlines a (2001) Case Solution The case study does not end at just providing recommendations to the issues at hand. One is also required to provide how these recommendations would be implemented. This is shown through a proper implementation framework. A detailed implementation framework helps in distinguishing between an average and an above average case study answer. A good implementation framework shows the proposed plan and how the organisations' resources would be used to achieve the objectives. It also lays down the changes needed to be made as well as the assumptions in the process. • A proper implementation framework shows that one has clearly understood the case study and the main issue within it. • It shows that one has been clarified with the HBR fundamentals on the topic. • It shows that the details provided in the case have been properly analysed. • It shows that one has developed an ability to prioritise recommendations and how these could be successfully implemented. • The implementation framework also helps by removing out any recommendations that are not practical or actionable as these could not be implemented. Therefore, the implementation framework ensures that the solution to the Singapore Airlines a (2001) Harvard case is complete and properly answered. 17. Recommendations and Action Plan for Singapore Airlines a (2001) case analysis For Singapore Airlines a (2001), based on the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the Marketing Mix analysis, the recommendations and action plan are as follows: • Singapore Airlines a (2001) should focus on making use of its strengths identified from the VRIO analysis to make the most of the opportunities identified from the PESTEL. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

Email us for Any Case Solution at: [email protected] • Singapore Airlines a (2001) should enhance the value creating activities within its value chain. • Singapore Airlines a (2001) should invest in its stars and cash cows, while getting rid of the dogs identified from the BCG Matrix analysis. • To achieve its overall corporate and business level objectives, it should make use of the marketing mix tools to obtain desired results from its target market. Email us for Any Case Solution at: [email protected] Note: This article is just a sample and not an actual case solution. If you want original case solution, please place your order on the Email. Please do check Junk/Spam folder of your E-mail for our reply, if not in Inbox.

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Singapore Airlines (A): The India Decision is a Harvard Business (HBR) Case Study on Leadership & Managing People , Fern Fort University provides HBR case study assignment help for just $11. Our case solution is based on Case Study Method expertise & our global insights.

Leadership & Managing People Case Study | Authors :: Daina Mazutis, John Weeks, Luis Vivanco, Ivy Buche

Case study description.

The Indian aviation market, having experienced high growth rates that were expected to continue through 2016, was opened to foreign investment in 2012. Singapore Airlines is considering entering the market in a partnership with India's largest industrial group, the Tata Group. At the time of the case, there are five major players, none of which is dominant. Learning objectives: These include: 1) learning to gauge the attractiveness of an industry based on Porter's five forces analysis; 2) understanding how each of the five forces - supplier power, customer power, substitutes, new entrants and degree of competitive rivalry - affect industry profitability; 3) applying a STEEP analysis (social, technological, economic, environmental, political) to predict the future attractiveness of an industry.

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[10 Steps] Case Study Analysis & Solution

Step 1 - reading up harvard business review fundamentals on the leadership & managing people.

Even before you start reading a business case study just make sure that you have brushed up the Harvard Business Review (HBR) fundamentals on the Leadership & Managing People. Brushing up HBR fundamentals will provide a strong base for investigative reading. Often readers scan through the business case study without having a clear map in mind. This leads to unstructured learning process resulting in missed details and at worse wrong conclusions. Reading up the HBR fundamentals helps in sketching out business case study analysis and solution roadmap even before you start reading the case study. It also provides starting ideas as fundamentals often provide insight into some of the aspects that may not be covered in the business case study itself.

Step 2 - Reading the Singapore Airlines (A): The India Decision HBR Case Study

To write an emphatic case study analysis and provide pragmatic and actionable solutions, you must have a strong grasps of the facts and the central problem of the HBR case study. Begin slowly - underline the details and sketch out the business case study description map. In some cases you will able to find the central problem in the beginning itself while in others it may be in the end in form of questions. Business case study paragraph by paragraph mapping will help you in organizing the information correctly and provide a clear guide to go back to the case study if you need further information. My case study strategy involves -

• Marking out the protagonist and key players in the case study from the very start.
• Drawing a motivation chart of the key players and their priorities from the case study description.
• Refine the central problem the protagonist is facing in the case and how it relates to the HBR fundamentals on the topic.
• Evaluate each detail in the case study in light of the HBR case study analysis core ideas.

Step 3 - Singapore Airlines (A): The India Decision Case Study Analysis

Once you are comfortable with the details and objective of the business case study proceed forward to put some details into the analysis template. You can do business case study analysis by following Fern Fort University step by step instructions -

• Company history is provided in the first half of the case. You can use this history to draw a growth path and illustrate vision, mission and strategic objectives of the organization. Often history is provided in the case not only to provide a background to the problem but also provide the scope of the solution that you can write for the case study.
• HBR case studies provide anecdotal instances from managers and employees in the organization to give a feel of real situation on the ground. Use these instances and opinions to mark out the organization's culture, its people priorities & inhibitions.
• Make a time line of the events and issues in the case study. Time line can provide the clue for the next step in organization's journey. Time line also provides an insight into the progressive challenges the company is facing in the case study.

Step 4 - SWOT Analysis of Singapore Airlines (A): The India Decision

Once you finished the case analysis, time line of the events and other critical details. Focus on the following -

• Zero down on the central problem and two to five related problems in the case study.
• Do the SWOT analysis of the Singapore Airlines (A): The India Decision . SWOT analysis is a strategic tool to map out the strengths, weakness, opportunities and threats that a firm is facing.
• SWOT analysis and SWOT Matrix will help you to clearly mark out - Strengths Weakness Opportunities & Threats that the organization or manager is facing in the Singapore Airlines (A): The India Decision
• SWOT analysis will also provide a priority list of problem to be solved.
• You can also do a weighted SWOT analysis of Singapore Airlines (A): The India Decision HBR case study.

