Marketing Plan for Case 10:
Singapore Airlines: Customer Service Innovation (A)
I. Executive Summary
This marketing plan has been created for the purpose of promoting Singapore Airlines (SIA) services in order to increase market, profits and brand image to the entire global community. SIA has been providing airline service for the past few decades to currently 64 cities in 35 countries on 5 different continents.
Currently SIA is ranked number one in the world in international airline travel service. In the past decade revenues have doubled for SIA. In the early 70s, Singapore was considered a developing country and it used the breaks and benefits of low costs for equipment and employment to make profits for the company to allow them to expand their services and improve and update their services while other major airlines were not able to do so.
By utilizing this proposed marketing plan, SIA can further penetrate the global market, expand its services to more areas across the globe, by utilizing there core competencies, SIA can achieve their goals with the following objectives:
Goal #1: Continue current marketing practices
Objective #1: continue great customer service
Objective #2: continue Singapore Girl brand image
Objective #3: having the best fleet in the world
Goal #2: Expand SIA to North and South America
Objective #1: research the Americas for suitable locat ...