Singapore Airlines Background: From Singapore Airlines Website “Singapore Airlines has come a long way since its inception in 1972, evolving from a regional airline to one of the world's leading brands most respected travel brands in the world. world. We operate one of the world's youngest fleets of aircraft to destinations spanning a network across six continents, with our Singapore Girl as our internationally recognizable icon, delivering the high standards of care and service that customers have come to expect from We. Mission Statement: Singapore Airlines is a global company dedicated to providing the highest quality air transportation services and maximizing returns for the benefit of its shareholders and employees. a variety of challenges, ranging from basic service features to the growing number of competitors entering the industry. Some challenges have been identified as follows.¬Problems faced by Singapore Airlines: 1) Stronger competition from equally reputable airlines: In an online article published on Bloomberg Businessweek titled Singapore Airlines' Competition Rises, it highlighted " Singapore Air faces greater competition on Europe-Asia routes as Emirates Airline and Qatar Airways expand their more central hubs and attract premium passengers with improved forward cabin service. Regional and budget travelers are targeted by budget airlines such as AirAsia and Qantas Airways subsidiary Jetstar Last year, Qatar was named the world's best airline by ratings group Skytrax, an accolade that. Singapore Air won in three of the five years up to 2008 and has not won since. Transportation Research Part A: Policy and Practice, 42 (1), pp. 227—242 [Accessed November 25, 2013]. Inocencio, R. 2012. Scoot: The world's newest long-haul airline takes flight. So, how many buy super savings? CNN Travel, [online] June 5. Available at: http://travel.cnn.com/singapore/visit/scooting-low-cost-long-haul-skies-843151 [Accessed November 26, 2013]. Kohlbacher, F. 2006. The use of Qualitative content analysis in case study research. 7 (1) [Accessed November 25, 2013]. Julie White, Sarah Drew, Trevor Hay, (2009) Ethnography Versus Case Study - Positioning Research and Researchers, Qualitative Research Journal, Vol. 9 Iss: 1, pp.18 – 27 [Accessed: November 27, 2013]. Whiting, A. 2013. Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal, 16 (4), pp. 2—2 [Accessed November 27 2013].