Step 5 - Porter 5 Forces / Strategic Analysis of Industry Analysis Singapore Airlines (A): The India Decision

In our live classes we often come across business managers who pinpoint one problem in the case and build a case study analysis and solution around that singular point. Business environments are often complex and require holistic solutions. You should try to understand not only the organization but also the industry which the business operates in. Porter Five Forces is a strategic analysis tool that will help you in understanding the relative powers of the key players in the business case study and what sort of pragmatic and actionable case study solution is viable in the light of given facts.

Step 6 - PESTEL, PEST / STEP Analysis of Singapore Airlines (A): The India Decision

Another way of understanding the external environment of the firm in Singapore Airlines (A): The India Decision is to do a PESTEL - Political, Economic, Social, Technological, Environmental & Legal analysis of the environment the firm operates in. You should make a list of factors that have significant impact on the organization and factors that drive growth in the industry. You can even identify the source of firm's competitive advantage based on PESTEL analysis and Organization's Core Competencies.

Step 7 - Organizing & Prioritizing the Analysis into Singapore Airlines (A): The India Decision Case Study Solution

Once you have developed multipronged approach and work out various suggestions based on the strategic tools. The next step is organizing the solution based on the requirement of the case. You can use the following strategy to organize the findings and suggestions.

• Build a corporate level strategy - organizing your findings and recommendations in a way to answer the larger strategic objective of the firm. It include using the analysis to answer the company's vision, mission and key objectives , and how your suggestions will take the company to next level in achieving those goals.
• Business Unit Level Solution - The case study may put you in a position of a marketing manager of a small brand. So instead of providing recommendations for overall company you need to specify the marketing objectives of that particular brand. You have to recommend business unit level recommendations. The scope of the recommendations will be limited to the particular unit but you have to take care of the fact that your recommendations are don't directly contradict the company's overall strategy. For example you can recommend a low cost strategy but the company core competency is design differentiation.
• Case study solutions can also provide recommendation for the business manager or leader described in the business case study.

Step 8 -Implementation Framework

The goal of the business case study is not only to identify problems and recommend solutions but also to provide a framework to implement those case study solutions. Implementation framework differentiates good case study solutions from great case study solutions. If you able to provide a detailed implementation framework then you have successfully achieved the following objectives -

• Detailed understanding of the case,
• Clarity of HBR case study fundamentals,
• Analyzed case details based on those fundamentals and
• Developed an ability to prioritize recommendations based on probability of their successful implementation.

Implementation framework helps in weeding out non actionable recommendations, resulting in awesome Singapore Airlines (A): The India Decision case study solution.

Step 9 - Take a Break

Once you finished the case study implementation framework. Take a small break, grab a cup of coffee or whatever you like, go for a walk or just shoot some hoops.

Step 10 - Critically Examine Singapore Airlines (A): The India Decision case study solution

After refreshing your mind, read your case study solution critically. When we are writing case study solution we often have details on our screen as well as in our head. This leads to either missing details or poor sentence structures. Once refreshed go through the case solution again - improve sentence structures and grammar, double check the numbers provided in your analysis and question your recommendations. Be very slow with this process as rushing through it leads to missing key details. Once done it is time to hit the attach button.

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Case Study Solutions

Singapore Airlines (A)

Subjects Covered Operations management Quality control Work force management

by Christopher W.L. Hart, Lucy N. Lytle

Source: Harvard Business School

19 pages. Publication Date: Oct 07, 1986. Prod. #: 687022-PDF-ENG

Singapore Airlines (A) Harvard Case Study Solution and HBR and HBS Case Analysis

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Trending Topics

Follow our news, recent searches, singapore airlines ordered to pay s$3,580 to couple in india over faulty seats: reports, advertisement.

The couple's business class seats had failed to electronically recline during their journey from Hyderabad to Australia via Singapore last year.

Singapore Airlines planes sit on the tarmac at Changi Airport. (Photo: Reuters/Caroline Chia)

This audio is AI-generated.

SINGAPORE: Singapore Airlines (SIA) has been ordered to pay a couple in India more than S$3,500 after their seats failed to electronically recline during their journey from India to Australia last year.

The District Consumer Disputes Redressal Commission in Hyderabad ruled in favour of Ravi Gupta and his wife Anjali Gupta, media outlets in India reported on Thursday (Apr 25).

According to a report by the Deccan Chronicle, the couple had travelled from Hyderabad to Australia via Singapore on May 23, 2023. 

They complained during the flight that their business class seats, which were supposed to recline electronically, had malfunctioned.

India Today reported that the couple were "forced to stay awake throughout the journey", after forking out 66,750 rupees (S$1,090) for each ticket.

Singapore Airlines had initially offered 10,000 KrisFlyer miles per person, but the offer was rejected by the complainants.

Mr Gupta, who is Telangana's director general of police, reportedly claimed that they were treated as "economy class passengers", except for the extra legroom, the Deccan Chronicle reported.

The commission ruled that SIA should refund 48,750 rupees to each complainant, along with 12 per cent interest. 

Additionally, the airline was ordered to pay a compensation of 100,000 rupees for "mental agony and physical suffering", as well as 10,000 rupees for the costs of the complaint, the media outlets reported. 

In total, the airline was ordered to pay 219,200 rupees, which is about S$3,580.

CNA has contacted SIA for more information.

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