Singapore Airlines in Travel

September 2017

Singapore Airlines Group (SIA) has had a challenging year, amidst intensifying competition from GCC and Chinese airlines, and low-cost carriers in the Asia Pacific region. Despite new partnerships and ultra-long-haul route expansions in the US and Europe, revenues slumped in 2017. Tigerair and Scoot merged in 2017 to operate as one low-cost carrier under the Scoot brand, which may help sustain growth through its regional and international expansion strategy.

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Euromonitor International's report on Singapore Airlines Ltd (SIA) delivers a detailed strategic analysis of the company's business, examining its performance in the Travel market and the global economy. Company and market share data provide a detailed look at the financial position of Singapore Airlines Ltd (SIA), while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Singapore Airlines Ltd (SIA).

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Singapore Airlines Ltd (SIA) provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Travel research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key company facts
Brand portfolio
From Vistara to Air India with TATA (1)
From Vistara to Air India with TATA (2)
Vistara Strategy
Subsidiary performances
Financial assessment
SWOT: Managing a challenging portfolio amidst rising competition
Key strategic objectives and challenges

Competitive Positioning

Feeling the pinch of competition and markets
Global ranking
Regional performance

Geographic and Category Opportunities

Singapore Airlines major route expansions
SilkAir major route expansions
Scoot major route expansions
Key new partnership with Deutsche-Lufthansa
Cathay Pacific versus Singapore Airlines
Krisflyer new developments help expand customer base
Krisflyer Market Segments

Brand Strategy

Brand strategy at a glance: Strongly diversified strategies
Brand strategy at a glance: NokScoot and Vistara expanding
Social media: Not really there yet
Tactical and brand focused campaigns in 2016 and 2017


Ancillary revenues: Krisshop still main source of additional income
Fleet expansion strategy


Long haul needs better planning, and social media needs upgrades

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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