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Management Summary

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Air travel is a vast and rapidly expanding industry that aids economic growth, world trade and the tourism industry. With such globalization, it comes with no surprise that the commercial aviation industry is on demand and very much so “popular” and “competitive”. One company that stands out from the crowd ranging from budget airlines such as Tiger Airways to high-end and recognized airways like Cathay Pacific is the infamous Singapore Airlines (SIA). For 16 years in succession, SIA has been given the title of the “World’s Best International Airline” in Travel and Leisure Magazine and also gained the title of “Asia’s most admired Company” for 18 years in a run by Wall Street Journal. Furthermore; the company has yet to post an annual loss and has been acknowledged as the leader in the ideas of what true service with a smile is and what it means to bring culture on board. There is no doubt that this airline has formed a very distinctive service identity over the span of 43 years since the date it was founded in 1972. Being the first airline to offer complimentary in –flight meals, beverages and headphones even to the Economy travelers, SIA gained the reputation of a company that is not like any other in the Industry. SIA transports an estimate of 18.2 million passengers to their desired destinations in over 64 cities in 35 countries and has achieved a Net profit of $379 million in the financial year of 2013 alone. In order to understand the marketing environment of a company, it is important to analyze its macro-environment in order to identify possible factors that could in turn influence the company’s supply and demand levels. A PESTEL Analysis requires a company to officially inspect all aspects of the surrounding environment in order to spot opportunities and implement appropriate practices. The Political Environment present in Singapore is

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