Strength:

1. Strong brand reputation: Singapore Airlines is practically tied for the 4th largest
airline in the world
2. Singapore Airlines provides health-focused meals, exercise, and relaxation for the
customers
3. SIA is also expanding its omnichannel platform through its Kris Shop, and Kris Flyer
which serves as SIA’s loyalty program. Kris Pay serves as the group’s digital wallet
4. Diverse revenue streams: Alongside passenger transport, SIA has a profitable cargo
division and a strong portfolio of subsidiary businesses, including ground handling
and engineering.
5. Investment in new technologies: The firm continually invests in new aircraft, adopts
low-carbon technologies, and searches for carbon offsets of the highest quality
Weakness:
1. The airline industry has a large negative impact on the environment by producing
carbon emissions
2. Increase cost: Increasing environmental regulations and the growing social
movement towards sustainable travel can pressure airlines to invest in eco-friendly
technologies, which may increase costs.
3. Health pandemic and crisis: the negative effect of the pandemic on the SIA is the
decreased revenue for the whole 3 years
Opportunities:
1. Digital transformation: implementing digital transformation initiatives to streamline
the customer journey, from booking to post-flight
2. Economic growth: As economic development continues, especially in emerging
markets, there is likely to be an increase in demand for air travel, from which SIA can
benefit.
3. Health pandemic and crisis: the positive impact of the pandemic for SIA is the
increase in the cargo revenue
Threats:
1. Intense competitor: Compared to Singapore Airlines, Emirates Airlines boasts a wider
destination network compared to Singapore airlines
2. Geopolitical instabilities: Political tensions and conflicts in regions where SIA
operates can disrupt travel patterns and decrease passenger volumes.
3. Health pandemic and crisis: with the COVID-19 pandemic we can see how vulnerable
the airline industry is to health crises, which can lead to restrictions and a significant
drop in passenger traffic.
4. Weather: when multiple storms and fog develop in a region will cause a delay in the
flight
SO (Strengths-Opportunities) Strategies:
 S1O1: Leverage SIA’s strong brand reputation to market advanced health-focused
digital services and wellness programs.
 S2O1: Utilize SIA’s health-focused customer offerings to implement and promote
digital health services.
 S3O2: Expand the KrisShop and KrisFlyer offerings in emerging markets to capitalize
on economic growth.
 S4O3: Grow the cargo division further by capitalizing on increased demand during
health crises.
 S5O2: Use new technologies to enhance operations in emerging markets and improve
service efficiency.
WO (Weaknesses-Opportunities) Strategies:
 W1O1: Invest in digital initiatives that streamline operations and reduce
environmental impact.
 W2O2: Target emerging markets with eco-friendly technologies to attract
environmentally conscious travellers.
 W3O3: Expand cargo and subsidiary businesses to diversify revenue streams,
mitigating the impact of future pandemics.
ST (Strengths-Threats) Strategies:
 S1T1: Differentiate from competitors like Emirates by leveraging SIA’s strong brand
reputation and superior service.
 S2T3: Enhance health-focused customer offerings to reassure passengers during
health crises.
 S3T2: Strengthen the omnichannel platform to maintain customer engagement during
geopolitical instabilities.
 S4T4: Use diverse revenue streams to maintain stability during weather disruptions.
 S5T3: Invest in technologies that enhance health crisis preparedness and resilience.
WT (Weaknesses-Threats) Strategies:
 W1T1: Invest in sustainable aviation fuels to reduce environmental impact and meet
regulatory requirements.
 W2T2: Develop cost-efficient eco-friendly technologies to manage rising costs due to
environmental regulations.
 W3T3: Implement robust health and safety protocols to mitigate the impact of future
pandemics.
 W2T4: Increase operational flexibility to adapt quickly to weather-related disruptions.