innovation of Singapore Airlines
INTRODUCTION: This report will examine a study of Singapore Airlines (SIA) approach to innovation. Throughout the report, we will discuss, describe and evaluate the Singapore Airlines current strategies to innovation and benchmark the chosen approach against Innovation and Entrepreneurship book by Peter F Drucker, 1985. Furthermore, we will identify impact on organisation culture and structure influence by its current innovation approach vice-versa. The report will lead by clearly defining the innovation in the organisation base on P, Drucker theory in Seven Sources for Innovation Opportunity based on internal and external sources, which create the urge for innovation to take a place in the organisation. Meanwhile, The Principles of Innovation lead us to identify the right thing to do in order to develop effective innovation and eliminate unnecessary procedure. ... Singapore Airlines History 2. Innovation Strategies Approach 3. ... Future innovation trends and recommendations 5. ... SINGAPORE AIRLINES HISTORY We have come a long way from our humble origins as a small regional airline. Our story began in May 1947, when Malayan Airways first operated a twin-engine Airspeed Consul between Singapore, Kuala Lumpur, Ipoh and Penang. ... The creation of the Federation of Malaysia in 1963 prompted two name changes; first to Malaysian Airways and then, three years later, to Malaysia-Singapore Airlines (MSA) in deference to the carriers joint shareholders, the governments of Malaysia and Singapore. MSA ceased operations in October 1972 and two new airlines, Malaysia Airline System (now called Malaysia Airlines, AS) and Singapore Airlines, were born. At its launch, the new national flag carrier of Singapore had a modest fleet comprising 10 aircraft; a staff of 6,000 and a route network spanning 22 cities in 18 countries. ... Singapore Airlines immediately began to expand and modernise its fleet, setting standards of service that others could only follow. Far-sighted planning, investment and product innovation propelled its growing reputation and profitability. ... Singapore Airlines was the pioneer of in-flight services such as free drinks and complimentary headsets. ... No other are offer richer opportunities for successful innovation than the unexpected success and it less risky. ... INNOVATION STRATEGY APPROCAH How does Singapore Airlines (SIA), an airline from small country-state with a population of about three million inhabitants, on an island no larger than the Isle of Man, earn a reputation for being ‘the most consistently profitable airline in the world, despite various world-wide recession? ... ’ And what puts this SIA head and shoulders above the big players like British Airways, Royal Dutch KLM, American and United Airlines. SIA believe the only way to compete was to invent and offer something special therefore we have to carve out best innovation and concentrate on service. Innovation is the specific tool of entrepreneur, the means by which they exploit change as an opportunity for a different business or a different service. ... Entrepreneurs innovate and innovation is the instrument of entrepreneurship. ... (P, Drucker; 1985) SIA launched a program called ’Future work’ aimed at inculcating a service and innovation culture to its employees throughout the company. ... On the other hand, SIA manage their own Product Innovation Department that continuously looks at customer’s needs and their current trends. ... Benchmark SIA innovation to Drucker theory, SIA are in the right track by manage their innovation department in the company. Innovation is work. ... In innovation need a talent, therefore its becomes hard, focused, purposeful work making very great demand on diligence on persistence and commitment. Innovation happen throughout the organisation not just only in certain areas (P, Drucker; 1985) Beside its bold aircraft acquisition and route development policies, SIA has been investing in many forms of technology and is an industry leader in product and service innovations. Drucker believed, effective innovation resulting from analysis, system and hard work is all that can be discussed and presented as the practice of innovation. And the extraordinary performer in innovation, as in every other area, will be effective only if grounded in the discipline and master of it. ... SIA known as the best inventor and passion for innovation in the airlines industry. ... Or perhaps we should say we found her, because the Singapore Girl has become synonymous with Singapore Airlines. According to Drucker literature, innovation does not have to be technical does not indeed have to be a’thing’ altogether. Innovation, then is an economic or social rather than a technical term. Singapore Girl was an innovation of idea base on social and culture influence which been identified by SIA then followed by Malaysia Airlines and Thai Airways. ... Armed with this simple powerful idea, SIA innovation strategy was launched. It was built around the Singapore Girl, the romantic version of the SIA cabin attendant. ... Service became the raison dętre for SIA, with the familiar Singapore Girl at the heart of its now legendary service reputation. ... Unlike its key competitors, who were in the main airlines from the West, SIA was able to exploit its unique Asian strengths and Oriental charm, through its service with cabin stewardesses of various rich ethnic backgrounds. ... According to the latest market research: Around the world the Singapore Girl remains a very positive marketing icon. She evokes the very best in Asian charm and hospitality (S, Chamber; 1993) Many innovation ideas come and go as fashionable passing fads. However, some 25 years or so since its first innovation of introduction to the world, the Singapore Girl, far from being expelled into the history books as a fashionable passing fad, has endured and has become even better known. In 1994, the year she celebrated her 21st birthday, the Singapore Girl made corporate history when it became the first commercial figure to be displayed at the famed Madame Tussauds Museum in London, which had unveiled the waxwork of the SIAs global icon that year to mark the ever-growing popularity of international travel. ... However, The Singapore Girl advertising not all roses, some campaigners saw sexiest overtones in the campaigns. ... It is an extraordinary and singular success story for an airline innovation strategy, built upon the power of creative innovation idea. No other airline can boast of such a successful innovation ideas that spans 25 years, and which still shows no signs of letting up. The crucial point for SIA seems always to have been that Singapore Girl should not be just an empty brand promise; she should be real. Real-life Singapore Girls receive intensive training; four months induction programme and it is followed by a series of advanced courses throughout their career. ... 1 Dining/Meals An innovation, to be effective has to be simple and it has to be focused. ... Indeed, the greatest praise an innovation can receive is for people to say;’ that is obvious.